GRIN Verlag Internet marketing via search engines with an emphasis on platforms and pay-per-view portals

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).