Users can also interact with the Internet medium itself through machine interactivity. Compared to traditional media the user is fully in charge of the information pull. Internet is a hybrid medium which can combine all three identified communication strategies including mass communication, interpersonal communication and machine interactivity communication. Despite Internet's idiosyncrasies this advertising is recommended to be integrated into the overall promotion mix. This will ensure consistency whilst leveraging the company's marketing knowledge.
Internet allows advertisers to utilise all five elements in the promotion mix.
It therefore provides the means of covering all promotional objectives from awareness to action. No other media can utilise the promotion mix as such. The Internet has great potential as media carrier compared to traditional media. It offers higher selectivity with tailored adverts to the users profile. The customer can also customise the advert as he is in charge of his own navigation.