With the increasing significance of internet in our daily lives, Internet marketing has emerged as one of the most effective marketing methods of the century on account of its easy accessibility, marketers’ profitability and cost efficiency and less time-consuming quality.

Opponents of this approach present two arguments against the significance of internet marketing. The first one refers to the socio-economic reasoning: the swift and unexpected rise in Internet-powered weakens the position of the formerly strong traditional marketing systems and spurs a whole shift in the economic structure of the society (which is not always for the best, at least not to everyone). The second one relates to the extremely vital issue of nowadays – the protection of personal and business information on the web. Introduction of cloud technologies is controversial on this matter. Using Internet technologies for marketing can be dangerous for data privacy and is prone to lead to data leakage.

1. Internet Marketing encompasses a broad reach to its customers owing to the extensive availability of the World Wide Web that helps to overcome the distance barrier. Essentially, every modern business is aware of the challenges of the technological era and is, therefore, aimed at increasing the number of possible ways that would provide the successful campaign for the information technology companies in getting the favorable quantity of potential customers.
2. The products or services advertised on the internet can be seen by the people from a small locality to nationwide and worldwide at large. What is more important, the information can be stored and transmitted in large quantities, which can replace some sorts of paperwork people earlier got used to. Being online means being ready for communication at any moment. In addition, managers who are in charge of certain departments can be easily contacted through text messages or live speaking in Skype or any other kinds of messengers.
3. Advertising on the internet gives the marketers an opportunity to expand their company on the international platform thereby extending their target market. The famous media theorist Marshall McLuhan had noted in the 1960s that media serves not just as passive channels for information exchange, but rather as “the medium is the message.” This principle has to be understood very well when one aims to set up an internationally active company with an effective marketing strategy. In this case, the marketer is the medium that conveys the message to the customers; interestingly, at the same time, he is embodied with a message he is carrying to the recipient (Barney, 1991, p. 101). One needs to understand that he will be inevitably associated with the goods or the service he is presenting.

On the stage when it has already come to entering the markets of the foreign countries, it is crucial to take into account the cultural and social peculiarities of the country where they are starting a business. In fact, large companies and transnational corporations have whole separate departments of product localization, no matter whether it is a toothpaste or a TV show. Failure to comply with the cultural and linguistic realities (this is especially important in case of transcribing or translating, if necessary, the names of the brands) will definitely lead to an embarrassing situation and can contribute to misfortune on the market.

Preparing the product to the world market (or regional market) often means something more than just a translation of the content of the text or graphical user interface (in case that the website participates in the promotion campaign, which it usually does) (Gomez-Mejia, Balkin, & Cardy, 2008, p. 390). Product localization refers to the process of adapting the product to the features of the new environment - a new language, standards, and cultural norms, as well as to the needs and expectations of a specific target market. Marketers must take into account not only the translation of the text, icons, cultural aspects, and technical features, but also the local standards, the accepted norms of writing date/time, measurement, number, and currency, legal norms, the character encoding, and fonts. In order to localize their products, the companies need to make special efforts to ensure that their products meet specific local requirements. Thus, marketers need to add to their core products new properties and adapt them to international standards (Hirsch, 1987, p. 58). For most corporations is not a revelation that many companies might double their profits by means of international sales. Many of the most successful companies sell more than half of its production abroad, it is easy to understand, given that the European and Japanese economies together comprise much more than the U.S. economy. If one analyzes the rising economies in the rest of Asia, South America, Eastern Europe, and the Middle East, one can quickly notice that the foreign potential is just huge.

