Digital platforms as a tool for developing relationship marketing in B2C and B2B segments

Abstract

Abstract: The study aims to substantiate the importance of digital platforms as a means of developing relationship marketing in the B2C and B2B sectors, outlining their functional capabilities. The use of social networks, CRM systems, marketplaces and analytical foundations allows for individualization of offers and formation of long-term relationships. The purpose of the study is to analyze digital platforms in the development of relationship marketing in the B2C and B2B segments. Purpose. The purpose of the study is to analyze digital platforms in the development of relationship marketing in B2C and B2B segments. Methods. Research methods include analysis of scientific literature, content analysis of digital platforms, comparative analysis of B2C and B2B approaches, observation and modeling of the effectiveness of marketing tools. Results. The study summarized scientific approaches to the evolution of relationship marketing, systematized the tools of digital platforms, identified the features of their use in B2C and B2B environments, and conducted a comparative analysis of interaction models and performance indicators. Scientific approaches to the classification of digital platforms were considered and their functional capabilities in forming long-term relationships with customers and partners were determined. The features of the use of digital tools in the B2C segment were determined, in particular, personalization mechanisms, loyalty programs, omnichannel communications, and customer experience management. Aspects of relationship marketing in the B2B sector were studied, taking into account the complexity of the decision-making process, the duration of contracts, and the importance of professional content. A comparative analysis of digital platforms in B2C and B2B was conducted. It was found that in the B2C segment, methods of mass adaptation, multi-channel communication and encouragement of repeat purchases prevail, while in B2B, a personalized approach, expert material and the provision of complex multi-stage decision-making procedures are gaining importance. Ways to improve the use of digital platforms in order to increase the effectiveness of relationship marketing in the B2C and B2B sectors are presented. Conclusions. The conclusions indicate that digital platforms are the main tool for developing relationship marketing in B2C and B2B segments, ensuring personalization of interaction, increasing customer loyalty, and optimizing communication processes.