ADVERTISING ON THE INTERNET, 2ND EDITION, by Robbin Zeff and Brad Aronson
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.
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.
- "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
- 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
- Cliff Allen's web site "News on Personalization and One-to-One Marketing"
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.
Timely. Practical. Reliable.