13. The computer program product of claim 11 , wherein the electronic document is displayed in a first window, and the chat application is instantiated in a second window.
11. A computer program product being tangibly embodied in a nontransitory computer readable medium and including computer-executable code for enhancing an electronic document including at least one advertisement portion and at least one other advertising or content portion, the at least one advertisement portion being automatically selected for dynamic incorporation into the at least one electronic document when served via a network substantially contemporaneously with the electronic document responsively to a request received via the network from a user's computing device and being correspondent to the electronic document, the computer program product computer-executable code comprising: code for identifying an identifier associated with the at least one advertisement portion of the electronic document responsively to the correspondent request for or serving of the electronic document; code for serving the identified identifier contemporaneously with the electronic document and separate from the advertisement portion, wherein the served identifier forms at least a part of a link incorporated with the electronic document when the served electronic document is displayed; and code for causing a chat application to be instantiated responsively to receiving a second request via the network and corresponding to the served electronic document incorporated link; code for automatically identifying at least one preference associated with the identified identifier; code for automatically sending, in response to receiving the second request, a Short Message Service (“SMS”) message including a mobile chat link indicative of the received second request in a first mode, wherein the first mode corresponds to the at least one identified preference indicating an SMS messaging preference; code for automatically sending, in response to receiving the second request, an e-mail message including a personal computer chat link indicative of the received second request in a second mode, wherein the second mode corresponds to the at least one identified preference indicating an e-mail messaging preference; wherein the instantiated chat application is displayed via the user's computing device without a client chat application being executed by the user's computing device; and wherein the instantiated chat application is displayed with the electronic document such that the chat application is superimposed over substantially only the at least one advertisement portion of the served electronic document, without substantial display superimposed over areas outside of the at least one advertisement portion.