出版社：National Technical University of Ukraine «Kyiv Polytechnical Institute»
摘要：The article contains a research of the special features of digital marketing on B2B market. It has been defined how the peculiarities of B2B business influence digital marketing strategydevelopment. Some special facets of digital marketing strategy,which have to be taken into account by the companies in the process of the strategy development,have been highlighted. The main trends in B2B customers’ behavior,formed in the process of internet technologies development and penetration into the business environment,have been reviewed. The internet role in B2B customers’ buying process has been defined. The special features of the people,who take part in the professional chemicals buying process,have been analyzed. As a result,the conclusion regarding the feasibility of investing into the internet communication channel has been made. The crucial digital marketing tools,which have to be leveraged in digital marketing strategy by the companies that work on the market of professional chemicals and the ways of using those tools for the purpose of increasing the business effectiveness have been recommended:marketing automation system,CRM-system,website, search marketing,online marketplaces,content marketing. The marketing automation system and CRM-system allow to integrate online and offline channels in order to obtain the advantages of an omnichannel strategy. The site,integrated with the web store,and the organization of its own customers' cabinet will improve the experience of consumers and increase loyalty. Search marketing is a key element of the strategy of digital marketing in the industrial market,so you need to ensure the delivery of the site for these key requests. Increase in sales and increase in penetration is ensured by the promotion of products in the online marketplace,as well as by working with customer reviews on these sites. Content marketing is implemented on the company's website,in social networks and on industry media resources. Effectively content of educational nature,image content,and video content.
其他摘要：У статті розглянуто специфіку digital-маркетингу на промисловому ринку. Визначено, яким чином особливості діяльності на ринку промислових споживачів впливають на розробку стратегії цифрового маркетингу. Виявлено особливі аспекти стратегії digital-маркети
