Disadvantages of E-Marketing Outweigh the Advantages

Throughout the past 50 years, marketing has changed substantially with the development of science and technology. Since start of the age of information technology from as early as the 1960s, traditional marketing has been evolving into to a new form of marketing, E-marketing. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders (Strauss, J 2006 P.3). With the increasing demands of consumers, digital media brings more opportunities and at the same time more challenges for operators in today’s world. As a marketing mode that typically reach its audiences via the Internet, e-marketing benefits from the advantages of the internet and transcends distance and time, to which traditional marketing cannot measure up. Meanwhile, the shortcomings of the virtual world also impact e-marketing negatively, namely security issue and the cost of computer hardware which limits its reach in the developing world. As a result, e-marketing is like a two-sided blade. This essay will argue that the disadvantages of e-marketing outweigh the advantages support due to the following: limitation of access to computers, the threat to personal privacy, high cost and the low efficiency.

Two significant advantages of e-marketing for public are global reach and convenient. By using the Internet as a channel of marketing, e-marketing has the same features as that of internet which can implement services for customers from different countries at any time. E-marketing can be particularly useful for niche providers, companies whose products can be posted easily, or businesses that are looking to expand geographically but cannot afford to invest in new offices or businesses (DTI 2004, P.4). The commercial information can reach anyone, anywhere that provided internet access in the world. It allows merchants to tap new markets and

References: Daly, R 2004, ‘The Advantages of E-Marketing’, accessed 27 December 2009, . Descoeudres, O 2004, ‘Jetstar: e-Marketing or non-Marketing?’, Technology & Business magazine, 12 April, 2004, P.13. DTI 2004, ‘Achieving best practice in your business’, accessed 29 December 2009, . Klebanow, A 2005, ‘E-Marketing to Casino Customers: Minimum Requirements’, accessed 04 January 2010, . Latham, S 2008, ‘Why Marketers Are Not Investing Online’, accessed 03 January 2010, . McDaniel, C 2004, ‘Marketing’, South-Western Press, Mason. Nantel, J 2004, ‘E-Marketing: When getting inside consumer’s mind is finally possible’, HEC Montreal Press, New York. Strauss, J 2006, ‘E-marketing, Prentice Hall Press’, New Jersey.