(2) the use of multimedia. Information retrieval aims at transmitting information through various media, such as words, pictures, colors, sounds, etc., so that the information exchange to reach a transaction can be carried out in various forms, and the creativity and initiative of marketers can be fully exerted.
(3) interactivity. Information retrieval can display commodity catalogue, link database, provide commodity information query, interact with customers, collect market information, conduct product testing and consumer satisfaction survey, etc. It is the best tool for product, design, commodity information provision and service.
(4) personification. Online promotion is one-to-one, rational, consumer-oriented, non-mandatory and gradual. It is a low-cost and humanized promotion, which avoids the interference of salesmen's forced sales and can establish long-term good relations with consumers through information and interactive conversation.
(5) advance. Network information retrieval is a powerful marketing tool, which has many functions such as channel, promotion, electronic transaction, interactive customer service and market information analysis. Its one-to-one marketing ability coincides with the future trend of customized marketing.
(6) High efficiency. Computers can store a large amount of information for consumers to inquire about. The quantity and accuracy of information they can transmit far exceed those of other media, and they can meet the needs of the market, update product catalogs or adjust prices in time, so they can understand and meet customers' needs in time and effectively.
(7) economy. On the one hand, information exchange through information retrieval can reduce printing and mailing costs, avoid paying rent, and save water, electricity and labor costs; On the other hand, it can reduce the economic losses caused by repeated exchange of foreign exchange.