Limitations of Internet Marketing
Internet Marketing has become synonymous with other terms such as online marketing, i-marketing and web-marketing. It’s Internet that has brought media so close to the international audience. Internet marketing with its distinctive features of an interactive media can play the role of providing information as well as extracting them.
Advertising products and services online is called Search Engine Marketing or e-Marketing. Internet plays a strong role in this course of action as it manages electronic customer relationship management (ECRM) systems and digital customer data.
There are many other advantages of Internet marketing. In Internet marketing it is easier to track the response, exposure and overall efficiencies of internet media as compared to the conventional media-hence it develops a greater sense of answerability for the advertisers.
As in any other marketing technique, Internet marketing also has some limitations. Online marketing is very demanding-as it calls for consumers to use latest technologies. Low speed connections are another hurdle for Internet marketing. If organizations develop huge or more than usually knotty website, consumers who use mobile devices or dial up connections to connect with the Internet face considerable impediment when it comes to delivery of content.
Marketing online also doesn’t have the ability to let the buyer touch smell or taste the touchable goods before they can purchase a product online. For customer’s satisfaction however, the companies adopt easy return policies as per the industry standards for e-commerce.
According to a survey conducted among 410 marketing executives the major barriers that large organizations face before adopting online marketing are, lack of internal potential, inadequate capabilities to gauge the impact and intricacies of persuading higher the management.
Security concern is barrier in promoting Internet marketing. When participating in an online transaction, security of information is a top priority for consumers as well as organizations. Many customers are not willing to buy products and services online because they are unsure of their personal details being protected.
There have been instances, when companies have been accused for giving away the personal details of their customers. Almost all of these companies had guaranteed the security of customer’s personal information in their database, assuring that their information will not be shared with anyone.
Some organizations who buy customer details provide an option to these customers of having their information taken out of the database. This policy is known as opting-out. Lot of consumers however, are not aware when or whether their personal information is being shared. And also when the details are being shared between two organizations, consumers are unable to stop it, which directly affects the image of Internet marketing.
Another grave security concern among customers whilst buying any merchandise online is whether or not they will be sent exactly what they have purchased. Online tradesmen and companies involved in Internet marketing have tried to resolve this concern by making an investment in the establishment of powerful consumer brands such as Overstock.com, Amazon.com and eBay. Online marketing demands the payments to be made online using credit cards, Google Checkout, PayPal etc., which creates anxiety among many customers. Although, major companies engaged in marketing online have established back-end buyer protection systems to address any problem.