INTERNET MARKETING CHANNEL IMPLEMENTATION IN THE TRADE INDUSTRY IN THE REPUBLIC OF NORTH MACEDONIA

Abstract

Modern companies are utilizing the benefits of Internet marketing, which can prove as a crucial tool in communicating with consumers. While the obvious goal of Internet marketing is to sell products and services or to promote them online, companies can communicate, transmit or exchange messages about themselves, conduct research, analyze competitors and other activities. From a marketing point of view, social media are also becoming more and more important, but many businesses are uncertain whether accepting social media will advance the line if there are difficulties in aligning marketing activities through social media with rising sales. The paper conducts primary research in a specific industry in North Macedonia, focused on small and medium companies, with key findings that Internet and social media marketing is considered a powerful tool with a lot of benefits by participants.