Direct marketing on the internet means that you can track the results from your campaigns from pay-per click advertising, search engine optimization, email marketing, banner advertising, contextual advertising, and affiliate marketing campaigns. Many small businesses advertise the traditional way using offline advertising, but some companies are looking to the internet for additional exposure.
Speed
An advantage of online marketing is you have the speed and ease of tracking all of your marketing campaigns. You can identify your profit and your loss and then improve your ROI from each marketing avenues. You can use tracking software that will help you track where your ads are, what ads are being clicked on, and in what location.
Cost Effective
Another advantage of internet marketing is that you can advertise more cheaply than you can with more traditional methods of advertising, such as television, full page ads in the newspaper, and directories. For example, you can reach your customers cheaply and effectively. You can get a free listing in many business online directories. You can contact your customers more than you normally would and more affordably than other methods, by sending information out to your existing customers and others who have opted-in to your mailing list.
Spam
A disadvantage of direct marketing on the internet is that your email may be considered spam. Please don’t spam your customers. Always include an opt-out statement in your message. This will give your customers a choice to receive your email messages or your newsletter. For example, if you wish to discontinue receiving these emails, you may unsubscribe to these offers by clicking here.
Time
A disadvantage of direct marketing on the internet is that your campaign takes time to build. It takes time to receive page views and then for someone to click on what you are offering in your ad. Another disadvantage of using HTML format for newsletters and emails for marketing that some people may have a slow computer and it may take a long time to download all of the information from your newsletter and they may lose patience. HTML looks visually appealing and is easier to read than text format.
In a matter of months of aggressive SEO campaigning, you can secure millions of impressions and reach your target audience but it takes patience when you’re just beginning your new campaign.
Reference:
Deer Farmer’s Library; Internet Direct Marketing; Russell Sawchulk; 2003
Marketing Smartt; 10 Advantages of Online Marketing vs. Traditional Media; Kyle Pearce; 2009
SEO & Online Marketing Tips; Direct Marketing on the Internet; Alex Cleanthous, 2007