ЦИФРОВЫЕ МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ В ПРОДВИЖЕНИИ МЕЖДУНАРОДНЫХ B2B ВЫСТАВОК: ОПЫТ ЕВРОПЕЙСКИХ И РОССИЙСКИХ МЕРОПРИЯТИЙ
Аннотация
Развитие цифровых маркетинговых инструментов создает обширные возможности для международного продвижения. Важно исследовать, как использовать их наиболее эффективно. В статье представлен сравнительный анализ применения наиболее распространенных инструментов интернет-продвижения международных выставок В2В на примере европейских и российских мероприятий (n=200). Методом контент-анализа изучались особенности контента сайтов и официальных аккаунтов в социальных сетях, а эффективность для сайтов определялась на основе рейтинга популярности сайтов Alexa Rank (AR), для официальных аккаунтов в социальных сетях – по числу подписчиков. По результатам исследования, можно утверждать, что международные европейские В2В выставки используют эти инструменты на сегодняшний день более эффективно.
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Литература
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6. Kapustin, S.N. & Simonov K.V. (2018). Cifrovizaciya vystavochnoj industrii: dostizheniya, perspektivy, vyzovy [Digitalization of the exhibition industry: achievements, prospects, challenges]. ZHurnal «Innovacii» [Journal "Innovations"], 9, pp. 74–85 (in Russ.).
7. Kultysheva, O. M. & Shusharina, A. V. (2016). Spetsifika prodvizheniya biznesa v sotsial'nykh setyakh [The specifics of business promotion in social networks]. Mezhdunarodnyy zhurnal gumanitarnykh i yestestvennykh nauk [International Journal of Humanities and Natural Sciences], 1, pp. 167–169 (in Russ.).
8. Luzhnova, N. V. & Belashov D. V. (2021). Protsess vnedreniya tsifrovogo marketinga v deyatel'nost' predpriyatiy [The process of integrating digital marketing into businesses]. Zhurnal «Ekonomika i biznes: teoriya i praktika» [Journal "Economics and Business: Theory and Practice"], 3 (73), pp. 53–56 (in Russ.).
9. Mel'nikova, N. A. & Gorbacheva, YU. S. (2014). Spetsifika kommunikatsiy v vystavochnykh tekhnologiyakh sfery business-to-business [Specificity of communications in exhibition technologies in the business-to-business sphere]. Vestnik Omskogo gosudarstvennogo pedagogicheskogo universiteta. Gumanitarnyye issledovaniya [Bulletin of the Omsk State Pedagogical University. Humanities research], 3 (4), pp. 90–93 (in Russ.).
10. Petrov, A. V. & Romanovich, V. K. (2021). Puti razvitiya marketingovykh tekhnologiy po prodvizheniyu produktsii v seti Internet [Ways of developing marketing technologies to promote products on the Internet]. Zhurnal «Ekonomika i biznes: teoriya i praktika» [Journal of Economics and Business: Theory and Practice], 3 (73), pp. 115–117 (in Russ.).
11. Suleymanova, K. A. (2020). Vystavochnaya industriya za rubezhom v 2020 godu analiz i perspektivy razvitiya [Exhibition industry abroad in 2020 - analysis and development prospects]. Moskovskiy ekonomicheskiy zhurnal [Moscow Economic Journal], 6, pp. 502–512 (in Russ.).
12. Sysoyeva, T. L., Timokhina, G. S. & Khudyakova, T. S. (2017). Rezul'tativnost' ispol'zovaniya vystavochnoy deyatel'nosti na rynke V2V v strategii prodvizheniya [The effectiveness of the use of exhibition activities on the B2B market in the promotion strategy]. Regional'naya ekonomika: teoriya i praktika [Regional economy: theory and practice], 10 (445), pp. 1975–1985 (in Russ.).
13. Fertova V. V. (2010). Reklama i prodvizheniye v internete: vybor kanalov, otsenka effektivnosti [Advertising and promotion on the Internet: choice of channels, performance evaluation]. Internet-marketing [Internet-marketing], 6, pp. 368–385 (in Russ.).
