Digital marketing adoption for B2B businesses: benefits and strategies

Abstract

Marketing communications in the last two decades have come a long way from the traditional forms of TV/Print/Radio Ads. Technologies have enabled better targeting of customers by marketing setups through the use of Digital Marketing, immensely benefitting businesses and consumers alike. B2C businesses have leveraged the potential of Digital Marketing to the fullest and enabled their entry into new formats of selling into channels like eCommerce, D2C, etc. While there is substantial evidence as to how B2C businesses have benefitted from the practice, little is heard of when it comes to B2B businesses using digital marketing as a tool. This paper is aimed at understanding the current level of usage of digital marketing by B2B firms, their perceptions around what would form part of digital marketing, if there are specific industries or business size requirements that fit well with the utilization of digital marketing and if there can be a comprehensive decision-making framework that we can develop which B2B firms can use to decide if, and how, they should use digital marketing. The paper would enhance the understanding around adoption, level of engagement/commitment, tools utilized, opportunities that are yet to be exploited and how to approach these opportunities.