I'VE SPENT THE LAST COUPLE of days wandering around the Direct Marketing Association show in New Orleans. One of the debates in the interactive world is whether the Internet is a brand-marketing channel or a direct marketing channel.

Actually the debate is better stated: we know it's a great a direct marketing channel. Is it also a great brand-marketing channel? In fact, the idea that the Web, and e-mail, in particular is an important direct marketing medium is accepted without question in the interactive marketing community.

So I was curious to see how interactive marketing was treated among the hard-core direct marketers themselves. The answer is, based on the conversations I had and the signage I saw, e-mail is still barely a blip on the consciousness of this community."

Read Article >> Posted by: DTB at 1:32 PM  |  Permalink