Future Trends:

Conclusion:

The application of direct marketing models using the new customization and delivery technologies of the Internet will be one of the major opportunities for electronic commerce in the next ten years. The ability to deliver customized offers will create a new value proposition for the customer that will make the Internet the marketplace of choice for many. However, significant psychological and technical barriers still need to overcome, especially in the areas of data collection and analysis. However, the size of the opportunity will create enough impetus for innovation to overcome these barriers that the Internet will become a major tool and channel for direct and targeted marketing.

Next Section: Appendix
Return to Table of Contents