The document discusses various ethical issues related to e-marketing. It describes different types of e-marketing such as affiliate marketing, banner ads, search engine optimization, pay-per-click ads, email marketing and social media marketing. It also discusses privacy, data collection, spam, hoaxes and other issues and how marketers need to balance business goals with ethical practices when conducting e-marketing.

1. Ethics in e-marketing

2. Refers to the application of marketing principles and techniques
via electronic media.
 Encompasses all activities a business conducts via the
worldwide web with the aim of attracting new business, retaining
current business and developing its brand identity.

3. affiliate
marketing
e-marketing
banner
advertising
SMO
SEO
PPC
social
media
marketing
marketing
e-mail
marketing

4. Affiliate marketing is the technique where other publishers and
websites will promote your business.
It is the type of performance based marketing
 A business rewards one or more affiliated for each visitors or
customers brought by the affiliates’ own marketing efforts.
Example: amazon.com

6. A rectangular graphic display that stretches across the top or bottom of a website or
down or left sidebar.
Banner ads are image based rather than text based and are popular form of website
advertising.
The host is paid for banner ads through one of three methods:
Cost per impression.
Cost per click.
Cost per action.

8. SMO can be defined as the science and art of getting free targeted traffic
to your website from facebook, twitter, LinkedIn, or other social media
networks through various social activities like blogging, status updates
etc.

9. It involves creating the right type of content and building a site that is easy to share
on social networks and is friendly to social media users.

11. SEO is a methodology of strategies, techniques, and tactics to increase the amount
of visitors to a website by obtaining a high-ranking placement in the search results
page of a search engine (SERP) including google,yahoo, bing etc.

12. PPC is the type of sponsored online advertising that is used on a wide range of
websites, including search engines, where the advertiser only pays if a web user
clicks on their ad.

14. It uses e-mail as the marketing communication delivery method.
Email marketing is used in a number of ways by organizations and marketers for
brand and customer loyalty building, acquiring or converting customers, company
advertisements, or for communicating promotional offers and much more.

16. SMM is a term that describes the use of social media tools such as social networks
as part of a company’s marketing plan, sales tactics, public relation and customer
service.
Social media can help build links .
Many people also perform searches at social media sites to find social media
content.

18. In today’s internet world, building an online presence is
imperative for all businesses.
Focus is on to target the masses at an affordable price by
allowing them to undertake a personalized marketing approach.
 The flexible and cost-effective nature of e-marketing makes it
particularly suitable for small businesses.

19. Wider prospect reach- It allows you to find new markets and potentially
compete worldwide with only a small investment.
Reduction in costs through automation and use of electronic media-presents
a strong business case in cost savings.
24/4 marketing- With a website your customers can find out about your
products anytime.

20. Personalized one-on-one marketing- one can instantly get information about
products. With personalized e-marketing, you can create very influential and
targeted campaigns.
Increased interactivity- Through two-way communications, interactive games or
quizzes, you can engage your audience and give them greater involvement and
control over their web experience.
Increased ability to track results- It easier to measure how effective your campaigns
are.

21. 6 S’s framework:
Sell: Using the internet to sell products and
services.
Serve: Using the internet to serve customers.
Speak: Using the internet to communicate with
customers (both existing and potential).
Save: Using the internet to save/reduce costs.
Sizzle: Using the internet to build brand identity.
Specific: specify what is to be achieved

22. Action- oriented: state which actions need to be taken and who will take them.
Realistic: achievable with the resources available.
Time specific: establish specified time frames.

23. The average tablet user spends 13.9 hours per week with the device.
(Source: OPA )
Text messaging users send or receive an average of 35 messages per
day. (Source: Forrester)
Email opens on smart phones and tablets have increased 80% over the last six
months. (Source: Litmus )
45% of the world's 2 billion internet users live in Asia. (Source: Ecommerce
Europe )

24. 61% of emails received at professional email accounts are non-essential.
(Source:Mimecast )
20% of Facebook users have purchased something because of ads or comments
they saw there.
64% of Smartphone owners are using their mobile devices to shop
online . (Source:eDigitalResearch )
91% of online adults use social media regularly. (Source: Experian )

25.  Ethics are the basic concepts and fundamental
principles of decent human conduct.
 It includes study of universal values such as the
essential equality of all men and women, human or
natural rights, obedience to the law of land, concern
for health and safety and, increasingly, also for the
natural environment.

26. Sociologist Raymond Baumhart asked business people-
“What does an ethic mean to you?”
Among their replies were the following-
“Ethics has to do with what my feeling tell me right or wrong.”
“Ethics has to do with my religious beliefs.”
“Being ethical is doing what the law requires.”
“Ethics consists of the standards of behavior our society
accepts.”
“I don’t know what the word means.”


