INTERNET ADVERTISING - A MARKETING TOOL SUPPORTING E-COMMERCE

Abstract

The possibilities of Internet advertising as a modern marketing tool for supporting and developing e-commerce were explored based on a web survey. An example of a paid video advertising published in social media for a certain period of time is presented. Internet advertising was used by a small company as a marketing strategy to promote produced goods. According to Pay-to-click (PTC) criterion, a 60% increase of interest by Internet users to the advertised product was reported. A significant increase in sales during the considered period was registered.