Interactive marketing involves two-way buyer–seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. It creates customer value by providing time, place, form, and possession utility for consumers. Customer relationships are created and sustained through two unique capabilities of Internet technology: interactivity and individuality.

From an interactive marketing perspective, customer experience represents the sum total of the interactions that a customer has with a company’s website, from the initial look at a home page through the entire purchase decision process. Companies produce a customer experience through seven website design elements. These elements are context, content, community, customization, communication, connection, and commerce.