The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors

Lang, Franziska Luise

http://hdl.handle.net/10362/144876

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Autores

Lang, Franziska Luise

Orientador(es)

Castro, João

Resumo(s)

The present study examines the future of business-to-business (B2B)IT-marketing in post-pandemic times. It does so through validating the previous effects of the COVID-19 pandemic on the specific market developments and critical success factors going forward. As such, qualitative analysis was conducted through semi-structured interviews with industry experts. The objective aimed to understand previous market changes within B2B IT-marketing, evaluate post-Covid developments and provide viable marketing recommendations. The findings predict an acceleration of online marketing trends and a shift of buyer-preferences towards self-service information seeking. There fore, companies must utilize social-media marketing and invest in substitutions for in-person-events, amongst other activities.

Palavras-chave

Digital business Digital innovation Technology strategy Covid-19 pandemic B2b it marketing Critical success factors Software companies Digital marketing strategy