Implementation of SEO-Centric Multichannel Marketing Strategies in B2B And B2C

The world is becoming more digitalized every day. Trends are constantly changing, technologies are evolving, and business management strategies do so as well. To remain competitive and successful, companies need not only to adopt, but also to implement innovations and best practices, and the most important part - do it better and faster than their competitors do. What previously was considered a "nice to have", now has become a solid "must." In terms of business, one of the most important elements that go into this "must" is the effective use of digital marketing strategies, as “online presence” solely is not enough anymore. Every successful business, regardless of its size, location, and service - has a marketing team that contributes to its growth. Both B2B and B2C segments have become customer-centric, and those companies that do not pay enough attention to marketing are losing a substantial amount of potential income. Conducting marketing activities not only increases brand awareness and contributes to digital PR, but also helps businesses to expand, scale, increase income, and as a consequence, ROI (return on investment). Many people tend to think that marketing is easy and consists only of advertisements. However, in reality, this field is a much more complex ecosystem of activities and contains many different channels, segments, and approaches. Leveraging 7 years of my professional experience with international companies in different sectors, and having collaborated with and been directly part of marketing teams, I applied theoretical insights combined with practical applications to this work. The objective of the thesis is to analyze the process of development and implementation of effective SEO-centric multichannel marketing strategies for B2B (business-to-business) and B2C (business-to-customer) segments and explore how they can be effectively used and combined to maximize the outcomes of digital marketing activities.