Initially this calls for an evaluation of how well the advertisers target audience and product portfolio suit the Internet. Companies targeting well educated, innovative, affluent males or students have great potential for success as their segments were found highly represented on the Internet. Products and services with high information intensity, high buyer involvement were also found suitable for Internet promotion due to its ability to carry large customised information at low costs. Mail order companies can also take advantage of Internet purchase facilitation. Low product fit or low audience fit companies can still take advantage of building or reinforcing a brandimage or getting a learning experience with interactive media.
Traditional advertising is consumed passively.
On the Internet, users have to do something actively to select an advert. This alter the way advertiser generate and retrain customers. Since users are in charge of the navigation, advertisers must persuade users to revisit and spend time on the website by fulfilling real customer needs. This requires clear objectives and targeting to add value on a continuos basis while retaining the user. Informative quality content, innovative advertainment or direct sales possibilities can add value to the user's site visit.