The key objectives of advertising are informing, persuading, and remembering.
We inform potential customers about information on products, services, their features and benefits, as well as prices. At the same time, we build the brand and company's reputation, change the customer's perception of the product's features, convince them to make a purchase, and maintain the customer's awareness of the existence of the product or service or remind them where the product is available.
Advantages
There are many advantages to online marketing communication. The most important ones include interactivity, spatial and temporal flexibility, targeted advertising, immediacy, and quick adaptation of communication. Other key advantages include:
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Interactivity - interactivity is undoubtedly the most important advantage that traditional marketing does not provide. In a two-way channel, the customer has an active role and is not just a passive observer or recipient; at the same time, they also determine the intensity and depth of the relationship with the communicator.
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Spatial and Temporal Flexibility - the internet has no boundaries and time constraints. Users can receive information anywhere and anytime, with the only requirement being access to the internet. Marketers can simultaneously send an unlimited number of messages and information, which spread incomparably faster than in traditional forms of marketing.
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Targeted Advertising and Personalization of Online Content - instead of communicating with a (too) broad target group, our messages are displayed only to specific users, increasing the effectiveness of marketing.
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Immediacy - any news, change, or offer can be communicated instantly to all potential subscribers without additional costs.
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Real-Time Monitoring and Adjustment of Communications - marketers can monitor the progress and effectiveness of campaigns in real-time and make changes to their form and/or content as needed.
Disadvantages
Despite all the advantages, online marketing communication also has certain disadvantages that a successful marketer must be aware of:
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Inconsistent Measurements - due to inconsistent methodologies in measuring results and the effectiveness of actions, discrepancies can arise, making it difficult to compare data.
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Poor Overview of Information - the internet offers almost unlimited information, which can be incorrect and outdated. Companies must ensure that their messages are always interesting and up-to-date, or they may lose customers.
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Saturation - online users are tired of ads and other messages. Attention should be paid to the choice of ad placement and the way of conveying messages to potential customers, finding a solution that will attract them.
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Costs - for simple websites and communication channels, costs are low; for advertising channels they keep rising, because more and more advertisers compete for the same keywords and audiences.
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Speed - "heavy" graphics and applications that burden the user's computer and cause a slow flow of information can discourage them from viewing the site and/or message.
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Lack of Trust - people are aware of online scams and fake stores; trust (company details, reviews, clear returns) remains a precondition for a purchase.
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Ad blockers and privacy settings - some users do not see ads and some refuse tracking, so measurement and targeting are less precise.
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Platform dependency - the algorithms and rules of Google and Meta can change overnight; so build your own channels too (email, community, recommendations).
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AI answers - a growing share of searches ends without a click on your site. More in the article AI in search and shopping.
Online advertising itself could be labeled as "traditional" since it has been part of every advertising campaign for several years. However, people increasingly avoid these ads and only follow them as passive users; marketers actively seek and saturate potential customers with them - both in print media and on radio and television.
Frequently asked questions
Precise targeting (audiences, interests, behavior), good measurability, the ability to adjust campaigns immediately, and lower entry costs compared to TV or print advertising. Measurement is less complete than it used to be because of privacy settings, so compare the data with the orders in your store.
High competition (rising CPM and CPC), the need for constant maintenance and optimization, platform dependency (algorithm changes at Google or Meta), ad blockers and limited tracking due to privacy rules (measurement is less precise), and digital saturation - buyers are increasingly less attentive to ads. A growing share of searches also ends without a click on your site because of AI answers.
For most - yes. The key is choosing the right channels based on the target audience and product. B2C online stores are ideal for Meta (Facebook/Instagram) and Google Shopping. B2B companies often achieve better results through LinkedIn or SEO.
We start with an analysis of the target audience and competition. Where is your customer? What are they searching for? Are they on Instagram or Google? A combination of analytical data and industry knowledge enables appropriate channel prioritization.
There is no single rule. The share depends on the industry, margins and stage of the business. A new business needs a higher proportion for building brand awareness, while an established one optimizes it based on ROAS and customer LTV.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
Write to me →
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