Abstract:

This paper deals with digital integration in marketing strategies for B2B small companies. The use of digital technologies is widespread in creating the marketing strategies of small B2C companies, but small B2B companies before the pandemic denied the need to use digital technologies due to the lack of budget, time and human resources. The impact of the COVID-19 has dramatically changed marketing and business priorities. The efficiency of companies has dropped markedly due to working from home, reductions and social distance between people. This has prompted many companies to look for new innovative solutions to maintain their market positions. Since everyone moved to the online space, the digital transformation of their marketing strategies can be such a solution for small B2B companies. The goal of the work is to analyze the main prerequisites and reasons for the digital transformation of marketing strategies for small B2B companies in the context of economic instability caused by COVID-19. To test our hypothesis, it is planned to conduct in-depth interviews and online questionnaires among small B2B enterprises.