Digital MarketingValue CreationBusiness Promotion
University of Technology LUT
Digital marketing activities adoption have been revolutionizing the way companies sell their products and services as well as the way they communicate with customers. Several studies have explored the implementation of digital marketing activities by B2B companies, however the degree to which digital marketing practices adoption may generate customer value has not been addressed enough by the academia. The objective of the study is to figure out how digital marketing activities adoption impact customer value creation in B2B context. The paper addresses current research on digital marketing utilization, its importance and main components as well as on customer value creation in B2B sector. The study is conducted in a collaboration with a digital service provider company specializing in business promotion via online presence enhancement. A single case study and qualitative research method were chosen and addressed and the primary data for the analysis was collected via semi-structured interviews conducted with case company specialists. Results of the study identified that digital marketing strategy adoption contributes to customer value creation in B2B sector via positively affecting the company online presence consolidation, enhancing company business performance and accelerating brand equity and brand awareness formation. The study found that successful implementation of a set of digital marketing activities in B2B companies made with the help of a service provider firm creates customer value via increasing the online presence of firms, fostering business development and promotion and influencing firms’ performance enhancement. It was also found that the prioritization of digital marketing tools utilized positively affects the business promotion and fosters customer value creation. Several valuable observations and conclusions were also made regarding the role of each digital marketing tool during the strategy implementation as well as regarding the company principles and practices that are maintained for efficient customer value creation. Insights received during the study accomplishment advance further topic exploration and pave the way to investigation of several related themes.