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Online marketing. Internet promotion methods and techniques
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Publisher: Editura Universitară
Author: Anca Popescu
Edition: I
Pages: 166
Publisher year: 2023
ISBN: 978-606-28-1748-0
DOI: https://doi.org/10.5682/9786062817480
Product Code:
9786062817480
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If you have opened this book, it means that you are ready to venture into a captivating and ever-changing universe: the world of digital marketing. This work is not a simple theory manual or a compendium of abstract examples; it is rather an interactive journey that will lead you, step by step, through the dynamic labyrinth of online marketing, enriched with applicable advice and relevant examples.
In a digitalized era, understanding the functioning mechanisms of online marketing is no longer a luxury, but a necessity.
The first chapter will offer you an insight into the evolution of marketing, emphasizing the radical transformations brought about by the emergence and expansion of the Internet. You will discover differences, but also synergies between traditional and online marketing.
Advertising occupies a central place in the promotional mix and, therefore, in the second chapter we will talk about its history and how it was attested in Romania. Whether you are a beginner or a professional in the field, the chapter dedicated to advertising will give you a detailed look at best practices in online advertising.
Chapter three turns its attention to the phenomenon of Social Media, exploring the top platforms and tackling the complex topic of marketing in this space. From choosing the right platform to measuring performance, you will find answers to the most pressing questions.
Understanding online consumer behavior is vital in today’s world, and chapter four aims to give you the tools you need to do just that. In this section, we will turn our attention to consumer psychology and behavior, providing you with insights to help you create more effective marketing strategies.
Chapter five discusses the resized marketing mix for the digital world, addressing each element in detail. Here you will find information on product, pricing, distribution and promotion policies in the digital context.
Finally, chapter six is dedicated to the marketing plan. Here you will learn how to develop an effective marketing plan, from initial analysis to strategy implementation.
This book is an attempt to provide you with the tools, knowledge, and understanding you need to successfully navigate the digital landscape. Whether you are a beginning marketer, an entrepreneur, or simply curious about the field, I hope you will find in these pages the resources you need to achieve your goals.
I wish you a pleasant reading!
In a digitalized era, understanding the functioning mechanisms of online marketing is no longer a luxury, but a necessity.
The first chapter will offer you an insight into the evolution of marketing, emphasizing the radical transformations brought about by the emergence and expansion of the Internet. You will discover differences, but also synergies between traditional and online marketing.
Advertising occupies a central place in the promotional mix and, therefore, in the second chapter we will talk about its history and how it was attested in Romania. Whether you are a beginner or a professional in the field, the chapter dedicated to advertising will give you a detailed look at best practices in online advertising.
Chapter three turns its attention to the phenomenon of Social Media, exploring the top platforms and tackling the complex topic of marketing in this space. From choosing the right platform to measuring performance, you will find answers to the most pressing questions.
Understanding online consumer behavior is vital in today’s world, and chapter four aims to give you the tools you need to do just that. In this section, we will turn our attention to consumer psychology and behavior, providing you with insights to help you create more effective marketing strategies.
Chapter five discusses the resized marketing mix for the digital world, addressing each element in detail. Here you will find information on product, pricing, distribution and promotion policies in the digital context.
Finally, chapter six is dedicated to the marketing plan. Here you will learn how to develop an effective marketing plan, from initial analysis to strategy implementation.
This book is an attempt to provide you with the tools, knowledge, and understanding you need to successfully navigate the digital landscape. Whether you are a beginning marketer, an entrepreneur, or simply curious about the field, I hope you will find in these pages the resources you need to achieve your goals.
I wish you a pleasant reading!
