Internet marketing and e-commerce – interaction

Faculty of Economics, Trakia University, 6000, Stara Zagora, Bulgaria

^* Corresponding author: zvezdi.bilnikova@gmail.com

Abstract

E-commerce has taken up an increasing share of market relations in recent years. The use of online marketing tools allows us to reach the right end consumer. In the present report we shall study part of them and more specifically those used in communication policy. The main aim of this work is to analyze the interaction between internet marketing and e-commerce on the end consumer of goods and services. The research methods used are: theoretical and empirical methods, such as analysis, synthesis, comparison, etc. The results achieved are related to the analysis of establishing an internet shop or a website where the producer and the consumer of the good or the service meet. The conclusion generalizes on the use of social media, e-mail marketing, VibeMarket, online display ads as the main channels for internet advertising - a means through which the consumer may widen their selection options and receive detailed information about the saught product or service. Internet advertising brings benefits for advertisers because it needs a lower budget and is flexible when directed to a specific target group.