E-REKLAMA I MARKETINGOWE WYKORZYSTANIE WYSZUKIWAREK INTERNETOWYCH – PRZEGLĄD ISTNIEJĄCYCH FORM I POJĘĆ
E-ADVERTISING AND SEARCH ENGINE MARKETING – AN ANALYSIS OF EXISTING FORMS AND TERMS

Summary/Abstract: In the era of turbulent market environment and increased competitiveness, one of the main sources of creating a competitive advantage is to create a specific image of a company and / or brand. The so-called. Internet revolution influenced significantly the behavior of today’s consumers, which resulted in the transfer of activities associated with marketing communications to the virtual world. This new reality, offering new opportunities (eg. In the context of interactivity with the consumer) has led to the development of new forms of advertising in which innovation does not manifest itself only in a modern form of promotion (through SEM, including SEO + PPC), but also in how to reach out to customers (Marketing Automation). The purpose of this article, which is part of an overview trend, is to introduce the role of Internet advertising, as well as analyze and organize concepts related to online advertising. This article is based on studies of foreign literature and Polish, as well as based on the authors own observations.

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