It is always important for marketing specialists to monitor the effectiveness of their marketing programs and strategies. There are some ways of doing this in online marketing, like using special tracking tools and log-file analyzers, which can provide the operators with information about how the customers learn about the site, where the customers are coming from, and how many times they visit the site. Such data, which frequently is very bulky, must be processed dynamically. It can be also effective to use information of special statistics site or pop-up surveys to learn the opinion of people, but many Internet users ignore such surveys, especially if many questions are asked.
Unfortunately, in some situations the strategy of online marketing can be characterized with relatively narrow opportunities in presenting and demonstrating of some sorts of goods, if to compare with, for example, store display or exhibition. That is why unrealistic expectations of customers may become a problem. Second, a previous negative experience with Internet may become an obstacle for many potential customers to find the goods and to trust the suppliers. Many people, being afraid to be cheated or fall in a fraud, may not respond on an online advertising, though they are really interested.
Lately, the abundance of various Internet ads and banners becomes more and more annoying for many people, because a lot of online marketing information is received against the will of Internet users, like spam, pop-ups, or bothering banners. That is why it is very important for a successful Internet marketing strategy to make sure that the information about goods or services to be promoted is delivered as close as possible to the potential market on a domestic or global basis. Undoubtedly, online marketing instruments will improve, develop and will grow more effective. Of course, it will not replace, but support and complement traditional marketing activities. And it would be the best way for a market player to combine both marketing approaches to make business more profitable and successful.