Internet Marketing Concept
Tsimonis, Dimitriadis (2014) argues during the past decade that the
rapid
evolution of the internet has offered consumers many new opportunities.
Besides the
obvious use of searching for information and communicating without
boundaries,
nowadays it is possible to express feelings and thoughts through social
media. First,
a real internet marketing tool could be distinguished with the emergence
of websites
in 1990.
The first simple websites provided people with basic information about
the
company, services, or products. However, internet content has improved
and
expanded, and new tools have emerged (pictures, sounds and video clips).
The
internet marketing execution was one of the most important areas of our
lives as the
internet occupies more and more of our personal time.
Chi (2011) defines social media marketing as a "connection between
brands
and consumers, offering a personal channel and currency for the user,
centering networking and social interaction".
Campbell (2011) states that internet marketing "is much more to do with
what
people are doing with the technology, than the technology itself, for
rather than
merely retrieving information, users are now creating and consuming it,
and hence
adding value to the websites that permit them to do so".
Somayeh, Azreen bin Azman (2013) admits that improving the level of
brand
awareness is one of the marketers' challenges, as reflected in the
complicated
funnel. Brands need to make a strong association with customers in order
to achieve
the different levels of brand awareness, recognition, recall, top of the
mind and
become
dominant.
The
existing
research,
brand
exposures,
customer engagement, and electronic-word-of-mouth are the factors helping to
evaluate the
impacts of social media on brand awareness.
Vukasovič (2013) states that the internet provides the opportunity for
the
companies to reach a wider audience and create compelling value
propositions that
was not possible before (e.g., Amazon.com range is millions of book
titles), while
providing new tools for promotion, interaction, and relationship
building.
Different authors defined internet marketing in different manners, but
essentially
all definitions are similar. Internet marketing means marketing
activities that are
carried out in the Internet space, using the existing web-based tools.
Internet
marketing includes not only advertising on the websites, but also the
factors, such as:
e-mails, social networks, etc.
Davidavičienė (2009) states that internet marketing is the internet and
related
digital technologies marketing objectives and modern marketing concept
support.
One of the biggest mistakes in business development and the execution of
internet
marketing strategy is the fact that they did not think forward at least
five steps.
A lot of companies are constantly trying to develop and execute internet
marketing as soon as possible, without any clear plan, but with the
purpose or results
to set targets for any guidance that after a certain period of time
compared to the
company's fulfilled certain actions.
Perfectly planned and executed Internet marketing strategy makes it very
easy
to distinguish between companies that are committed to work with a long-term
perspective, from other companies which carry out internet marketing
simply because
the market says that it must perform.
The latter company can usually be very easily identified, such as by a lack of
information
on websites, a shortage of images, or a lack of updates. These
are just a few examples of companies that still do not fully understand the
internet
marketing potential, how much it can help to expand their business, and
reach a
much larger audience of potential customers with relatively very low
costs.
According to the author, one of the most important emerging questions
is how all planned internet marketing strategy corresponds nowadays to constantly
evolving and changing technology. The best response to this question is
to answer this
question: "How do you plan to expand your business?".
If the business cannot answer this question, then it has an even bigger
problem that needs to be resolved. If the company has the answer to this
question, then the
forecast should be set where they will be successful in six months, a year or
even longer;
and accordingly, to create a strategy that will cover both the company's
product
development and sales.