Susanne Schwarzl

MCI Management Center Innsbruck Austria

schwarzl.s@hotmail.com

Online marketing strategies: the future is here

Monika  Grabowska

Wroclaw University of Economics Poland monika.grabowska@ue.wroc.pl

ABSTRACT. It is well-known that traditional (offline) marketing strategies are already widely used by the companies around the world and there are almost no new options for fostering competition. And here comes online marketing with almost unlimited possibilities and options. This paper focuses on the growing importance of online marketing, including research of the state of the art through analysis of the data provided by numerous surveys. It also contains brief description of the online marketing itself, basic strategies on the internet nowadays and the answer to the question: How it is possible to get new customers while keeping the old ones?

Received: March, 2015

1st Revision: May, 2015

Accepted: July, 2015

DOI: 10.14254/2071-

8330.2015/8-2/16

JEL Classification: D03, J48, M31

Keywords: online marketing, customer behaviour, customer journey, marketing research