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Marketing Tools 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 Amazoncom AmazonCom 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 companys 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 Amazons 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 Amazons 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 Amazoncom aggressively promotes their marketing Web sites in print and broadcast advertising and through banner-to-site ads that pop up on other Web sites Consumers can find the Web site for buying almost anything Amazoncom uses online advertising to build their
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