Executive Summary
The internet developed from is shadowy existence to an interactive information, communica-tion and transaction medium. Interactive communication capabilities of web-enabled tech-nologies increase consumer convenience, reduce information search costs, and make choice assistance and customization possible.
Consumers and companies populate two market environments today: the face-to-face and the virtual face-to-screen exchange relation.
More and more people buy online over the internet. The reasons are convenience, Choice, customization, communication, cost and control. The internet brings more transparency for the consumers. The internet contains a lot of chances for companies: They can establish new distribution channels over the internet and herewith the possibility to deal global. Because these chances are the same for every company the competition increases rapidly. The challenge is to win this rat race and exploit all possible features in the marketing mix.
Instruments of the online marketing are affiliate marketing, keyword advertising, search en-gine optimization, e-mail marketing and online advertising. Companies have the challenge to find the right online marketing mix and to convince the con-sumers that their product or services includes more value for them. It is important for the companies to find the right mix of online and offline advertising because despite the still increasing amount of online users the traditional media are necessary to reach a wide target group.
Table of Contents
- Executive Summary
- Table of Contents
- List of abbreviations
- List of figures
- List of tables
- Introduction
- Marketing communication
- Online Marketing
- Affiliate marketing
- Keyword advertising
- Search engine optimization (SEO)
- E-mail marketing
- Online advertising
- Web.2.0
- Statistical data and facts
- Consumers
- Products
- Development of the online marketing
- Increasing relevance of online marketing
- Conclusions
- Advantages and chances
- Online vs. offline marketing
- The role of branding
- Transfer into the company
- List of literature
- Magazines
- Internet-sources
Objectives and Key Themes
This document examines the increasing relevance of online marketing in the contemporary business landscape. It aims to provide an understanding of the various online marketing instruments and their effectiveness in reaching target audiences. The key objectives include:- Identifying the key factors driving the growing importance of online marketing
- Exploring the specific online marketing tools available to businesses, such as affiliate marketing, keyword advertising, and search engine optimization.
- Analyzing the statistical data and facts related to consumer behavior and the development of online marketing.
- Evaluating the advantages and challenges of online marketing compared to traditional offline marketing strategies.
- Discussing the role of branding in the online environment.
Chapter Summaries
- Executive Summary: This section provides an overview of the increasing role of the internet as an interactive medium for communication, information sharing, and transactions. It highlights the benefits of online marketing for both consumers and businesses, including increased convenience, lower search costs, and greater transparency. The challenges of competition and the need for a strategic online marketing mix are also discussed.
- Introduction: The introduction sets the stage for the discussion of online marketing, highlighting the rapid transformation of the internet from a nascent technology to a powerful platform for business and consumer interaction. It emphasizes the need for businesses to adapt to the changing landscape and leverage the opportunities offered by online marketing.
- Marketing Communication: This chapter delves into the evolving nature of marketing communication in the digital age. It examines how the internet has transformed traditional communication channels and created new possibilities for reaching target audiences. The focus is on understanding the dynamics of online communication and how it differs from traditional marketing strategies.
- Online Marketing: This chapter explores the various tools and techniques employed in online marketing. It covers the following areas in detail:
- Affiliate marketing: This section examines the principles and applications of affiliate marketing, a collaborative approach where businesses partner with other websites to promote their products or services.
- Keyword advertising: This section focuses on the use of keywords to target specific audiences through paid advertising campaigns on search engines and other platforms.
- Search engine optimization (SEO): This section discusses the strategies and tactics involved in optimizing websites for better search engine visibility and organic rankings.
- E-mail marketing: This section delves into the use of email as a direct marketing tool, covering aspects like list building, content creation, and email automation.
- Online advertising: This section explores various forms of online advertising, including banner ads, video ads, and social media advertising.
- Web.2.0: This section examines the impact of Web 2.0 technologies and the rise of social media on marketing strategies, highlighting the opportunities for user-generated content and interactive engagement.
- Statistical data and facts: This chapter presents statistical data and research findings related to consumer behavior, online marketing trends, and the growth of the digital marketplace. It analyzes data on online shopping habits, product preferences, and the evolution of online marketing practices.
- Increasing relevance of online marketing: This chapter delves into the factors driving the increasing relevance of online marketing. It explores the growing importance of digital channels for reaching target audiences, the advantages of online advertising, and the impact of social media on consumer behavior and purchasing decisions.
- Conclusions: This section summarizes the key findings and insights from the previous chapters. It highlights the advantages and challenges of online marketing, the importance of integrating online and offline marketing strategies, and the role of branding in the online environment.
Keywords
The primary focus of this text is the growing importance of online marketing in the contemporary business landscape. Key terms and concepts explored include online marketing strategies, digital communication, online advertising, search engine optimization (SEO), e-mail marketing, affiliate marketing, web 2.0, consumer behavior, and branding in the online environment. The document emphasizes the need for businesses to adapt to the changing digital landscape and leverage the opportunities offered by online marketing to achieve success in a highly competitive market.- Citar trabajo
- Gabriele Jung (Autor), 2007, The increasing relevance of online marketing, Múnich, GRIN Verlag, https://www.grin.com/document/113917