14. Frolov, A. A., Bychkov I. G. & Shcherbatskiy V. G. (2014). Upravleniye vystavochnoy deyatel'nost'yu s ispol'zovaniyem informatsionnykh tekhnologiy: monografiya [Management of exhibition activities using information technologies: monograph]. Yekaterinburg: UrFU, 100 p. (in Russ.).
15. Khalilov, D. (2014). Marketing v sotsial'nykh setyakh [Marketing in social networks]. Moskow: Mann, Ivanov i Ferber, 65 p. (in Russ.).
16. Chernysheva, A. A. & Fokina, Ye. A. (2020). Aktual'nost' Internet-prodvizheniya [The relevance of Internet promotion]. Zhurnal International journal of professional science [International journal of professional science], 6, pp. 106–111 (in Russ.).
17. Shashkina, A. V. & Devyatko, I. F. & Davydova, S. G. (2016). Onlayn-issledovaniya v Rossii: tendentsii i perspektivy [nline research in Russia: trends and prospects]. Moskow : Izdatel'stvo MIK, 555 p. (in Russ.).
18. Yakovleva, N. B. & Petrova, O. A. (2014). Sayt kak instrument prodvizheniya torgovoy kompanii: Aktual'nyye problemy aviatsii i kosmonavtiki [Website as a tool for promoting a trading company: Actual problems of aviation and cosmonautics], Mezhdunarodnyy zhurnal gumanitarnykh i yestestvennykh nauk [International Journal of Humanities and Natural Sciences], 2, 10. pp. 259–260 (in Russ.).
19. Alberca-Oliver, P., Rodríguez-Oromendía, A., Parte-Esteban L. (2015). Measuring the efficiency of trade shows: A Spanish case study. Tourism management. Vol. 47. Pp. 127–137.
20. Bathelt, H., Golfetto, F. & Rinallo, D. (2014). Trade Shows in the Globalizing Knowledge Economy. Oxford, UK : Oxford University Press. 352 p.
21. Collins, S. (2019). 15 eye-opening B2B social media statistics. Journal Articulate, available at: https://www.articulatemarketing.com/blog/b2b-social-media-statistics (accessed: 20.05.2021).
22. Digital Tool kit to Enhance the Attendee Experience. (2016). Center for Exhibition Industry Research (CEIR), available at: www.ceir.org/digital-toolkit (accessed: 20.05.2021).
23. Drive More Website Traffic with Competitive Analysis. Official website. available at: https://www.alexa.com/siteinfo (accessed: 20.05.2021).
24. Febrianti, R., Gofur A., Aulia F. (2021). The Influence of Social Media Promotion Strategies on Price-Mediated Purchase Decisions (Case Study at PT. Lazada Bandung). Psychology and Education Journal. doi.org/10.17762/pae.v58i3.2763.
25. Garofalo, J. (2016). 5 Statistics that Will Change Your View of the B2B Buyer’s Journey. Official web-site IDG, available at: https://www.idg.com/5-statistics-will-change-view-b2b-buyers-journey/ (accessed: 20.05.2021).
26. Gopalakrishna, S., Lilien, G. (2012). Trade shows in the business marketing communications mix. Handbook on business to business marketing. Vol. 13. Pp. 226–243.
27. Gour, A., Aggarwal, S., Erdem, M. (2012). Reading between the lines: analyzing online reviews by using a multi-method Web-analytics approach. International Journal of Contemporary Hospitality Management. N. 2, Pp. 490–512.
28. Kelley, A. (2018). New Technology to Take Your Event to Another Level. GES, available at: https://insights.ges.com/event-technology/ces-2018-new-technology-to-take-your-event-to-another-level (accessed: 20.05.2021).
29. Kim, D. (2020). Internet and SMEs' internationalization: The role of platform and website. Journal of International Management, № 1. DOI: 10.1016/j.intman.2019.100690.
30. McLean, G. J. (2017). Investigating the online customer experience–a B2B perspective. Marketing Intelligence & Planning. № 5. Pp. 657–672.
31. Qu, F. (2020). Research on Word-of-Mouth Marketing Strategy of Internet Firm. Conference: 2020 9th International Conference on Applied Science, Engineering and Technology (ICASET 2020). DOI: 10.2991/aer.k.201203.023.
