This analysis aims at elaborating the mutual traits and difference between online marketing environment and traditional marketing environment by looking at the essential factors influencing the communication between brands and consumer. Factors differs the online marketing environment from the traditional one are promotion and place element in marketing mix, audience reach, and the emerge of empowered consumer. Because of the change of marketing setting, the appraisal on media marketing’s performance is therefore different in terms of the effective factors. In other words, because of the dynamic nature of online marketing setting, branding approach emphasises more on interaction with empowered consumer and the reach of audience can be more specific by tracking individual online behavior. Unique user’s database serves greater value on targeting for marketing promotion.