MARKETING COMMUNICATION CHANNELS IN THE B2B MARKET UNDER CONDITIONS OF UNCERTAINTY

MARKETING COMMUNICATION CHANNELS IN THE B2B MARKET UNDER CONDITIONS OF UNCERTAINTY

Artem Volkov

CEO of MALT HAB LLC,

Russia, Khabarovsk

In the current stage, amidst the sharply increased risks of a geopolitical nature, disruptions in the operating conditions of domestic companies, the departure of several foreign players from the Russian market, as well as logistical and export challenges, businesses face a spectrum of complex tasks associated with product promotion in the B2B market, seeking new contacts and avenues through which their enterprise can sell its own products. Marketing channels of communication in the B2B market serve as the instrument that determines the selection of an optimal approach in interacting with potential customers – other companies – by creating conditions for collaboration and promotion. It is precisely with the identification of marketing channels of communication with consumers in the B2B market that the implementation of product promotion strategies begins, leading to a significant improvement in entrepreneurial performance indicators.

The relevance of researching marketing channels of communication and, as a result, product promotion in the B2B market in conditions of uncertainty is associated with the necessity of finding alternative buyers in the B2B market. The establishment of communication and its effectiveness are largely determined by the chosen channels for communication. Thus, the selection of the most effective marketing channels of communication essentially forms the foundation for qualitative and systematic product promotion in the B2B market, determining the prospects of achieving set goals and business objectives.

The aim of the research is to characterize the state of marketing communication channels with consumers in the B2B market during a period of geopolitical instability (uncertainty).

The development of marketing channels for communication in the B2B market is a complex and multi-level process that requires specific investments from the entrepreneurial entity into particular channels and their development. The decision regarding which marketing communication channels to invest in largely determines the organization's future sales opportunities. In fact, the choice of marketing communication channels with consumers involves considering the needs of the target audience (businesses), specific product features, promotion possibilities, current preferences, and contemporary trends.

Let us agree with the opinions of L.E. Zamuraeva, E.P. Kiselitsa, and I.V. Mamaeva, who consider the use of marketing communications in the context of modern companies as the primary element in the enterprise's sales policy in the B2B market. In their research, the authors draw a clear parallel between the chosen marketing channel for organizational interaction, the operational tactics and sales strategies, overall policies, and production and logistical processes. The authors suggest adhering to certain rules for the continuous development of marketing communication channels with consumers, including regular monitoring and evaluation of the effectiveness of existing marketing communication channels, studying the external environment, planning and creating conditions for building marketing communications, implementing communications, evaluating their effectiveness, and making adjustments with a perspective of continuous improvement [2]. The authors' research makes a significant contribution to solving the problem of building marketing communication policies for companies in the B2B market.

I.A. Denisenko, N.V. Shashlo, and A.V. Kuzubov, using the example of promoting innovative products, define marketing communication channels with consumers as the foundation for launching a complex sales process. The authors of the research focus on a range of modern solutions in building marketing communication channels with consumers in the B2B market, including maintaining a specialized blog, utilizing visual marketing tools, and organizing digital direct sales [1]. Based on the research by I.A. Denisenko and colleagues, it can be noted that significant changes are observed in the field of B2B communications in modern realities, as new technological solutions emerge and traditional approaches to finding suppliers or buyers undergo substantial modifications, creating conditions for individualization and more effective customization of offerings and integration.

O.U. Yuldasheva and G.A. Kornilov also emphasize the special role of building sales marketing channels through the application of modern digital technologies, highlighting the high effectiveness and accessibility of these marketing communication channels at relatively low costs for their maintenance and development. Considering the constant increase in costs for businesses and manufacturers, the use of internet marketing tools and their corresponding communication channels leads to comprehensive cost reduction and enables the maintenance of price competitiveness of the produced goods in the market [7].

Furthermore, the pricing factor can be one of the conditions for establishing communication in the B2B market. According to I.V. Knyazeva, I.V. Bonadernko, and N.N. Zaikina, the discount policy in the B2B market determines the formation of conflicting conditions for cooperation between companies, as it provides certain companies with more advantageous terms for purchasing products compared to others [4]. All of this determines the prospects for product promotion in the B2B market, with the primary element being the testing and improvement of marketing communication channels with consumers in the B2B market.

According to N.P. Ketova and A.A. Anipchenko, promotion represents a complex set of marketing tasks that are gradually implemented by a company through various activities, including: сonducting advertising campaigns and establishing communication channels between the consumer and the producer; stimulating sales through the use of marketing tools; providing a system of incentives for product promotion; conducting PR campaigns aimed at shaping the company's product image and increasing its awareness; interacting with customers after the sales have been made [3].

