Metrics are used to demonstrate its true strength. A random sampling of people on twelve different web sites were asked to take a survey when they requested a page. A few days later, both groups where queried by email about their attitudes concerning the brand advertised, and the test and control group's results were compared. This study used the power of the Internet to segment people, served them customized messages, used the advantage of testing without revealing what was being tested, and was not expensive. It is now possible to pinpoint tracking of just what ads people are exposed to and when, and compare this information with the answers they give in surveys.
Many companies stake their success and capital on dot-com broadcast advertising.
Many Dot-coms are investing heavily in print, TV, and radio with the objective to acquire customers, even though offline customer acquisition costs can be astronomical. Some start-ups work on ridiculously short time line to get their sites up and launch their brands. Often they are under the gun from investors or scrambling to meet a schedule. Other causes for failure can be meddling investors because they hold the purse strings, they often feel that they have a right to meddle in the creation process. Reckless branding, Pandering for dollars, Web illiteracy are other factors that can contribute to failure.