To What Extent do barriers to growth of E-marketing affect consumer behavior? - Essay Example

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To What Extent do barriers to growth of E-marketing affect consumer behavior?

E-marketing has 4 P’s: 1) Permission, 2) Privacy, 3) Profiling and 4) Personalization. Permission is considered the key to successful E-marketing, which involves receiving and maintaining permission from customers. Permission based E-marketing is considered good business practice. Privacy mainly concerns what E-marketers do with the personal data once they receive it and how they can keep it from unwarranted attention. With identity theft on the rise and the average person becoming more concerned with privacy matters, those marketers that can safeguard their customers’ sensitive details will be a better position to win more loyal customers. E-marketing is also considered an effective promotional tool because of its inherent profiling ability. This refers its ability to collect and accumulate demographic, psychographic, and historical data and implement promotional programmes to accommodate and satisfy this information. Personalization is what makes E-marketing most powerful. In addition it is also important for the right marketing person to fully understand his customers’ needs and desires and his own industry before launching any offerings (Hofacker, 2001). More challenges and risks are involved in global markets. Diverse issues have been identified as barriers for the success of global e-marketing communications: variations in technological and commercial infrastructure across countries, system compatibility issues, diversity of local regulations (privacy and security laws, censorship, taxes, tariffs, etc,), security concerns and customers trust, competitive factors in global markets, customer support in foreign markets and so forth. ...
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Summary

E-marketing offers a very cost effective way to reach a large potential market with a diversified range of users using the Internet actually forming a kind of subculture within the population, each of which with certain characteristics such as income and educational levels, with more users in urban and metropolitan rather rural areas…
Author : frodriguez

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