Other equally significant methods of product promotion in the B2B market include: providing demonstration products; promoting information about promotions and goods through company agents; utilizing newspapers, media, and the internet; promoting through the provision of additional products; offering attractive packages; demonstrating products at sales points. It should be noted that each of these promotion methods has its own merits and drawbacks associated with the final outcome of their implementation.

It is important to emphasize that without choosing the right communication channel with consumers in the B2B market, promotion becomes almost impossible and futile. Some of the main marketing communication channels in the B2B market include:

1. Interacting through sales representatives.
2. Specialized advertising distribution through channels such as email, social media, etc.
3. Maintaining a company blog with elements of video marketing.
4. Implementing search engine optimization methods.
5. And many other communication channels and methods.

The B2B market has a number of its own characteristics that form a complex system of factors determining the peculiarities when choosing marketing communication channels with consumers. Among these characteristics are [6]:

• Goods are sold for the purpose of production or exclusive use by other commercial entities, rather than for final consumption.
• The process of acquiring goods involves a relatively high level of risk burden.
• Each participant demonstrates a need for the sales operation to be carried out (the manufacturer wants to sell, the consumer wants to acquire), as their future functioning depends on it.
• Technical complexity in production activities.
• High purchasing volumes that lead to the establishment of wholesale prices due to the high cost of purchasing goods.

In the process of building marketing communications, companies address important tasks related to promoting products in the B2B market. This system is represented by the following elements of promotion (Figure 1).

Figure 1. Structure of promotional elements in B2B market when communicating with consumers

Referring to Figure 1, it is important to highlight that the most promising marketing communication channels in the B2B market are: personal selling, sales promotion, advertising, and public relations. In order to reduce business costs and achieve a high level of competitiveness in times of uncertainty, it is necessary to transfer some activities to the online space with the prospect of cost reduction in organizing marketing communications with consumers [5].

When using internet communication tools with consumers in the B2B market, the following directions are typically implemented (see Figure 2):

Figure 2. Directions of internet communication channels with consumers in the B2B market

Referring to Figure 2, it is worth noting that event marketing plays a significant role in establishing communication channels. Event marketing focuses on the company's participation in event-based activities, and its main characteristic is the non-standard approach to fulfilling advertising functions. Event marketing addresses brand presence, limited exposure (communication) within a specific event, active involvement of participating parties, and an advisory nature of the event with an informational focus.

Event marketing involves the company's participation in the following types of events:

1. Customer, partner, dealer, and distributor events, where formal and informal communication takes place, negotiations are conducted, and points of contact are established.
2. Corporate events among employees of a single company, used for indirect promotional purposes, such as enhancing the company's image and visibility.
3. Specialized events, including exhibitions, awards, festivals, and many others.

Each of these types of events ultimately aims to achieve goals related to increasing sales volume and the profitability of the participating company, as well as establishing direct communication with the prospect of the sales process.

Thus, based on the conducted research, it can be concluded that in times of uncertainty, enterprises operating in the B2B market need to create all the necessary conditions to optimize marketing channels with the prospect of promoting goods and managing sales. Effective communication channels in the B2B market include personal selling, sales promotion, advertising, and public relations. All of these channels enable demand stimulation for products and offer high profit potential. However, to reduce communication costs with consumers during periods of uncertainty, the utilization of internet marketing as a key tool for interaction with consumers and product promotion in the B2B market becomes a viable approach. In contemporary conditions, the internet increasingly becomes the primary marketing communication channel in the B2B market.

References:

4. Denisenko I.A., Shashlo, N.V., Kuzubov, A.V. Marketing Communications in the Market of Innovative Products. Service +, 2021, No. 1, pp. 58-66.
5. Zamuraeva L.E., Kiselitsa, E.P., Mamaeva, I.V. The Use of Marketing Communications in Industrial Enterprises. Bulletin of Omsk State University. Series: Economics, 2016, No. 1, pp. 109-119.
6. Ketova N.P., Anipchenko, A.A. Implementation of the Company's Marketing Plan as a Tool for Promoting Goods in B2B Markets. Practical Marketing, 2016, No. 8 (234), pp. 17-24.
7. Knyazeva I.V., Bondarenko, I.V., Zaikin, N.N. Implementation of Discount Policy in Deficit B2B Markets: Marketing Move or Price Discrimination? Modern Competition, 2021, No. 4 (84), pp. 60-78.
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10. Yuldasheva O.U., Kornilov, G.A. Evaluation of e-Marketing Orientation of Companies in the B2B Market of Building Materials. Corporate Governance and Innovative Development of the Northern Economy: Bulletin of the Research Center for Corporate Law, Management, and Venture Investment of Syktyvkar State University, 2015, No. 2, pp. 187-200.