Online marketing strategies – UK and Romania

Abstract

This paper presents successful online marketing strategies, more specifically “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic, and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc.), social marketing is looking to establish one-to-one interactions and to provide value to customers. These two online marketing practices were analyzed both in regard to their theoretical aspects and in regards to the way in which they are applied by companies. The examples used in this analysis are from Romania and from the United Kingdom.