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Choosing a few effective tools, rather than all possible tools, will allow the company to achieve a state where the customer is not discouraged and, on the contrary, may become interested in a particular offer. This is why it is so important that, before incorporating specific web marketing tools into a company's activities, it is worthwhile to perform a detailed market analysis, including the definition of the main target group which the company's advertising messages should first reach, this guarantees that the promotion will be effective.

Creativity, authenticity, originality and message consistency are the most important aspects of modern online marketing. On the one hand, it is necessary to stand out in order to attract customers better than the competition, and on the other hand, the advertising message should be consistent with the brand image, because consumers who spend a lot of time on the Internet can sense falseness and they will not be willing to cooperate with such a company. What counts is an interesting approach, good communication and an open approach to customers and other companies in the sector.

A great addition to thoughtful activities in this type of situation can be business cards. These are usually short descriptions of the company's activities, including the main contact details, often with a link to the company's home page. This form of advertising is most often published by services that create databases and are capable of offering space to many different companies, broken down by area of expertise and other criteria that make it easier for customers to browse the listings and select an attractive offer.