Effectiveness of digital marketing in B2B segment through the analysis of advertising channels payback

Abstract

The study is devoted to topical issues of increasing the effectiveness of digital marketing campaigns in the context of the digitalization of the economy and the rapid development of e-commerce. The purpose of the study is to develop an integrated approach to assessing the effectiveness of digital marketing in the B2B segment by analyzing the payback of advertising channels, with the aim of optimizing marketing costs and improving the effectiveness of management decisions. The following methods were used in the research process: system analysis (to form a holistic vision of digital marketing in the B2B segment as a complex multi-component system); theoretical generalization and comparison (to systematize scientific approaches to understanding the essence and assessing the effectiveness of digital marketing in the B2B segment, generalizing approaches to determining key performance indicators, comparing different models of attribution of advertising channels); structural and logical modeling (to develop a sequence of stages of the algorithm for assessing the effectiveness of digital marketing, reflecting the logic of the transition from setting goals to making management decisions). Results. The paper systematizes modern approaches to the study of digital marketing in the B2B segment in strategic, competitive, instrumental and customer-oriented directions. The relevance of an integrated approach to assessing the effectiveness of digital marketing in the B2B segment is substantiated, as it considers the results of analyzing the payback of advertising channels and assesses the feasibility of marketing investments with a long-term perspective. The feasibility of using multi-point attribution models to improve the accuracy of channel contribution assessment is confirmed. Conclusions. It has been established that an integrated approach to assessing the effectiveness of digital marketing in the B2B segment improves the quality of management decisions, optimizes marketing cost structure, increases return on investment and accounts for the synergistic effect of omnichannel interaction.