Get your website noticed How to reach, acquire and retain customers online

The Internet has developed itself as a major tool in marketing. With the advent of the Internet, online marketing has become the main marketing strategy used by most companies to promote their products. However, with the Internet, competition among companies has increased as each company has an opportunity to reach the same type of potential consumers through the Internet. This implies that for a company to attract and retain customers, it has to employ unique features in its website in order to make it stand out. This study was aimed at determining the features of a company’s website which can help to attract and retain customers. It was also meant to find out about the online marketing strategies that can be used to attract customers at the initial stage as well as find out on how companies engage their customers on their site. In this study, the qualitative method of research was used. Data collection was done using interviews. The interviewees were selected from marketing agencies in Finland

REASONS BEHIND THE USAGE OF ONLINE AD BLOCKING TOOLS

Online advertising has been growing rapidly since the mid-90s. In recent years, online advertising has become as relevant as an advertising medium as print and television are. However, despite the growth, the generally held consensus is that consumers are not interested in online advertisements. The arrival of online ad blocking tools has offered consumers a very effective way to avoid and block online advertisements. Although these tools have now been around for several years and the most popular software’s have hundreds of millions of active users, the phenomenon of ad blocking has gathered surprisingly little attention from academic marketing research. For this reason, ad blocking was chosen as the topic of this thesis study. The researcher was particularly interested in the reasons behind the usage of online ad blocking tools. The object of the empirical part of this study is to provide new and valid information regarding the reasons behind the usage of online ad blocking tools. The empirical research of this study consisted of a survey study that mixed both quantitative and qualitative elements. Although the sample size of the study was fairly limited, the study provided useful answers to individual research questions and provided new knowledge regarding the reasons behind the usage of online ad blocking and the phenomenon of ad blocking as a whole. The study provides further evidence that consumers are aware of online ad blocking tools and a significant portion of them are interested in using them. This study indicates that many of the consumers who do not have previous knowledge of these tools would actually be interested in them. The reason for the usage of online ad blocking tools varies from institutional reasons to instrumental reason, such as poor quality of the online advertisements. However, there were participants who were not interested in the usage of online ad blocking tools, and some of them reported to find online advertising useful. There also seems to be a concern among some consumers that online ad blocking will have a negative effect on online content in the future if the ad blocking will keep growing as a phenomenon. This certainly can be the case, and it is very interesting to see how the development of online ad blocking will shape the online advertising, how the advertising industry will respond to the growth of online ad blocking and how will the consumers respond to these changes.