While it is true that some types of online marketing take longer than others, many advertising campaigns can be started rather quickly. In some cases, it is also possible to change a campaign in progress. For example, if a company's online advertisement isn't producing enough leads and/or sales, it may be able to change the ad before all of the purchased clicks or impressions run out.

Because web sites typically have fewer expenses than broadcasters or print publications, online marketing campaigns frequently cost less. It is easier and less expensive to target small niche customer groups as well, through methods like contextual advertising and specialized email newsletters. This may be among its most significant advantages in comparison to other media.

Tracking the effectiveness of radio, newspaper, or direct mail advertising remains possible, but is never as accurate or definitive as the tracking provided by online marketing. Data such as click-through rates and user characteristics may be analyzed to compare the results of individual ads and make them more effective (or drop them in favor of the ads which work best).

These are not the only advantages of online marketing. It's also more environmentally friendly, because no paper or ink has to be used. It can be implemented more flexibly, it works 24/7 year-around, and it has several advantages regarding efficiency.