Understanding the Evolution and Future Scenarios of Business-to-Business Marketing in Pakistan: An Explanatory Sequential Mixed-Method Approach
Abstract
The rapid growth of digital technologies has converted advertising practices and commercial activities worldwide, including business-to-business (B2B) marketing in evolving economies such as Pakistan. Online platforms are being extensively used by business organizations to access global markets within the world. The present research seeks to investigate the role and relevance of digital promotion within the inter-firm marketing context. Online platforms are also becoming the influence in commercial transactions in emerging economies like Pakistan, but there is a paucity of empirical qualitative studies on the industry view. This study explores the role and future prospects of digital advancement using a mixed-methods approach. A survey of 225 participants drawn from three principal urban regions of Pakistan, analyzed through channel expansion theory shows that digital tools strongly support organizational growth, with experience and modernization in technology sector as a key enabler. In addition, fifteen in-depth interviews with advertising agencies, interpreted by Media system dependency theory which reveals optimism about business to business (B2B) marketing due to its accessibility, cost effectiveness and measurability. The study investigates that online marketing on the B2B type is a strategic need, and not an option in the future of the Pakistani businesses. To speed up the adoption, it is recommended to support the policies, provide professional training, and invest in technology.
Authors
Muhammad Ali
PhD Scholar, Centre for Media and Communication, University of Gujrat, Gujrat, Punjab, Pakistan
Dr. Zahid Yousaf
Centre for Media and Communication, University of Gujrat, Gujrat, Punjab, Pakistan
Keywords
Digital Marketing, Business-to-Business (B2B) Marketing, Online Promotion, Advertising Professionals, Industry Perceptions