Abstract

Digital marketing is defined as a mix of web and social media interactions between different stakeholders. Most of the empirical studies have looked at business-to-customers and customers-to-customers while few have considered its strategic importance in business-to-business and/or organizations-to-organizations. This study aims to fill a gap in the literature by exploring the current use of the Social Media platform, such as Facebook, by Business-to-Business (B2B) organizations in promoting their products and/or services as well as in engaging with key players. Key digital metrics, including SEO rankings and keywords, are looked at through the use of various marketing analytics tools (e.g. SEMrush, Ahrefs). A combination of archival data and netnography have been used to analyse market gaps with regards to social media interactions in B2B contexts. Results of this study indicate that Facebook is an important marketing platform under-utilized by marketing specialists to gain potential customer groups (individuals and organizations). Social media design and its integration using marketing analytics softwares is necessary to explore new market opportunities in B2B contexts. By proper utilization of Facebook as a part of the marketing mix, B2B firms can harness the power of organic advertising to increase customer knowledge and facilitate buyer's information search. However, it is suggested to do so respecting fundamentals of ethics and corporate responsibilities towards societal goods.