ETHICAL ISSUES

IN
e - MARKETING
Presented By
 OBJECTIVES
 Understanding E-Marketing
 Need of Ethics In E-Marketing
 Ethical Issues In E-Marketing
 Types of Malwares
 Effects of these Malwares
 Conclusion
 Suggestions.
Understanding E-Marketing
 E-marketing encompasses all the activities a business
conducts via the worldwide web with the aim of
attracting new business, retaining current business and
developing its brand identity.
 The terms E-marketing, Internet marketing and online
marketing, is frequently interchanged, and can often be
considered synonymous. It includes both direct
response marketing and indirect marketing elements
and uses a range of technologies to help connect
businesses to their customers.
 TYPES OF E-MARKETING

 Business to Business
- Industrial and capital goods marketing, service sector use
at Business level, etc.
 Business to Consumer
- Direct selling to final consumer, FMCG products, etc.
 Business to Government
- Promotion for tenders, services etc
 NEED OF E-MARKETING
 Building and maintaining customer relationship.
 Attracting new customers.
 Collecting Feedback
 Money transactions.
 Best way of promoting customized products.
 “Ethics are a collection of principles of right conduct that
shape the decisions people or organizations make.
 Practicing ethics in marketing means deliberately applying
standards of fairness, or moral rights and wrongs, to
marketing decision making, behavior, and practice in the
organization”.
 Transparency
 Trust
Page 458,
Figure 9.1

Copyright © 2002 Pearson Education,

Slide 9-7 Inc.
IMPORTANT
ETHICAL ISSUES
IN
E-MARKETING
 AFFILIATE MARKETING
 This is process in which a product or service developed by one
person is sold by other active seller for a share of profits. The
owner of the product normally provides some marketing material
(sales letter, affiliate link, tracking facility).

* If the website here is not authentic then the following link can take you to
unsafe surfing environment.
 LOCAL INTERNET MARKETING-

 This is the process of a locally based company

traditionally selling belly to belly and utilizing
the Internet to find and nurture relationships, later
to take those relationships offline.
 Such techniques can leak out your personal
information on net.
 Drip marketing
 BLACK HAT MARKETING-

 This is a form of E-marketing which employs

deceptive, less than truthful methods to drive web
traffic to a website or affiliate marketing offer.
This method sometimes includes spam, cloaking
within search engine result pages, or routing
users to pages they didn't initially request.
 CAPITALISATION OF TYPOS
 The topic of people registering domain names that are typos
of trademarked companies has come up numerous times.
 An article published by the Washington Post explains how
Google is making millions off of filling unused websites
with ads. Basically what happens is an individual will make
a "fake" website of a real company. Then Google will fill the
banner ads with companies that pay Google for advertising
space. To be fair, Google bars websites using trademark
infringement from using its ad networks, but this is a very
subjective science.
 EARTHLINK.COM AND DEARTHLINK.COM
 CONSUMER SURVEY SCAMS
AND HOAXES
 This is one to watch out for closely! Beware
Phone "Survey" Scams, "Charity" Appeals for
Chain mail, etc. Another area that can be a real
pain is "The Never-Ending Hoax Viruses
 It is the fake data or surveys that are floated into
the WEB which can promote or damage the
goodwill o a company or a product and thus
mislead the consumer.
 COPYRIGHT
INFRIGMENTATION
 Watch out for this particular crime of sites that copy A
website's text (legal issues) or name while trying to pawn off
some other item they are selling (as though original one
indorsing it - NOT)
 Smspop.in selling e-books.
 WEBSITE ISSSUES

 Unethical redirects to other pages with completely

different information than what was shown in the
search results. For an example If a site is no longer
available, the link may open this add for you…….
 DOMAIN NAME REGISTRATION
ISSUES AND SCAMS

 There are some gray areas for someone to be

registering a domain name that is close to some other
corporate identity's name. But, many of these
individuals and corporations that register domain
names in the same country and other countries that
are near to, or similar to the spellings of others, are
registering the names to infringe upon the trademarks
and brands of other corporations and organizations.
 Effects Of Being
Directed To
Unsafe Surfing Zone
 SPYWARE-
- Spy ware is a type of malware that can be installed on
computers and collects little bits of information at a time
about users without their knowledge. The presence of spy
ware is typically hidden from the user, and can be difficult to
detect.
- Spy ware programs can collect various types of personal
information, such as Internet surfing habits and sites that have
been visited, but can also interfere with user control of the
computer in other ways, such as installing additional software
and redirecting Web browser activity.
 ADWARES-
 Ad ware, or advertising-supported software, is any software
package which automatically plays, displays, or downloads
advertisements to a computer.
 The object of the Ad ware is to generate revenue for its
author.
 Ad ware, by itself, is harmless; however, some ad ware may
come with integrated spy ware such as key loggers and other
privacy-invasive software.
 180SearchAssistant ,Bonzi Buddy, ClipGenie, Comet Cursor,
Cydoor, DollarRevenue etc
 KEYLOGGERS-
 Keystroke logging (often called key logging) is
the action of tracking (or logging) the keys struck
on a keyboard, typically in a covert manner so
that the person using the keyboard is unaware
that their actions are being monitored.
 The key logger can theoretically reside in a
malware hyper visor running underneath the
operating system, which remains untouched.
 It effectively becomes a virtual machine. Blue
Pill is a conceptual example.
 BROWSER COOKIES-
 Cookies, which are small data that contains information about
the consumer and his or her computer, would need to be
encrypted so nobody may be able to read the content of the
information being supplied by the consumer .
 To better help protect the privacy of the consumer, the business
website should avoid using third party cookies because they
allow information to be read by other websites
 Advertising companies use third-party cookies to track a user
across multiple sites. In particular, an advertising company can
track a user across all pages where it has placed advertising
images or web bugs. Knowledge of the pages visited by a user
allows the advertising company to target advertisements to the
user's presumed preferences
A cookie can be stolen by another computer Cross-site scripting: a cookie that should be
that is allowed reading from the network only exchanged between a server and a
client is sent to another party

