Web Marketing refers to the branch of marketing applied to the Internet. It constitutes a macro-category that includes all those activities and promotional strategies that take place or are implemented on or through the web. In addition to the conventional instruments of an online advertising campaign (using banners, links pay per click or e-mail marketing) web marketing also includes various SEO (Search Engine Optimization) and SEM (Search Engine Marketing) activities, a set of processes aimed at improving a website’s position in the search engines: with the clear aim of increasing the number of visitors and consequently increasing sales opportunities.

The current development of the Internet therefore calls for the awareness, by companies and sector players, that to be competitive (in addition to providing good quality, good value products) it is essential to implement appropriate strategies to improve and maintain popularity on the web.