1. Internet marketing through emails serves as an effective tool for interacting with customers. It enhances better communication and responsiveness between the customers and the marketers. Also, it is a positive trend that almost any type of business, no matter what exactly is being produced or sold, can profit from the proper use of e-mail marketing; its tools are applicable universally. Profitability of this instrument can be measured by a multitude of criteria, inter alia, by assessing the return on investment rate.
2. Internet marketing campaigns can also incorporate social networking sites like LinkedIn, Twitter, Stumble Upon, or Facebook to broadcast its service portfolio and enhance sales. It allows the business owner study his or her clientele better and make communication more flexible, more interactive and personalized, and to receive more response from the customers based on the information they entered into the system on their own and willingly. The latter is a crucial point because it ensures that no invasion of privacy takes place, and all of the data is collected legally.
3. Marketing online assures cost-effectiveness and affordability for both the marketers and the customers that give it an edge over other traditional marketing strategies. However, at the same time the issue of information security must be handled with seriousness because if a customer’s mailbox or even device gets a virus or something else because of a newsletter or a bugged e-mail, the loyalty and support for the company will shrink immediately. The access to the central server that unites the network must be protected by the double password, the information, which is stored there should be protected from removal and copying. Moreover, it has to be duplicated on no less than three computers in case of crisis management cases. Thirdly, each computer should be accessed by only one person, who works on it and stores his documents. Over the last 10 years, a tendency of deleting and damaging the files with the help of computer viruses has emerged. It is more than dangerous, because hackers who are interested in getting the secret information, can access the server through the Internet. To protect the needed data is easy by using one of computer antivirus programs that can guarantee the high percentage of information safety. One more way of Risk Management is to suggest the alternative source of data storage, meaning in this case the certain iPods, mobile phones, laptops, and PDAs. However, it is recommended to make sure that the data are stored by people who are in charge of the following departments. Finally, it would be sensible for the company to provide the position of risk factors manager, who will be paid for that. One more method of getting the data back is to check the emails and messengers that are known to be successful at storing the media and message data online. As usual, servers store information about customers’ service, which is collected and received from each computer of the network and each management department. In case some of the databases are found they should be immediately copied to the server run on the main machine (Reeves & Deimler, 2001, p. 270).
4. Online marketing and advertisements campaign ensures that the cost of reaching a level ranging from a single individual to an audience measured in thousands of people is the same without incurring any hassle and cost of maintaining a physical retail outlet. The fact has become obvious that the ability to maintain a retail selling space or a stock shop is no longer a competitive advantage in modern conditions, but rather a hampering factor “eating up” the cost. In fact, information is one of the crucial things that affect and shape the management process. Nowadays the term network convergence is widely used when doing any sort of business. Despite the fact that it helps managers concentrate their attention on the only sphere of their duties, it also coincides with the coexistence of video, telephone, and data communication within a single network. Respectively, the data can be transmitted easily to the business partner. When choosing tools for strategic management in the company, one should first employ the resource-based approach, and afterward, use the competitive positioning method. This technique will help identify the drawbacks of the company’s operation and make eliminating those drawbacks the first priority; however, the methods of development will be chosen according to the external environment (Porter, 2008, p. 190).
5. Marketers can start an online export business for a small or big company anytime without having to set up distributor retails in different localities. The concepts of creativity and innovation are more than relevant to the contemporary business world: the mission statement of the company is “everything under one roof” – a concept of designing tailor-made solutions and projects for each client and providing “turn-key” services. The core element of this client-focused strategy is the necessity of consultations with the client on all pre-production and post-production stages, not only on the stage when the parameters of the order are determined (Trout, 1969, p. 54). For these ends, only online marketing proved to be a tool that is effective enough to react to the constantly changing and the developing world of business interactions with all its challenges.
6. Different online advertising methods broadcasting infinite products on the internet make it efficient for the service provider to woo their target audience and drive more traffic without much investment in their online campaigns. Online marketing tools are exactly very good for defining the needs, hopes and fears of the target audience. In addition, it helps to differentiate between the target audience and the minor (or less important ones). The trick is that the strata of the population that once was not very relevant turned out to become increasingly influential. For each of the groups, the tailored solution should be prepared and it should develop the online-shopping program with the opportunity of making quick orders online. This will protect the company from the delay of delivery or export. The material base mentioned earlier is the transportation units and facilities, which are deficient due to insufficient financing from the executive board. As to the skills and abilities of the staff, skills development program should be implemented, an annual one, if possible, with separate skills development curricula for different engineers and staff members depending on their profile (Lucas & Kirillova, 2011, p. 200).
7. Online marketing enables an important feature of tracking the investments and tracing down the viewers/buyers visiting the websites that help to obtain instant results about marketing campaign and feedback on the customers’ requirements.

