E-Marketing and Its Effect on the Lack of Controls When Advertising Across International Borders

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Internet is considered as the most powerful medium which has been used for many useful functions and purpose. The primary purpose of this study is to analyse the concept of online marketing and lack of control in online advertising across international borders. Many organizations use internet as an opportunity used for introducing new ways for capturing new markets and reaching new customers. In order to find answers of research questions, this research has relied on the use of secondary data. The research used has used qualitative case study methodology. The case study which will be discussed for this study is ValueClick which is the largest market companies serving more than billion ads in a day. The findings of the study demonstrated that there is a need of proper mechanism which can be followed in order to save the customers through threat and saving their privacy by online advertising. Further research is needed to better understand the moderating factors of online advertising and factors affecting it.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Objectives3

Research Questions3

Significance of the Study4

CHAPTER 2: LITERATURE REVIEW5

Traditional Marketing5

E-Commerce5

E-Marketing7

E-Marketing in achieving goals of marketing8

Types of E-Marketing9

Online Surveys9

Social Websites9

Different Forums11

Benefits of using online advertising12

Online advertising as a platform to attract both companies and customers at a time12

Large Subscriber Base12

Access to International Markets13

Disadvantages of Online Advertising13

Authenticity of data13

Less control on marketing process13

Importance of internet in e-marketing14

CHAPTER 3: METHODOLOGY16

Research Method16

Secondary Research17

Case study18

Search Technique18

Literature Search18

Limitations19

Advantages and disadvantages of Secondary Research19

Research Ethics19

CHAPTER 4: ANALYSIS AND DISCUSSION20

Case study Analysis20

Discussion20

Online advertising control20

Online advertising benefits22

Disadvantages of online advertising23

Behaviour and attitude of consumers towards e-marketing24

CHAPTER 4: CONCLUSION AND RECOMMENDATIONS25

Conclusion25

Recommendations25

REFERENCES26

APPENDICES31

Case study31

CHAPTER 1: INTRODUCTION

Background of the Study

Internet is considered as the most powerful medium which has been used for many useful functions and purpose. In the recent times, internet is considered as the most powerful medium which has helped in analyzing business and market particularly. Many industries have benefited from the use of internet. Many organizations have been able to sell and market their products online and in this regard they have been able to reduce their costs which are associated with it (Jayawardhena, Wright and Dennis, 2007, p.515).

From the last 50 years and so, the computers have completely transformed the way people used to communicate work and play. This technology of computer and then subsequently of the internet provides the manifold benefits which is not just limited to one or two countries but have spread across the international borders. These technologies have enabled the trade and purchasing of ...