The purpose of this thesis is to review published literature both printed and electronic on the subject of Internet marketing. This will aid to provide guidance on how a newly started virtual world company would be able to conduct as cost effective and efficient Internet marketing as possible with focus on entering the Swedish market. The theory part of the thesis will review the most relevant technologies and marketing concepts for the commissioner of this work. The empirical part of the thesis is a qualitative research based on interviews among other Internet marketing experts in order to establish guidelines for a future Internet marketing strategy. The empirical part also serves to identify potential co-operative partners for the commissioner and identify possible competitors as well as presenting a overview of the target group situation in Sweden.

Internet marketing is in essence the marketing of products and services over the Internet. The dynamic aspect of Internet marketing makes it relevant that information sources are up-to-date in order for the provision of accurate information. Technology changes occur rapid and swiftly and in order for a marketer planning an Internet marketing strategy to be successful it is essential to have knowledge about technologies and tools available. The rapid digitalization of society has made it almost a necessity to have an online presence for businesses thus making it relevant to have a proper Internet marketing strategy. This thesis will show as I believe that having a strong online presence for businesses will continue to be important. Also keeping up with the development of the different concepts and technologies is essential for businesses to have a leading edge on its competitors.