Advantages:

One of the benefits associated with Internet marketing is the availability of great amounts of information. Consumers can access the Internet and research products, as well as purchase them at any hour of any day. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing can help a business' expansion from a local market to a national or international one, faster. Compared to traditional media, such as print, radio and TV, Internet marketing can have a relatively low cost of entry.

It should be mentioned that, although it may seem a relatively simple task to enter the world of online marketing, sound business strategies still apply. There is still an emphasis on business goals, namely CVP analysis when determining strategy and the overall effectiveness of marketing campaigns.

There are a few important characteristics that differentiate Internet marketing from "off-line marketing":

- One-to-one vs. one-to-many approach: the targeted user is typically browsing the Internet on their own, and the marketing messages reach them personally. This can be very clearly seen in search marketing, where the users find advertisements targeted to specific keywords that the users asked for.

- Demographics targeting vs. behavioral targeting: off-line marketers typically segment their markets according to age group, sex, geography, and other general factors. Online marketers have the luxury of targeting by activity. This is a deeper form of targeting, since the advertiser knows that the target audience are people who do a certain activity (upload pictures, have blogs, etc.) instead of just expecting that a certain group of people will like their new product or service.

- Measurability: Almost all aspects of an online campaign can be traced, measured, and tested. The advertisers either pay per banner impression (CPM), pay per click (PPC), or pay per action accomplished. Therefore, it is easy to understand which messages or offering are more appealing to the audience.

- Response and immediate results: Since the online marketing initiatives usually require users to click on the message, go to a website, and perform a targeted action, the results of campaigns are immediately measured and tracked. On the other hand, someone driving a car who sees a billboard, will at best be interested and might decide to get more information at some time.

Since exposure, response and overall efficiency of Internet media is easy to track compared to traditional "off-line" media, through the use of web analytics for instance, Internet marketing can offer a greater sense of accountability for advertisers. Marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing, i.e. how the Internet affects in-store sales, etc., instead of relying on the siloed approach to marketing. Internet marketing, as of 2007, is growing faster than other types of media.