| The advent of the New Media and Internet have | | | | whether in the future online marketing would |
| increased possibilities of online marketing | | | | replace traditional marketing |
| and internet retailing with new features of | | | | completely.Apart from ease and convenience of |
| interactive shopping, pod casting and | | | | internet marketing, one major advantage of |
| e-marketing. Consumers are connected to | | | | internet marketing is customization or |
| online shopping sites with WiFi, Internet or | | | | personalization of products and services to |
| 3G mobile phones. E commerce has taken a new | | | | suit the needs and tastes of individual |
| dimension in retailing with increasing number | | | | customers (Ho, 2006). Tailored products or |
| of people shopping online and even making | | | | services may not have been a very wide option |
| flight bookings online (Papers4you.com, | | | | in traditional shopping which shows that |
| 2006). One such example is the traffic on the | | | | interactive shopping has moved a step closer |
| British Airways website. A comparative | | | | to the needs of the consumer and has improved |
| analysis of popular travel related websites | | | | the shopping experience in general. Online |
| and online ticketing facilities give us | | | | branding has made local consumer goods |
| details on transaction costs, and individual | | | | popular in global markets (Ibeh et al, 2005). |
| and company perceptions on e commerce | | | | The concept of relationship marketing is an |
| facilities for ticketing and travel.Internet | | | | important strategy for the new media and is |
| marketing however meets with major challenges | | | | an important tool within the contemporary |
| of keeping pace with consumer demands and | | | | marketing environment in all spheres of |
| developing relationship marketing to maintain | | | | business, from financial services to |
| consumer loyalty (Enzmann and Schneider, | | | | electronics products. Online marketing has |
| 2005). The advantages and disadvantages of | | | | been used by banks and supermarkets and |
| internet retailing could be studied in | | | | charities like Oxfam suggesting the rapid |
| contrast to traditional marketing considering | | | | change in marketing methods used by a wide |
| issues related to online branding, consumer | | | | variety of organizations and show the wide |
| loyalty, spam, and advertising strategies. | | | | acceptability of online retailing and |
| The challenges of online marketing could be | | | | marketing in changing business |
| studied with the same models used for general | | | | environments.BibliographyChing H.L.; Ellis P. |
| marketing management such as 4Ps or 7Ps | | | | (2004) Marketing in Cyberspace: What Factors |
| models and trends in internet marketing and | | | | Drive E-Commerce Adoption? Journal of |
| transactions can also be studied | | | | Marketing Management, Volume 20, Numbers 3-4, |
| (Papers4you.com, 2006). Online pricing | | | | pp. 409-429(21)Enzmann, Matthias; Schneider, |
| remains one of the major challenges and so is | | | | Markus (2005) Improving Customer Retention in |
| the prospect of virtual interactions with | | | | E-Commerce through a Secure and |
| customers as opposed to face to face | | | | Privacy-Enhanced Loyalty System Information |
| interactions in a traditional market. Issues | | | | Systems Frontiers, Volume 7, Numbers 4-5, pp. |
| of security and privacy are important in e | | | | 359-370(12)Ho, Shuk Ying (2006) The |
| marketing and shopping through secured sites | | | | Attraction of Internet Personalization to Web |
| is one of the major concerns of consumers | | | | Users Electronic Markets, Volume 16, Number |
| (Enzmann and Schneider, 2005). Direct email | | | | 1, Number 1 pp. 41-50(10)Ibeh, Kevin I.N.; |
| marketing of goods and services has led to | | | | Luo, Ying; Dinnie, Keith (2005) E-branding |
| debates on spam and the need for strict | | | | strategies of internet companies: Some |
| legislation on email marketing.Online | | | | preliminary insights from the UK The Journal |
| marketing seems to have completely | | | | of Brand Management, Volume 12, Number 5, pp. |
| revolutionized marketing techniques although | | | | 355-373(19)Papers For You (2006) "P/M/445. |
| it has limitations on usage, privacy issues | | | | Internet marketing: problems and prospects", |
| and security. The different traditional and | | | | Available from [17/06/2006]Papers For You |
| non traditional advertising media such as | | | | (2006) "P/M/434. E-marketing vs. traditional |
| newspapers, television, magazines, | | | | marketing: upsides and downsides", Available |
| newsletters, direct mail, telephone, and | | | | from [18/06/2006]Copyright © 2006 Verena |
| internet may have to be compared more | | | | Veneeva. |
| thoroughly and extensively to understand | | | | |