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Contents


Capitalizing on Digitization
34
The unstoppable advance of the Internet
34
Box 6 Survey of online behaviour
34
Internet strategy
35
An integrated approach
36
The right questions
36
Creating support
36
Adaptations to existing company processes
37
Continuous innovation, customers are central, made-to-measure is a trend
37
Mobile advertising
38
Box 7 Shopping behaviour of the future: cross channel
38
The Internet is becoming the main news source
39
Publishers are trying to make money via the Internet
39
In the US, the Internet has surpassed the newspaper as a news source
40
Charging for online newspaper articles
40
Box 8 The Slovakian business model
41
Digital newspapers should not look like printed newspapers
42
The crucial importance of having a good website
43
When is a website successful?
43
Website optimization
44
Relationship with customers is crucial and content is king
45
Website relevance
46
Search engine marketing and search engine optimization
46
Search engine advertising
47
Continuously ‘fighting’ for a top position
47
Box 9 World top 10 of most visited websites in 2011
47
Google: the number 1 search engine
48
Are social media suitable for marketing?
49
Box 10 Top 20 social network sites in 2011 (figures in brackets are millions of unique visitors per day)
49
Marketing and PR through social network sites
50
Join in or lose out
50
You don't have a choice
50
Box 11 Go see this
51
Two billion!
51
Join in? Twitter for business
52
Webcare team
53
Which social media are useful for business purposes?
54
Blogs
55
Corporate blogs
55
Facebook for commercial purposes
56
Box 12 Number of Facebook users
56
The emergence of viral marketing
57
Starbucks, one of the most popular brands on the web
57
LinkedIn is advancing in business
57
Social media and the labour market
58
An example of a creative Twitter campaign
58
Twitter texts reveal personality characteristics
59
Professional sports make little use of social media
59
Business use by employees of companies and institutions
59
Use of social media leads to increased employee engagement
60
Box 13 Employees use social media mainly to present themselves personally
60
The added value of social media for business
61
What are the most important advantages of social networking sites for business?
62
Making and maintaining business contacts
62
People-oriented!
63
Social marketing
63
Box 14 Informative social media marketing
64
Successful brand promotion with social media
65
Social media provide additional knowledge for a different type of marketing strategy
65
More emphasis on statutory protection of privacy
66
A new Internet bubble?
66
Box 15 How can a business use social media?
66