The internet The Internet features both non-personal and personal forms of communication. It has become one of the most dominant sources of information for most consumers. Belch & Belch explained that the internet is mostly a non-personal form of communication as consumers absorb information online with no personal contact between the consumer and the organizations that are providing the information on their websites. However, as the internet develops, it is including personal communication as consumers interact with marketers online as well as communicate and share information with one another through the use of social media. The Internet allows multimedia documents to be shared among its users. approximately 30 million websites have been registered worldwide and 650 million were connected to the Internet. The Internet as a marketing tool can be used to reach and inform customers directly, create brand loyalty, and build relationships. Online advertising includes elements such as: graphic images as website banners, pop-up advertisements, homepage restyling and anchor deals (co-operation between two organizations ). Interactivity Interactivity is a characteristic feature of the Internet that was described in 1996 by John Deighton. He argued that in the then-new Internet business environment, clients rather than the marketers usually start the interaction, by actively looking for the information that they need. Moreover, personal responses of customers will be collected by corporations and their individual demands will be met according to their desires. On the one hand, traditional media are "push" formats where marketers broadcast their messages to customers, but do not allow direct feedback. The interaction between the two parties is few and far between. On the other hand, Internet media have the attribute of "pull" where customers have the freedom to search for whatever they wish. For instance, whenever a consumer types "flower" on Google's search engine, an advertisement of a specific flower shop might be placed on the top or bottom of the search result page by the Google AdWords program. Google makes use of the client's search history and location to place an appropriate ad. The traditional one-way "push" communication is supplanted by the more productive two-way "push and pull" interaction. Individualization Compared with the traditional media where the same information is received by all consumers, Internet media can send information "tailored" to the needs of a specific consumer. This is another advantage of two-way interaction of the Internet media. One of the first and most prominent examples