A STUDY ON LINKEDIN MARKETING BY INTEGRATING WITH EMAIL MARKETING IN INFORMATION TECHNOLOGY BASED B2B INDUSTRY
The Trend of social media marketing is increasing a lot. During covid-19 pandemic the entire concept of offline promotion got stopped and digital marketing trend got increased. Digital marketing is the promotion of the products and services through online and helps in the business development and growth by connecting with the potential clients. Social media marketing and content marketing plays a great role in B2B Business. LinkedIn Marketing is considered to be one of the most powerful tools for B2B business. Though LinkedIn marketing considered as one of the dominant social media tools in broader perspective, it was little dilemma that what specific LinkedIn factors will influence the marketers to use them predominantly for the purpose of marketing. Hence this research was conducted with the objective of identifying those factors. Structured questionnaire was prepared by using demographic variables and other LinkedIn specific variables identified from the literatures. The data was collected from 137 respondents who worked in IT based B2B companies based on convenience sampling method. Data was collected through online survey method and interview method. Collected data was analyzed and results were declared. This research concludes that demographic factors like age and occupation are having strong influence on the awareness of LinkedIn marketing. Further, this research reveals that marketing strategy plays a major role followed by belief of respondents
Content Marketing, Digital Marketing, Email Marketing, LinkedIn Marketing, Social Media Marketing.