Expert Component as Element of Content Strategy of Industrial Enterprise

Abstract

Internet marketing in the industrial market has a number of features and differs from that in the consumer market. The first is characterized by specialized and personalized approaches, as well as it must take into account the long cycle of the transaction, and the presence of a large number of decision makers. Marketers at industrial enterprises must have a range of knowledge about the market and industry trends, possess information about the organization of procurement processes and the operation of distribution channels, and be able to build a communication process with a certain type of customer. The paper presents methods for online promotion of industrial products and a study of the features of choosing of internet marketing tools for industrial enterprises. The main idea of the paper is to highlight the expert component for such enterprises as the main tool for communication with customers. To solve this problem, the internet marketing tools of an industrial enterprise has been considered and the expert component in its content strategy has been shown, approaches to the systematization of internet marketing tools have been studied. In the course of the study, general scientific methods have been used: analysis, synthesis, generalization. The result of the research is a model of product promotion in the logic of the industrial consumer's journey, which is based on the connection of the consumer's journey map with internet marketing tools.