Topic 3: Advertising and its types. Contextual advertising………………….23
3.1. What is advertising? .............................................. .........................................23
3.2. Evaluation of the features and effectiveness of online advertising………….25
3.3. Features of contextual advertising……………………………………………29
CHAPTER II. SEARCH MARKETING………………………………………32
Topic 4. Search marketing…………………………………………….………..32
4.1. The concept of search marketing…………………………………………….32
4.2. Internal website optimization…………………………………………...……33
4.3 External website optimization…………………………………………...……44
4.4 "Black" and "white" optimization, Google filters…………………………….51
4.5. Features of search promotion of an online store……………………………..57
Topic 5: Social media marketing. Portal and blogs………………………..…..60
5.1. The concept of marketing in social networks………………………..………60
5.2 Users of social networks: their characteristics and motives……………….….63
5.3 Use of SMM by companies of different sizes………...………………………65
5.4. Social media marketing methods, sales promotion………………………..…67
5.5 The work of a marketer in a social network: working with negativity, advertising features, launching an SMM campaign…………………………….68
Topic 6. Technology for creating banner advertising………………………...79
6.1.Features of advertising in the media…………………………………………79
6.2 Intended use in online advertising……………………………………………86
Topic 7: Internet Email Marketing…………………………………………….90
7.1. The concept and types of electronic marketing……………………………..90
7.2. Pros and Cons of Email Marketing…………………………………….……93
7.3. Making email marketing effective…………………………………….…….95
Topic 8. Organization of Internet marketing research………………………102
8.1. Concepts and methods of Internet marketing research…………………..…102
8.2. Internet Marketing Research Methods………………………………..……103
8.3. Planning Internet Marketing Research at Enterprise Level………………108
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