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Influence of Covid-19 pandemic (2020/2021 year) on B2b marketing with the focus on events
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This Work Project provides emphasis on recent changes of trends within B2B marketing, focusing on Events as a marketing communication tool, at a time when the Covid-19 pandemic and digitalization are rapidly sweeping the globe. In order to evaluate how these changes affected B2B Events, which issues, challenges, and benefits B2B marketers are experiencing, and which are the perspectives of the digital version of this marketing, a qualitative research method with quantitative elements in the form of expert interviews was applied. The results show that marketers are considering Events as one of themost valuable marketing tools, and despite certain disadvantages of digital Events, they are planning to continue using it in a half –on –half proportion to live ones, applying a Hybrid model. Additionally, expert interviews revealed the growing interest to the content marketing (Social Media and Podcasts) through B2B marketers, which could be the basis for further research.
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Marketing Consumer behavior Marketing strategy Marketing research