Online Marketing

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ONLINE MARKETING.
CONCEPTS AND METHODS.
NICULAE CATALINA BEATRICE

VASILESCU TITIANA
OPREA ALIDA
- 1743-
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ONLINE MARKETING.
CONCEPTS AND METHODS
INTRODUCTION
We chose this subject because in the times that we live in, the internet
has a very important role in our everyday life. The internet has influenced
our way of communicating with each other, the way of purchasing the
things we need, the way we find out what happens in the world, the way we
study and many other things.
In this day, approximately 40% of the whole worlds population uses
the internet on a daily basis. This percentage is growing faster and faster
with each year that passes.
Because of the big number of people that are using internet,
marketing had to adapt, giving birth to a new concept named online
marketing. Many companies are now using online marketing, knowing that
most of their clients are connected to the internet.
WHAT IS ONLINE MARKETING?
Online marketing, also named internet marketing, cybermarketing,

webmarketing or digital marketing is a set of tools and methodologies used
for promoting services and products through the internet.
Online marketing makes it easier for companies to communicate with
their clients, to find out their thoughts about their products, to receive
feedback or to create lasting relationships.
There are a lot of advantages in using online marketing. The most
important are:
The possibility to sell products/direct sales

The possibility to have access to information about any product
Competitive advantages
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Access to the target market in a more easy way

Low costs
Fewer resources used
ONLINE MARKETING METHODS

The most used online marketing methods are: social media, web sites and
email marketing.
SOCIAL MEDIA MARKETING
From the point of view of marketing, social media sites are defined as
a websites that use social media tools such as email, instant messaging,
blogs, micro-blogs, vlogs, forums, sending files or RSS feeds to meet its
main goal: promoting the company's image.
"In marketing, it's all about building relationships, and relationships
begin with communication." (Thomas, 2011, p.100). As we have established,
communication is most important activity for marketing, all of the
marketing processes relying on it. Relationships are based on
communication and they could not be created without communication and
could not survive without it.
Social sites promote communication between people. In this way it
appears the situation where people discuss thoughts about certain products
or companies, they share their opinions whether positive or negative,
compared or promote goods, services or brands.
Social media allow marketers to establish a public voice and presence
online. They can cost-effectively reinforce other communication activities.
Because of their day-to-day immediacy, they can also encourage companies
to stay innovative and relevant. Marketers can build online communities,
inviting consumers and creating a long-term marketing asset in the process.
The benefits that social media offers are: reduced or non- existent
costs, the possibility to increase the sphere of consumers, feedback, trust
and customer proximity to the brand, communication and interaction
between the company and customers with less efforts.
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There are three main platforms for social media:
online communities and forums

blogs
social networks (Facebook, Twitter)
1. ONLINE COMMUNITIES AND FORUMS

Many of them are created by consumers or groups of consumers with no
commercial interests. Others are sponsored by companies whose members
communicate with the company and with each other through postings, text
messaging, and chat discussions about special interests related to the
companys products and brands. These online communities and forums can
be a valuable resource for companies and fill multiple functions by
collecting key information.
2. BLOGS
Blogs are like journals and diaries that have to be often updated. They
vary widely, some of them are personal for close friends and families, others
are designed to reach and influence a vast audience. The main role of the
blogs is to bring together people with common interests. Corporations are
creating their own blogs and carefully monitoring those of others. Popular
blogs are creating influential opinion leaders.
3. SOCIAL NETWORKS
Social networks have become an important force in both business-toconsumer and business-to-business marketing. Major ones include Facebook,
one of the worlds biggest; LinkedIn, which focuses on career-minded
professionals; and Twitter, with its 140-character messages or tweets.
WEB SITES
Companies must design web sites that embody or express their purpose,
history, products, and vision and that are attractive on first viewing and
interesting enough to encourage repeat visits.
Visitors will judge a sites performance on ease of use (if the site
downloads fast; if the first page is easy to understand and easy to navigate;
pages open quickly) and physical attractiveness (the layout of a page is
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clean, there are not many clusters of information content in the same place,
fonts are readable, pleasant colors).
If a company wants to create a successful web site, it must focus on the
7Cs (design concept made by Jeffrey Rayport amd Bernard Jaworski).
Context. Layout and design

Content. Text, pictures, sound, and video the site contains
Community. How the site enables user-to-user
communication
Customization. Sites ability to tailor itself to different
users or to allow users to personalize the site
Communication. How the site enables site-to-user, user-tosite, or two-way communication
Connection. Degree that the site is linked to other sites
Commerce. Sites capabilities to enable commercial
transactions
Source: Jeffrey F. Rayport and Bernard J. Jaworski - e-commerce (New

York: McGraw-Hill, 2001), p. 116.
EMAIL MARKETING
Email marketing is one of the most used online marketing techniques

currently. It offers the possibility to send a message on a more personal
level. "Email marketing is so effective because it connects you with
potential customers in the place they check the most their inbox."
(Thomas, 2011, p. 173)
The advantages of using email marketing are: low costs; action from the
readers; if the email contains a link chances are that it will be viewed;
marketing campaigns will be seen more quickly; the ability to test multiple
ways of emailing because of their low cost, integration.
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Its disadvantages are: the possibility of not being received or seen; the
possibility that the content will not be displayed properly, especially for
emails containing images; the difficulty of maintaining interest; frequency of
communication.
If you want to maximize the value of your emails you have to:
Give the customer a reason to respond (incentives for reading the

email)
Personalize the content
Engaging subject line
Make it easier for customers to unsubscribe
Combine email with other ways of communications (e.g. social
media)
CONCLUSION
The newest and fastest-growing channels for communicating and
selling directly to customers are digital. The Internet provides marketers
and consumers with opportunities for much greater interaction and
individualization.
Online marketing offers companies, marketers and consumers the
possibility to be permanently in contact with each other, the have access to
key information, feedback and to easily communicate.
Nowadays, it is very important for companies to have a personal web
site where they showcase their products, their values and objectives, their
brand; to always be connected to a social media website where people can
keep in touch with them and find out the latest news about
products/events/important people form the company.
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BIBLIOGRAPHY
Thomas, L. 2011. Online Marketing. McGraw-Hill

Chaffey, D., Smith, PR., 2008. eMarketing eXcellence
Kotler, P., 2016. Marketing Management. Pearsons
Kotler, P., 2013. Principles of Marketing. Pearsons

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NICULAE CATALINA BEATRICE

WHAT IS ONLINE MARKETING?

Online marketing, also named internet marketing, cybermarketing,

The possibility to sell products/direct sales

Access to the target market in a more easy way

ONLINE MARKETING METHODS

SOCIAL MEDIA MARKETING

There are three main platforms for social media:

online communities and forums

1. ONLINE COMMUNITIES AND FORUMS

Context. Layout and design

Source: Jeffrey F. Rayport and Bernard J. Jaworski - e-commerce (New

Email marketing is one of the most used online marketing techniques

Give the customer a reason to respond (incentives for reading the

Thomas, L. 2011. Online Marketing. McGraw-Hill

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