Internet marketing is action-oriented marketing. It is one of the purest forms of direct marketing available and, as any good cataloger would tell you, it's all about return.
To find the best return on dollars spent involves a lot of testing. What ad types work? What media outperform? What message creates action? It is an evolutionary process that, as refined, becomes increasingly effective and efficient.
We create action plans, implement on those, monitor effectiveness, make appropriate modifications, then try again. And many times, that process might all take place in days, not months or years. After all, in addition to being a true form of direct marketing, the Internet is also a perfect form of instant gratification and we can make changes immediately based on results.