February 16, 2006

Five Predictions For The Future Of Direct Marketing

by Eric Schmitt

with Elana Anderson, Jennifer Joseph

Executive Summary (This is a document excerpt)

The next five to 10 years will bring dramatic change to the direct marketing world. As consumers continue to embrace the Web — the ultimate direct-to-consumer meta-medium — search marketing and eCommerce will reach new heights. Meanwhile, direct marketers' use of two old media — TV and direct mail — will change dramatically. As these changes unfold, marketers will uphold their tradition of hiring outside help — but not from traditional ad agencies, whose influence is plummeting.

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