The web provides a unique opportunity to open lines of communications with your customers or your audience.
When the French Minitel system (a precursor of the Internet) was introduced in the mid 1980s, it served as an electronic phone book. A man in Paris looked up his name in the directory. He found it, and he found the name of his brother who died in the war forty years earlier. Or so he thought. When he called the number he found his long lost brother who was living in another city. Both thought the other had perished in the war.