Internet Marketing

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Marketing Automation Products
January 1998

The Internet is a vast communications media - the newest and most promising tool to increase productivity. In view of the rapid advancement of this technology, you should waste little time in acquainting yourself with its application to your business.

What's Happening Out There?

In 1993 the restrictions placed on commercial use of the Internet were lifted. Since then Internet usage has grown at phenomenal rates, both in the commercial sectors and by consumers exploiting the vast sea of information provided by this new and exciting media.

This growth has been measured by several indices and varies , considerably at times, depending on the source of the surveyed information. Pinpoint accuracy of this data is not as relevant as is the fact that all data indicates a dramatic growth of this new media.

Here are some typical U. S. growth examples.

As with the historical growth measurements, all of the predictions vary depending on their source - but all sources are predicting unprecedented growth in all areas.

In the United States at the turn of the century it is expected that:

Sales conducted on the Internet will exceed $5.0 billion.

Households accessing the Internet will exceed 70 million.

60% of the mid-sized companies will use the Internet in some fashion.

The near term survey information indicates even more compelling reasons to embrace this technology.

50% of consumers will make an on-line purchase in 1998

75% of consumers will make an on-line purchase in the next 5 years

17% of executives expect significant future benefits from the Internet

33% of executives indicated that the Internet will be an important platform
from which to sell products in the next 5 years.

Internet growth in the U.S has been and will continue to be dramatic. Currently 30% of U.S. households access the Internet - nearly doubled in one year. The current U.S user has been in the $40,000 to $60,000 income bracket. However, significant growth in usage is predicted for the lower income groups in 1998 - those in the $20,000 to $40,000 income group will increase by 25 to 50 percent.

What may be more surprising is that Internet usage is continuing to increase as dramatically Japan, Hong Kong and Europe. Late last year India opened the Internet to its population.

This not only suggests a tremendous global market potential but also clearly demonstrates that this media is a substantial and permanent tool for conducting commerce in the future.

Your Future

Computer technology products have created most of the past internet sales, but the use of the Internet is maturing as a result of experimentation. Companies are exploring and identifying methods to use this new technology to their best advantage, be it on the Internet or as a private Intranet.

Many companies are still skeptical and believe that the Internet will have no significant impact on their business. Most likely they have not experimented or explored all of the facets this technology offers. There is a benefit for everyone in the use of this tool.

Those that experiment and then adopt a strategy that best suits their objectives will significantly enhance their chances for success.