Online marketing strategies - UK and Romania

• Author: Talpau, A. - Vierasu, T.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 31-34

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 2 - 2012

Series V: Economic Sciences

ONLINE MARKETING STRATEGIES – UK

AND ROMANIA

A. TLPU1 T. VIERAŞU1

Abstract: This paper presents successful online marketing strategies, more

specific “Pay Per Click” publicity and social marketing strategies. Both

practices target a well-defined market segment and can be used to increase

exposure, generate traffic and in the end generate conversions. While “Pay

Per Click” means buying every action (visit/Like etc.), social marketing is

looking to establish one to one interactions and to provide value to

customers. These two online marketing practices were analyzed both in

regards with their theoretical aspects and in regards with the way in which

they are applied by companies. The examples used in this analysis are from

Romania and from the United Kingdom.

Key words: online campaign, online marketing, online strategies, pay per

click publicity, social marketing.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Online marketing practices

The Internet has become more and more

popular especially during the past decade,

and has now become even indispensable

for many people and organizations. It is a

way of socializing, exploring, finding

information, playing games, watching

movies and videos; simply said, it is a way

of living, working and spending leisure

time.

When it comes to online marketing

practices, the internet is the newest, fastest

and one of the most efficient ways of doing

business. It is used not only by companies

that want to gain new customers and

increase their brand exposure, but also by

non-profit organizations, celebrities,

politicians and many others.

There are many types of online

marketing practices. The most important

step in creating an online presence is that

an organization develops a presentation

site or page. An organization can opt for

several online marketing practices, each

having its strengths in a given period of

time and for well-defined objectives. The

most well-known practices are: internet

advertising, social marketing and

optimization for search engines.

Internet advertising takes the form of

banners, buttons, pop-ups, sponsorships,

paid advertisements and so on. Social

marketing is “the use of marketing

principles and techniques to influence a

target audience to voluntarily accept,

reject, modify, or abandon a behavior for

the benefit of individuals, groups, or

society as a whole” (Kotler, P., Roberto,

N., Lee, N., 2002, p. 5). Search Engine

Optimization (S.E.O.) means

implementing practices that help a site

show up in search engines (such as

Google, Yahoo, Bing etc.) as high as

possible. In this paper we will refer to only