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| There are a few features of the internet that separate it from other platforms in terms of how it is being used as a form of media and a channel. |
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| 1. |
The most distinctive aspect of the internet is its interactive component, meaning that the product being advertised creates an instant effect on the subjects exposed to the related advertisements. We can observe the difference of interactive communication power at this point. |
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| 2. |
The other distinguishing characteristic of this channel is that it sends its messages by focusing on a specific target group. |
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The internet enables us to measure consumers’ perception of products and services at an instant. Moreover, this can be achieved with instant research devices, which are not present in other channels. |
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An environment facilitating dialogue is provided on internet, with the opportunity to establish direct communication with consumers. |
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| 5. |
In the channel of the internet, consumers’ contribution to products and services is higher than any other advertising channel, allowing consumers to somehow acquire the status of “partner” in the market. |
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| 6. |
While other channels of advertising can only promote the brand, the internet helps establish a connection between the consumer and the brand, thus creating a more effective consumer-brand relationship. |
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