EFFECTIVENESS OF USING DIGITAL MARKETING TOOLS IN THE B2B MARKET

Аннотация

This article explores the key directions of digital marketing, with a particular focus on its role in B2B marketing and the digital technologies employed in this domain. The primary objective of the study is to examine digital marketing strategies and technologies within the B2B context and to identify current opportunities and challenges through a SWOT analysis. A review of the literature reveals that scholarly research on the application of digital technologies in the B2B sector remains underdeveloped. This article seeks to address and contribute to filling that gap.