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2021 | OriginalPaper | Chapter

How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak

Authors : Lala Hu, Mirko Olivieri

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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Abstract

In this study, we analyze the digital marketing tools activated by SMEs operating in B2B during the Covid-19 outbreak in the first half of 2020. Before the health emergency, SMEs used social and digital media in a limited way as compared to traditional tools, such as printed material and client visits. In order to understand how the pandemic changed the digital marketing strategies adopted in B2B, we conducted a study on nine Italian SMEs. We collected semi-structured interviews with key informants belonging to companies operating in different sectors. Findings suggest new relational approaches and opportunities based on digital marketing and they discuss the main objectives of the main digital tools adopted during the initial phase of the Covid-19 pandemic.

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previous chapter Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis
next chapter How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender
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Metadata
Title
How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak
Authors
Lala Hu
Mirko Olivieri
Copyright Year
2021
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-76520-0_12