The philosophy of web marketing

Introduction

With dynamic development of web forms of communication, electronic publication and accessing information, in their actual globalization, the situation is dramatically changing also in area of information services and sources for marketing and business needs.

Thanks to science and technical development, the strong communication instrument was brought into life of present - day human, the Internet. After its childhood it has reached the point, in which its versatility and multimediality allow radically break - through commercial market. One of its most important parts, WWW (World Wide Web) serves not only as an information resource and educational centre, as it was in the past, but more and more also as advertising medium and business and distribution channel.

So nowadays, the Internet can be commercially used. A company can use it for presentation of corporate identity, their activities, eventually, in the case of company prefering dealing with the Internet, on creating often visited points (so called portals) - for example searching services, centers offering software (download), news, web electronic mail, etc.

These attractive places, which are not only looked over by many visitors, but these also come back regularly, become extremely gainful, because besides their basic function (informative, communicative, etc.) they fill also the advertising function - they are a place for using bar advertisement (so called banners) and getting information about visitors of these places.

Not at last, we already come across using Internet as virtual shopping house, bank institution, etc. Also in Slovakia it is possible to buy a book, tape recorder through the Internet, or make account transfers.