Caution is generally wise when broad characterizations are being considered. Certainly a scam or other malevolent behavior can be an element of online marketing, however, in my experience, the vast majority of online marketing is offered with legitimate intentions. When considered from the marketer’s perspective, online marketing is one way, among many, to communicate the benefits of their products or services. Generally, the owner of a product or the provider of a service believes they have a legitimate offering that can add value to the lives of their customers. Due to the generally low cost of entry and subsequent low risk associated with failure, online marketing may attract more low-quality, “not ready for market” products and services than do traditional marketing channels. Regardless of the medium through which a product or service is encountered, thorough research on the part of the consumer can be a barrier to disappointment and inconvenience. Chances are that if you tracked all of the online marketing you encounter in a day the majority of it would be from well known, reputable brands that have earned the trust of a large audience of consumers, and with which you are likely familiar. Our agency works with dozens of small businesses to assist them with the successful online marketing of their products and services. From commercial swimming pool products to independent insurance agency services, each of those businesses works each day to assure they have the best offerings for their customers and clients. Can online marketing be a scam - of course. Is it accurate to conclude that online marketing (is) basically just one big scam? no.