The Web enables ongoing two-way communication between a business and customer.

Internet customers expect to be able to interact with a company about its products and services. And many companies are surprised and overwhelmed by the amount of on-line feedback from customers. Smart companies engage customers in an ongoing focus group regarding their products and marketing efforts.

There are three main types of feedback. They are: E-mail, forms and hit reports.

E-mail is the easiest way to get on-line marketing feedback from visitors. A "mail-to" link automatically opens up an E-mail with return address automatically entered. Companies must be prepared to answer E-mails in a timely manner in order to maintain the customer relationship.

Forms are basically on-line surveys used to solicit additional information from the visitor. You can ask visitors to register to use your site, or fill out a guest book.

Hit reports Visits to your site are called “hits” and are automatically recorded to a log file. It records date and time of the visit, the name of the file served, where the visitor came from.

ISPs should provide you with a hit report on your pages. New techniques are being developed every day to track visitors and tailor advertising based on the interests of the visitor.