Introduction
The internet has recently grown as a reliable marketing tool globally. Companies are now embracing the internet as a marketing medium to target the growing computer savvy population. Besides, the internet makes such companies gain global access. The accessibility of the internet enables the companies to easily inform both existing and potential clients about new products, services, prices, offers, changes in administration or location. The information provided by the companies on the internet is also vital for job seekers seeking to know more about firms that can require skills relevant to their training. The internet has great potential to support global marketing activities;hence, more research is needed on this topic to inform the marketers and the general public of this potential.
Gaps in This Research
Inappropriate packaging
While the internet is hailed for positive development of open and enhanced marketing through the online platform, it is worthy noting the challenges and dangers the internet exposes to both buyers and sellers.
The internet provides companies access to a diverse audience in terms of culture, religion and language, it is important for organizations to conduct research and understand these differences (Javadian et al., 2012). This is because what is accepted in one culture may turn out to be taboo to another culture as pointed out by Fuerst (2010). The issue of packaging, therefore, comes into sharp focus as what is appropriate for one region may not necessarily be good for the other.
Insecurity
While a simplified service is an advantage to look up for from the internet, the same simplification has exposed both sellers and buyers to internet fraudsters who swindle both ends. Nhat and Craig (2008) argue that the internet has become a breeding ground for devious software as well as treacherous criminals and shoddy government agencies. While it is convenient to order and pay for goods online from the comfort of your room, data criminals easily intercept your personal details through the Wi-Fi sniffer programs, especially from a public hotspot (Nhat and Craig, 2008). Details of your email, identity card, credit card number, contacts and much more end up in the wrong hands. This may leave you as vulnerable as a person whose credit card and password is stolen (Yannopoulos, 2011).
Scam/Theft
The simplification of services on the internet is an advantage in marketing through internet. The research, however, grossly failed to address the issue of scams in internet marketing. Usually, the con artist or scammers exploit the fact that the buyers are either naïve and have no eye for the details or the business structures are slack. “Purchasing Scam and How to Avoid Them” by Kitching points out that the scam merchants are usually good at deception and will woe their potential victim into totally seeing the opposite of what a deal really entails (Edward, 2008).
Armed with a client’s email and other details, they can send them spam messages where the actual products or services are substituted with the actual ones. It can also be explained in a situation where a broker/agency/merchant knowingly over quotes the price of a service or product to an extent where the profit earned as a result is ridiculously high. Advertising scam is also an issue where internet users are exploited (Majumdar, 2009). The internet is a perfect avenue to conduct a survey on a service or product due to the large number of users (Kittichai & Phapruke, 2011).
Areas for further Research
The gaps that arise from the research brings in the need for further research on how organizations can establish a workable formula in which firms and clients are safeguarded from the darker sides of internet usage as a marketing tool (Foxall, 1998). It is common knowledge that the demerits cannot entirely be eliminated, however, use of websites where potential clients frequent can be exploited to inform, educate and share the information to create awareness. There is a need for further research on ways to simplify the complicated web pages by the organization (Shane, 2009). Considering that internet marketing loses appeal as fast as six months, coupled with the skills required to be learnt in the process, not forgetting too much scam from those who want to make quick money on the internet, brings into focus the need to find out means to counter this loophole (Malyvanova 2010).
Questions that opened up on the topic
The following research questions beg for answers:
- Are the marketing strategies employed effective for all publics (worldwide appeal)?
- What measures are used to sift out the real buyers from the crowd?
- Is there a viable way to measure the rate at which advertisements sustain and appeal to the intended clients?
- What safety measures can be put in place to protect the interests of an organization?
Conclusion
In a recap, I appreciate the fact that the internet has in reality revolutionized marketing and advertising in a way better than many decades ago. Every good thing will always have some dents that must be dealt with. Situations like complicated navigational tools, insecurity to an organization and the public, theft and scam, merchants require immediate focus. To assume that organizations will get returns through the internet without investing in the safety of the same is rather far-fetched. Companies must find means to protect their ideas, products, services as well as the clients from scam merchants, hackers, and programmed viruses. Potential clients must be made aware that there are crooks out to swindle them and offer means to scrutinize whatever is online for sale. They should have a way to measure and sift out the dark side of being online to work for them rather than against them. Therefore, there is a need to research on ways to protect the interest of not only marketers, but the public as well.
Reference List
Edward, T. (2008). Internet Marketing In the International Arena: A Cross-Cultural Comparison. Journal of International Business Strategy, 8(3), 84-98.
Foxall, G.R. (1998) Strategic marketing management. Oxford: Taylor & Francis.
Fuerst, S. (2010).Global Marketing Strategy: The Case of a Born Global Software Firms in Colombia. International journal of marketing, 18(24), 271-286.
Javadian, D., Samin, R., Mehrdad, S., Sanaz, E., & Ali, H. (2012). A Conceptual Analysis of the Key Success of Business in Terms Of Internet Marketing. Interdisciplinary Journal of Contemporary Research in Business, 4(1), 811-816.
Kittichai, A., & Phapruke, U. (2011). Dynamic Global Marketing Strategy and Firm Survival: Evidence from Exporting Jewelry Businesses in Thailand. International Journal of Business Strategy, 11(2), 77-102.
Majumdar, M. (2009). Towards Customer Equity: Should Marketers Shift Focus from Brand Equity? Munich: GRIN Verlag.
Malyvanova, E. (2010). Impact of the internet on international Marketing. Journal of business Publications, 12(5), 147-155.
Nhat, I., & Craig, J. (2008). The Internet, Strategy and Performance: A Study of Australian Export Market Ventures. Journal of Global Marketing, 21(3), 231-240.
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Yannopoulos, P. (2011). Impact of the Internet on Marketing Strategy Formulation. International Journal of Business and Social Science, 2(18), 1-7.