THE IMPACT OF ONLINE MARKETING ON RAISING THE COMPETITIVENESS OF COMPANIESRade Božić, Suzana Stevanović, Nataša Tešić |
Published 11/05/2021 |
ABSTRACT
Internet marketing has become the most popular way of distributing information to potential customers, on both, national and international level. Advantages of this type of marketing compared to the traditional one are: widespread, low costs of implementation, possibilities of personal adaptation to all customers, just to name a few. Distributing information through this media has become the necessity in modern business, the same way it is required for maintaining a competitive advantage. Moreover, the use of internet marketing provides a chance for young companies, and small and medium businesses to position themselves better on the market. Importantly, Republic of Srpska has adequate network infrastructure as one of the main conditions for the implementation of internet marketing. However, its potential is not used properly and enough, especially in the context of e-business and e-commerce. New specialized companies are being established with their prime task to research the online market, to manage and to implement internet marketing strategy for their clients. The results of the research indicate that the application of online marketing can significantly improve the competitive position of companies. Therefore, it is necessary to raise the awareness of business organizations regarding the importance of internet marketing, and how to use its variations and advantages in order to gain and preserve the competitive advantage on the market.
Keywords: internet, marketing, information, development.