E-marketing affect consumer behavior Essay Example | Topics and Well Written Essays - 1750 words

E-marketing affect consumer behavior - Essay Example E-marketing offers a very cost effective way to reach a large potential market with a diversified range of users using the Internet actually forming a kind of subculture within the population, each of which with certain characteristics such as income and educational levels, with more users in urban and metropolitan rather rural areas. E-marketing has 4 P’s:1) Permission, 2) Privacy,3) Profiling and 4) Personalization. Permission is considered the key to successful E-marketing, which involves receiving and maintaining permission from customers. Permission based E-marketing is considered good business practice. Privacy mainly concerns what E-marketers do with the personal data once they receive it and how they can keep it from unwarranted attention. With identity theft on the rise and the average person becoming more concerned with privacy matters, those marketers that can safeguard their customers’ sensitive details will be a better position to win more loyal customers. E-marketing is also considered an effective promotional tool because of its inherent profiling ability. This refers its ability to collect and accumulate demographic, psychograp hic, and historical data and implement promotional programmes to accommodate and satisfy this information. Personalization is what makes E-marketing most powerful. In addition it is also important for the right marketing person to fully understand his customers’ needs and desires and his own industry before launching any offerings ... web. The internet as a contemporary data highway on which the global information society may be built is known for many security risks. Thus the vast development of new information infrastructures will increase our dependability and might lead us to a vulnerable information society based on insecure technologies. Many consumers worry about online security. They fear that unscrupulous snoopers will eavesdrop on their online transactions or intercept their credit card numbers and make unauthorized purchases. In turn, companies doing business online fears that other will use the Internet to invade their computer systems for the purposes of commercial espionage or even sabotage. There appears top be an ongoing competition between the technology of internet security systems and the sophistication of those seeking to break them.Online privacy is perhaps the number-one e-commerce concern. Most e- marketers have become skilled at collecting and analyzing detailed consumer information. Marketers can easily track Web-site visitors and many consumers who participate in the Web site activities provide extensive personal information. These may leave consumers open to information abuse if companies make unauthorized use of the information in marketing their products or exchanging databases with other companies. Many consumers and policy makers worry that marketers have stepped over the line and are violating consumers' right to privacy. The key issue of privacy, which is concerned with human rights, data protection and the use of E-marketing and security to protect online personal information is clearly built on the pillar of trust, and is