Internet marketing is relatively inexpensive when compared to the ratio of cost against target audience reached. Companies can therefore reach a wide audience for a small fraction of traditional advertising budgets. This makes it much better value as an investment.

The nature of the Internet allows consumers to research and purchase products and services at any time of the day or night. Unlike traditional advertising strategies the consumer plays an active part in the process. This means businesses have the advantage of appealing to consumers in the medium they prefer, and one that can bring results quickly.