engleski

Searching for an Online Marketing Effectiveness: The Potential for a Small Business Sector

The paper describes the essence of online marketing for small businesses in terms of using the advantages of its tools and methods for better promotion and improvement of general business operations. A research involving small businesses in Croatia was done in order to define what tools and methods have the potential to increase companies’ sales and advertising and whether they are used effectively. Despite a variety of elements in the online marketing that can help small businesses in Croatia in their promotion and sales growth, frequently an online marketing strategy is not appropriate which causes poor short-term or long-term results. Such results discourage further use of online marketing tools and consequently underestimate its potential for small businesses. Changes brought by new technologies represent a big opportunity for marketing specialists to take a strategic role within the company. Such a role assumes recognizing the marketing potential of the new technologies, building stronger relationships with consumers and discovering new business opportunities through technology. The main challenge for marketing professionals, as well as scientists is the dynamic character of the Internet as a technology, market and a social phenomenon. The goal of this paper is to propose an optimal strategy for small businesses in Croatia that may guarantee the success of using online marketing tools today

Online marketing, technology, small business, strategy

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