Anca Popescu
Preface/ 9
Introduction/ 11
Chapter 1. The expansion of marketing in the online environment/13
1.1 Traditional marketing/15
1.1.1 Stages in the evolution of the marketing concept/17
1.1.2 The emergence of marketing on the Internet/19
1.1.3 The expansion of marketing in the online environment/20
1.2 Online marketing/25
1.2.1 Defining the concept of online marketing/25
1.2.2 Applications of online marketing/26
1.2.3 “Ten Cs” for online marketing/ 26
1.2.4 Online marketing strategies/29
1.3 Traditional marketing vs. Online Marketing/ 30
Chapter 2. Advertising – component of the promotional mix/ 35
2.1 Brief history of advertising/ 37
2.2 Certification of advertising in Romania/ 38
2.3 Players on the advertising market/ 40
2.4 The promotional communications mix/ 41
2.5 The Internet and the communication process/ 46
2.6 Internet advertising/ 49
2.6.1 Advantages and disadvantages of Internet advertising/ 50
2.6.2 Types of Internet advertising/ 53
2.6.3 New tools used in Internet advertising/ 57
2.6.4 Measuring the effectiveness of Internet advertising/ 59
Chapter 3. Social Media/ 63
3.1 The emergence and evolution of the concept of Social Media/ 65
3.1.1 Defining the concept of Social Media/ 65
3.1.2 Key stages in the evolution of Social Media/ 66
3.1.3 Social Media Platforms/ 69
3.1.3.1 Facebook/ 69
3.1.3.2 Instagram/ 70
3.1.3.3 TikTok/ 71
3.1.3.4 LinkedIn/71
3.1.3.5 YouTube/ 72
3.1.4 Choosing the right platform/ 73
3.1.5 Benefits offered by Social Media /76
3.2 Social Media Marketing/ 78
3.2.1 Benefits offered by Social Media Marketing/79
3.2.2 Performance measurement /82
Chapter 4. Online consumer behavior/85
4.1 General considerations regarding consumer behavior/ 87
4.2 The importance of knowing consumer behavior/ 89
4.3 The process of adapting the purchase decision/ 91
4.3.1 The purchase decision/92
4.3.2 Stages of the decision-making process/ 93
4.4 Understanding human needs/99
4.5 Types of consumer behavior on the Internet/101
4.6 Consumer behavior on the Internet/ 103
4.6.1 Online buyer behavior in the B 2 C segment/104
4.6.2 Online buyer behavior in the B 2 B segment/106
4.6.3 Online customer expectations/107
4.7 Trends in online consumer behavior/108
Chapter 5. Online Marketing Mix/113
5.1 Re-sizing the Marketing Mix/ 115
5.2 Product Policy/ 118
5.2.1 Product Levels/ 118
5.2.2 Product Attributes and Their Transposition into the Online Environment/ 119
5.2.3 Digital Product/ 122
5.2.4 Developing a New Online Product/ 123
5.3 Pricing Policy/ 125
5.3.1 Objectives and Methods of Pricing in the Online Environment/ 126
5.3.2 Online Pricing Strategy/ 127
5.3.3 New Pricing Approaches/ 128
5.4 Distribution Policy/ 129
5.4.1 New Distribution Models/ 131
5.4.2 Online Distribution Strategies/ 132
5.4.3 Distribution Success Factors online/ 133
5.5 Promotion Policy/134
5.5.1 Online Promotion Tools/135
5.5.2 Multi-Channel Strategies/ 139
5.6 People, Processes, Physical Evidence/141
Chapter 6. The Marketing Plan/143
6.1 Marketing Plan vs. Business Plan vs. Marketing Strategy/145
6.2 How to Create a Marketing Plan/146
Conclusions/ 155
Bibliography/ 157
Introduction/ 11
Chapter 1. The expansion of marketing in the online environment/13
1.1 Traditional marketing/15
1.1.1 Stages in the evolution of the marketing concept/17
1.1.2 The emergence of marketing on the Internet/19
1.1.3 The expansion of marketing in the online environment/20
1.2 Online marketing/25
1.2.1 Defining the concept of online marketing/25
1.2.2 Applications of online marketing/26
1.2.3 “Ten Cs” for online marketing/ 26
1.2.4 Online marketing strategies/29
1.3 Traditional marketing vs. Online Marketing/ 30
Chapter 2. Advertising – component of the promotional mix/ 35
2.1 Brief history of advertising/ 37
2.2 Certification of advertising in Romania/ 38
2.3 Players on the advertising market/ 40
2.4 The promotional communications mix/ 41
2.5 The Internet and the communication process/ 46
2.6 Internet advertising/ 49
2.6.1 Advantages and disadvantages of Internet advertising/ 50
2.6.2 Types of Internet advertising/ 53
2.6.3 New tools used in Internet advertising/ 57
2.6.4 Measuring the effectiveness of Internet advertising/ 59
Chapter 3. Social Media/ 63
3.1 The emergence and evolution of the concept of Social Media/ 65
3.1.1 Defining the concept of Social Media/ 65
3.1.2 Key stages in the evolution of Social Media/ 66
3.1.3 Social Media Platforms/ 69
3.1.3.1 Facebook/ 69
3.1.3.2 Instagram/ 70
3.1.3.3 TikTok/ 71
3.1.3.4 LinkedIn/71
3.1.3.5 YouTube/ 72
3.1.4 Choosing the right platform/ 73
3.1.5 Benefits offered by Social Media /76
3.2 Social Media Marketing/ 78
3.2.1 Benefits offered by Social Media Marketing/79
3.2.2 Performance measurement /82
Chapter 4. Online consumer behavior/85
4.1 General considerations regarding consumer behavior/ 87
4.2 The importance of knowing consumer behavior/ 89
4.3 The process of adapting the purchase decision/ 91
4.3.1 The purchase decision/92
4.3.2 Stages of the decision-making process/ 93
4.4 Understanding human needs/99
4.5 Types of consumer behavior on the Internet/101
4.6 Consumer behavior on the Internet/ 103
4.6.1 Online buyer behavior in the B 2 C segment/104
4.6.2 Online buyer behavior in the B 2 B segment/106
