Facebook is a good example of the use of new technologies and new experiences on the Internet and its role in demolishing and challenging existing industries. Perhaps no other area of ​​business domains, such as marketing and marketing relations, has been affected by the Internet. As a communications tool, the Internet provides a lot of new ways to interact with millions of potential customers at a much lower cost than traditional media channels for marketers. In addition, the Internet offers new, often instantaneous, immediate and uninterrupted ways to gather information from customers, set up product launches, and increase customer value. In the case of Facebook and other tools provided in this book, the Internet is a new way of identifying and communicating with customers, including marketing through search engines, marketing through social networks, marketing through the recognition of consumer behavior, marketing by method Elaborate and diversify consulting and guidance systems and email marketing.
Internet was only the first change. Today cell phones based on smartphones and tablets are undergoing a reorganization of online marketing and communications. Key changes in 2012 include social networks, mobile marketing (via mobile phones) and location-based marketing, affecting local marketing. In the coming years, with the advent of technology and the escalation of online social culture, social, mobile and local marketing will accelerate.
In this new space and environment, in the years 2012-2013, marketers are looking for a massive transfer and removal of their contacts from traditional media and directing them to social networks, content produced by users and online sites providing Movies, music and games. For example, in the Internet retail sector, almost 95% of the top 500 affiliate retailers are on Facebook, more than 90% of them are active on Twitter, and more than 75% send commercials, showcase promotional videos Or film types through the UT (1) Table 1.1 shows some important new developments in the field of marketing in 2012/2013.
The issue of online marketing, branding and market communications has become widespread and deep. We have to examine these issues in two long chapters. In the first chapter, the book examines the basics of online marketing and branding concepts and strategies needed to evaluate e-commerce marketing plans. In this chapter, we examine consumer behavior on the Web, the main types of online marketing, and the creation of brand names and backup technologies that promote online marketing. In Chapter 2, our focus on online marketing communications will include a detailed, detailed review of all types of online advertising strategies and techniques. You will definitely need to study and understand these issues to design and build an online marketing template and advertising activity base. For readers who have no background in marketing and marketing studies, we have launched an online learning section that discusses the basic concepts of marketing and brand building.