Online marketing consists of set of powerful methodologies and tools used for promoting products and services through the internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the internet. Unlike to classic marketing, online marketing focuses on customer as an individual, about whom it already has some knowledge and it is trying to apply the specific offer. Appropriate deployment of marketing tools can bring the advertiser or company a great competitive advantage.
Online marketing can deliver benefits such as:
Growth in potential Reduced expenses Elegant communications Better control Improved customer service Competitive advantage
According to a survey of 300 digital agencies worldwide, the online marketing is steadily growing, as more and more clients would like to implement online marketing tools into their strategy. But the biggest challenge is high competition and the knowledge about how to correctly implement online marketing strategy to business. Companies do not want to spend much money for specialist and campaigns and there is where they use to fail (Benes?ovska?, 2016). 1.1 Social Media Social media are becoming our every day companion.The use of them worldwide has noticed
significant growth in last six years. While in 2010 the number of social networks users worldwide was 0.97 billion their number is almost 2.5 times higher in 2016, worth 2.34 billion. This number creates 68.3 % of Internet users. It is expected that the number of users will be increasing by 2020, but it will slow a bit. The forecast for 2020 is $ 2.95 billion users. (The Statistics Portal, 2016) According to Global social media research summary for 2017, Facebook still rules supreme with over 1,870 million active users, it holds an 18% market share, 7% more so than its closest competitor, the Facebook-owned, WhatsApp.