1.Executive Summary
Customers benefit from online marketing in many ways. It is interactive, immediate and provides access to an abundance of comparative information about products, companies and competitors. Marketers also benefits from online marketing. For them, it helps consumer relationship building, reduces costs, increases efficiency, provides more flexibility and is in the form of the Internet, a global medium that enables buyers and sellers in different countries to interact with each other in seconds. Marketers can conduct online marketing by creating an electronic storefront; placing ads online, participating in Internet forums, newsgroup or using online e-mail or webcasting. However, there remains a potential for customer abuse, ranging from irritation and unfair practices to deception and fraud. In addition, there have been growing concerns about invasion of privacy, perhaps the most difficult public policy issue currently facing the online marketing industry.
2.Conducting online Marketing
Online Marketing has evolved through three stages. …
