Wykorzystanie hipermedialnego środowiska internetowego w komunikacji przedsiębiorstwa z klientem
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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.