Maintaining The Security In Internet Marketing: Moving From Biometrics To Behaviometrics

Abstract

While it is a rather common business practice, Internet marketing is still an area that continues to evolve and adapt. One of the everlasting challenges associated with this field is being able to insure that the online transactions take place in a secure setting. This construct of security appears to be multidimensional since it can include issues associated with secure ordering, hacker protection, firewalls, identity theft, etc. While the privacy of the online consumers has to be protected, it is important for the marketers to identify the users on the Internet to collect a profile of their interests so that they can adjust their site contents accordingly and deliver advertisements that appeal to their specific preferences. Whether the ultimate purpose is to custom-tailor the online messages or offer appropriate product/service options, it is imperative that the identity of the online consumers needs to be authenticated to make sure that there is no security breach in completing the online marketing transactions. This paper reviews some of the ongoing efforts in preventing the potential intrusions in online practices.