Internet Marketing as a Tool of Desirable Corporate Culture

Changes which have been running in today's business environment are the consequence of a hyper-competitive environment. In this world only efficient, economical and innovative corporations may be successful. And furthermore, they are ready to use the opportunities of the market. Due to the impact of this environment the necessity of determining the direction in which the organization will be taken and the values that will follow, arises. If the corporate culture may be one of the tools how to maximize the profit, it is important for organizations to have clear vision about its strategic goals that will fit to their corporate identity. All aspects of the corporate culture should follow and support strategic goals. Therefore, there is effort to bring corporate strategy to every staff member. The scale of values creates a springboard for setting the direction of the company, sets goals and solves the question "how to achieve them". Progressively oriented businesses realize that even the best strategic goals cannot be realized without the support of people. To attain the condition where all of employees are "envoys" of organizations, there is a corporate culture. Corporate culture is "package" of shared values, standards significantly influencing the working behavior of employees. Basically, the corporate culture reflects the real state of the achieved compatibility, adaptability and consistency of corporate philosophy. The realization of the current state is the starting point for the reaching of the desirable state. One of the tools of desirable corporate culture is internet marketing. Today's tendency in field of "marketing mix" heads more and more to make use of this form of marketing, because there is necessity for the company to adapt to current trends in international market where cybernetic space, big data, clouds and many other modern concepts affect every company. Internet marketing includes concept of attracting consumer's interest, distributing collective information inside and outside of organizations, using of social networks, Pay Per Click, Online Reputation Management, Social Media Marketing and many others. A company that wants to be successful in nowadays market conditions and save corporate's face should orientate its activity in the direction of digital marketing.