Internet marketing as a business necessity

LIMITATIONS AND POSSIBLE RISKS OF INTERNET MARKETING 
On the other side, when planning optimal online strategy, it is very important to be aware of 
all limitations and possible risks of Internet marketing implementation. 

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Internet marketing as a business necessity 
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Empowering customers to be informed, to say or write directly what they thing and what they 
want, mean demanding much more than a company maybe initially planned to give [30]. All 
stakeholders are looking for long-term relationships that are based on high value delivery, and 
business partners are necessary if a company want to keep the pace with innovation [31]. 
Additionally, the competition in electronic marketplace is tougher than ever, switching from one 
to another product is easier than ever, since diversity of supply is high, which makes the process 
of engaging customers and keeping their loyalty one of the most difficult tasks of a company.
In online world, content is everything. It is one of basic means of Internet marketing and 
social media that have become “new hybrid component of integrated marketing 
communications” that is a powerful weapon in engaging customers and create meaningful 
relationships [32; pp.357-360]. However, controlling content is not an easy task – it is rather 
a challenging issue that is in forefront of each successful Internet marketing strategy. The 
second dilemma in online business is weather a company should have both social media 
business page and website, or just the first one. The importance of professional company’s 
website is growing and it has become a standard in Internet marketing strategy, since it allow 
“better search engine marketing, full control of content and consequently better branding” [4]. 
Limitations and risks in Internet marketing content also depends on the level of development 
of a country. Primarily, they were linked with “connection costs, connection speeds, limited 
credit card availability and usage, lack of secure online payment methods, availability of local 
content, availability of own-language web sites, logistical barriers related to physical product 
delivery and fulfilment, etc.” [33]. Gregorio et al [34] summed all these restraints, on both 
developed and developing markets, in six important predictors of e-business activities: 
(i) English language capabilities, (ii) internet infrastructure, (iii) computer infrastructure, 
(iv) affordable telephone service, (v) literacy rates, and (vi) logistical infrastructure. 
Server and data limitations, reaching specific groups of consumers, making backups and 
various other can also harm a strategy, so a company should always have a backup plan in 
case of their manifestation.