WEB SITE – BASIC INTERNET MARKETING STRATEGY TOOL OF DIGITAL COMPANIES

Abstract

The main purpose of digital economy is based on intellectual capital resources management in a virtual world, on a virtual market. Raw materials, energy, money from traditional economy are being replaced with information, knowledge and technological development and changes in the digital economy. Many laws which apply in the traditional economy do not apply in the digital economy. Radical and fast changes which have occurred in the last decade, point to new stages of development which are conceptually and historically changing the economic and social environment and activity of the subjects. Information industry and communication technology influence on development of the new economy globally, not only on national basis as in the traditional economy. Marketing through a company’s website is particularly important if it strives to obtain results for the invested time and money. Creating an appropriate web site, as a tool of internet marketing is aimed as effectivness of the virtual company, increasing the number of consumers of its products and improving its brand, generally. Due to the vast importance of this problematics, the paper will analyze the essential elements for maintaining an efficient marketing strategy of the virtual company, the legal assumptions for registration of a web site in the Republic of Macedonia, obligations of companies in the area of consumer's protection when concluding distance contracts – contracts which are concluded by means of communication at a distance and the actual condition/statistic indicators of using web sites in electronic trade in the Republic of Macedonia and the EU.

Keywords

• web site
• internet
• marketing
• distance contracts
• consumers