The Internet is now a bustling marketspace. Every facet of the sales cycle, from advertising and marketing to sales and customer support are conducted online. Moreover, the context of this interaction has changed immeasurably. The Internet is big, loud and distracting, making it hard for companies to get noticed. In other words, passivity is no longer a viable option.
Companies have to get involved .
This involvement demands more than a simple Web site. Presence is established by participating in newsgroups and mailing lists, by publishing newsletters, by hosting online events. It's all about becoming active members of the Internet community. Interactivity does not mean interacting with a machine, however real it might feel. It means interacting with other human beings through machines.