Volume 2021 (26),
Article ID 37180121,
Digital Marketing - Strategies, Consumer Behavior, and Technological Impact: 37eMKT 2021
Abstract
The paper is an attempt to describe marketing communication conducted by small businesses on the Internet through websites and on-line advertising. It shows how small and medium-sized enterprises seek to build their image on the Web using complex multimodal messages (verbal, non-verbal, visual and acoustic elements), based on both passive forms (advertising, positioning, sponsorship) and active ones (e-mailing, viral marketing, communication through blogs, mailing lists, forums, and social networks).
Keywords: On-Line Advertising, E-Marketing, Marketing Communication, SMES, Small Businesses