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Online Advertising perhaps will be the only advertising medium that keeps seeing so many changes within short intervals, thereby requiring frequent reanalysis. While most of the changes are short lived, there are many very vital changes that have held grounds regardless of almost every other element around them taking fast and frequent roads to changes. The most crucial change that happened was the progres in functionality, replacing attempts of persuasion with communication. This article analyzes the reason why of this change and its particular advantages and disadvantages. The primary objective of ads is usually to solicit for your business. It is in the manner that they attempt to perform this function the various mediums differ. When Online Advertising started around 1997, it initially continued the tradition of the media that preceded it. Up it continued the podium having a drum around its neck as well as a scroll primary divided into two parts: the USP with the business as well as a call to purchase! Thankfully, the newer and broader opportunities of the medium were soon seen and realized. The most prominent change was the modification of tone. With the Online Medium, Advertisements aren't mere calls of action but extended greetings for building conversations that will lead to relations, associations and conversions. Reasons for your Change Conventional advertising had reached a saturation part of the late 20th century. In spite from the manifold attempts of advertisers and publishers, the audiences had largely learnt to prevent bothering about them. They served as menus only if the consumers were hungry. The ability to charm new consumers was lost with the media generally. Online Advertising introduced new opportunities of reviving that charm. Soon, the one-way communication of Advertising become a two-way process with all the internet users having the capacity to reply responding to Advertisements. The inflow of feedbacks was known as the beginning of a whole new dimension. Then, using the social media activating the buttons of like and share, the potency of Online Advertising to begin a conversation has reached trendsetting proportions. Advantages The most important advantage of starting a communication, instead of persuading, may be the development of a base for too long term relationships. Persuading might work for your initial few times but you can find only a certain number of times that you could persuade someone to acquire the same products or services. Non-committed, short-term consumers are the best that can be achieved by persuasion. A conversation, however, contributes to more than just one entry of sales. It leads to a long-term customer relationship. Any management knows that retaining a pre-existing customer is much easier reducing on cost than chasing new leads. It is much easier to convince a consumer with that you have interacted before than convincing someone with which you are talking for that first time. Companies that have in mind the worth of a loyal consumer have very active customer satisfaction departments. Online Advertising initiates that relation while using consumer starting from the first contact. An established communication line helps solve a problem with promptness which could do wonders for enhancing brand reputation. Constant and fluent communication provides opportunities for real time monitoring from the impact from the ads among users. When necessary, changes can be done (frequently even before they become necessary) with a speed that is the trademark of Online Advertising. Disadvantages An open-ended communication line may create a very tedious task for your ones monitoring the influx of comments, opinions, queries, etc. It requires intelligent ways of be able to manage the extra tasks honestly that are created along using the opportunities by online marketing and advertising. In all fairness, there can not be many disadvantages to be in active communication with all the consumers. The only care which should be taken can be a successful monitoring of the reactions for the ads. This can be easily achieved by any worthy Online Advertising Agency.