32. Samiee, S. (2020). International marketing and the internet: a research overview and the path forward. International Marketing Review. № 3. Pp. 425–436.
33. Scolere, L., Pruchniewska, I. & Duffy, B. (2018). Constructing the platform-specific self-brand: The labor of social media promotion. Journal Social media and Society. № 3. doi.org/10.1177/2056305118784768.
34. Seung-Wan, J. (2021). A Study On The Relationship Between Exhibition Experience And Behavioral Intention, And The Mediating Effect Of Satisfaction And Brand Assets In Corporate Promotion Exhibition Halls. Turkish Journal of Computer and Mathematics Education. № 4. doi.org/10.17762/turcomat.v12i4.489.
35. Siemieniako, D. & Gębarowski, M. (2017). B2B trade fairs and promise management as a relationship marketing concept. Journal of Customer Behaviour. Vol. 16. Pp. 237–261.
36. Silva, P.M. (2021). Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. Journal of Marketing Analytics. doi.org/10.1057/s41270-020-00096-2.
37. Thoma, B., Murray, H., Huang, S., Milne, W., Martin, L., Bond, C. & Chan, T. (2018). The impact of social media promotion with infographics and podcasts on research dissemination and readership. Canadian Journal of Emergency Medicine. № 20 (2), Pp. 300–306.
2. Bazhanov, R. S. (2014). Osnovnye pokazateli instrumentov veb-analitiki kak osnova dlya provedeniya veb-analiza [Key indicators of web analytics tools as a basis for web analysis]. Al'manah sovremennoj nauki i obrazovaniya [Almanac of modern science and education], 7 (85), pp. 27–30 (in Russ.).
3. Bychkov, I. G. & Mugatina, O. V. (2013). Devajsy, mobil'nye prilozheniya i IT-trendy v vystavochno-kongressnom biznese [Devices, mobile applications and IT trends in the exhibition and congress business]. Materialy X Vserossijskoj nauchno-prakticheskoj konferencii «Reklama i PR v Rossii. Sovremennoe sostoyanie i perspektivy razvitiya» [Materials of the X All-Russian Scientific and Practical Conference “Advertising and PR in Russia. Current state and development prospects”], pp. 42–45 (in Russ.).
4. Veber, L. (2014). Effektivnyj marketing v Internete. Social'nye seti, blogi, Tvitter i drugie instrumenty prodvizheniya v Seti [Effective online marketing. Social networks, blogs, Twitter and other online promotion tools]. Moscow: Mann, Ivanov i Ferber, 204 p. (in Russ.).
5. Demkina, O.V. & SHalamova N.G. (2019). Issledovanie roli veb-analitiki v povyshenii effektivnosti deyatel'nosti organizacij [Researching the role of web analytics in improving the performance of organizations]. ZHurnal «Vestnik universiteta» [Journal "University Bulletin"], 5, pp. 56–61 (in Russ.).
6. Kapustin, S.N. & Simonov K.V. (2018). Cifrovizaciya vystavochnoj industrii: dostizheniya, perspektivy, vyzovy [Digitalization of the exhibition industry: achievements, prospects, challenges]. ZHurnal «Innovacii» [Journal "Innovations"], 9, pp. 74–85 (in Russ.).
7. Kultysheva, O. M. & Shusharina, A. V. (2016). Spetsifika prodvizheniya biznesa v sotsial'nykh setyakh [The specifics of business promotion in social networks]. Mezhdunarodnyy zhurnal gumanitarnykh i yestestvennykh nauk [International Journal of Humanities and Natural Sciences], 1, pp. 167–169 (in Russ.).
8. Luzhnova, N. V. & Belashov D. V. (2021). Protsess vnedreniya tsifrovogo marketinga v deyatel'nost' predpriyatiy [The process of integrating digital marketing into businesses]. Zhurnal «Ekonomika i biznes: teoriya i praktika» [Journal "Economics and Business: Theory and Practice"], 3 (73), pp. 53–56 (in Russ.).
