The Website as a Tool of Digital Marketing

The increasing role of the Internet in all aspects of human life, digitalization, markets’ dynamics, and the pandemic started in 2020 are some of the main prerequisites playing the role of a driving power for change, development and application of new practices and approaches within companies. The pandemic context modified customers’ and business’ habits and their manifestation. The capabilities of companies and customers were tested simultaneously in the context of their level of adaptability. The necessity for retaining existing practices and relations was objective, but their format required an update. This update was made feasible by the Internet where those companies which managed to develop their online presence and identity became the ones whose digitalization processes and activities contributed to a sustainable competitive advantage. The article discusses the website as one the most important and contemporary communication tools for existing and potential customers. Specifics, definitions and types of websites are presented as part of the online presence and digitalization as a process. Websites are examined as an unalterable part of companies' digital marketing as a whole and as part of their channels – Pay Per Click Marketing, Social Media Marketing, Search Engine Optimization and Search Engine Marketing.