For obvious reasons, the authors nullify the concept of Internet marketing only to the promotion of any goods or services on the Internet, or interpret it more narrowly: as advertising on the Web, or even narrower – only as banner ads. And then, and another, and the third is not true just because of the narrowness of such an understanding of the subject. In fact, Internet marketing involves a range of subsidiary industries, including not only banner advertising and public relations, but also the methodology for conducting marketing research on the Internet, in particular, the study of demand and consumer audiences, the development of algorithms to create and ensure highly effective advertising campaigns, how to correct positioning brand on the market, and more. The said limited understanding of this discipline is, apparently, a sort of “childhood diseases” in turn, can be regarded as an objective positive sign: the presence of these “childhood diseases” suggests that Internet marketing is being actively developed. Of all the issues that we discussed in detail above, it should be quite obvious: internet marketing, as a science, not only actually exists, but is also rapidly evolving. Awareness of this fact alone is already enough to understand that the modern market requires skilled professionals in this field, and eventually the demand for such professionals will only increase. How, then, must meet the requirements of a professional internet marketer? The first and mandatory criterion according to which valued the professional level of specialist internet marketing – it is a certain set of basic theoretical knowledge of the principles of operation of the Internet, including a meaningful understanding of commonly used terminology and knowledge of basic networking technologies at least at the user level.The second criterion involves an understanding of the conceptual foundations of classical marketing; Have a basic knowledge in developing websites and web-design. And finally, the last two components require specialist possession so-called “cautioning knowledge” that is, information that should not make the practitioner internet marketer, as well as “inspiring knowledge” – knowledge gained from the analysis and interpretation of the most successful marketing projects implemented in the Internet.

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