This Journal of the Academy of Marketing Science article was written by a group of academic scholars to address how to obtain an effective B2B digital marketing strategy. Further broadening the application of digital marketing, the authors provide insights into the patterns of influenceof firm-initiated (i.e., paid media, owned media, and digital inbound marketing) and market-initiated (i.e., earned social media and organic search) digital communications on B2B sales and customer acquisition.
Their findings show that impressions generated via earned social media complement owned media, but not paid media. They also find that owned media and digital inbound marketing are key to influencing customer acquisition. Although the study was conducted in Brazil, its findings remain the same across countries.
Reference:
Vieira, V. A., de Almeida, M. I., Agnihotri, R., da Silva, N. S., & & Arunachalam, S. (2019). In
pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of
the Academy of Marketing Science., 47(6), 24. https://doiorg.ezproxy.snhu.edu/10.1007/s11747-019-00687-1
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