1. Introduction

“When people visit your company´s web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice – and you’d be a fool not to give it to them” (Scott, 2007, Cover). The environment of Marketing has changed in the last ten years. Some companies have been established which only sell their products by the internet. Other companies which still only sell through catalogues are about to go bankrupt. Amazon.de drives the classical mail-order companies out of business and a company like Google which does not even have a product has grown up to be one of the world greatest companies. So what has changed in the world of business and marketing?

In 2008 69 percent of households in Germany had an internet connection at home and 66 percent of people from the age of 10 up used it daily. In comparison to that only 17 percent of German households had an internet connection ten years ago and only 4 percent used it weekly (Destasis, 2009). But it is not only the fact that two thirds of the households nowadays have an internet connection, but also the velocity of connections has changed. With the supply of broadband connections over the last few years new possibilities and markets have opened up. The consequences of these were the Web 2.0. Shopping is no longer a one-way event where customers buy something without the possibility to report their experiences in public. Because of the new technologies companies now have to interact with their customers in order to survive in the market. They have to change their marketing strategies in this quick changing environment.

27 million people in Germany have bought something on the internet in the first quarter of 2008 (Destatis, 2008). Due to this trend companies connect their classical marketing campaigns on TV, radio or newspaper with the internet. They repeat their web address as often as possible in every medium they publish in order to get visitors to their home pages. In this highly competitive environment a nearly perfect competition grows with perfect information, transparency of prices, no entry barriers and homogeneous products.

For that reason the core objective of this dissertation is to discover the tools companies use for increasing their turnover on the internet and the effectiveness of them. With the right strategy and the use of relevant online marketing tools it is still possible to enter the online market. This study takes a close look at relevant online marketing tools and how they are used correctly. The main focus will be on search engine marketing. Here are the greatest opportunities to be successful with a manageable amount of invested money and time. There is also a close look at customer expectations and web controlling methods to measure success of any online activity. At the end this thesis ventures to give a view of the future with the chances and risks which arise from the internet trend.

Therefore the question that will be researched within the dissertation is:

“Which are the most important marketing and online marketing tools a company should consider when planning online activities?”

Academic literature review will be given on the topics:

Marketing objectivesstrategiesmixmarketingmanagement
For in depth understanding of the topics concerned.

The topic areas that will be dealt with in the dissertation for the secondary research will include:

The importance of Web Usabilityuse of Email MarketingEngine Marketing and its effectsOnline Marketing with Web Controlling

Title of the dissertation:
“A study of the Marketing tools which improve online success.”

The structure of the dissertation will be the following:

Chapter 1: Introduction to the topic and the main question

Chapter 2: Academic literature review with the different areas surrounding the topic which is mentioned above

Chapter 3: Methodology

Chapter 4: Results of secondary research and findings

Chapter 5: Conclusion - Summary of the main points, answer to the research questions and objectives as well as recommendations for further research

Chapter 6: Reference list / Bibliography

Max Adler Salzhemmendorf Webdesign

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