Features of Internet Marketing on B2B-Markets

Abstract

At present, the key to the dynamic development of B2B business is an entry into the global markets. In these circumstances, the company begins to face both the most severe conditions of competition and the opportunities for marketing competitive products that are unattainable in the conditions of the national market. For high-tech Russian companies, in view of the insufficient for their development capacity of domestic markets, internet-promotion is practically the only lever for economic growth. The rigid conservatism of managers in respect of online promotion and «clannishness» in external communications lead to a drastic reduction in the value of new promotion tools. The article talks about how to properly promote the Internet companies that have a long transaction cycle, a fairy expensive product and many decision-makers. The main idea of the article is to identify the expert component in these companies as the main component of promotion. The author cites some aspects of Internet promotion tools that take into account high professionalism in the purchasing centers and the dependence on the development dynamics of the corresponding retail market. The article contains recommendations for various types of industrial businesses, differentiated by the size of the business and the amount of money available for Internet promotion, regarding the use of each instrument.