Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

Usage
Internet
Intersection Point
The Age of the “e” 25
Traditional Media
Years
Figure 1.1. The Internet and traditional direct marketing media are now at an
intersection. Over the next few years, the Internet trajectory continues upward,
while traditional media begin to flatten out.
I think the Internet will surely dominate—but it will not completely
replace other media. I cannot see direct mail dying off, any more than
other forms of direct marketing and advertising have disappeared. Direct
mail will continue to have its rightful place, as advertising has
had before it, but Internet marketing has already become an accepted
and increasingly popular method for successful b-to-b marketers. Now
the challenge is how to intelligently integrate Internet marketing with
advertising, direct marketing, and other means of promotion so that it
becomes part of the mix, not a standalone element. Moreover, marketers
will need to learn how to ensure that the same measurement
criteria can be applied to Internet marketing as to traditional direct
marketing.