The three GPTs that form the foundation of internet marketing are the digital revolution, networking and individualization. The digital revolution has driven internet marketing by always evolving technologies such as computers and introducing new ones such as iPods/iPads, and using these technologies to share and communicate in a variety of like audio, video, photography and others. Networking has driven internet marketing by given individuals the ability to share products and services with customers they wouldn’t reach otherwise. Using Facebook as an example, I share a link with my friends that may in turn forward it to their friends and so on, much like word of mouth. Individualization has driven internet marketing by tuning in to the needs of the particular customer. Google and Facebook do this by tracking what sites and keywords you use and direct the advertising to mirror those needs and desires.
Hanson, W. & Kalyanam K. (2007). Internet Marketing & E-Commerce. Mason, OH: Thompson Higher Learning.