Cluster analysis of marketing internet activity of industrial goods enterprises

Yuriy Olehovych Punin


Introduction. Internet marketing, which has traditionally been considered as a marketing B2C tool, has started to gain its position in the markets of industrial goods. Marketing experts consider that the main purpose of online B2B marketing lies in the growth of high quality leads.

Purpose. The article aims to assess marketing activity of enterprises of separate segments of flexible packaging market in Internet and to determine their impact on the financial performance of the investigated business entities.

Methodology. In order to achieve the goal, there has been made a cluster analysis of the sample of enterprises according to their marketing Internet activity level. The calculation of main financial indicators for each cluster has been done.

Results. According to the analysis, it has been determined that Internet marketing has not yet become widespread in the B2B sector. It is considered more as an alternative to promotion in view of restricted or lacking marketing budget. The most optimal, in our opinion, is a model of marketing activity, which includes a combination of online and offline marketing activity. For B2B sector, the most important tool for B2B marketing is search engine optimization of a site, its convenience and content.


internet-marketing; industrial goods market; search optimization; contextual advertising; clusterization; marketing activity

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Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa

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