Compared to other marketing tools, online marketing is not expensive. Also, there is more chance that strategically suitable campaign strategies and sensible design will spare the budget of the business. In addition, online marketing is more sensitive and flexible to the largely diverse communities of today’s world and the customers are given the opportunity to perform the purchase according to their own pace. The range of products is bountiful, and the results are seen very quickly, so every dollar invested in the development of online marketing tools pays off almost immediately. In any case, even if the application of online tools is not successful enough, there is always plenty of room for analysis and prompt response, which is virtually impossible with traditionalist ways of business management. Most often the people who run the businesses apply cost – volume - profit analysis (CVP) that depends most of all on the types and scale of goals laid out in the beginning. Also, internet marketing is a very effective tool for measuring statistics. For instance, in order to assess the efficiency of traditional business marketing strategy, the company or business owner has to order a separate market study or independent audit. In contrast, online marketing services package already contains the necessary tools for monitoring the results of the work. There are dozens of ways to measure and assess the effectiveness of the results: payment per impression (CPM, when the cost is calculated as for a thousand viewers), PPC -pay per click (when a hosting company collects the payment in each case when an advertisement attracts the attention of the customer). Other measurement tools are the so-called PPP - payment per play (also known as pay per audio advertisement played online in built-in players), and, last but not least, payment depending on a certain action (PPA, when a customer gives money for a certain action referring to the advertisement, which could be in an acquisition type or form of submission). Therefore, internet marketing (online marketing) gives the businessmen an opportunity to collect data well, to personalize the internet experience for their customers, to evaluate the competition in comparison with the closest market rivals. Of course, it allows reducing the costs dramatically and saving the money that otherwise would have been spent on renting premises, hiring personnel and the adjacent HR management costs (Sliger & Broderick, 2008, p. 300). Also, a successful business would undergo the process that is called disintermediation, or elimination of unnecessary channels of customer-buyer cooperation and interaction. This feature makes the process quicker, cheaper, more comfortable and more understandable. The latter is especially important in conservative, traditionalist communities that contain a high percentage of the older population. Older citizens are normally more rigid towards the latest tendencies and are more prone to stick to the more familiar methods of business and personal communications. The cash flow of the company that uses the benefits of online marketing is also improved as well as the ability to manage the finance.

1. Online shopping helps the customers to avoid outside disturbances of wandering from shop to shop and allows them to compare different prices of the items at various websites with just a few clicks away. It also allows the customers feel the advantages of online shopping when they are not dependent on the usual marketing conditions: availability of goods, the trading policy of the company, branding costs, payment to the employees of the shops and so on (Epstein & Rejc, 2005, p. 59).
2. Online marketing serves to be an efficient way of reaching the targeted audience at a very fast pace within a few days or hours fostering more online revenues and convenience for the buyers. Actually, almost every company nowadays is forced to face five forces of competition: 1) competition among the existing competitors, 2) threats of new entrants at the market, 3) bargaining power of buyers and respectively 4) bargaining power of suppliers, and, finally, 5) threat of substitute products or services (Porter, 2008). For companies with online marketing ambitions, the last two competitive forces are the most important ones in terms of development. If the core marketing strategies are not revised, the company will face the decline and can be driven out of the market. If the necessary product programs and policies are not applied, the competitors will copy the products. When investigating the market, it is necessary to pay attention to the number of foreign companies in every specific country in order to choose the right direction of business planning and advertising. When being engaged in marketing management, it is advisable to use the Internet for direct mailing and establishment of cooperation as well as for advertising. In terms of the strategic initiative, it is sensible to use the entire target market, which will be significantly enlarged.
3. The availability of online shopping portals round the clock makes it easier for the customers to browse online stores and making orders at any time of the day from any corner of the world. When speaking about e-commerce, it is noteworthy that is appeared and thrived as a result of Internet usage. For some companies, the time factor plays a great role, especially if their incomes depend directly on client consumption. If a certain site bought the right to broadcast some sort of movie requiring payment, the income would be dependent on the number of online watchers at that exact moment of broadcasting. However, some companies can run a business with no time barriers as it reveals itself in the case of the online shops. Though the legislation obliges them to pay taxes as the real existing companies, the Internet companies save money on leasing the offices and payments to managers. Moreover, they can get some additional benefits. For instance, the online sports nutrition shop advertises and sells the preparations. Using IT and finding partners, it would be easier for the employer to sign the agreements with the suppliers. This feature would allow the employers to save their money when ordering the products in the bulk. Finally, what is more important, the businessman has to pay less for products transfer than as he would pay, running the real existing company. The client, for his part, is able to receive regular discounts and use the direct delivery service.
4. The express shipping options available online make it convenient for the buyers to purchase items or avail services at their own stride. This option grants to the customers an immense amount of freedom they could never enjoy even a couple decades ago (Fahy, 1999, p. 55). The more comfortable and relaxed the client feels while making contact with the goods and services, the more likely he is to spend money on those. No need to visit the shop or the mall, no need to stand in queues to purchase something, no need to ramble around the trading centers in search of a thing that may be available in some shops and missing in the others, and no need to spend time comparing the prices and searching for an advantageous offer. In the conditions of strong competition and fairly rapid diffusion of technology, online shopping would find it very difficult to survive without the introduction of new services for customers (Becker, 2001, p. 98). Resources for the web direction are usually limited, so one must act accordingly. Ideally, of course, it would be to test a variety of services and tools, if there is an opportunity to do so. These actions allow to significantly increase the sales without increasing advertising budgets. Specifically, it is necessary to find the corresponding shipping company and to sing a profitable agreement for the mutual advantage of both parties. First of all, this tandem must evoke a feeling of trust in the customers. Audience and buyers on the Internet are constantly growing. At the same time, many consumers have been both positive and often negative experience of shopping online. Buyers want to work with a conscientious distributor and look for an online shop with a brand they can trust. Customers always look for guarantee and information that can help relieve their fears and mitigate the risks.
5. The Search Engine Optimization Companies (SEO) companies help in boosting up the profit ratio of the marketers by placing the best companies name in the top or the main page of the notable search engines, producing quick and elevated sales or services.

