Eureka! Institutional Repository

Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers. Also,social media is a vital channel for marketers nowadays. Customers are more empowered today than ever before and the Internet is accelerating the trend toward greater customer empowerment. This thesis mainly covers the basic knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well as companies’ and consumers’ perspectives in pursuing Internet marketing. Furthermore, the thesis aims to describe the opportunities social media provides in organizational use, as well as, to provide an overview of the current situation of social media in marketing.