American Journal of Industrial and Business Management, 2015, 5, 45-52 Published Online February 2015 in SciRes. http://www.scirp.org/journal/ajibm http://dx.doi.org/10.4236/ajibm.2015.52006 How to cite this paper: Hossain, A. and Yazdanifard, R. (2015) Which One of Standardization or Customization Works the Best When It Comes to Online Marketing? American Journal of Industrial and Business Management, 5, 45-52. http://dx.doi.org/10.4236/ajibm.2015.52006 Which One of Standardization or Customization Works the Best When It Comes to Online Marketing? Ashraf Hossain, Rashad Yazdanifard Help College of Arts and Technology, Centre for Southern New Hampshire University, Kuala Lumpur, Malaysia Email: ashrafmohd654@gmail.com , rashadyazdanifard@yahoo.com Received 6 November 2014; accepted 7 February 2015; published 10 February 2015 Copyright © 2015 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract Online marketing has influenced the consumers all around the world. This opens up a way for the small enterprises to enter the international market and enjoy the benefits like the MNCs located in different parts of the world. Advertising products and manipulating the customers to buy is one of the techniques used by the international companies. As a result some companies take standardi- zation as an incentive to attract customers while some use customization or personalization to manipulate them. This as a result that has created a debate between different marketers to choose a beneficial way to satisfy by attracting different customers. This article focuses on various prob- lems which marketers face in terms of online retailing as well as different obstacles encountered by consumers while making buying decisions for standardized or customized products through online Medium (Internet). Keywords Online Marketing, Standardization, Customization, Consumers, Products, Advertisements 1. Introduction Companies in today’s world are mostly based on the customer satisfaction concerning profitability. The major problem for these companies who are marketing their product abroad is to answer the question “which one, standardization or customization is important for a good outcome?” This mostly happens when a company takes an international approach to cover a large area and satisfy their need. Standardization and customization are the two components which act as an incentive for the organization to achieve the organizational goals; this also acts as part of marketing philosophy such as customer satisfaction. In this world of 21 st century, people are becoming