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DOI: 10.15862/16FAOR126 (https://doi.org/10.15862/16FAOR126)

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Baibik G.L. Communication approaches to the B2B and B2C segments of a digital platform in the russian logistics services market. Russian journal of resources, conservation and recycling. 2026; 13(s1). Available at: https://resources.today/PDF/16FAOR126.pdf (in Russian). DOI: 10.15862/16FAOR126

Communication approaches to the B2B and B2C segments of a digital platform in the russian logistics services market

Baibik Grigory Lvovich
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: gbaybik@gmail.com

Abstract. The dynamics of industry digitalization and the large-scale restructuring of supply chains highlight the need to develop scientifically sound approaches to differentiating marketing communications in platform logistics markets. The Russian logistics industry, whose turnover reached 24,3 trillion rubles by 2025, is experiencing a period of structural renewal associated with the development of e-commerce, consolidation of market players, and the digital transformation of business processes. This study addresses the challenges of developing effective communication strategies that account for differences in the behavior of the business-to-business (B2B) and business-to-consumer (B2C) segments on digital logistics platforms, focusing on algorithmic visitor segmentation methods. This paper examines the theoretical foundations of digital platform user segmentation in the logistics industry and analyzes the evolution of these methods from traditional demographic approaches to algorithmic models based on machine learning. It also systematizes segmentation effectiveness metrics in the context of marketing communications and presents a description of the key differences between B2B and B2C communication approaches in the Russian logistics services market. It is established that fundamental differences in decision-making cycles, key messages, and priority interaction channels necessitate the development of differentiated communication ecosystems. The scientific novelty lies in the systematization of user behavior analysis methods through the lens of the industry-specific nature of logistics platforms, the development of a proprietary classification of communications approaches to various segments, and the proposal of an ecosystem-based segmentation model with a closed feedback loop, enabling differentiated communications for the B2B and B2C segments. The practical significance lies in the potential application of these results by digital platform operators to increase marketing campaign conversion and reduce communications costs.

Keywords: marketing communications; visitor segmentation; digital platform; logistics services; B2B marketing; B2C marketing; platform economics; clustering algorithms; personalization; behavioral analytics

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