INTERNET MARKETING DEVELOPMENT TRENDS ON THE MARKET OF TRANSPARENT STRUCTURES IN THE B2B SECTOR

Abstract

The article discusses the essence and features of marketing activities in the B2B sector. The problems of the market for translucent structures are identified (loss of a significant share of construction enterprises due to the destruction and suspension of factories in the occupied territories; decrease in market volume; decrease in business profitability; increase in the cost of materials for the production of glass; increase in the price of materials; reorientation from Russian to European materials; logistics problems, in particular port tax, lack of professional personnel, increased competition, difficulty in assessing the impact of the Internet, marketing effectiveness of B2B companies). It is substantiated that, although for the B2B sector, the main tools of Internet marketing are search engine optimization and contextual advertising, for the market of transparent constructions, SEO is not such an effective tool compared to the possibilities of contextual advertising. The main trends of B2B marketing for the coming years are presented (increasing costs for Internet marketing and SMM, programmatic (algorithmic) advertising, generation of quality leads, effective marketing). A ranking of priorities for increasing the effectiveness of sales via the Internet for companies producing translucent structures has been constructed.