INDUSTRIAL (B2B) MARKETING OF GLASS COMPANIES: MOBILE APPLICATIONS AS A SALES PROMOTION TOOL

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

  Maxim Koldyshev

Abstract

The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodology is based on the case study of ABC company and the content analysis of information available on the ABC’s website in the public domain. A content analysis was conducted of the patent for a method for determining the coated glass coating type using an application and a light source. Results demonstrate problems related to digital marketing concepts integration, customer focus, and customer relations formation. The results show an active digital strategy use for the company’s business growth through software development and integration of end product interactive visualization tools. As a result, additional business value is formed: 1) end customer company focus; 2) product knowledge development and B2B services personalization; 3) manufacturers transfer some sales and communication functions to their customers, which solves the problem of staff rotation in the sales subsystem; 4) the application becomes a tool for customer behaviour analysis. Mobile applications complement any traditional product promotion channels. The main domestic industrial market challenge is the poor rate of readiness for digital changes: applications become an effective marketing communication tool only when customers use them. Practical implications. Companies in different industries can use the results to understand real issues of applications integration in marketing strategy and communication. These problems include the digital unpreparedness of the Russian domestic market to accept new technological solutions. Value/originality. This research proves that mobile applications increase sales and is effective if company personnel, end users and B2B customers actively use them. Applications complement traditional B2B marketing channels.

How to Cite

Koldyshev, M. (2020). INDUSTRIAL (B2B) MARKETING OF GLASS COMPANIES: MOBILE APPLICATIONS AS A SALES PROMOTION TOOL. Three Seas Economic Journal, 1(3), 46-52. https://doi.org/10.30525/2661-5150/2020-3-8
Article views: 54 | PDF Downloads: 38

##plugins.themes.bootstrap3.article.details##

Keywords

industrial (B2B) marketing, mobile applications, sales promotion tools, digital marketing communications

References

Ayman, U., Kaya, A. K., & Halim, I. (2019). Mobile App Marketing Communication for B2B and B2C: Ingoes as a Case Study. In Consumer Behavior and Marketing. IntechOpen. doi: https://doi.org/10.5772/intechopen.85008

BusinessStat (2019). Analiz ryinka listovogo stekla v Rossii v 2014-2018 gg, prognoz na 2019-2023 gg. Available: https://marketing.rbc.ru/research/42399/

Boyd, D. E., & Koles, B. (2019). Virtual reality and its impact on B2B marketing: A value-in-use perspective. Journal of Business Research, vol. 100, pp. 590–598.

Deryabina, G., & Trubnikova, N. (2019). Digital B2B Communications: Economic and Marketing Effects. Institute of Scientific Communications Conference: 866–875. Springer, Cham.

Feng, X., Li, Y., Lin, X., & Ning, Y. (2020). Mobile targeting in industrial marketing: Connecting with the right businesses. Industrial Marketing Management, vol. 86, pp. 65–76. doi: https://doi.org/10.1016/j.indmarman.2019.06.007

Hall, S. (2017). Innovative B2B marketing: new models, processes and theory. Kogan Page Publishers.

Harker, M. J., & Egan, J. (2006). The past, present and future of relationship marketing. Journal of marketing management, vol. 22(1-2), pp. 215–242.

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, vol. 90, pp. 276–290. doi: https://doi.org/10.1016/j.indmarman.2020.07.022

Lin, W. L., Yip, N., Ho, J. A., & Sambasivan, M. (2020). The adoption of technological innovations in a B2B context and its impact on firm performance: An ethical leadership perspective. Industrial Marketing Management, vol. 89, pp. 61–71. doi: https://doi.org/10.1016/j.indmarman.2019.12.009

Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, vol. 35 (7), pp. 1191–1204. doi: https://doi.org/10.1108/JBIM-06-2019-0283

Parkkinen, T., & Hoțoleanu, M. (2017). Inbound Marketing Strategy: Content Marketing and Blogging: Case: Cloud-based mobile application. Available at: http://urn.fi/URN:NBN:fi:amk-2018092015277

Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, vol. 34 (7), pp. 1410–1419. doi: https://doi.org/10.1108/JBIM-10-2018-0295

Pawłowski, M., & Pastuszak, Z. (2017). B2B customers buying behavior. International Journal of Synergy and Research, vol. 5, p. 19.

Ritter, T., & Pedersen, C. L. (2020). Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future. Industrial Marketing Management, vol. 86, pp. 180–190.

Rizomyliotis, I., Konstantoulaki, K., & Kostopoulos, I. (2017). What Is Next for Business-to-Business Marketing Communication? Business-to-Business Marketing Communications: 79–90. Palgrave Macmillan, Cham.

The American Institute of Architects (2019). The Architect’s Journey to Specification 2019. Available at: https://www.aia.org/resources/85766-the-architects-journey-to-specification:46

Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, vol. 48(1), pp. 64–78.

Veronica, P., Silvia, M., & Lavinia, P. A. (2018). Traditional versus online marketing for B2B organizations: Where the line blurs. Ovidius University Annals, Economic Sciences Series, vol. 18(1), pp. 382–387.

Wali, A. F., Uduma, I. A., & Wright, L. T. (2016). Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study. Cogent Business & Management, 3(1): 1183555. doi: https://doi.org/10.1080/23311975.2016.1183555

Wang, R. J. H. (2020). Branded mobile application adoption and customer engagement behavior. Computers in Human Behavior, 106: 106245. doi: https://doi.org/10.1016/j.chb.2020.106245

O.K.N.A. Marketing (2017). Issledovanie mnenii konechnykh potrebitelei PVKh-okon.