# 51 260-263 View full article

УДК 339.138:338.242

DOI: https://doi.org/10.36887/2415-8453-2025-3-51

Ivanchenkova Larysa,
Doctor of Science in Economics, Professor, Professor of the Department of Finance, Accounting and Audit,
Odesa National University of Technology,
https://orcid.org/0000-0002-8402-4637
Ozarko Kateryna,
Candidate of Economic Science, Associate Professor at the Department of Management and Marketing /Director of the Research Institute of Infocommunications,
State University of Intellectual Technologies and Communications,
https://orcid.org/0000-0002-1452-0686
Pikh Mariia,
Candidate of Economic Sciences, Deputy Director for Educational and Production Work of the Higher Educational Institution "Lviv Professional College of Food and Processing Industry of the National University of Food Technologies” Teacher-methodologist of the Cyclical Commission of Economic Disciplines,
https://orcid.org/0000-0003-4461-0364
Leonov Igor,
Postgraduate student of the department of trade entrepreneurship, commodity studies, and business management,
Odesa National University of Technology,
https://orcid.org/0009-0001-2973-357X
Koriahin Oleksandr,
Master, Kharkiv National University of Radio Electronics, Ukraine Adhead Digital LLC, USA,
https://orcid.org/0009-0000-8805-5353

JEL classification: M31, L86, O33

The article examines the features of the formation and evolution of marketing approaches as digital technologies and solutions develop, specifically: the genesis of digital marketing, its fundamental characteristics, and its primary communication channels. It has been proven that, in the context of global integration and turbulent market conditions, B2B enterprises are compelled to compete in an increasingly aggressive business environment. The special importance and role of digital marketing in the activities of Ukrainian enterprises are determined. It is substantiated that it is the system of modern digital marketing, due to its properties, that has significantly expanded the possibilities and information support for making management decisions, reduced the total costs associated with the offer of goods, their advertising, the search for partners, storage, processing and exchange of information, and also strengthened the role of information as a strategic resource in economic and marketing management subsystems. It is proven that the effectiveness of marketing activities based on digital tools directly depends on the use of a set of technologies and methodologies of digital marketing, which expand the information support of the enterprise in the procedures of market research and search for new B2B market segments, and increase the efficiency of interaction with the consumer in the form of a related or supporting business. The priority of attracting B2B clients and assessing the synergistic effect of integrating digital marketing components in an environment of high dynamism and uncertainty is substantiated. The main components of the digital marketing strategy for B2B are systematized and characterized. The main optimal strategies for implementing digital marketing in B2B in Ukraine include integrating marketing and sales analytics, personalizing offers for different B2B partners, engaging with digital professional communities, using multimedia content tailored to B2B, and automating stakeholder interaction processes.

Keywords: B2B segment, competitive advantage, management decision, strategy, digital economy, digital marketing, digital transformation.

Rеferences

  1. Kucheruk, O., & Bolotnyi, Yu. (2024). Tsyfrovizatsiia marketynhovykh komunikatsii u kreatyvnomu biznesi yak kliuchovyi faktor pidvyshchennia konkurentospromozhnosti pidpryiemstv [Digitalization of marketing communications in the creative business as a key factor in increasing enterprise competitiveness]. Modeling the development of the economic systems, no. 2, pp. 271–276. DOI: https://doi.org/10.31891/mdes/2024-12-36.
  2. Marchuk, O. O. (2018). Tsyfrovyi marketynh yak innovatsiinyi instrument upravlinnia [Digital marketing as an innovative management tool]. Ekonomika i suspilstvo, no. 17. DOI: https://doi.org/10.32782/2524-0072/2018-17-43.
  3. Obikhod, S. V., Matveiev, M. E., & Boiko, V. D. (2023). Digital-marketynh v umovakh tsyfrovizatsii suchasnykh biznes-protsesiv [Digital marketing in the context of digitalization of modern business processes]. Ekonomika ta suspilstvo, no. 50. DOI: https://doi.org/10.32782/2524-0072/2023-50-76.
  4. Pylypenko, O. V. (2025). Pidvyshchennia konkurentospromozhnosti pidpryiemstva shliakhom zastosuvannia tsyfrovykh instrumentiv [Increasing enterprise competitiveness using digital tools]. In Menedzhment ta marketynh yak faktory rozvytku biznesu: materialy III Mizhnarodnoi naukovo-praktychnoi konferentsii (Kyiv, April 23–24, 2025), vol. 2, pp. 410–413. Kyiv: Vydavnychyi dim “Kyievo-Mohylianska akademiia”.
  5. Protses upravlinnia lidamy: praktychnyi posibnyk dlia vlasnykiv internet-mahazyniv [Lead management process: A practical guide for online store owners]. (n.d.). Available at: https://sitniks.ua/blog_post/proczes-upravlinnya-lidamy-praktychnyj-posibnyk-dlya-vlasnykiv-internet-magazyniv/.
  6. Ruban, V. V. (2017). Tsyfrovyi marketynh: rol ta osoblyvosti vykorystannia [Digital marketing: The role and features of use]. Ekonomichnyi visnyk Zaporizkoi derzhavnoi inzhenernoi akademii, vol. 2-2(08), pp. 20–25.
  7. Soha, A. (2024, May 7). Yak rozvyvaietsia elektronna komertsiia v Ukraini [How e-commerce is developing in Ukraine]. Available at: https://sprava.prom.ua/yak-rozvyvayetsya-elektronna-komercziya-v-ukrayini/.
  8. Suprun, V. I. (2025). Tsyfrovyi marketynh yak kliuchovyi faktor rozvytku suchasnoho pidpryiemstva v umovakh konkurentsii [Digital marketing as a key factor in the development of a modern enterprise under competition]. Visnyk Universytetu “Ukraina”. Seriia “Ekonomika, menedzhment, marketynh”, no. 14. DOI: https://doi.org/10.36994/2707-4110-2025-14-41-15.
  9. Uholkova, O. Z. (2021). Tsyfrovyi marketynh i sotsialni merezhi [Digital marketing and social networks]. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku, vol. 3, no. 1, рр. 146-152.
  10. Yatsiuk, D. V. (2015). Tsyfrovyi marketynh: maibutnie marketynhovykh komunikatsii v brendynhu [Digital marketing: The future of marketing communications in branding]. Investytsii: praktyka ta dosvid, no. 7. Available at: http://www.investplan.com.ua/pdf/7_2015/16.pdf.
  11. Top Marketing Automation Trends For 2025. (n.d.). Available at: https://snov.io/blog/marketing-automation-trends/.

The article was received 11.08.2025

Quote article, APA style

Ivanchenkova Larysa, Ozarko Kateryna, Pikh Mariia, Leonov Igor, Koriahin Oleksandr. 11.08.2025 . Digital marketing as a factor in increasing the competitiveness of enterprises in the b2b segment. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #3. 260-263pp. https://doi.org/10.36887/2415-8453-2025-3-51

Quote article, MLA style

Ivanchenkova Larysa, Ozarko Kateryna, Pikh Mariia, Leonov Igor, Koriahin Oleksandr. "Digital marketing as a factor in increasing the competitiveness of enterprises in the b2b segment". The journal "Ukrainian Journal of Applied Economics and Technology". 11.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-51

Quote article, translit