Model of Marketing Communications Effectiveness in the Business-to-Business Markets

Abstract

Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-to-business market. This paper focuses on a development and testing of a model of marketing communication e¤ ectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the model (which incorporates facets of the marketing communication objectives, bidirectional communications, and communications channels) is tested to examine the impact

Effective Digital Channel Marketing for Cybersecurity Solutions

“…One of them is the article by Hughes (2013) about the effects of advertisement on sales efforts and performance of resellers. Jerman and Zavrsnik (2012) confirm that marketing communications have a positive effect on the market performance of suppliers. With increasing calls for accountability of significant marketing communication spending, it is imperative to measure the contribution of marketing communication to firm performance (Jerman & Zavrsnik, 2012).…”

“…The essence of these activities is to decrease exchange uncertainty and to encourage customer collaboration and commitment through gradual development and ongoing adjustment of mutual norms and shared routines. If customers are retained over several transactions, both buyers and sellers may profit from the experience gained through previous transactions (Andersen, 2001 (Jerman & Zavrsnik, 2012). Hansen and colleagues (2008) suggest that information sharing increases the value of the supplier-reseller relationship, as perceived by the value-added reseller, and it fosters adaptation and trust in that relationship.…”

“…In addition, many studies on marketing communications have focused on the consumer market, with little regard for the business-tobusiness market (Jerman & Zavrsnik, 2012). The determinants of perceived value associated with complex products and services, such as cybersecurity, remain unclear and largely under-explored (Menon et al, 2005).…”

“…Hence, the existing literature offers limited empirical and theoretical insight into marketing communications effectiveness in business-to-business marketing. Specifically, there is little help for marketing managers when planning effective communications strategies and understanding the impact of their suppliers' channel marketing activities (Jerman & Zavrsnik, 2012).…”

“…Kalyanam and Brar (2009) found that, because resellers in the dynamic information technology industry are typically selling many technologies, they lack the time to focus and learn specific technologies or product information. Following Jerman and Zavrsnik (2012), we see that it is important for marketers to understand the contribution of different marketing objectives to the overall effectiveness of their marketing communications.…”