Online marketing has substantial advantages for the consumers as well as marketers. As a result, it has emerged as a credible alternative platform of marketing, along with other traditional methods of marketing. But on some parameters, Online marketing has its own disadvantages or limitations as well.

Let us discuss the advantages and disadvantages of Online marketing as follows:

ADVANTAGES
CONVENIENCE FOR THE CONSUMERS: The customer gets the entire range of offers right as his computer screen itself. So he does not have to spend time in visiting a physical store to purchase the goods. Additionally, the Online service operates 24 hours, so the customer can make his purchase at any time or day of his convenience.

WIDER CHOICE FOR THE CONSUMERS: Online marketing lets the customer surf through a vast number of options. Customer can compare various products and brands, and even draw comparisons of their product features, quality, availability, and pricing.

INTERACTIVE INTERFACE: Online marketing enables the customer to ask any questions or clear any doubts over the email or even in real time over Internet-enabled Chat in some cases.

LOW COSTS FOR THE MARKETER: Online marketing is a boon for the small businesses due to its very low costs of operation. It is becoming highly popular among the big businesses as well because of its low cost appeal compared to expensive traditional forms of marketing.

GLOBAL REACH: Online marketing has the potential to deliver its message to a worldwide audience. That is the power of the medium to reach wherever the Internet technologies have already penetrated.

ACCURATE MEASUREMENT OF RESULTS: Another useful benefit for marketers is that they are in a position to measure the results of their campaigning more effectively. For example, technology makes it possible to record the number of online visitors, repeat visitors as well as unique visitors to an online advertisement or campaign.

DISADVANTAGES

SLOW ADAPTIBILITY OF CONSUMERS: Online marketing is a new medium for many users. The consumer requires basic computer skills to be able to make proper use of the latest technology. Those who are unable or unwilling to acquire the new skills, will get left out of the perspective of Online marketing.

TECHNOLOGY PRE-REQUISITE: In the markets around the world where there is still low penetration of computers and Internet, Online marketing cannot reach such people and places. Broadband Internet is still taking time to gain in popularity and global acceptance, and it is still costly technology in several countries around the world.

NO PHYSICAL EXPERIENCE INVOLVED: Online marketing is unable to provide for the most fundamental needs of a buyer, that is, looking at a product in real life, and being able to touch or feel or smell it, and have a physical sales associate available for personalized talk about the product.

SUMMARY: The advantage of Online marketing are immense, even though it has some limitations as well. Though the limitations do not compromise the advantages of the medium in any way. That is the reason of the medium's success and worldwide acceptance.