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Understand the keys to successful electronic commerce Web sites, and explain the different forms of Internet marketing. Successful B2C companies have a Web site that offers something unique, is aesthetically pleasing, is easy to use, and is fast, and that motivates people to visit, to stay, and to return. A company should also advertise its presence on the Web (e.g., using search engine marketing) and should try to learn from its Web site (using Web analytics). Popular ways to advertise products or services on the Web are search marketing, display ads, e-mail marketing, social media, and mobile marketing. Advertisers pay for these types of Internet marketing on the basis of either the number of impressions or pay-per-click.

 

 
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