The Future of Direct Marketing is Online

Forrester Research shares their perspective on the future of direct marketing. Hasn't number five already come to pass? Most traditional advertising agencies were slow to embrace using search engine text ads; many advised their customers that blogs were dangerous; some still believe that a "command and control" mindset is a viable way to deal with open consumer dialogue.

Here are Forrester's five predictions:

1. Search marketing will become the killer app for acquisition marketing.

2. By 2010, 13 percent of all consumer retail and travel dollars will be spent online.

3. TV will decline rapidly in 2007; by 2015, most TV dollars will flow to new formats.

4. Direct mail will become a lower-volume, premium medium.

5. The dominance of traditional agencies will wane.

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