Wykorzystanie hipermedialnego środowiska internetowego w komunikacji przedsiębiorstwa z klientem

Abstract

In the era of modern marketing, attaining receivers for products is often part of race between companies in getting and keeping customers. Sometimes it is not enough to formulate appropriate product offer, which aim is to encourage clients to choose particular product, and finally buy it. More important than offer itself seems to be the way of presenting it. As it turned out, this message prejudges about chose made by customers. From all promotional instruments used by producers, only few, thanks to their scope and spread, can successfully reach receivers’ perception. Only one element of marketing mix has so capacious line of communication with client. The Internet is a future of marketing communication. It gives unlimited possibilities of communication with each customer, what motivated an author to explore this subject. The paper consists of theoretical part and results of made research. In the first and second chapter the focus is on general marketing communication. Based on its models and tools, it was possible to notice significant differences comparing to marketing communication in web environment. Moreover, theoretical part describes circumstances of effective communication and shows research of efficiency of using web environment in communication between company and customer. What is more, it refers to using web 2.0 and web 3.0 idea, its rules, methods, form. It also reports development of the Internet and its usage in marketing research. Next chapters describe results of direct research of consumers opinion about marketing communication. They were made on the sample of 30 companies in nowosądecki district, based on interview questionnaire in personal interview. The research describes how to use promotional web communication effectively, on the basis of projecting and application of appropriate tools.