Internet marketing via search engines with an emphasis on platforms and pay-per-view portals (PDF)

Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Paderborn (Chair of Business English), language: English, abstract: For almost ten years, the Internet, a global data network, has been an open medium for public use,
leading to a closer relationship between producers and customers. This relationship is the result of the two main characteristics of the Internet: on the one hand it offers new ways of communicating, while also developing new
channels of distribution. As more or less all companies and a large number of private households have access to
the Internet , the field of marketing has expanded - and the so called "Internet Marketing" is more important than
ever before.

Even everyday radio- and TV-spots mention links in the Internet inviting the customer to visit their owner's website. These websites are used either to present the companies themselves or to present the companies' products and to
sell or distribute them online. The success of a company's online offers depends on different factors: attraction of
the offerings, optimized pricing, appropriate measures to reach the target group, focus on target group and
promotion.

Here the question comes up: which measures can be taken to ensure potential customers are attracted to a
particular website? One of the main activities of users is the so-called "browsing" - the search for information
in the World Wide Web. The specific search for this information can be done through the use of search engines
such as Google, Yahoo or Fireball. This thesis will explain and work out how to use different types of
search engines, platforms and pay-per-view-portals to optimize a company's marketing (exposure to target
audience).