Internet marketing as a business necessity

INTERNET MARKETING 
– SCOPE AND TERMINOLOGY 
Internet marketing is a term that is expanding its scope each day. Besides, communication 
with consumers through the Internet channel is getting various forms and names almost each 
day. Generally, this is the area that implies fast changes and new dimensions in all its 
segments. Thus, it is important to become familiar and follow the pace of all changes in 
Internet marketing, given that there is a whole new terminology connected with a variety of 
Internet-based marketing approaches and strategies that are fundamental for gaining 
sustainable competitive advantage. 
The most common comparison is made between Digital and Internet marketing. These two 
terms are similar but not synonyms. Even though Digital marketing is also known as Internet 
marketing, online marketing, web marketing or data-driven marketing [4], it is the umbrella 
term for a group of marketing processes that exploit all available digital channels and Internet 
technologies with the aim of promotion of branded products and services. Its development is 
a direct result of the increased electronic data, digital media usage and its impact in business 
sphere globally. So, its development has primarily followed Internet improvements, which is 
the reason why it has so many manifestations. 
Some authors claim that Digital marketing and Internet marketing are not the same things [5]. 
Accordingly, Digital marketing is wider term that includes both online and offline digital 
technologies and multiple channels under it, while Internet marketing bases its activities only 
on the Internet. Some of digital marketing channels are “sms marketing, digital print ads, 

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Internet marketing as a business necessity 
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television marketing, radio advertising, etc.” [5; p.29]. This is not the case with Internet 
marketing, given that some of Digital marketing channels don’t necessarily require Internet 
connection. Furthermore, both Digital and Internet marketing cover web, search, social 
media, e-mail, digital advertising and media buying [6], and both are very effective in 
conducting, analysing and measuring total effects of marketing campaigns. 
Internet marketing use modern technologies and Internet connection for reaching marketing 
objectives [7]. Some of the most common subjects that various authors addressed in their 
scientific papers are linked with marketing mix evolution because of wide Internet adoption [8]. 
Internet channels superiority over traditional channels and media, emergence of new marketing 
channels etc. [9, 10]. Further, in this article, authors will focus on Internet marketing analysis 
from the perspective of new consumer behaviour, Internet marketing channels strategy.