Title: Opinion Pieces: Optimised marketing in the Internet age
Abstract: The new horizon brings fascinating opportunities for marketers. The industry is moving rapidly, and the changes are intense. In the next few years there are going to be crucial choices for direct and interactive marketers that will determine who lives to fight another day and who perishes. The good news is that marketers will be able to do truly one-to-one marketing for the first time. The bad news is that those that do not embrace the changes will find themselves squeezed out. We have reached a turning point in the history of direct and interactive marketing, and there are dramatically different rules we must now follow.