The Challenges of Internet Technology in the Area of Marketing - Research Paper Example

?The Challenges of Internet Technology in the Area of Marketing The paper comprises of the challenges of internet technology in marketing. The internet technology is greatly in use by the marketers but it brings various disadvantages in marketing of products as well as services. The marketers and customers are facing continuous challenges due to internet technology because improper mishandling of the technology brings various hardships. In this paper, an analysis has been conducted regarding the challenges of internet and it has been found that internet technology despite the fact that is greatly advantageous, in certain cases, is detrimental for the purpose of marketing. There are continuous risks and challenges that are faced by the marketing personnel while advertising the products, as there may be a chance to be imitated from the competitors. The customers are scared of online purchase and as a result it is a challenge for the marketers to convince the customers so that their perception about the internet marketing gets changed. Table of Contents Abstract 2 Table of Contents 3 1.0Introduction 4 2.0Analytical Approach 5 3.0Conclusion 8 4.0References 9 5.0 Bibliography 10 1.0 Introduction The internet technology is an advanced concept related to marketing. In present scenario, the marketers are utilizing the internet for promotion of the products. Internet marketing is full of promises from the part of marketers. The technology faced huge challenges to fulfill the purpose of marketing. In spite of various types of challenges in marketing, several small as well as large companies incorporate internet marketing in their promotional mix. Though the internet technology has altered the features of marketing, it has various drawbacks. The internet technology in marketing removes the traditional form of marketing by providing the customers with innovative form of marketing experiences (Garrott & Laliberte, 1999). The main purpose of this paper is: To examine the conditions in which internet has a negative impact on the marketing To evaluate whether internet technology is advantageous or disadvantageous for the marketing purpose To know the area where internet technology brings hardship for the marketers as well as the customers 2.0 Analytical Approach The analysis regarding the challenges of internet technology in the marketing field can be analyzed by collecting information related to it. The internet technology faces continuous challenges while marketing the products or services. These challenges arise due to certain disadvantages of internet technology and constant competition from the online competitors. At times, it has been observed that the marketers advertise the products in certain undesirable sites, thus the consumers of internet marketing faces dilemma while handling certain complicated or untrustworthy sites. As a result, the entire marketing campaign gets affected with this issue. The internet technology may not allow the customers to touch and try the products before purchasing. They can only purchase it based on the advertisement and service from the marketers. For that reason, the technology is still struggling to convince customers regarding the product purchase. Along with the technology, it is also a great challenge for the marketers to influence the customers without verbal communication (Affiliate Idol, 2010). The other challenge that is faced by the marketers while utilizing internet as their tool for marketing is poor communication with the customers. The contact between marketing personnel and customers exists for the time being i.e. during sales period but after that period the contact gets closed. The technology though brings benefits to the customers, it becomes outdated rapidly, and therefore regular updates are essential. The poor navigation also has a negative impact in conducting any process through internet marketing. The marketers’ data may also get misplaced while conducting any operation through internet. As a result, it leads to threat for the marketers from their competitors. Several such incidents occur while operating and it ultimately brings negative impact on marketing methods (Vi Advocacy, 2011). The small business marketers are continuously facing challenges for maintaining the online security and to reduce vulnerability. As a result, they need to spend huge finance for safeguarding of the sites of their operations (Lendor n.d.). Discrimination exists in segmentation of marketing through internet technology. This type of discrimination brings negative impression for marketers. The marketers who use internet technology for their advertisement of the products provide importance to high rank consumers. The poorer consumers are incapable to access the advertising by means of internet technology. The two-way communication is absent in this technology. The consumers are also more concerned for their safety, privacy and comfort, thus they are scared of online purchasing of the products. The incorrect stereotypes in internet marketing act as obstruction for the customers to make online purchase with the credit card (Garrott & Laliberte, 1999). From the data collected through qualitative sources regarding the challenges of internet technology, it has been observed that the technology is undesirable in certain cases for marketers. In present scenario, the marketers cannot think of marketing the products without the use of internet technology; however it ultimately brings a number of challenges apart from its several positive benefits. These challenges are faced by the marketers when they think of promoting the products through the use of internet. An intense competition exists between the competitors while dealing with this type of technology as a marketing tool. The customers may not be accustomed to the internet marketing and in certain cases they feel uncomfortable to make online purchases. There is a possibility of risk both from the part of customers as well as marketers. There is a continuous competition of product advertisement through internet. The consumers may find similar products of their need from the other competitors and as a result the entire advertisement of the particular marketer remains misused. It has also been examined that the innovative technology however reduced the efforts of the marketers, but the challenges for the marketers are continuously rising. On one side it is an advantageous option while on the other side it is an adversity for business. Through updated technology, it becomes easier to market the products but numerous risks and insecurity also arise for the products. The internet marketing also led the customers to receive unwanted mails and massages; therefore the entire purpose of marketing gets destroyed. 3.0 Conclusion With reference to the above discussion, it can be concluded that internet technology faces huge challenges in order to meet the purpose of marketing. There are several issues that are raised in relation to internet technology. The technology has brought negative impact on both marketers as well as customers. The marketers faced dilemma while making advertising campaign because there is a chance to be imitated from the competitors. The customers also faced other issues such as online purchase and fear from the payment through credit cards. These challenges will continue unless the marketers remain cautious regarding the internet technology while marketing the products. The technology is beneficial for everyone; however it needs to be used accurately so that it does not get distorted. Improper utilization of internet has led to various challenges. This technology is more advantageous for marketing purpose in comparison to traditional marketing. This type of technology is high on demand in present scenario, thus accurate handling of it brings several benefits for marketers in various ways. Therefore, proper handling of the technology will provide benefits to both customers and marketers. 4.0 References Affiliate Idol, (2010). Internet Marketing Challenges. Home. Retrieved Online on June 08, 2011 from http://www.affiliateidol.org/internet-marketing-challenges Garrott, S. C. & Laliberte, J. W., (1999). The Problems. Internet Marketing: Promises and Problems. Retrieved Online on June 08, 2011 from http://www.sbaer.uca.edu/research/sma/1999/21.pdf Lendor, C., (No Date). Disadvantages. Internet Promotion-Advantages and Disadvantages. Retrieved Online on June 08, 2011 from http://www.keyboardcommunications.com/component/option,com_docman/task,doc_view/gid,16/Itemid,67/ 5.0 Bibliography Moutinho, L. & Chien, C. S., (2004). Problems In Marketing. SAGE. Read More