Table of Contents


Online marketing, which is also called internet marketing, involves the use of interactive, virtual spaces for the sake of promoting and selling goods and services. In fact, new synchronous, internet-based communication technologies had contributed to the restructuring of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an unprecedented global reach, internet marketing has brought about different businesses incredible gains. However, this effective, new method also involves its special disadvantages, e.g. lack of personal contact, security, and privacy, etc which should be taken account of. The present study, then, concentrates upon the impacts of internet-fostered interactive spaces on marketing practice. The paper starts with defining online marketing and reviewing the historical background to the utilization of online marketing; different kinds of internet marketing, then, will be shed light upon. The marketing opportunities stem from the introduction of this new, virtual space is the next focal point of concentration. The study continues with challenges, such as problems of security, privacy, etc, that emerged in the field of marketing from the implementation of virtual space products. Contemplating the solutions to tackle the challenges ahead, we provide the conclusions.


Online marketing, offline marketing, Internet, Opportunities, Challenges


Now it is a well-known fact that what we call ‘marketing’ has undergone substantial changes over recent years (Petkus, 2010), and the key role in this transformation has been played by the internet. Internet “refers to the physical network that links computers across the globe. It consists of the infrastructure of network servers and wide-area communication links between them that are used to hold and transport the vast amount of information on the internet”(Chaffey, 2000: 12).

Several studies have addressed the way in which the introduction of the internet have reshaped the structure and performance of different sectors, e.g. hospitality, travel, and tourism (Xiang et. al 2008; Beldona 2005; Gretzel, et al. 2006; Kah, et al. 2006; Pan and Fesenmaier 2006; MacKayet al 2005; Weber and Roehl 1999), health and medicine (Rupoert, 2001; Datta, et al., 2008; Gadish, 2007), marketing education (Hollenbeck, et al. 2011; Eastman and Swift, 2001; Kynama and Keesling, 2000, etc. The introduction of the internet has changed the rules and marketing practitioners have no way but to adhere to it (scott, 2009:8). In fact, marketing is just one of the numerous fields that have been substantially revolutionized by internet-based technological innovations. Halloway maintains that “Information and communication technology, as it is now known, has come to play a key role in all elements of the marketing mix, and the new term recognizes the importance of communication in the interface between a business and its customers” (2004).

The most prominent point regarding the advent of the Internet to the center stage of commerce and marketing is that the Internet is not considered merely a new channel of promotion, a new type among other traditional, pre-internet types of marketing goods and services. Quite contrary, it has brought about a turning point, a complete shift to a new business model, which results in an inevitable reconceptualization of the very nature of marketing (Deighton 1997; Wind and Rangaswamy 2001). This new understanding is inevitable since new communication technologies have fostered a new dynamic environment in which marketer oriented, top-to down, the unilateral approach gives its place to a customer-oriented, bottom-to-up, reciprocal process.


The Internet has revolutionized every aspect of life including the economy and marketing. Introducing major techniques and methods of online marketing, this study has shed light on the opportunities and challenges of the Internet. The major advantages internet has are its Empowering effect, Elimination of geographic barriers, 24 hours / seven days availability, Cost-effectivity, Trackability, and Personalization. However, the implementation of the Internet in the field of marketing involves special disadvantages such as the Problem of integrity, lack of face-to-face contact, Security and Privacy, Lack of trust. Unless these dual characteristics of the Internet have not been taken into consideration, it cannot be deployed to its full advantage. An online marketing framework informed by insights from such consideration would guarantee its financial objectives.

About KSRA

The Kavian Scientific Research Association (KSRA) is a non-profit research organization to provide research / educational services in December 2013. The members of the community had formed a virtual group on the Viber social network. The core of the Kavian Scientific Association was formed with these members as founders. These individuals, led by Professor Siavosh Kaviani, decided to launch a scientific / research association with an emphasis on education.

KSRA research association, as a non-profit research firm, is committed to providing research services in the field of knowledge. The main beneficiaries of this association are public or private knowledge-based companies, students, researchers, researchers, professors, universities, and industrial and semi-industrial centers around the world.

Our main services Based on Education for all Spectrum people in the world. We want to make an integration between researches and educations. We believe education is the main right of Human beings. So our services should be concentrated on inclusive education.

The KSRA team partners with local under-served communities around the world to improve the access to and quality of knowledge based on education, amplify and augment learning programs where they exist, and create new opportunities for e-learning where traditional education systems are lacking or non-existent.

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Soheila Bostanshirin





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Nasim Gazerani was born in 1983 in Arak. She holds a Master's degree in Software Engineering from UM University of Malaysia.

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Professor Siavosh Kaviani was born in 1961 in Tehran. He had a professorship. He holds a Ph.D. in Software Engineering from the QL University of Software Development Methodology and an honorary Ph.D. from the University of Chelsea.

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Somayeh Nosrati was born in 1982 in Tehran. She holds a Master's degree in artificial intelligence from Khatam University of Tehran.