It is essential that marketers forces on the changing social behaviors of consumers and how they interact with digital media. Consumers now have a greater ability to regulate the information that they view as well as the rate and sequence of their exposure to that information. This is why the Internet is sometimes referred to as a pull medium because users determine which websites they are going to view; the marketer has only limited ability to control the content to which users are exposed, and in what sequence. Marketers must modify their marketing strategies to adapt to the changing behaviors of online consumers.