What is internet marketing and what are the advantages of it compared to classic media marketing? Online marketing includes all marketing strategies and measures the Internet as a medium. The Internet has convincing advantages compared to classic media marketing:
- Relatively low cost
- A high speed, with which information can be generated and distributed on the Internet
This option is especially interesting for unusual cultural offers, which often appeal to targeted groups, whose districts are widely scattered (classical communication usually leads to high losses). The non-linearity of digital communication should also be considered. In the case of printed material, one always has to compromise information to some degree – one does not want the reader to have to read too much content but, on the other hand, they do not want to withhold information from the people who are more interested.
On the Internet, the user can decide for themselves which information they would like to retrieve. This option allows a variety of cross-references in unlimited depth and width. Through intelligent navigational and orientation aids, the user can be guided by a variety of information. The possibility to link the content of other Internet users via a link is also crucial to success. Cultural enterprises can, for example, integrate partner offers, additional information, city plans, etc. into their own plan, and vice versa even with their offer on other websites.
The problem-free change of publicity (individual, group, and mass communication) is also an issue. Both individualized letters and targeted group-specific materials can be sent via corresponding distributors. Good online marketing can only operate for those who understand the peculiarities of the Internet. Many companies – not only in the cultural sector – try to transfer their advertising habits from their mass media strategy to the Internet – but this only works to a limited extent.
The Internet is different from television and print media. It’s not about luring the surfer through tricks. For example, with the help of ever-increasing, twinkling, and bouncing visual effects, television media focuses on the content consumers are reading. When it comes to online marketing, it is about offering people what they are looking for at that moment.