The interactive Internet could be the solution to advertisers requirements. But new advertising strategies are needed in this medium. The Internet is a two-way interpersonal communication flow. The key distinguishing features are the interpersonal feedback and interaction process in real time, which traditional advertising cannot provide. This interaction process provides relevant customer information in order to serve them more effectively in the future.
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.