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Study: Internet Leads in B-to-B Sales Growth

The Internet is the fastest- growing business-to-business direct marketing medium, according to a newly updated study commissioned by The Direct Marketing Association (DMA) and conducted by The WEFA Group Inc.

"Direct marketing is being revolutionized by business-to-business marketing on the Internet," said H. Robert Wientzen, president and CEO of the DMA.

"While B-to-B sales are growing in each of the major direct marketing media at a very healthy clip, this growth pales in comparison to business sales generated specifically by the Internet."

The study predicts that by 2004, total B-to-B direct marketing sales will surpass $1 trillion and eight million Americans will be employed as a result.

Direct marketing business-to-business sales growth continues to outpace overall U.S. business-to-business growth, the study found.

From 1994-1999, direct marketing sales to business grew 11 percent per year, almost twice the growth of total annual U.S. business sales growth of 5.6 percent.

Business sales generated by direct marketing are projected to grow 10.3 percent annually from 1999-2004, versus 6 percent annual growth in overall business-to-business sales.

The data is from the study "1999 Economic Impact: U.S. Direct Marketing Today," commissioned by the DMA to be released in October and available for purchase at the site.