Advertising in traditional media is 'broad'. It's like throwing a bucket of paint on a wall and hoping that some of it gets to the right place.

It relies a large amount on the idea that customers will impulse buy a product or that, purely by chance, they happened to be looking for your product when they heard or read the ad.

Only 2 out of 5 people read newspapers these days and how many of them do you think read the ads in detail if at all? People hearing a radio advertisement can't see your product or logo and probably have to hear the ad 6 - 12 times before the message sinks in. Television costs a huge amount of money to buy enough airtime.

Your Company's Website can be used as a Primary advertising tool which can be optimised to get better ranking in Google, Yahoo and other search Engines which can be a cost effective way of reaching the consumer masses.

Research shows that consumers rely on results of search engines like Google, Yahoo, etc., to a greater extent than advertisements in other media during their decision making process.

Online Marketing strategies like Search Engine Marketing (SEM) and social network marketing is targeted at those people who are looking for specific products and services and it therefore has a better return on investment than any other marketing medium.