The growth of international markets and the accelerated progress in the internet technologies has brought revolutionary changes in almost all fields of life. Being precise and specific to the field of marketing, a great part of which has been transferred to the World Wide Web, making it a separate field known as internet marketing or e-marketing. The developments in the technologies have had great impact on the divergent nature of the field. The ultimate outcome of this development is certainly a great deal of benefits. But these benefits are subjected to some limitations and challenges as well.

Having a glimpse of benefits, the availability of information at widespread networks is the major advantage of the time. The user friendly systems available at web sites letting consumers overview and purchase goods and services while being at distance certainly saves money. On the other hand it reduces the companies’ distribution cost. One prominent feature of internet marketing is the expansion of global markets as it provides with a wide range of network that can be covered within a limited time. It also levels the ground for players. While being the most cost effective medium of marketing, as compared to other mediums like TV and news paper etc it is much easier to track than that of traditional "offline" media as it gives a great deal of accountability to the advertisers.

With reference to the popularity, the field of internet marketing is growing at much faster rate than that of others. And the reason behind this accelerated growth is the win/win situation in the market. This phenomenon exists in almost all ranges, i.e. from a big established advertising concern to the monetization of small blog or website.

Though having so many benefits, internet marketing faces some challenges in the form of some limitations and some security reasons. With reference to these challenges, the very first limitation is the slow internet connections at some ends which can cause difficulties both for the users and for the companies. Further Internet marketing does not allow shoppers to touch, smell, taste or try-on tangible goods before making an online purchase, which may have some problem at users’ end. Some vendors do have liberal return policies to reassure customers, but the rate of fraud may vary in different situations. And one important factor in the same context is the development of the methods of payment. Though a lot of development has been done in this regard, i.e. e-checks, credit cards, visa card shopping etc, but with the increase in the markets, there’s the need of increase in the availability of the methods of payments as well.

The most important issue in e marketing is the security, which is of utmost importance both for buyers and sellers. A number of customers is hesitant to buy online, just because of the security reason and the disclosure of personal information. Security concerns of important debate for the companies working at providing solutions. One important achievement in this regard is Encryption, which deals with the privacy concerns. Encryption is actually the transformation of data into a form called a cipher which cannot be easily intercepted by an unauthorized individual. The stronger chipper provides the maximum protection but the drawback is that the stronger the chipper is the more expensive it becomes.

Though a list of challenges is there for the field of e-marketing to face, a number of companies and individuals are on the go to explore every avenue to make it perfect.