4.6.3 Online customer expectations/107
4.7 Trends in online consumer behavior/108
Chapter 5. Online Marketing Mix/113
5.1 Re-sizing the Marketing Mix/ 115
5.2 Product Policy/ 118
5.2.1 Product Levels/ 118
5.2.2 Product Attributes and Their Transposition into the Online Environment/ 119
5.2.3 Digital Product/ 122
5.2.4 Developing a New Online Product/ 123
5.3 Pricing Policy/ 125
5.3.1 Objectives and Methods of Pricing in the Online Environment/ 126
5.3.2 Online Pricing Strategy/ 127
5.3.3 New Pricing Approaches/ 128
5.4 Distribution Policy/ 129
5.4.1 New Distribution Models/ 131
5.4.2 Online Distribution Strategies/ 132
5.4.3 Distribution Success Factors online/ 133
5.5 Promotion Policy/134
5.5.1 Online Promotion Tools/135
5.5.2 Multi-Channel Strategies/ 139
5.6 People, Processes, Physical Evidence/141
Chapter 6. The Marketing Plan/143
6.1 Marketing Plan vs. Business Plan vs. Marketing Strategy/145
6.2 How to Create a Marketing Plan/146
Conclusions/ 155
Bibliography/ 157
This book is not just a collection of definitions and technical terminology, but an interactive exploration of the digital revolution that we are all part of.
Designed to address a variety of readers, from experienced marketers to business owners, students and simply curious individuals, the work encourages a comprehensive dialogue about the digital universe.
Advertising, as a crucial element of promotional strategies, benefits from a detailed analysis. Topics such as the history of advertising in Romania, modern promotional tools and relevant indicators for evaluating online advertising effectiveness are discussed.
The field of Social Media is explored in all its details, from its birth and evolution, to choosing the optimal platform and methods for measuring performance. The emphasis is on the importance of adapting marketing strategies to the particularities of each platform.
Consumer behavior is treated with increased attention, investigating the purchasing decision-making process in all its aspects, as well as behavioral typologies, with the aim of providing information that can lead to the development of more effective marketing strategies.
In the field of online marketing, adaptation and personalization are essential, so all elements of the marketing mix are examined in depth. Perspectives and techniques are provided for adapting products, prices, distribution methods and promotion strategies to the specifics of the digital environment.
Finally, the importance of strategic planning is emphasized using a well-structured marketing plan as a tool. From the initial stages of analysis to the implementation of strategies, a framework is provided for successfully navigating the digital world.
In conclusion, this work constitutes an essential and comprehensive guide for navigating the complex digital ecosystem. It is not limited to being a simple technical manual, but serves as a dialogue partner in debates about the digital revolution, intended for a varied audience, from marketing specialists to business people and curious consumers.
Designed to address a variety of readers, from experienced marketers to business owners, students and simply curious individuals, the work encourages a comprehensive dialogue about the digital universe.
Advertising, as a crucial element of promotional strategies, benefits from a detailed analysis. Topics such as the history of advertising in Romania, modern promotional tools and relevant indicators for evaluating online advertising effectiveness are discussed.
The field of Social Media is explored in all its details, from its birth and evolution, to choosing the optimal platform and methods for measuring performance. The emphasis is on the importance of adapting marketing strategies to the particularities of each platform.
Consumer behavior is treated with increased attention, investigating the purchasing decision-making process in all its aspects, as well as behavioral typologies, with the aim of providing information that can lead to the development of more effective marketing strategies.
In the field of online marketing, adaptation and personalization are essential, so all elements of the marketing mix are examined in depth. Perspectives and techniques are provided for adapting products, prices, distribution methods and promotion strategies to the specifics of the digital environment.
Finally, the importance of strategic planning is emphasized using a well-structured marketing plan as a tool. From the initial stages of analysis to the implementation of strategies, a framework is provided for successfully navigating the digital world.
In conclusion, this work constitutes an essential and comprehensive guide for navigating the complex digital ecosystem. It is not limited to being a simple technical manual, but serves as a dialogue partner in debates about the digital revolution, intended for a varied audience, from marketing specialists to business people and curious consumers.
Prof. dr. ec. Nicoleta Andreea Neacșu
Faculty of Economic Sciences and Business Administration
Transilvania University of Brașov
Faculty of Economic Sciences and Business Administration
Transilvania University of Brașov
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