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An IT commentator has sung the praises of online marketing in comparison to more traditional media advertising, such as promotions on television and in print.

Augustine Fou explained on Clickz that he was recently asked how he would dish out a finite budget on the various channels of media available to firms.

He answered by pointing out that the internet offers measurable activity, which allows marketers to see how many people are responding to a promotion.

In comparison, television advertisers can only estimate how many individuals may have watched a particular section of content.

Mr Fou also highlighted how the price of promotional activity on the web is usually proportionate to how many times it is viewed.

"In the case of traditional channels, one of the most expensive 'buckets' of marketing cost is the media cost – the cost of airing or circulating your ad," he added.

Fellow Clickz author Ed Heinrich recently urged online marketers to try to glean more information from consumers when they unsubscribe from an email service.