27. Through the internet, marketers can realize lucrative business opportunities
worldwide.
the internet is a widely used medium that acquires and delivers information and
services to customers and business.
It is perpetually transforming the way people and businesses interact with each
other.
With such transformation, impressions of expressed ethical conduct by both parties
are now at the forefront.

28. Internet is indeed powerful but “with great power comes great responsibility”.
Internet is not the value free zone. It has sensitivity to the social culture.
The question is what kind of marketing practices can be considered ethical on the
Internet.
Many companies have pushed the line on what is ethical to do on the Internet, and it
has come to the point that even though there are no laws governing these areas, there
are lawsuits arising.

29. Access
Personal intrusion
Privacy
Morality
Deception
Security

30. Ethics affects all aspects of your business.
It affects first and foremost the company’s brand image and subsequently how sales,
marketing, and advertising principles are applied to the task of making company
profitable for the long haul.
Ethics affects your employees, and how they represent your company online, on the
phone, in person, and all types of customer service and customer relations .
Ethics play a big role in establishing the reputation of a business.

31. Whether it is ‘clicks and mortar’ or ‘bricks and mortar’, good ethical standards help create
a strong foundation for better and improved working relations.
Application of good ethical standards helps build a brand name for an online business.
It also affects company sales and marketing strategies, which help in the development of a
business.
It has become trickier to fathom whom to trust while transacting online and which
websites are secure to click on.
With the entire unprincipled, illegitimate Internet marketing schemes and fraudulent
tactics, online marketers have to be very careful while promoting their products and
services through internet.

32. Privacy: it refers to a moral right of individuals to avoid intrusion
into their personal affairs by third parties.
Privacy of personal data such as identities, likes and dislikes is a major
concern to consumers particularly with the dramatic increase in identity
theft.
Effective e-marketing requires a delicate balance to be struck between
the benefits the individual customer will gain to their online experience
through providing personal information and the amount and type of
information that they are prepared for companies to hold about them.

33. What are the main information types used by the internet marketer which are
governed by ethics and legislature? The information needs are:
Contact information (name, postal address, email, contact number etc.)]
Profile information (age, sex, social group to which person belongs)
Behavioral information on a single and multiple sites.

34. Ethical issues concerned with personal information ownership have been carefully
summarized into the following areas:
Privacy
Accuracy
Property
Accessibility
Transparency
Security
Liability

35. Hoaxes are false emails being distributed as widely as possible to fool the largest
number of Internet users, who believe they are helping others or serve a good cause.
Unlike viruses, hoaxes don't represent a software threat your PC. But instead may
affect the novice user in other ways:
The loss of credibility of crucial information sent by mail.
The flooding of mail boxes.
Considered as spam.
Damage the reputation of a person, corporation, and association.

36. Internet fraud and hoaxes have become a great and expensive problem in today’s
high pace world of computers.
It also raises the moral and ethical issues involved in the transactions of goods over
the net and also who is trustworthy.
There are many types of fraud that can be found on the Internet, the first of which
are hoaxes.

37. The top ten is as follows:
1. Online auction transactions,
2. General Merchandise Sales,
3. Computer hardware/software sales,
4. Internet related services,
5. Work-at-home plans,
6. Business opportunities/franchises,
7. Multilevel marketing/pyramids,
 8. Credit card offers,
9. Advance fee loans,
10. Job listings/employment offers.

39. Spam is flooding the Internet with many copies of the same message, in an attempt to
force the message on people who would not otherwise choose to receive it.
Most spam is commercial advertising, often for dubious products, get-rich-quick
schemes, or quasi-legal services.
Spam costs the sender very little to send -- most of the costs are paid for by the
recipient or the carriers rather than by the sender.
There are two main types of spam-
 Cancellable Usenet spam- it is a single message sent to 20 or more Usenet
newsgroups.
 Email spam: it targets individual users with direct mail messages

41. Cookies are the small text files stored on end-users consumers to enable websites to
identify the user.
It is the data file placed on your computer that identifies the individual computers.
A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is a small
piece of data sent from a website and stored in a user's web browser while the user is
browsing that website.
Every time the user loads the website, the browser sends the cookie back to the server to
notify the website of the user's previous activity.
Although cookies cannot carry viruses, and cannot install malware on the host computer,
tracking cookies and especially third-party tracking cookies are commonly used as
ways to compile long-term records of individuals' browsing histories.

