ABSTRACT
This chapter aims to indicate what digital marketers are required to know with respect to authorities and legislation regarding privacy, promotional activities, general conditions and ecommerce. Communicating with users of digital channels affects different parts of the organisation. For example, questions about products are directed from customer service to the product owner and the answers return to the customer via the same route. Organising and managing digital marketing activities requires a different approach from that of traditional marketing activities. Using the web makes comparisons easier and faster, for both the consumer and organisations. In many traditional organisations, the Internet is seen as an extension of the company. In these companies, core services are offered offline as well as online. An organisation can also offer their services or products direct to end-users online. Companies that have their core business online have fully equipped the physical organisation to support their services on the Internet.
