New marketing is very much associated with on-line marketing. We might think of new marketing as an attitude or strategy, and on-line marketing as the technology by which it may be put into effect.

New marketing emphasises the building, over time, of permission-based relationships between the marketer and customer/potential customer, offering the latter highly relevant messages and products, and building trust between the two parties. Although this is harder work and operates over a longer time period than traditional mass marketing (which aims simply to put advertising messages in front of as many people as possible) it can deliver much better results at a much better return on investment.