Evolution of digital marketing effectiveness amongst business to business b2b organizations in Bangalore

Abstract

Digitalization is a global phenomenon that has worthwhile proposition for the development of any nation s economy. Digital marketing initiatives in the B2B context help various marketing and sales executives connect with potential prospects and target customers in a digital platform such as LinkedIn. These apart from being cost effective, also helps and uplifts the productivity of the organization (Pandey, 2019). Digital based system and technology are critical for B2B organizations. They have been proven to help in business augmentation and fostering the relationship by reducing time and agility in decision making process (Kauffman, 2021). Digitization also helps in value co-creation in the B2B sales process (Rusthollkarhu, 2021). Technological tools and digital based platforms have been a boon at the time of COVID-19 pandemic; although certain decision does need a real face-to-face interaction (Arslan, 2021). Digital platforms such as social media (SM) contributes significantly to the development of economy by spreading and democratization of information through global players such as Facebook, YouTube, LinkedIn etc. newline