Simply put: knowledge is what can skyrocket the productivity level of any marketing campaign. Internet marketing is powerful because all sorts of applications such as Google Analytics or Traffic 202/Prosper 202 can measure a massive amount of statistics for any marketer to view and make use of.
Analytics software can help you as a marketer by letting you know which links have been clicked more often, how long someone spent reading a page and so on. This sort of data is essential to measuring results when split testing.
Before, it was only possible to split test when it came to different campaigns or campaigns in different areas. You couldn't alternate adverts in the same newspaper, for example. But Internet marketing makes that sort of split testing easy: showing every other visitor of a site a different advert so that their effectiveness can be measured using an analytics application is definitely possible.
The Average Marketer
Direct response is also perfect for the Internet because it is a method that rarely relies on 'brands' to be a success; it is the power of the advert or website that does the trick. This means that being successful is all about skills rather than market placement.
As a result, Internet marketing also grants the 'little person' access to direct marketing campaigns. Previously, any form of direct advertising, even something as simple as a local leaflet drop, was expensive and risky. But the cost of setting up and running a website, even at a professional standard, is far less prohibitive.
Whilst complex websites involving huge amounts of functions may be expensive (worth the money nonetheless), and PPC (pay per click) campaigns can run up huge bills, simply creating a search campaign (a website that your potential customers find via search engines such as Google) is not necessarily something which involves an impressive financial effort on your part.
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