Front line marketing tactics are the influences in our everyday lives, but in the ‘real’ world, not the virtual one. This includes the advertising that we see, the stores that we visit, the packaging on the shelves, the promotions that we play, the sales people that we meet, the events that we attend, and the news that we follow. These traditional activities educate and influence us by interrupting us; they are everywhere, and we little choice but to interact with them. In most cases, they are only ‘one way’ communications, and do little to encourage two way conversations (yes, there are exceptions). The biggest tactic, advertising, is limited by time and space, and is very costly. Front line marketing relies on being intrusive.

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In many ways, online marketing is the opposite. Most online tactics are not forced upon us. We choose what to view, where we want to, and for how long. Unlike advertising that interrupts our lives, we seek out information in the virtual world. We choose to visit websites, YouTube, Facebook, Twitter, Google, and other online properties. Unlike most front line tactics, the consumer has control over these media choices. And we can engage in many two way conversations online. Time spent online has no limit, and has minimal media cost. You can reach a million viewers much cheaper on YouTube than you can on network television! However, consumers need motivation to seek out, or ‘discover’, companies online. Online marketing is engaging but not intrusive.