Abstract
Title: A study of Marketing and Online Marketing tools which improve online success.
Purpose
The objective of this study was to identify and analyse the opportunities of new technologies for companies and how they take benefit of it. The most important online marketing tools were presented in detail to underpin the theoretic concepts of marketing.
Methodology
A literature review about marketing and online marketing objectives were carried out. This was used on recent occurrences and developments in the online marketing sector.
Findings
Online marketing is not only important for companies to increase turnover, it is nowadays necessary to stay competitive to survive. Companies which do not implement online marketing in their classical marketing activities have a strong competitive disadvantage in today’s environment.
Research limitations / implications
More insight could be given on how important online marketing is for different industrial sectors. In some sectors a classical customer relationship could be still more important than others, so one has to be cautious with generalisations about how useful online marketing is for each company individually.
Practical implications
Small and middle-sized companies which still have no idea of how to implement an online marketing campaign or who still only use classical marketing methods should think about hiring online marketing specialists to stay competitive in this rapid changing environment.
Originality / value
The study shows how online marketing tools have to be used to be successful, but it also shows that exaggerated use of these tools could have the contrary effect. Every activity has to be well-planned and well-considered.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing strategies
- 2.3.1 Structure of a marketing strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet project management
- 3 Methodology
- 4 Online marketing tools
- 4.1 Web sites & Usability
- 4.1.1 Functionality
- 4.1.2 Design
- 4.2 Email Marketing
- 4.2.1 Email
- 4.2.2 RSS-Feeds
- 4.3 Search Engine Marketing (SEM)
- 4.1 Web sites & Usability
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to analyze the opportunities presented by new technologies for businesses and how they can leverage these opportunities. The study focuses on key online marketing tools and their role in supporting theoretical marketing concepts.
- The importance of online marketing for business success and competitiveness.
- An analysis of various online marketing strategies and tools.
- The application of marketing principles within the online context.
- The challenges and limitations of online marketing, particularly concerning diverse industry sectors.
- Best practices and guidelines for successful online marketing campaigns.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter likely sets the stage for the entire study, outlining its purpose, scope, and methodology. It probably provides background information on the relevance of online marketing in the current business landscape and briefly introduces the key concepts that will be explored in subsequent chapters. This initial chapter lays the groundwork for the more detailed explorations of specific online marketing tools and strategies presented later.
2 Online Marketing: This chapter delves into the core concepts of online marketing. It provides a definition of online marketing, discusses its objectives and strategies (including push and pull strategies), and explores an instrumental view of online marketing, examining product, price, distribution, and communication policies within the online environment. It is likely to cover internet advertising and best practices for successful online marketing, including effective internet project management. The chapter synthesizes theoretical marketing concepts with their practical application in the digital realm.
3 Methodology: This chapter describes the research methods employed in the study. It likely details the literature review process used to gather information about marketing and online marketing objectives, including the sources and approaches used to analyze recent developments in the online marketing sector. The methodology chapter's aim is to establish the credibility and validity of the study's findings.
4 Online marketing tools: This chapter focuses on the practical applications of online marketing, examining specific tools such as websites and their usability (functionality and design), email marketing, including RSS feeds, and search engine marketing (SEM). This chapter likely provides detailed explanations of how each tool functions and its role in a comprehensive online marketing strategy. The practical application of each tool will be explained in detail, emphasizing best practices and their impact on online success. It moves beyond theory to show real-world implementations and implications.
Schlüsselwörter (Keywords)
Online marketing, digital marketing, marketing strategies, online marketing tools, website usability, email marketing, search engine marketing (SEM), competitive advantage, business success, internet project management.
Frequently Asked Questions: Comprehensive Language Preview of Online Marketing
What is the overall focus of this document?
This document provides a comprehensive preview of a study on online marketing. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The study analyzes the opportunities presented by new technologies for businesses and how they can leverage these opportunities, focusing on key online marketing tools and their role in supporting theoretical marketing concepts.
What topics are covered in the "Online Marketing" chapter?
The "Online Marketing" chapter delves into core online marketing concepts. It defines online marketing, outlines objectives and strategies (including push and pull strategies), and explores an instrumental view, examining product, price, distribution, and communication policies in the online context. It also covers internet advertising and best practices for successful online marketing, including internet project management. The chapter bridges theoretical marketing concepts with their practical digital application.
What online marketing tools are discussed?
The "Online marketing tools" chapter covers several key tools: websites and their usability (functionality and design), email marketing (including RSS feeds), and search engine marketing (SEM). Each tool's function and role within a comprehensive online marketing strategy are explained in detail, with emphasis on best practices and their impact on online success.
What is the purpose of the "Methodology" chapter?
The "Methodology" chapter describes the research methods used in the study. It details the literature review process, including sources and approaches used to analyze recent developments in the online marketing sector. Its aim is to establish the credibility and validity of the study's findings.
What are the key objectives and themes of the study?
The study aims to analyze the opportunities presented by new technologies for businesses. Key themes include the importance of online marketing for business success and competitiveness; an analysis of various online marketing strategies and tools; the application of marketing principles in the online context; the challenges and limitations of online marketing across diverse sectors; and best practices for successful online marketing campaigns.
What keywords are associated with this study?
Keywords include: Online marketing, digital marketing, marketing strategies, online marketing tools, website usability, email marketing, search engine marketing (SEM), competitive advantage, business success, and internet project management.
What is included in the Table of Contents?
The table of contents shows the study is structured into four main sections: an Introduction, a detailed chapter on Online Marketing, a chapter on Methodology, and a final chapter on Online Marketing Tools. Each main section is further subdivided into subsections for a more in-depth analysis.
What is the overall goal of the study regarding business and technology?
The study aims to understand how businesses can utilize new technologies and, specifically, online marketing tools to achieve success and a competitive advantage in the marketplace.
- Quote paper
- Max Adler (Author), 2010, A study of Marketing and Online Marketing Tools which improve online success, Munich, GRIN Verlag, https://www.grin.com/document/150693
