Digital transformation of the B2B sales and marketing communication strategies : diploma thesis

Varnalieva, Simona (author), Uzunoğlu, Ebru (mentor)

Although the B2B sector relies a lot on personal relationships and meetings between companies, digital transformation has significantly impacted the marketing between B2B-oriented industries. Digitalization is essential in every organization nowadays, as B2B sales interactions, information sharing, and the customer relationship development process occur increasingly through digital media. However, even though the benefits of digitalization are evident, many B2B companies are struggling to transform themselves digitally. The main aim of this thesis is to study the benefits that come from using digital marketing communications among industrial companies and to research to what degree the industrial companies in North Macedonia have accepted the digitalization marketing process. The focus of the research is the use of digital content marketing, especially the use of newsletters. The research indicates that digitalization in the marketing process has been accepted and adopted by industrial companies in North Macedonia and will probably increase in the future. B2B companies use digital marketing activities as practical tools for attracting new customers, increasing the awareness of their company, and starting and maintaining customer relationships, with the essential results of using these marketing activities leading to more sales opportunities.

• Language: English
• Keywords: digital marketing tools, content marketing, newsletters, B2B enterprises
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: S. Varnalieva
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (50 str.))
• PID: 20.500.12556/RUL-164920
• UDC: 658.8:004.738.5(043.2)
• COBISS.SI-ID: 217054467
• Publication date in RUL: 16.11.2024

Secondary language

• Language: Slovenian
• Title: Digitalna preobrazba B2B prodajnih in trženjsko komunikacijskih strategij : diplomsko delo

Abstract

Čeprav se sektor medorganizacijska poslovanja (B2B) močno zanaša na osebne odnose in osebna srečanja med podjetji, je digitalna preobrazba pomembno vplivala na trženje med panogami, usmerjenimi v transakcije med podjetji (B2B). Digitalizacija je dandanes bistvenega pomena v vsaki organizaciji, saj se prodajne interakcije med podjetji (B2B), izmenjava informacij in proces razvoja odnosov s strankami vedno bolj odvijajo preko digitalnih medijev. Kljub temu, da so prednosti digitalizacije evidentne, imajo številna velike izzive s svojo digitalno preobrazbo. Glavni cilj diplomske naloge je preučiti koristi ki jih digitalna preobrazba ima med industrijskimi podjetji in raziskati, v kolikšni meri so industrijska podjetja v Severni Makedoniji digitalizirala svoj proces trženja. Fokus raziskave je uporaba digitalnega vsebinskega marketinga, predvsem uporaba elektronskih glasil. Raziskava kaže, da so industrijska podjetja v Severni Makedoniji uspela uvesti digitalizacijo v procesu trženja in da se bo delež le te, najverjetneje v prihodnosti še povečeval. Podjetja ki se ukvarjajo z medpodjetniškimi transakcijami uporabljajo dejavnosti digitalnega trženja kot praktična orodja za privabljanje novih strank, povečanje prepoznavnosti svojega podjetja ter vzpostavitev in vzdrževanje odnosov s strankami, pri čemer bistveni rezultati uporabe teh marketinških dejavnosti vodijo do večjih prodajnih priložnosti.

• Keywords: digitalna marketinška orodja, vsebinski marketing, elektronska glasila, medorganizacijski trg