Competitive positioning and resource-based view are virtually the two strategies from among the key schools of strategic management; they both have their strengths and flaws, as well. According to Hooley and Broderick (1998), “The resource-based view (RBV) of the firm seeks to explain sustainable competitive advantage through the rent earning capability of internal scarce resources while the marketing paradigm stresses the need for external market orientation to achieve competitive success.” The majority of scholars, such as D’Aveni (2007, p.47), Sarvary & Elberse (2005, p.120), Reeves and Deimler (2011, p.450), and Lash (2007, p.232), define globalization as a key reason for competitive positioning development. Namely, D’Aveni claims, most companies need to refresh their competitive advantages while destroying others’ advantages at a pace that is considerably faster than it was in the past. Today, innovations pervade the value chains, thus companies have to find ways to migrate from one competitive position to another quickly; create new ones, depreciate old ones, and match rivals’ advantages versus that of their own. This process is featured as unstable and disorderly. Top management of the companies desperately seeks new tools, which might help them analyze in a systematic way their companies’ versus other players’ competitive positions in an extremely competitive marketplace (2007, p. 49). The most characteristic feature of competitive positioning approach is that it takes market instability as a given fact and provides businessmen and scholars with a set of tools to gain some advantage in these conditions, even temporarily (Bourgeois & Brodwin, 1984, p.78).

Competitive positioning has gained increased significance in the light of the global trend of hi-tech development and manufacturing, and, of course, online marketing.

1. Online marketing helps in providing personalized offers to customers quickly by creating their online profile and knowing their purchasing history and choices. Regarding the fact that the client is the main source of getting profits for the company, there exist a number of strategies that are directed to the client relationship establishment. Customer Relationship Management (CRM) as a management policy survives four chief stages of contacting the customer. Basically, pre-sales, sales, client service management, and after-sales help the staff satisfy the customer’s needs and expectations (Culver, Hobbs, & Jensen, 2010, p.230). However, not only the direct contact is established, the substantial changes are made to the structural departments of the enterprise, where after the installation of the new software, the necessity of new duty division for each department appeared. Actually, the information system expects to attach a client to the company’s services, because he is more likely to search for the desired information on the internet rather than to visit the office and talk to a manager live.

Conclusion

Enterprises striving to increase their share at the market or maintain their level of profitability must adapt themselves to changes in the rapidly evolving environment. In contemporary changing and highly competitive environment, businesses increasingly realize that IT investments bring business values through measurable results. Internet marketing is one of the most efficient tools to achieve business prominence. The resume writing services can be a good example of properly organized online marketing. Internet or online marketing is amazingly interesting both for business owners and for their customers. This type of marketing can boast a working structure that benefits both of these groups (who have essentially opposite interests) and adds more flexibility, justice, fairness, positive experience, and innovation into the traditional supply and demand chain.