Security during the online marketing is a critical issue that most firms must consider.
Technology has also resulted to increased cyber crime and the marketers must be concerned about the content on their websites since the websites can be hacked and information altered. Since transactions are carried out online during the online marketing, tight security is a vital issue that the Gen Y shoppers and marketers must be cautious about. There have many incidences where people and organizations have lost their data and money during the online and mobile transactions during marketing transactions making this a risky investment. The marketers therefore need to make sure that Gen Y shoppers’ security during the online transaction is guaranteed (Braithwaite 2002).