Tel: +998901234567
Search

No. 5 (2025)
Marketing

Articles

EFFECTIVENESS OF USING DIGITAL MARKETING TOOLS IN THE B2B MARKET

Published 2025-05-31

Authors
Samadov Askarjon Nishonovich a , Shovdirov Toxirmalik Nafasovich b
Affiliations
a Professor of the "Marketing" department of the Tashkent State University of Economics
b ISFT - International Institute of Financial Technologies and Sciences Independent Researcher
PDF (Uzbek) Google Scholar Google Scholar

Abstract

This article analyzes the main directions of digital marketing, particularly its significance in B2B marketing and the digital technologies being applied in this field. The main goal of the research is to study digital marketing strategies and technologies in the context of B2B marketing and to identify existing opportunities and challenges through SWOT analysis. The literature review shows that scientific research on the use of digital technologies specifically in the B2B sector has not been sufficiently developed. This article aims to fill that gap.

Keywords

Digital marketing, B2B marketing, SWOT analysis, strategic planning, e-commerce, artificial intelligence

References

  1. Gʻulomov, S.S. va b. Raqamli iqtisodiyotda blokcheyn texnologiyalari. – T.: Iqtisod -Moliya, 2019. – 396 b.
  2. Statista: E-commerce revenue worldwide 2019 –2029, by segment. Published by Statista Research Department, 1-aprel, 2025.
  3. Wind, J., and Mahajan, V. (2002). Digital marketing. Symphonya. Emerging Issues in Management, (1), 43–54.
  4. Bala, M., and Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering, 8(10), 321–339.
  5. Pandey, N., Nayal, P., and Rathore, A. S. (2020). Digital marketing for B2B organizations: Structured literature review and future research directions. Journal of Business and Industrial Marketing, 35(7), 1191 –1204.
  6. Saura, J. R., Ribeiro -Soriano, D., and Palacios -Marques, D. (2021). Setting B2B digital marketing in artificial intelligence -based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161–178.
  7. Behera, R. K., Bala, P. K., Rana, N. P., and Kizgin, H. (2022). Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective. Journal of Business Research, 141, 685–701.
  8. Hien, N. N., and Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumersʼ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management, 9(1), 2105285.
  9. Dudakov, G., Zolkin, A. L., Mozharova, T. N., Mironchuk, V. A., and Dorzhdeeva, V. A. (2023, March). Contribution of digital marketing channels on B2B electronic commerce market. In AIP Conference Proceedings (V ol. 2700, No. 1). AIP Publishing.
  10. Mikalef, P., Islam, N., Parida, V ., Singh, H., and Altwaijry, N. (2023). Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective. Journal of Business Research, 164, 113998.
  11. Aydin, S. (2024). B2B pazarlamada dijital pazarlama ve teknolojilerin önemi. Trakya Üniversitesi Sosyal Bilimler Dergisi, 26(1), 119–136.
  12. Olson, E. M., Olson, K. M., Czaplewski, A. J., and Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293.
  13. GlobeNewswire. (2024). Annual Report 2024. https://www.globenewswire.com/news -release/2025/03/13/3041920/0/en/Annual - Report -2024.html
  14. Statista. (2025). Footwear market worldwide. https://www.statista.com/outlook/cmo/footwear/worldwide
  15. RunRepeat. (2025). Online shoe sales statistics. https://runrepeat.com/online - shoe-sales -statistics

Downloads

Download data is not yet available.