In modern life, the Internet every year is an increasingly strong position. And while Russia has just only 30% of the population are regular users of the Web, the pace of development of the World Wide Web simply enormous, and safe to say that this will continue in the future. Therefore, the potential of the Internet is very great thing to keep in mind when constructing the communication policy of the company. Of the advantages of the Internet can be identified the following:-most of the Internet audience is young people (16-37 years) with higher education and middle or high income, which for the dominant part of the companies are the most desirable potential consumers, as the Internet makes it quite clear to segment them, the very nature of consumer contact with the brand on the Internet can only be compared with a visit to the store or office, that is, he personalize leaves deep emotional connection, involvement is very important for branding, Internet-can receive feedback from the consumer, it can be used to conduct surveys with minimal cost and thus quickly adjust the policy of the company;-online easily track the effectiveness of advertising campaigns by clicks or the amount and quality browsing. The Internet also has some disadvantages:-specificity of basic Internet users also have a negative side – the channel of communication is not effective for users off-line, for example, for retirees. -Effectiveness of online campaigns is easy to follow, if the goal is increasing sales or "unwound" the site.
If it is image advertising, it is much more difficult – have to resort to consumer opinion survey. -And finally, the Internet – it is a huge information base, a place where consumer decides to stay on his site or not, where to go. Do not touch comes to him and he to it. This compares with a shop in a dead-end street – there is no chance that the consumer will go there, casually passing by, he can only purposefully to come back.