E-Marketing and Its Effect on the Lack of Controls When Advertising Across International Borders

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ABSTRACT

A company's marketing efforts have evolved over the years to demonstrate the importance of individual customers and the impact of technological advances on organisational strategies. Two major factors that have impacted the changes in marketing practices during this decade are technology developments and the globalisation of the business world. In addition, major factors such as the need to handle increased product/service volumes while controlling costs, innovativeness and increased focus on consumers have promoted the use of technology by organisations. The Internet has become the fastest growing medium of all time and as customers move online, so do advertisers. Marketing professionals have learned the use of online marketing tools in order to move closer to the customers while adding value to products. This online medium provides several marketing communications channels, informing customers of e.g. new products and services. The purpose of this study is to analyse the concept of online marketing and lack of control in online advertising across international borders.

TABLE OF CONTENTS

ABSTRACTii

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Objectives3

Significance of the Study3

Method Used5

REFERENCES6

CHAPTER 1: INTRODUCTION

Background of the Study

Internet is a very useful medium which can serve as a useful purpose for many functions. Recently, internet has been used intensively in the field of business and marketing in particular. There are a wide range of industries that have benefited from the use of internet. Many organisations have enjoyed benefits of marketing or selling their products and services online thus reducing the total cost of the product or service (Jayawardhena, Wright and Dennis 2007, 515). Now firms are increasingly paying attention towards introducing new and improved technology to better harvest this promising medium.

Although much attention is now being paid to introduce new and advanced technology, internet business is still considered to be in its formative years. However, the situation will not remain the same for long. Day after day new technology is being developed and marketers are striving to find technology which can be used for reducing the overall cost of reaching out to the potential customers (Jayawardhena, Wright and Dennis 2007, 515). In order to reach out to these potential customers, various new mediums are utilised to contact and attract new audiences. However, the question still remains; will internet turn into the leading form of marketing? The answer to this question is not concerned with the internet media or marketers. It is more concerned with the buying or purchasing behaviour of the consumers (Jayawardhena, Wright and Dennis 2007, 515).

Internet has changed many things in our lives; one of them is the way we buy, because it has great advantages. Electronic commerce (e-commerce) is a modern way of marketing goods and services through the use of information technology and telecommunications, particularly by leveraging the benefits of the Internet (Jayawardhena, Wright and Dennis 2007, p. 515). Clearly the characteristics of Internet and its associated technologies have caused the expansion of e-commerce, especially with its association with the ...