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Online marketing allows the marketer an unprecedented insight into the dynamics of their users and prospects. Traditional media channels simply cannot provide anything like the objective intelligence provided by online tools.
Virtually every online platform, from your website, email system, blog, right through to FaceBook, all have analytic capabilities that provide detailed user insights. Traditional marketing is like a 'Black Box' - you put money and creative in one end and hope that some results pop out the other side. If they don't we make judgment calls and changes based on gut-feel or past experience, but it's really flying blind.
With the powerful insights provided by online platforms we can make judgment calls based on fact. OK we may not interpret the data correctly every time, but it's more of a science that the art of 'Black Box' marketing. Changes can be monitored, measured and evaluated based on further insights provided by the tools.
The following graphic illustrates the point.