Online Marketing large amount has been said and written on how the online environment compares with real-world relationships. Chat rooms for example provide participants with freedom from physical presence and often with freedom from having to reveal the whole truth or indeed any truth about themselves. Many critics feel that this is also a freedom that industries have when using the online environment for marketing purposes. Another criticism against the online marketing environment is the lack of human contact that is part of the traditional sales relationship. However, I would argue that this is not the case. Many online merchants, for example, specialize in providing services and cultivating relationships that are not only honest and legitimate, but also fulfilling the criteria of personal human relationships.

One such industry is book selling. Large merchants such as Amazon.com and Barnes & Noble.com specialize in customer service and immediately answering complaints. Furthermore, an appreciative email from a customer more often than not evokes an immediate and personal response from online sales representatives. Another advantage of online marketing is that smaller merchants have a platform from which to sell their goods via online affiliate relationships. In terms of human contact, the only missing element is physically seeing and shaking hands with merchants and customers. This element however does not necessarily constitute a better or even more personal relationship.

The reason for this is that the online environment often inspires a more open relationships in terms of mutual appreciation between customer and merchant. The physical barrier that might intimidate a customer to not express his or appreciation for good service is removed by the online paradigm. Indeed, e-mail is often quicker, simpler, and often cheaper than a physical trip or phone call to a shop. In many cases, therefore, I would say that personal relationships flourish to an even greater extent when cultivated online than in reality.