The document discusses the rise of internet marketing and its opportunities. It notes that digital technology has given consumers more power and access to information. Marketers can now offer more customized products and services through tools like social media. The opportunities for internet marketing include incremental revenues, reduced costs of sale, and enhanced brand loyalty. Marketers should focus on converting, acquiring, retaining, and analyzing customers. Success requires optimizing websites for high conversion rates before large marketing spends. Mass customization has also evolved from craft to industrial production to allow for personalized products and services.