Online advertising needs to learn to speak the language of traditional advertising to become relevant. Marketing integration is ad hoc or nonexistent. Advertisers want to integrate the Internet into their communication strategies. But because of the way the Net is quantified, it is hard to put Internet tactics into the marketing mix. Consequently, the Net is often treated as a side bet.
Online advertising is complicated.
TV commercials haven't changed much in decades. All major advertisers have a process for developing TV spots, and they use research to maximize their results. But online advertising is hard. The best online marketing campaigns often combine rich media, sponsorships, sign-ups, standalone Web sites, email, and banners. Putting these programs together is daunting, and many advertisers don't have the in-house expertise to supervise their development.