Online Marketing: Problems and Prospects as Perceived by Customers
G. Latha1, B. Karthikeyan2, V. Sitharthasankar3
1Dr. G. Latha, Associate Professor, Department of Business Administration, Annamalai University, Annamalai Nagar (Tamil Nadu), India.
2Dr. B. Karthikeyan, Associate Professor, Department of Business Administration, Annamalai University, Annamalai Nagar (Tamil Nadu), India.
3Dr. V. Sithartha Sankar, Assistant Professor, Department of Business Administration, Annamalai University, Annamalai Nagar (Tamil Nadu), India.
Manuscript received on 21 August 2019 | Revised Manuscript received on 02 September 2019 | Manuscript Published on 16 September 2019 | PP: 738-740 | Volume-8 Issue-2S6 July 2019 | Retrieval Number: B11380782S619/2019©BEIESP | DOI: 10.35940/ijrte.B1138.0782S619
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Changes are taking place in all fields at an accelerated rate. Anyone who is accepting these changes and adopting them are benefitting out of these changes. There are people who could not take up these changes and they follow the steps that have been followed traditionally. In the case of marketing, there are two main categories namely offline marketing and online marketing. Offline marketing involves marketing of goods and services which doesn’t involve the use of internet. On the other hand, online marketing involves the use of internet for marketing of goods and services to customers. The emergence of computers and internet has made dramatic changes in all fields especially in marketing and advertising. The wide use of smart phones and internet access in these phones help companies reach customers easily. On the other side, customers access the products and services necessary for them at their finger tips. Online marketing has reached customers in the nook and corner of the country. It would be interesting to study the perception of customers towards online marketing. This paper analyses the problems and prospects of online marketing as perceived by the customers. Majority of the respondents utilize and opine that online marketing is beneficial to them in many ways. But they also record some of the hardships faced by them in online marketing. Upgrading of services provided by online marketing and minimizing the challenges faced by it will help to develop online marketing to greater heights.
Keywords: Online Marketing, Problems, Prospects, Customer Perception.
Scope of the Article: Marketing and Social Sciences