Two key-note principles underlie the departure of Internet marketing from traditional marketing practices.

Two key-note principles underlie the departure of Internet marketing from traditional marketing practices. Firstly, the ability for computer networks to enable communication from anywhere in the globe at any time transports the constraints of space and time associated with physical marketplaces. Secondly traditional mass marketing media have consisted primarily of monologues, from the firm to the consumer (Spalter 1995) Commercial online services and the introduction of the Web have created the potential for a mass interactive dialogue between exchange parties. The shift is then from a individual (firm)-to-many (consumers) model of communication to the many-to-many original where contribution to the medium and the message may flow from both directions (Hoffman and Novak 1996) "The newer computer-mediated communication media are marked by dint of increased user control, more specialised satisfy speed of transmission, and non-linear access. In other words, they are interactive. This interactive nature of computer-mediated communications calls into question the classic protoplast of an originator and receiver of information, since one as well as the other parties are now playing a part in generating the final information output uniform if this flows from the former to the latter." (Miles 1991: 147)