The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with existing and potential customers. The authors also present content marketing as a marketing effort available to B2B marketers, as well as the nature of digital relationships in social media. The reader learns the importance of branding the company through digital channels and those benefits that can be reached through such actions. The digital tools presented in the chapter relate to social media, for example, Twitter, Facebook, LinkedIn, YouTube, blogs, search engine optimization, and paid advertising. These tools are discussed in detail, both related to their benefits and pitfalls.
Bamm, R., Helbling, M. and Joukanen, K. (2018), "Online Branding and the B2B Context", Koporcic, N., Ivanova-Gongne, M., Nyström, A. and Törnroos, J. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, pp. 163-176. https://doi.org/10.1108/978-1-78756-275-220181009Download as .RIS
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