Marketing is everywhere, but chances are your firms marketing is not. Effective advertising encompass the emergence of digital, computerized, or networked information and communication technologies that have become all present.

Engagement and Interactivity have become the terms for the modern media use options evolving from the rapid dissemination of Internet access points based on the digitalization of the media, and media convergence. In 1984, Rice defined the new media as communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information. [21] Such as Internet replaces the "one-to-many" model of traditional mass communication with the possibility of a "many-to-many" web of communication. Any individual with the appropriate technology can now produce his or her online media and include images, text, and sound about whatever he or she chooses. [22] So the new media with technology convergence shifts the model of mass communication, and radically shapes the ways we interact and communicate with one another. Vin Crosbie described three communications media in “What is new media?”. He saw Interpersonal media as “one to one”, Mass media as “one to many” and, finally New Media as Individuation Media or “many to many”.

When we think of interactivity and its meaning, we assume that it is only prominent in the conversational dynamics of individuals who are face-to-face. This restriction of opinion does not allow us to see its existence in mediated communication forums. Interactivity is present in some programming work, such as video games. It's also viable in the operation of traditional media. Other settings of interactivity include radio and television talk shows, letters to the editor, listener participation in such programs, and computer and technological programming. [23]

Interactivity can be considered as a central concept in understanding new media, but different media forms possess different degree of interactivity [24], even some forms of digitized and converged media are not in fact interactive at all. Tony Feldman [25] considers digital satellite television as an example of a new media technology that uses digital compression to dramatically increase the number of television channels that can be delivered, and which changes the nature of what can be offered through the service, but does not transform the experience of television from the user’s point of view, as it lacks a more fully interactive dimension. It remains the case that interactivity is not an inherent characteristic of all new media technologies, unlike digitization and convergence.

New Media changes continuously due to the fact that it is constantly modified and redefined by the interaction between the creative use of the masses, emerging technology, cultural changes, etc.