Fundamentals of Internet Marketing

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The emergence of information technology, the emergence and rapid expansion of e-commerce, with the Internet as one of the central places, served as the foundation for the emergence of a new direction of Internet marketing, the modern concept of interaction marketing.
The term Internet marketing refers to the theory and methodology of marketing organization in the hypermedia environment of the Internet.

The Internet has its own characteristics, which differ significantly from the features of traditional marketing tools. One of the main characteristics of the Internet environment is considered to be its hypermedia nature, which is characterized by high efficiency of presentation and assimilation of information. This greatly increases the marketing potential to strengthen the relationship between companies and consumers.

Basically, internet marketing provides customers with access to product information. Every possible consumer has the right to use the internet to get information about a product or make a purchase.

Internet marketing includes the following systemic elements.

media advertising
content-targeted advertising
Search engine marketing in general and SEO in particular
Promotion in social networks: SMO and SMM.
Direct marketing using e-mail, RSS, etc.
viral marketing.
“guerilla marketing.
Internet branding.

The purpose of internet marketing is to enhance the effectiveness of the website as a tool for modern business.

The main objective of web marketing is often considered a sufficient increase in the number of visitors per day, but more importantly, to interest and provide a favorable environment for the maximum number of people from the target group for which the site is targeted, so that they have a cycle of consumption: knowledge of the object – visit the object – regular visits. Conventionally, this problem should be divided into two parts: “internal” and “external”.

Internal – includes the content of the site, design, loading speed and compatibility with different versions of browsers.

External – creates an image of the site, external to the site.

Internet marketing objectives include the following tasks.

Development of Internet projects that meet the business goals and requests of specific target audiences.
placement and promotion of goods on the Internet.
attracting and retaining customers through the Internet.
conducting marketing research on the Internet.
Forming and maintaining a positive brand image.

Due to the many millions of consumers on the World Wide Web, internet marketing has unique advantages:

Precision in reaching the target audience and responding quickly to their changes and preferences.
Quick adaptability to market conditions.
Creating a relationship with users and strengthening product loyalty: the ability to interact with customers in real time and send promotional materials, newsletters and special offers to their computers.
The possibility to automate the service process for future customers.
expansion of the company’s activities from local markets to national and international markets.
the best way to find potential partners and investors in national and international markets.

To summarize, it must be stated that the development and improvement of Internet marketing must continue, and this will inevitably lead to progressive results of its use.