From the point of view of PR & Advertising student, the most interesting thing about the history of the internet is how it relates to the change of the consumer behaviour in the modern society.
The online availability of nearly any information about a particular good or service suggests that consumers tend to be smarter and better informed when making their decisions. This positively impacts the creativity of the industry and encourages developing new promotional techniques to match the reality of the contemporary ‘western world’ where internet is ubiquitous and almost as essential as air.
The popularity of another invention – social media – increased the importance of public relations and customer service. This is because a negative review posted on Twitter is likely to have to have more significant impact on brand’s reputation, compared to the same feedback written in the book of complaints as was done during the ‘pre-internet era’.
The internet has introduced new ways of interaction between the producer and the customer and it continues to offer many possibilities to create an effective creative communication between the two sides.