To a large extent, online marketing is comparable to traditional marketing. Marketing goals need to be set, target groups selected, messages created, and campaigns evaluated. However, online marketing offers marketers some additional benefits:
- From push to pull: Traditional media are mainly push media. They send (unsolicited) messages towards receivers. Online media allow users to pull information that they are really looking for, through searching online for example, from the web.
- From bulk to mass individualization: Marketing messages can be customized easier, to a specific target groups and even individuals.
- Measurability: Nearly everything online can be measured. For instance how often a marketing message is seen, how much clicks it received, and how many sales it realizes.
- Cheaper?: Online media used to be cheaper than traditional media like television to reach the same marketing goals. However, as demand for online media increases, so are their costs. Still online media offer diverse ways in which one can pay for them, from fixed fees to commission-based (see also payment methods).