The traditional communication method is by using mail, telephone, face to face, television, radio, magazine, etc. The marketers deliver their message to the customers through the communication they undertake in the form of marketing initiatives to target the customers in order to increase the sale of their products and services.
Although there are some activities between marketers and customers during the communication, the activities are very limited and the information is delivered from marketers to customers in one way. On the other hand the internet based communication make way for one way as well as two way communication. The marketing initiatives in the internet can take the form of banner ads, emails as well as other online initiatives employed on the internet which make the customers aware of the products and services available in the market while also enabling them to contact the company for additional information. This is the main characteristic of the internet based communication channel which is not shared by the traditional communication channels.