Improving the Communication Strategy of DMG MORI Brand Using Digital Promotion Channels

Today we observe the understanding of importance of digital marketing and communication with customers by all companies. However, organizations with business to business (B2B) model of business integrate modern trends with a delay in case of conservatism, bureaucracy and commitment to the traditional marketing and communication way with clients. So, this paper is intended to explore the development a communication strategy for a machine tool B2B company in the context of digitization of marketing, including the specifics of machine tool industry in Russia and comparing with a traditional method of communication with customers. Nowadays, literature dedicated not only for the Russian machine tool industry, but to the marketing communication in B2B companies will be useful to create a comprehensive communication strategy for the exact machine tool company. Plenty of information about technical data of machine tool industry could be found, but the information sources with a marketing scope to such a conservative and closed industry are less common. To work out the marketing scope it is necessary to provide analysis of specialized literature and benchmark the industry. The paper presents and reviews existing marketing activities in Russian machine tool company in a case of the selected company as DMG MORI. The expected results will be specifying the industry leaders and estimating their marketing activities; development communication strategy for DMG MORI company. It is expected that the results of this article will be used in creating of the hybrid communication strategy, which will include offline and online activities to make a strong contact with customers. Over and above this paper could be used by other companies due the similarity of activities in industry and small variety among buying persona. Keywords: Machine tool industry; Communication strategy, Digital Marketing, B2B marketing.