marketing communication
virtual exhibition
B2B market


How to Cite

Kuvaieva, T., Shynkarenko, N. . and Pilova, K. (2021) “B2B DIGITAL MARKETING COMMUNICATIONS RESEARCH DURING THE COVID 19 PANDEMIC”, Scientific Journal of Bielsko-Biala School of Finance and Law. Bielsko-Biała, PL, 25(1), pp. 5–9. doi: 10.19192/wsfip.sj1.2021.1.


The article is devoted to marketing B2B digital communications research during the Covid 19 pandemic. It is figured out that the main advantages of digital communications in the current difficult conditions are the low cost of participation and no need for business trips. It is revealed that due to rapid scientific and technological progress more and more companies looking for a transition from classic marketing communication tools to more innovative ones. The ability to disseminate information more effectively and the connection of all components of the company's activities are the main drivers for the application of the latest technologies in the communication policy of enterprises. However, most companies do not have a clear strategy for achieving business goals in the digital age, understanding the processes of digitalization only in the field of information technology. To fully understand the benefits of using information technology, it is necessary to integrate such technologies into other aspects of the enterprise. Digital marketing will facilitate the interaction of the enterprise with consumers, fully identify their needs, track each interaction in real time and provide a personalized experience. The main barriers to using virtual exhibitions by managers are investigated.



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The papers published in the ASEJ Journal (alternate title: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej) - published by the University of Applied Sciences in Bielsko-Biała, are online open access distributed (Creative Commons Attribution CC-BY-NC 4.0 license). The Publisher cannot be held liable for the graphic material supplied. The printed version is the original version of the issued Journal. Responsibility for the content rests with the authors and not upon the Scientific Journal or Bielsko-Biala School of Finance and Law.


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