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.