Internet marketing as a business necessity

CONCLUSION 
Internet technology has moved the boundaries in company-customer relationship, and 
completely transformed management and organizational processes. For marketing discipline, 
connected world has brought plethora of opportunities and challenges. 
In this article, authors have examined Internet marketing from various perspectives. Since its 
grooving importance and popularity in business circles, it was important to point out its scope 
and terminology. Likewise, observation of online customer behaviours and new models of 
interaction and communication among customer in marketing generally, and now in Internet 
environment especially, is absolutely necessary for spotting right directions of marketing 
operations. In addition, authors point out all challenges and opportunities that should be 
addressed by modern companies in their Internet marketing strategies, together with 
limitations and risks that emerged in electronic marketplace. Finally, the article has given 
contribution in modern discussion how Internet improvements are going to create even more 
dynamic and challenging business environment in just next few years, and point out that 
embracing digital marketplace rules and engaging in full range of Internet marketing 
activities is a necessity for companies across all industries. 
On the other side, besides numerous opportunities, implementation of Internet marketing and 
reaching success in this area is not an easy task. Online audience is “discerning, fragmented 
and cynical” more than ever [16]. Modern customers are highly demanding in terms of content 
and experience they get from companies and brands, and very interested and active in interaction 

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A. Grubor and O. 
Jakša 
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with the members of their online network through word-of-mouth communication that 
resonates across the whole market. For a company, this can be a chance as well as obstacle, 
which is the reason why crafting right marketing strategy in each phase of customer journey 
is crucial for converting potential consumers into advocates. With ever-changing products, 
services and technology, timely response and adoption to a new market reality (with reaching 
the highest level of consumer satisfaction), requires much skill and effort. Acquaintance of 
the essence of Internet marketing methods and manifestations is vital in competitive business 
landscape. It means dealing with a variety of online business options as well as mastering 
new rules of Internet marketing strategy and creating “digital relationship” with customers [35]. 
Keeping up with trends, innovations and new patterns of behaviour of both competitors and 
customers has become an important part of the process of creating distinctive competitive 
advantage and reaching targeted segments of customers in digital age. Virtual world provides 
a lot of room for improvements, creative strategic approaches and superior performance – it 
is up to a company how will take advantage of it.