Digital marketing for B2B organizations: structured literature review and future research directions

Abstract

Purpose This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners. Design/methodology/approach A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes. Findings Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers. Practical implications The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation. Originality/value Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks

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E-marketing in MSMEs Managed by Elderly Adults and Young Adults in Aguascalientes, Mexico

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Industrial (B2b) Marketing of Glass Companies: Mobile Applications as a Sales Promotion Tool

“…The scientific literature has little studied the impact of mobile applications on the sales of B2B companies. Despite the use of digital marketing by B2B companies and the digital revolution in business over the past twenty years (Herhausen et al, 2020), scientific literature lacks comprehensive research on the underlying issues (Pandey, Nayal & Rathore, 2020). Herhausen et al (2020) identify two major gaps in this regard: "the practice gap, which identifies the deficit between managers' 'current' practices and their 'ideal' digital marketing capabilities; and, the knowledge gap, which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this".…”

“…Herhausen et al (2020) identify two major gaps in this regard: "the practice gap, which identifies the deficit between managers' 'current' practices and their 'ideal' digital marketing capabilities; and, the knowledge gap, which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this". At the same time, digital marketing communications and sales volume management ensure the competitive sustainable development of organizations (Pandey, Nayal & Rathore, 2020). Digital business models (technological innovations that affect financial performance) challenge traditional thinking and concepts in a B2B environment (Lin et al, 2020).…”