The internet is neither a place nor a One cannot broadcast to the internet and there is very little correlation between throwing money at advertising and building brand equity.

To quote the Cluetrain Manifesto, “markets are conversations,” and marketing to the internet not only requires engagement in the conversation that is already happening online, but it also requires engaging with the people having these online conversations.
Obviously, there is no way there can be a one-to-one conversation with everyone on the internet.

The ultimate goal of online marketing and online brand promotion is to accurately target your marketing message directly to the people who want and need what you have to sell, and the most efficient way to reach these consumers is to identify and influence the influencers – the men and women of every online community who are popularly understood to be the most credible and reliable members.

It is popularly understood that highly-influencing opinion leaders are capable of influencing between 100 and 1000 consumers; obviously, influencing the influencers is a more effective strategy in terms of time, money, and staffing.

One must break the internet down into communities and conversations, breaking them down further into influencers and opinion leaders, and then delivering a marketing message in such a way that is relevant and appealing enough to not only be receptive to the marketing but to be impressed enough to tell all their friends about what you have to offer as well.