Cost-effective Marketing Communications Strategy for B2B Companies
Krivonos, Alena (2018)
Savonia-ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804195001
https://urn.fi/URN:NBN:fi:amk-201804195001
Tiivistelmä
For any enterprise, marketing is a key link to the customer's mind and his interest in the company’s product. Business-to-business marketing communication is a more complex set of activities than business-to-customer marketing. It takes long planning, a clear understanding of the target audience and a smart strategy. All of that requires companies to allocate a huge amount of budget for analytical researchers and marketing activities. However, not every company can afford this kind of investment, especially small and some medium-sized enterprises.
The purpose of the study is to compare the different marketing communication strategies and discover the most cost-effective strategy for a general B2B company. This research can help SMEs with the lack of budget for marketing. Moreover, it can give an overview of the current B2B marketing trends. Surveys and professionals ́ opinions about the most effective ways to generate leads cover this study. The research question was formulated and developed during the author’s internship in German B2B Company, where the distinct marketing strategy was not defined.
In this study, the author has analyzed the main aspects of modern strategies such as direct marketing, content marketing, SEM, social media marketing, event marketing and referral marketing. The research followed the quantitative and qualitative methods. The analysis of the statistical surveys of diverse types of institutions was made and the interviews from two marketing specialists from different B2B companies were conducted and included in the study.
Finally, a combination of cost-effective approaches is presented, based on all information collected and analyzed during the research. It was concluded that there is no need to make a large investment in the marketing strategy for SMEs and the main task for the marketer is to follow the necessary rules during the process of strategy implementation. The recommendations to B2B marketer were given based on the found information, which can be useful for cost-cutting of any B2B business.
The purpose of the study is to compare the different marketing communication strategies and discover the most cost-effective strategy for a general B2B company. This research can help SMEs with the lack of budget for marketing. Moreover, it can give an overview of the current B2B marketing trends. Surveys and professionals ́ opinions about the most effective ways to generate leads cover this study. The research question was formulated and developed during the author’s internship in German B2B Company, where the distinct marketing strategy was not defined.
In this study, the author has analyzed the main aspects of modern strategies such as direct marketing, content marketing, SEM, social media marketing, event marketing and referral marketing. The research followed the quantitative and qualitative methods. The analysis of the statistical surveys of diverse types of institutions was made and the interviews from two marketing specialists from different B2B companies were conducted and included in the study.
Finally, a combination of cost-effective approaches is presented, based on all information collected and analyzed during the research. It was concluded that there is no need to make a large investment in the marketing strategy for SMEs and the main task for the marketer is to follow the necessary rules during the process of strategy implementation. The recommendations to B2B marketer were given based on the found information, which can be useful for cost-cutting of any B2B business.