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