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Marketing and Advertising in E-COMMERCE

Marketing and Advertising in E-COMMERCE. BY FRANK. MARKETING AND ADVERTISING IN E-COMMERCE. Online Marketing and Advertising Considerations Posting on Web Site Content Storage of Web Site Content Communications with Users Web Site Agreements.

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Marketing and Advertising in E-COMMERCE

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  1. Marketing and Advertising in E-COMMERCE BY FRANK

  2. MARKETING AND ADVERTISING IN E-COMMERCE • Online Marketing and Advertising Considerations • Posting on Web Site Content • Storage of Web Site Content • Communications with Users • Web Site Agreements

  3. Online Marketing and Advertising Considerations • Marketing Objectives Versus Legal Requirements • Disclosures • Hyperlinks and Banner Ads • Framing and Co-Branded Web Sites • Meta Tags • Cookies and Web Bugs • Content Aggregation and Bots

  4. Posting on Web Site Content • Rarely is a Web site established without periodic updates on, and additions to, its content. Regulatory requirement generally necessitate that regulated institutions post current information on their Web site, since out-of-date or deposit) may result in misrepresentations being made by the institution. Although there is little formal guidance in this area, business with Web sites are increasingly dating their Web pages so that users are put on notice when the information was originally posted. It is unclear whether this reduces liability exposure, since dating the Web page only indicates how long it has been posted and not whether the information contained therein is still valid and accurate. Date-sensitive information, therefore, should be reviewed and updated by frequently as necessary.

  5. Storage of Web Site Content • Retention of documentation is standard practice in the financial services industry. In order to later prove compliance with previous Web site postings, regulated institutions must ensure that Internet content is both stored, archived, and retrievable in appropriate fashion. This is particularly important where the Web site is continually updated, so that the institution can track what appeared on its Web site at any given time, in response to or as part of any legal or regulatory action. This will no doubt become more difficult as Web sites become more complex and interactive; regulated institutions, therefore, should have in place adequate audit policies and procedures to verify successful and ongoing storage of Web site content.

  6. Communications with Users • Live Visual Communications • Electronic Mail • Chat Rooms • Electronic Bulletin Boards

  7. Web Site Agreements • Types of Web Site Agreements: • The use of a digital or other similar electronic signature, referred to above; or • The more common use, a so-called “point-and-click” or “click-wrap” agreement or license. B. Placement of Agreement C. User Assent to Terms and Conditions

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