ADVERTISING ON THE INTERNET, 2ND EDITION, by Robbin Zeff and Brad Aronson

Chapter 3 - Internet Direct Marketing
Internet direct marketing is coming of age. The proof is everywhere, from the proliferation of online direct marketing campaigns to the formation of the Internet Direct Marketing Bureau (www.idmb.org), a trade association dedicated to servicing and building the industry. Why is direct marketing on the Internet so appealing? Because the Internet can deliver everything traditional direct marketing does and more. This chapter discusses the many forms of direct marketing on the Internet: direct e-mail advertising, banner advertising, loyalty programs, etc.

About The Companion Site Resources
The field of Internet direct marketing is exploding right now. Everyone is getting in the act. The resources below are links to some of the key companies and web sites making their mark in this space.

Opt-in Marketing Firms

• Netcreations www.netcreations.com

• YesMail www.yesmail.com

• WebPromote www.webpromote.com
  Site dedicated to direct marketing online information

• Direct Marketing Online www.directmarketing-online.com
  A resource site for everything involved in online direct marketing.

Permission Marketing

• "Permission Marketing," written by Seth Godin, has a companion website where you can get four chapters of the book for free. http://www.permission.com/

• Peppers Rogers Group http://www.1to1web.com
  They're behind many seminal books on one-to-one marketing including "The One to One Marketing Field Guide" and are top consultants in this field.

• One to One Web Marketing http://www.1to1web.com/exec/gt/index.html
  The companion site to the new Wiley Computer book "Internet World Guide to One-to-One Marketing " written by Cliff Allen, Deborah Kania, and Beth Yaeckel.

• Cliff Allen's web site "News on Personalization and One-to-One Marketing"
  http://www.allen.com/amg/one-planning.html

DMNews- http://www.dmnews.com
The newspaper of the direct marketing industry's web site that contains information from their publication iMarketing News, which covers Internet marketing for direct marketers.