The main difference between traditional and online marketing is the ability to measure success definitively through targeting and tracking features. Online marketing provides companies the ability to test a wide array of tactics, evaluate which generates the best response, and then adjust the marketing program accordingly.
The old saying is “I know half my marketing dollars are wasted. I just don’t know which half.” The inherent cost, targeting, and tracking advantages of online marketing provides a greater level of visibility, making marketing more likely to succeed. For example, online marketing channels such as e-mail, or banner advertising make it easier to measure response.