Direct Marketing’s Future: Where’s the Promise and Threat of the Web? A Global Strategy Perspective

Abstract

This paper examines the evolving application of direct marketing in a digital marketplace. The promise and threat associated with interactive marketing via the Web is identified. Various prerequisites for widening customer acceptance of global direct marketing using the Internet are explored. Current examples illustrative of the strategic use of Internet-based marketing that can provide guidance to those seeking to extend their reach to non-domestic markets are offered. The evolution of new conceptualizations of methods for developing e-commerce relationships (e.g., portals) and how companies can mine consumer and business databases to more accurately target Internet-using consumers and achieve greater profitability are discussed.