42. Session cookies- A session cookie exists only in temporary memory while the user
navigates the website. Web browsers normally delete session cookies when the user
closes the browser.
Persistent cookie- A persistent cookie outlasts user sessions. If a persistent cookie
has its Max-Age set to one year (for example), then, during that year, the initial
value set in that cookie would be sent back to the server every time the user visited
the server. Persistent cookies are also called tracking cookies.
Secure cookie- A secure cookie has the secure attribute enabled and is only used
via HTTPS, ensuring that the cookie is always encrypted when transmitting from
client to server. This makes the cookie less likely to be exposed to cookie theft.

44. Http Only cookie- The Http Only attribute is supported by most modern
browsers. On a supported browser, an Http Only session cookie will be used only
when transmitting HTTP, thus restricting access from other, non-HTTP APIs such
as JavaScript. This restriction mitigates but does not eliminate the threat of session
cookie theft via cross-site scripting (XSS).This feature applies only to session-management
cookies, and not other browser cookies.
Third-party cookie- First-party cookies are cookies that belong to the same domain
that is shown in the browser's address bar. Third-party cookies are cookies that
belong to domains different from the one shown in the address bar.

45. Super cookie- A "supercookie" is a cookie with an origin of a Top-Level
Domain (such as .com) or a Public Suffix (such as .co.uk). It is important that super
cookies are blocked by browsers, due to the security holes they introduce. If
unblocked, an attacker in control of a malicious website could set a supercookie and
potentially disrupt legitimate user requests to another website that shares the same
Top-Level Domain or Public Suffix as the malicious website.
 Zombie cookie- Some cookies are automatically recreated after a user has deleted
them; these are called zombie cookies. This is accomplished by a script storing the
content of the cookie in some other locations.

47. Session management: Cookies may be used to maintain data related to the user
during navigation, possibly across multiple visits. Cookies were introduced to
provide a way to implement a "shopping cart" (or "shopping basket"), a virtual
device into which users can store items they want to purchase as they navigate
throughout the site. Cookies provide a quick and convenient means of client/server
interaction.
Personalization: Cookies may be used to remember the information about the user
who has visited a website in order to show relevant content in the future. Many
websites use cookies for personalization based on users' preferences.
Tracking: Tracking cookies may be used to track internet users' web browsing.

48. Inaccurate identification- If more than one browser is used on a computer, each
usually has a separate storage area for cookies. Hence cookies do not identify a
person, but a combination of a user account, a computer, and a web browser.
Inconsistent state on client and server- The use of cookies may generate an
inconsistency between the state of the client and the state as stored in the cookie.
This can lead to unreliability, confusion, and bugs.
Inconsistent support by devices- The problem with using mobile cookies is that most
devices do not implement cookies; for example, Nokia only supports cookies on
60% of its devices, while Motorola only supports cookies on 45% of its phones.

49. Most people started using the internet for its email capabilities. As millions of users
added each year to e-mail, most users tend to believe that their information is safe
and private. They couldn’t be wrong.
E-mail is not immediately delivered from the originator’s computer to your
computer.
Each server along the route makes a copy of the mail as it is received, and then
keeps it until next site signals that it has been successfully received. If the “receive”
code does not come back- the e-mail just “sits there.”

50. Another ethical concern facing online businesses is what types of “gimmicks” they
are willing to utilize in order to attract users to their sites. While vulgar humor and
moronic “stooges” get laughs and attention, what other devices will websites use to
lure potential customers?

51. Government.
Regulatory authority.
Organizations.
Educators.
Parents.
Ourselves.

52. In today’s society computers are becoming an increasingly valuable tool to get most
people through their daily lives.
However, people are now growing angry and annoyed with cookies and pop up ads.
The main reason why so many people are getting angry and annoyed is because they
feel as if cookies and pop up ads are bad things that computer companies are trying
to sabotage them with.
There is nothing wrong with advertising on the Internet, but sometimes the way in
which the companies go about advertising is not ethical.

53. Ethics are crucial to establish and maintain a long term relationship with consumer
that business should beware of problematic practices in e-commerce.
Paying close attention to the ethical use of web-based technologies will constitute a
differentiating power for business.
In fact, what lies at the roots of this power is trust.
Trust forms the essence of ethical relationships.

54. However, lack of regulation on the internet may
cause frequent ethical abuses. Hence, there should be
a check on the activities on internet because of the
wider scope of it in future.
E-business should establish a relationship based on
trust both with the consumers and employees and
should further develop it.

55. A presentation by:
Raveena kaushal
Class: MBA 1st semester
Section: D
Roll no: 140423464
School of management studies
Punjabi university, Patiala