rich, by charging a small fee have come up. Though these failed attempts constitute the flip side of the Internet marketing phenomenon, they are just the exceptions; not the rule.

Internet marketing manifests itself in various business models. While it started with the business to client (B2C) model, through sites like e-bay, Amazon etc., it later spread to business-to-business (B2B) marketing also. In fact a peer-to-peer (P2P) model, where individuals exchange goods or services amongst themselves is also in existence. However, it is popular only among a select user group.

The reasons for Internet marketing rapidly becoming popular are manifold. Customers can compare various product features, and make purchases at any time round the clock. Also, the sellers do not need to hire, train, and maintain a large sales team to cater to customer queries. In addition, it is a much cheaper medium than TV, radio, newspapers, and magazines. Not only that, it has wider coverage too.

However, there are some limitations to Internet marketing too. Customers’ psychology sometimes prevents them from making purchases without first physically touch or try goods. To counter this, e-commerce vendors have instituted easy return and refund policies.

Another issue that undermines the strength of Internet marketing is security. Some customers are wary of trading online because they fear that their personal information might be leaked to other parties. To address this concern, companies use ‘encryption technology.’ Encrypted information cannot be decoded by an unauthorized person, and makes online transactions safe.

Internet marketing has had a huge impact on industry in the few years that it has been in existence. And, in the not too distant future, once some of the thorny details are taken care of, it can only go from strength to strength. So, it seems the day is not far when we shall have the world at our fingertips. Literally.