9. Mel'nikova, N. A. & Gorbacheva, YU. S. (2014). Spetsifika kommunikatsiy v vystavochnykh tekhnologiyakh sfery business-to-business [Specificity of communications in exhibition technologies in the business-to-business sphere]. Vestnik Omskogo gosudarstvennogo pedagogicheskogo universiteta. Gumanitarnyye issledovaniya [Bulletin of the Omsk State Pedagogical University. Humanities research], 3 (4), pp. 90–93 (in Russ.).
10. Petrov, A. V. & Romanovich, V. K. (2021). Puti razvitiya marketingovykh tekhnologiy po prodvizheniyu produktsii v seti Internet [Ways of developing marketing technologies to promote products on the Internet]. Zhurnal «Ekonomika i biznes: teoriya i praktika» [Journal of Economics and Business: Theory and Practice], 3 (73), pp. 115–117 (in Russ.).
11. Suleymanova, K. A. (2020). Vystavochnaya industriya za rubezhom v 2020 godu analiz i perspektivy razvitiya [Exhibition industry abroad in 2020 - analysis and development prospects]. Moskovskiy ekonomicheskiy zhurnal [Moscow Economic Journal], 6, pp. 502–512 (in Russ.).
12. Sysoyeva, T. L., Timokhina, G. S. & Khudyakova, T. S. (2017). Rezul'tativnost' ispol'zovaniya vystavochnoy deyatel'nosti na rynke V2V v strategii prodvizheniya [The effectiveness of the use of exhibition activities on the B2B market in the promotion strategy]. Regional'naya ekonomika: teoriya i praktika [Regional economy: theory and practice], 10 (445), pp. 1975–1985 (in Russ.).
13. Fertova V. V. (2010). Reklama i prodvizheniye v internete: vybor kanalov, otsenka effektivnosti [Advertising and promotion on the Internet: choice of channels, performance evaluation]. Internet-marketing [Internet-marketing], 6, pp. 368–385 (in Russ.).
14. Frolov, A. A., Bychkov I. G. & Shcherbatskiy V. G. (2014). Upravleniye vystavochnoy deyatel'nost'yu s ispol'zovaniyem informatsionnykh tekhnologiy: monografiya [Management of exhibition activities using information technologies: monograph]. Yekaterinburg: UrFU, 100 p. (in Russ.).
15. Khalilov, D. (2014). Marketing v sotsial'nykh setyakh [Marketing in social networks]. Moskow: Mann, Ivanov i Ferber, 65 p. (in Russ.).
16. Chernysheva, A. A. & Fokina, Ye. A. (2020). Aktual'nost' Internet-prodvizheniya [The relevance of Internet promotion]. Zhurnal International journal of professional science [International journal of professional science], 6, pp. 106–111 (in Russ.).
17. Shashkina, A. V. & Devyatko, I. F. & Davydova, S. G. (2016). Onlayn-issledovaniya v Rossii: tendentsii i perspektivy [nline research in Russia: trends and prospects]. Moskow : Izdatel'stvo MIK, 555 p. (in Russ.).
18. Yakovleva, N. B. & Petrova, O. A. (2014). Sayt kak instrument prodvizheniya torgovoy kompanii: Aktual'nyye problemy aviatsii i kosmonavtiki [Website as a tool for promoting a trading company: Actual problems of aviation and cosmonautics], Mezhdunarodnyy zhurnal gumanitarnykh i yestestvennykh nauk [International Journal of Humanities and Natural Sciences], 2, 10. pp. 259–260 (in Russ.).
19. Alberca-Oliver, P., Rodríguez-Oromendía, A., Parte-Esteban L. (2015). Measuring the efficiency of trade shows: A Spanish case study. Tourism management. Vol. 47. Pp. 127–137.
20. Bathelt, H., Golfetto, F. & Rinallo, D. (2014). Trade Shows in the Globalizing Knowledge Economy. Oxford, UK : Oxford University Press. 352 p.
21. Collins, S. (2019). 15 eye-opening B2B social media statistics. Journal Articulate, available at: https://www.articulatemarketing.com/blog/b2b-social-media-statistics (accessed: 20.05.2021).
