IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-76520-0_12.html
   My bibliography  Save this book chapter

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

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Lala Hu

    (Catholic University of the Sacred Heart)

  • Mirko Olivieri

    (IULM University)

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.

Suggested Citation

  • Lala Hu & Mirko Olivieri, 2021. "How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 112-120, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_12
    DOI: 10.1007/978-3-030-76520-0_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    B2B; Covid-19; Digital marketing; SMEs; Social media;
    All these keywords.

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-76520-0_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.