<p>The use of internet is growing rapidly and many people choose to spend a lot of their time in the virtual world. This is the reason why we believe that it is important for companies to consider using internet as a tool to reach their customers. Today many companies, especially within the fashion industry, have acknowledged this and use internet marketing to reach existing and potential customers. Social media and search marketing are two helpful tools that can be used in order to make a company visible on the web, given that they know how to use them effectively. The purpose of this study is to examine how companies within the fashion industry can use social media and search marketing to reach their customers and what kind of attitude they have towards using these tools. We have used a qualitative approach for this study, based on six interviews. During this study we have acknowledged that it is important for companies within the fashion industry to make the company visible on the web. We have also found that it is of great value for companies to participate in conversations with customers and listen to them on the web in order to build long lasting relationships. We have also recognized that it is important for companies to examine their own prerequisite before they decide how to use social medias and search marketing.</p>

The use of internet is growing rapidly and many people choose to spend a lot of their time in the virtual world. This is the reason why we believe that it is important for companies to consider using internet as a tool to reach their customers. Today many companies, especially within the fashion industry, have acknowledged this and use internet marketing to reach existing and potential customers. Social media and search marketing are two helpful tools that can be used in order to make a company visible on the web, given that they know how to use them effectively. The purpose of this study is to examine how companies within the fashion industry can use social media and search marketing to reach their customers and what kind of attitude they have towards using these tools. We have used a qualitative approach for this study, based on six interviews. During this study we have acknowledged that it is important for companies within the fashion industry to make the company visible on the web. We have also found that it is of great value for companies to participate in conversations with customers and listen to them on the web in order to build long lasting relationships. We have also recognized that it is important for companies to examine their own prerequisite before they decide how to use social medias and search marketing.