In the context of the online environment and the pressure created by the new information and communication technologies, when the Internet is used by more than 40% of the world population, when the penetration rate of the online has reached more than 75% in Europe (52% in Romania) and almost 90% in North America and when the smartphone has become a constant companion of the individuals, today’s companies must adapt or develop new marketing strategies that will help them win and retain the consumers, otherwise they will slowly perish. This paper aims to present several important marketing strategies based on the usage of the Internet tools like: search engine optimisation (SEO), content marketing, social media/online social networks, email marketing, lead generation, sales etc., that can be implemented by the Romanian companies. We are presenting several important advantages and disadvantages of these marketing strategies. We will also bring forth several important statistics regarding the Internet usage and of the online marketing tools and we shall underline future trends related to these aspects, all this being designed to support future managerial decisions and to better understand the need for the companies to implement and use them successfully.
Key words: online marketing, marketing strategies, internet, social media.
1st Revision: 06/03/2018
- Brenner, M., 2017. Content marketing trends to watch out for in 2017. Available at: https://marketinginsidergroup.com/content- marketing/content-marketing-trends-2017-infographic/, accessed on June 17th, 2017.
- Bolotaeva, V., Cata, T., 2011, Marketing Opportunities with Social Networks, Journal of Internet Social Networking and Virtual Communities, p. 8, DOI: 10.5171/2011.409860
- Boyd, D., Ellison, N., 2007. Social network sites: a definition, history and scholarship, Journal of Computer Mediated Communication, Vol. 13, (1), DOI: 10.1111/j.1083-6101.2007.00393.x
- Coetesee, F., 2010, Advantages and disadvantages of social media and networking, April, 9, 2010. Available at: http://www.socialmediastrategy.co.za/index.php/social-networking/what-are-some-advantages-and-disadvantages-of-social-media- networking/ accessed on April 18, 2012 in
- Fuciu M, Dumitrescu, L., Gorski, H., (2012), The influence of online social networks on companies, managers and the decision making process, Proceedings of the The Knowledged Based Organization conference, Sibiu, Vol. 1 (management and military sciences), pp. 501-506.
- Diffley, S., Kearns, J., Bennett, W., Kawalek, P., 2011, Consumer Behaviour in Social Networking Sites: Implications for Marketers, Irish Journal of Management, Vol. 30 2, pp. 47-65;
- Fiorelli, G., 2016, SEO and digital trends in 2017. Available at: https://moz.com/blog/seo-and-digital-trends-in-2017, accessed on June 17th, 2017.
- Fuciu M, Dumitrescu, L., Gorski, H., 2012, The influence of online social networks on companies, managers and the decision making process, Proceedings of the The Knowledged Based Organization conference, Sibiu, Vol. 1 (management and military sciences), pp. 501-506.
- Gray, , Charlesworth, A., Esen, R., 2009, Marketing online – o abordare orientata spre client, All Publishing House Bucharest.
- Ivanov, A. E., 2012, The internet’s impact on integrated marketing communication, Procedia in economics and finance, issue, 3, pp. 536-542, DOI: 10.1016/S2212-5671(12)00192-X
- Kotler, P. and Caslione, J.A., 2009, Chaotics – management si marketing in era turbulentelor, Publica Publishing House, Bucharest.
- Kotler, P., Keller, K., 2008, Marketing management, 4th Edition, Teora Publishing House, Bucharest in Fuciu, , Luncean, L., Dumitrescu, L., 2011, Internet and E-commerce – tools for creating value in the E-marketplace (Marketing from Information to decision), pp. 129-140.
- Lincoln, J., 2017, The hottest 14 SEO trends of 2017, Young Entrepreneur Council, Contributor. Available at: http://www.huffingtonpost.com/entry/the-hottest-14-seo-trends-of-2017_us_58de5866e4b0efcf4c66a7e2, accessed on June 17th, 2017.
- Nelson, E. C., 2012, Pros and Cons of Content Marketing. Available at: http://www.business2community.com/content-marketing/ 7-pros-and-cons-of-content-marketing-0266634#iQ2rX7mmA2yFf8HP.97, accessed on June 15th, 2017.
- Sezgin, G., 2009, Arama Motorlarsnun Davranslarinin Çozümlenmesi Ve Web Sayfalarina Tasarim Asamasinda Yansitilmasi, Master Thesis, Beykent Üniversity Institute for Science and Technology, Istanbul., in Yulcin, , Kose, U., 2010, What is search engine optimisation: SEO?, Procedia Social and Behavioral Sciences 9, pp. 487-493
- Yulcin, , Kose, U., 2010, What is search engine optimisation: SEO?, Procedia Social and Behavioral Sciences 9, pp. 487-493
- American Marketing Association. Available at: http://www.marketing-dictionary.org/Content+marketing, accessed on June 15th, 2017.
- Content Marketing Institute. Available at: http://contentmarketinginstitute.com/what-is-content-marketing/ , accessed on June 15th, 2017.
- American Marketing Association. Available at: http://www.marketing-dictionary.org/Email, accessed on June 15th, 2017.
- https://www.marketo.com/lead-generation/, accessed on June 15th, 2017.
- http://www.worldometers.info/world-population/romania-population/, accessed on June 15th, 2017.
- http://www.zf.ro/business-hi-tech/statistica-numarul-de-utilizatori-de-internet-a-crescut-in-2016-cu-1 -2-la-10-6-milioane-16016618, accessed on June 16th, 2017.
- https://newsroom.fb.com/company-info/, accessed on June 16th, 2017.
- https://zephoria.com/top-15-valuable-facebook-statistics/, accessed on June 16th, 2017.
- http://www.facebrands.ro/demografice.html, accessed on June 16th, 2017.
- https://www.hubspot.com/marketing-statistics, accessed on June 17th, 2017.