Online Marketing in Political Communication – Its Essence, Instruments, and Functions

Abstract

Online marketing is nothing else than a model of traditional marketing in cyberspace; it is ahybrid of previous forms of mass communication. In the first decade of the 21st century, the instru-ments used in marketing in political communication were revolutionized by the emergence of solu-tions enabling the interactions of users on the Internet. This type of marketing is characterized by arange of concepts, and includes online advertising campaigns, websites, interactive social networks,video-sharing sites, which encourage users to regularly post new material, websites that enable thepublication of photos, images and other files or those that are based on content provided by users i.e.Wikipedia (including blog sites). Contemporary, internetized election campaigns combine low costswith effectiveness because location no longer limits social contacts in the exchange of election-re-lated information.