22. Digital Tool kit to Enhance the Attendee Experience. (2016). Center for Exhibition Industry Research (CEIR), available at: www.ceir.org/digital-toolkit (accessed: 20.05.2021).
23. Drive More Website Traffic with Competitive Analysis. Official website. available at: https://www.alexa.com/siteinfo (accessed: 20.05.2021).
24. Febrianti, R., Gofur A., Aulia F. (2021). The Influence of Social Media Promotion Strategies on Price-Mediated Purchase Decisions (Case Study at PT. Lazada Bandung). Psychology and Education Journal. doi.org/10.17762/pae.v58i3.2763.
25. Garofalo, J. (2016). 5 Statistics that Will Change Your View of the B2B Buyer’s Journey. Official web-site IDG, available at: https://www.idg.com/5-statistics-will-change-view-b2b-buyers-journey/ (accessed: 20.05.2021).
26. Gopalakrishna, S., Lilien, G. (2012). Trade shows in the business marketing communications mix. Handbook on business to business marketing. Vol. 13. Pp. 226–243.
27. Gour, A., Aggarwal, S., Erdem, M. (2012). Reading between the lines: analyzing online reviews by using a multi-method Web-analytics approach. International Journal of Contemporary Hospitality Management. N. 2, Pp. 490–512.
28. Kelley, A. (2018). New Technology to Take Your Event to Another Level. GES, available at: https://insights.ges.com/event-technology/ces-2018-new-technology-to-take-your-event-to-another-level (accessed: 20.05.2021).
29. Kim, D. (2020). Internet and SMEs' internationalization: The role of platform and website. Journal of International Management, № 1. DOI: 10.1016/j.intman.2019.100690.
30. McLean, G. J. (2017). Investigating the online customer experience–a B2B perspective. Marketing Intelligence & Planning. № 5. Pp. 657–672.
31. Qu, F. (2020). Research on Word-of-Mouth Marketing Strategy of Internet Firm. Conference: 2020 9th International Conference on Applied Science, Engineering and Technology (ICASET 2020). DOI: 10.2991/aer.k.201203.023.
32. Samiee, S. (2020). International marketing and the internet: a research overview and the path forward. International Marketing Review. № 3. Pp. 425–436.
33. Scolere, L., Pruchniewska, I. & Duffy, B. (2018). Constructing the platform-specific self-brand: The labor of social media promotion. Journal Social media and Society. № 3. doi.org/10.1177/2056305118784768.
34. Seung-Wan, J. (2021). A Study On The Relationship Between Exhibition Experience And Behavioral Intention, And The Mediating Effect Of Satisfaction And Brand Assets In Corporate Promotion Exhibition Halls. Turkish Journal of Computer and Mathematics Education. № 4. doi.org/10.17762/turcomat.v12i4.489.
35. Siemieniako, D. & Gębarowski, M. (2017). B2B trade fairs and promise management as a relationship marketing concept. Journal of Customer Behaviour. Vol. 16. Pp. 237–261.
36. Silva, P.M. (2021). Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. Journal of Marketing Analytics. doi.org/10.1057/s41270-020-00096-2.
37. Thoma, B., Murray, H., Huang, S., Milne, W., Martin, L., Bond, C. & Chan, T. (2018). The impact of social media promotion with infographics and podcasts on research dissemination and readership. Canadian Journal of Emergency Medicine. № 20 (2), Pp. 300–306.
Опубликована
2021-07-29
Как цитировать
SAVCHUK, Galina Anatolyevna; YUFEREVA, Anastasia Sergeevna; EFIMOVA, Anastasia Vladimirovna.
ЦИФРОВЫЕ МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ В ПРОДВИЖЕНИИ МЕЖДУНАРОДНЫХ B2B ВЫСТАВОК: ОПЫТ ЕВРОПЕЙСКИХ И РОССИЙСКИХ МЕРОПРИЯТИЙ.
Знак: проблемное поле медиаобразования, [S.l.], n. 3 (41), p. 13-26, july 2021.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/557>. Дата доступа: 15 june 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
интернет-продвижение, международные выставки В2В, сайт, социальные сети