Cookie poisoning: an attacker sends a server In cross-site cooking, the attacker

an invalid cookie, possibly modifying a valid exploits a browser bug to send an
cookie it previously received from the server. invalid cookie to a server.

wikipedia.org
 SPAMS-
 The abuse of electronic messaging systems to
indiscriminately send unsolicited bulk messages. Spam is also
called junk mail.
 Spamming is economically viable because advertisers have
no operating costs beyond the management of their mailing
lists.
 Spam can be used to spread computer viruses.
 Over the last few years spam has become a serious problem
and constitutes almost 50% of world-wide e-mail
 Unsolicited bulk Email (UBE), Newsgroup and forum, Online
game messaging, etc.
 THESE MALWARES
LEAD TO FOLLOWING
PROBLEMS
IDENTITY THEFT AND FRAUD

 It is related to the sharing of personal information

of the USER.
 Spywares and key loggers also leak out the
personal information of the hosts.
 More chances of wire fraud.
Page 463, Table 9.2

Copyright © 2002 Pearson Education,

Slide 9-30 Inc.
DIGITAL RIGHTS MANAGEMANT-
 It is about digitally exploring the users computer without consent for
information related to its own product and services.
 In 2005, Sony BMG Music Entertainment was found to be using root kits
in its XCP digital rights management technology Like spy ware, not only
was it difficult to detect and uninstall, it was so poorly written that most
efforts to remove it could have rendered computers unable to function.
 April 25, 2006, Microsoft's Windows Genuine Advantage Notifications
application installed on most Windows PCs as a "critical security update".
While the main purpose of this deliberately non-uninstall able application
is making sure the copy of Windows on the machine was lawfully
purchased and installed, it also installs software that has been accused of
"phoning home" on a daily basis, like spy ware.
 PERSONAL RELATIONSHIP-
 Spy ware has been used to surreptitiously monitor
electronic activities of partners in intimate
relationships, generally to uncover evidence of
infidelity.
 At least one software package, Lover spy, was
specifically marketed for this purpose.
 Observing a partner's online activity without their
consent may be illegal; the author of Lover spy and
several users of the product were indicted in the U.S.
,California in 2005 on charges of wiretapping and
various computer crimes.
 INFORMATION LEAKAGE-
 Some business organizations have been known to
share personal information of there clients with
other organizations without permission of its
clients.
 Such frauds lead to breach in customer
relationship of the organization and over
exploitation of customer’s time and resources.
Page 464, Table 9.3

Copyright © 2002 Pearson Education,

Slide 9-34 Inc.
 COCLUSION-
 Through over all study of the Ethical issues involved in e marketing, a clear but
unfortunate picture emerges out, which warns us about the potential dangers
involved in usage of e marketing
 Not just that there are bigger brands using these malwares to keep a check on there
customers and future of there products.
 Along with that there is a bulk of misleading advertisements and series of fake
customer surveys.
 There is also a doubt amongst the customers about the authentic product
availability, timely delivery, hidden costs, safe financial transaction, etc.
 But with efforts of government and big organizations in the game, a better aware
consumer and websites like e-bay,Homeshoppe18 putting up a better, safe and
clean image of e-marketing, the future of e-marketing in India is better than feared.
 SUGESSIONS
 Surf in known and safe web area.
 Use safe and authentic systems of money transaction.
 Do not be lured into impractical offers.
 Never share your personal information on unknown or unsafe
websites
 Regular use of updated Anti-Virus, Anti-Spy ware must be done to
differentiate between safe and potentially unsafe websites.
 Keep a check on unexpected pop-ups.
 Restricted installation of third party cookies on your PC.
 Report a spam if an e-mail keeps bugging you; it will strengthen the
overall data base for safe internet usage.
 Last but not the least, be aware of what you want from a website and
understand the potential risks involved.
Thank
You