Skuteczność promocji w Internecie – perspektywa klienta
Effectiveness of the Internet promotion – customer perspective

Summary/Abstract: Entrepreneurs communicate with customers increasingly using Internet as well to promote their offers. The range of possible tools which can be used is extensive and includes: display, banners, emails, newsletters, SEO, Social Media. The decisions taken by the entrepreneurs in this area depends on the type of product, the characteristics of clients, entrepreneurs financial resources, access to reliable address data and so on. The aim of the article was not only to present the tools of e-promotion but also their assessment made by the customer. Research indicates quite sceptical opinions about the effectiveness of e-promotion. Respondents indicated that many tools were perceive as intrusive or the ones that did not couse any reaction. Only the SEO’s companies in the search engine gained better opinions. It seems that the popularity of e-promotion is a result of the popularity of multiple and time-consuming use of Internet among potential recipients. Not without significance are also different measurement techniques and developmental effects and the development of a formula in which costs are connected with the ongoing effects of not only the launched activities.

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