Disadvantages of E-Marketing Outweigh the Advantages

1630 Words May 28th, 2011 7 Pages
Throughout the past 50 years, marketing has changed substantially with the development of science and technology. Since start of the age of information technology from as early as the 1960s, traditional marketing has been evolving into to a new form of marketing, E-marketing. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders (Strauss, J 2006 P.3). With the increasing demands of consumers, digital media brings more opportunities and at the same time more challenges for operators in today’s world. As a marketing mode that typically reach its audiences via the …show more content…
Another apparent characteristic of e-marketing is personalization. Customers can acquire entertainment directly from the preferred individual receiving devices. Marketing by email or banner advertising enable multimedia one-to-one communication that makes the market easier to establish how effective your campaign has been. E-marketing is one-to-one and focuses objectives on the customers, which can typically reach the one who wants to know the products and services instantly and benefit the operators to receive the individual information and greet the customers with targeted offers (Descoeudres, O 2004 P.13). The essential part of the one-to-one marketing is base on the specific customer database. The database was established when the buyers accomplish interaction and trade on the web, allowing the company to quickly obtain detailed information about customers’ responses to the advertising and contribute to the decision of transform the marketing strategies.

Despite this advantage, the use of the Internet poses threats to personal privacy which limit the spread of e-marketing. For instance, Tonysmart.com sold the customers’ information that they registered in the site when the company went to bankrupt, proclaiming that the customer database belongs to the company’s asset (Lamb, C.W 2006, P.651). Similar incidents lead to the lack of trust from the majority of customers, who hesitate in providing to
Open Document