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E-Marketing (Internet Marketing / E-commerce): Definitions, Features, and Limitations

E-Marketing (Internet Marketing / E-commerce)



E-marketing (internet marketing/ E-commerce)

This is the age of communication and technology. Today, almost everything is performed by using technology. E-commerce or internet marketing is also a newly introduced technology-based marketing that enables a firm or individual to conduct business over an electronic network, typically the internet. It links sellers and buyers electronically. The buying and selling of products and services by businesses and consumers through an electronic medium, without using any paper and documents. 

E-commerce is widely considered the buying and selling of products over the internet, but any transaction that is completed solely through electronic measures can be considered e-commerce. Electronic commerce operates in all four of the major market segments: business to business, business to consumer, consumer to consumer and consumer to business. It can be thought of as a more advanced form of mail-order purchasing through a catalog. Almost any product or service can be offered via e-commerce, from books and music to financial services and plane tickets.



Features of E-marketing


1. Broad scope: 

The scope of internet marketing is broad. It does not only refer to marketing on the internet but also marketing done via e-mail and wireless media.


2. Covers various services: 

Internet marketing covers services like behavioral marketing, digital marketing, email marketing, display marketing, and advertisement on the web pages, interactive advertising is possible in internet marketing, market research can also be undertaken through internet marketing. 


3. Less expensive: 

Internet marketing is relatively less expensive than other marketing. Companies can reach wide customers for a small fraction of traditional advertising and promotion costs.



4. Makes marketing easier: 

Internet marketing makes marketing easier. Through internet marketing, manufacturers can sell goods and services from any place at any time and cash the bill from anywhere. It provides an adequate amount of choice of the product, service, and sellers. 


5. Use of electronic device: 

Internet marketing uses several types of electronic devices, like a phone line, modem, the internet, computer so on. There are several types of internet connection such as analog, ISDN, DSL, cable wireless, etc. it is paperless marketing. 


Limitations of E-marketing 


1. Limited reach: 

The internet is not in the reach of all. Still, many customers are computer illiterate. Internet marketing is mainly used by upscale customers in urban areas.


2. Security: 

Some personal and private details are required in internet marketing. It can create security problems. Commercial spying and financial hacking is possible because of internet marketing.



3. Ethical concerns: 

Private information can be leaked because of internet marketing. Internet marketing can be used as means for marketing illegal products. 



4. Tradition bound: 

People may not enjoy shopping via the internet. People take visiting and doing shopping in departmental store and supermarket as pleasure. So, e-commerce may not be proper among females. 

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