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The first advantage of the internet is its ability to provide a cost effective medium, which helps to level the playing field between the large and the smaller firms. The use of creative thinking by marketers has been seen to develop some very compelling marketing campaigns. A good example was the West Jet 'Christmas Miracle' public relations stunt, which was filmed and released as a video on You Tube

. In December 2013 passengers on two flights were asked what they wanted for Christmas by Santa, while they were in the air West Jet purchased and wrapped the presents asked for, delivering them to the passengers when they landed by placing them on the luggage collection carousel, labeled with the passengers names. The exercise must have been costly, arranging all of the recourses needed, as well as purchasing the gifts. The video went viral, to date more than 35 million people have seen the video, and the attention received by the firm went beyond the internet, attracting the attention of the mass media, even getting airline on new programs. The airline has received a high level of attention, which is likely to have made the exercise extremely cost effective; the firm has also marketed itself as a caring and giving airline, helping to differentiate itself from other airlines. As the message did not come through the usual advertising channels where consumers may display resistance, it is also possible that this also increased the credibility of the marketing message and that it reached parts of the target market that may otherwise have been inaccessible. This aspect of image promotion is a potential source of competitive advantage.

While West jet improved their image, the real purpose of marketing is to support, and usually to increase the bottom line. IKEA is a good example of the way that this can be archived. This well-known home furnishing company sells through shops as well as from a catalogue. In 2012 the firm realized they needed to adopt a new approach to marketing for the catalogue, as the sales were flat (Econsultancy, 2013). The strategy adopted was the development of an app that would complement the content of the printed catalogue. The app allowed users to scan a page, and it would then give more information on the products, supplying customers with more knowledge (Econsultancy, 2013). The