Customers benefit from online marketing in many ways. It is interactive, immediate and provides access to an abundance of comparative information about products, companies and competitors. Marketers also benefits from online marketing. For them, it helps consumer relationship building, reduces costs, increases efficiency, provides more flexibility and is in the form of the Internet, a global medium that enables buyers and sellers in different countries to interact with each other in seconds. Marketers can conduct online marketing by creating an electronic storefront; placing ads online, participating in Internet forums, newsgroup or using online e-mail or webcasting. However, there remains a potential for customer abuse, ranging from irritation and unfair practices to deception and fraud. In addition, there have been growing concerns about invasion of privacy, perhaps the most difficult public policy issue currently facing the online marketing industry.
Amazon. Com' s web sites typically offer a rich variety of information and other features in an effort to answer customer questions, build closer customer relationships and generate excitement about the company.
It generally provides information about the company's history, its mission and philosophy, and the products and services that it offers. It might also tell about current events, company personnel, financial performance and employment opportunities. Amazon's web sites also provide entertainment features to attract and hold visitors. Finally, the site also provides opportunities for customers to ask question or make comments through e-mail before leaving the site.
Other companies create a marketing Web site. Amazon's sites are designed to engage consumers in an interaction that will move them closer to a purchase or other marketing outcome. Sites might include a catalog, shopping tips and promotional features such as coupons, sales events or contests. Amazon.com aggressively promotes their marketing Web sites in print and broadcast advertising and through...