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Internet Marketing textbook

Internet marketing is the fastest growing and most exciting branch of marketing
today. as the world becomes ever more connected, keeping up with developments
and trends is vital for marketers trying to reach new audiences – who are more
discerning, fragmented and cynical than ever. technology and software are
changing at such a high rate that it seems almost impossible to keep up with
trends. Products and services are evolving and adapting to the online sphere. the
web is constantly shifting, growing and changing – everything is fleeting.
How do savvy internet marketers cope with all this? they harness the power
of the web – and its myriad tools – for their own needs. they find unique and
personal ways to interact with customers online. they plan, organise, implement
and measure complex internet-wide strategies seamlessly. most importantly, they
never stop learning, growing and adapting themselves.
You are well on your way to joining their ranks.
In this chapter, you will:
• discover what internet marketing is (section 2)
• Learn about the history and pioneers of internet marketing (section 3)
• explore today’s internet marketing context, with a special focus on the South
african space (section 4)
• Learn about future trends (section 5)
• discover how all the tactics taught in this course fit together (section 6)

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