The Internet, because of its nature and culture, has the potential to reachout to potential customers like no other advertising medium. It has grown and is expected to grow at a phenomenal rate in the foreseeable future. This growth will occur not only in the number of users, but also in the amount of content. This means that should you have a web page, your potential client numbers will continue to grow. However, content and competition will also expand to compete with your web page.
Most advertising is passive and one-way.
You publish an ad, produce a brochure, pay for a radio or television ad, and hope your customer becomes interested enough to go and seek out your products or company. The Internet, with its features such as electronic mail, feedback forms, discussion groups, and the capability to include audio and video in websites, makes it possible to interact with, and market to, customers with ease and economy to an extent that no other media does. As a result, the Internet is a superb way to build customer interest, satisfaction and loyalty. It allows your company to convince people to buy by responding to their questions and concerns and to win their support by involving, entertaining and listening to them. Through the Internet, it becomes very easy to do basic market research at little or no cost because it is easy for cyber-surfers to communicate with you.