Culture Clash in Internet Marketing: Implications for Marketing Practices

The history of the Internet and the tradition of marketing present an inherent culture clash in the emerging practices of Internet Marketing. In this chapter we describe how this culture clash developed, detailing the broadcast nature of traditional marketing messages, and differences between control of content and measuring effectiveness of Internet Marketing as compared with traditional marketing. Following the theme of culture clash, strategies for assimilation and accommodation to the Internet culture for effective Internet Marketing are presented. Current research results on consumer attitudes and reactions toward Internet Marketing provide support for strategies for commercial marketers to cope with the new culture, establish cultural competence, and finally, become a member of the Internet culture.