This chapter introduced you to the Internet and interactive media. It explained some of the objectives for these media and how they can be used in an IMC program.

The discussion of the Internet focused on understanding the history and growth of the Internet, the objectives sought when using the Internet, and Internet communications strategies. In addition, we discussed the role of the Internet in an IMC program, explaining how all the IMC program elements can be used with the Internet.

The chapter discussed a number of new online tools including paid search, behavioral targeting, contextual ads, rich media, blogs, RSS, and podcasting. We noted advantages of the Internet—including targeting markets, using interactive capabilities, and building relationships. In addition, we reviewed disadvantages— including high costs, unreliable measurements and statistics, and relatively low reach (compared to that of traditional media). We also provided sources of Internet measurement data.

The Internet has been the most rapidly adopted medium of our time. It holds great potential for both business-to-business and consumer marketers. However, contrary to popular belief, the Internet is not a stand-alone medium. Its role in an integrated marketing communications program strengthens the overall program as well as the effectiveness of the Internet itself.

Interactive media have not yet fulfilled their promise. While still in its infancy, the medium has not received the level of acceptance and use expected. Test market indications are that the medium still needs improvements—particularly in content— before reaching mass acceptance. Wireless communication is starting to experience growth.