Internet Marketing

Abstract

The issue of brand management is taking on new dimensions at a time of accelerated digitization. The aim of the chapter is to approach selected areas of the issue by pointing out the basic forms of promotion in the digital environment of the Internet. An appropriate mix of these forms is essential for effective marketing communication in the digital environment. Where appropriateness and efficiency are necessary factors that need to be taken into account in the process of building a brand in the eyes of reference markets. Understanding the fundamentals of the issue of promotion in online environment creates a precondition for a holistic approach, which in combination with scientific knowledge tools reduces uncertainty and increases the assumption of market success. The chapter in the form of a theoretical overview study presents the results of ongoing research into the topic of Internet marketing. It synthesizes the knowledge of the authors, as well as the results of the work of selected reference authors, who at the beginning of the millennium shaped the issue into the form in which it is known to the wider professional public by today. The theoretical overview, supplemented by highlighting the key context, presents a relatively clear starting point for an introduction to the study of the topic of Internet marketing.

EDAMBA 2023: Conference Proceedings

“…The success of companies depends on clearly defining the target group of customers, i.e., those whom the company wants to reach with its product. It is not possible to reach all customers equally and therefore market segmentation is the best solution (Pollák and Markovič, 2022). Thus, for marketing, a firm asks itself simple questions, namely who its customer is, what value it offers to customers, how it will ensure their long-term satisfaction if possibly, and what competitive advantage it has and how it will maintain that advantage (Karlicek, 2018).…”

“…Targeted and accurate advertising is such an important part of any company's sales strategy. For example, companies can reduce costs and gain a lot of new customers by targeting a group of potential customers through social networks using specific criteria such as gender, age, education, occupation, or their hobbies (Pollák and Markovič, 2022). However, it is possible to argue that ability of a company to attract and then retain customers is dependent on the ability to create high quality innovative products and services (Pollák, Dorčák and Saruc, 2015).…”

E-Marketing Communication in the Beverage Industry

“…The success of companies depends on clearly defining the target group of customers, i.e., those whom the company wants to reach with its product. It is not possible to reach all customers equally and therefore market segmentation is the best solution (Pollák and Markovič, 2022). Thus, for marketing, a firm asks itself simple questions, namely who its customer is, what value it offers to customers, how it will ensure their long-term satisfaction if possibly, and what competitive advantage it has and how it will maintain that advantage (Karlicek, 2018).…”

“…Targeted and accurate advertising is such an important part of any company's sales strategy. For example, companies can reduce costs and gain a lot of new customers by targeting a group of potential customers through social networks using specific criteria such as gender, age, education, occupation, or their hobbies (Pollák and Markovič, 2022). However, it is possible to argue that ability of a company to attract and then retain customers is dependent on the ability to create high quality innovative products and services (Pollák, Dorčák and Saruc, 2015).…”