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Technology Stocks : DoubleClick Inc (DCLK) -- Ignore unavailable to you. Want to Upgrade?

To: Francis Gaskins who wrote (13)	2/19/1998 11:25:00 PM
From: Leeza Rodriguez	Read Replies (1) \| Respond to of 2902

IMO, Doubleclick realizes the HUGE direct marketing potential of the Internet. The keyword here is that Doubleclick is focusing more on the DIRECT MARKETING potential rather than the BRANDING focus that many,,,other e-advertisers are clinging to. While branding does have it's merits, the local loop (from your modem to the telco central office) is CURRENTLY too limited by bandwidth constraints for BRANDING to duplicate the results in the television medium. Because of the Internet's ability to target highly selective groups (via IP addresses, computer type, access speed, web surfing habits, etc) , the use of the Internet as a direct marketing channel is a MUCH more efficient use of the medium than is 'branding'. Furthermore.... There is very compelling quantitative analysis that the Internet is CURRENTLY mimicking the direct mail channel. The only difference between the two mediums is that the amount of sales generated PER Employee on the Internet is >100% more efficient than it's direct mail counterpart. Guess what that means?....Money will flow from the direct mail channel to the Internet . DELL is testimonial of how successful the Internet can be as a direct marketing tool. Look at the DELL chart if you don't believe me. This stock was propelled by margin expansion (savings from S&A) from using the Internet as their direct marketing channel. The next generation direct marketing model will allow for compensation to sites who generate sales leads. THIS, ladies and gentlemen, is the concept that Doubleclick has coined. There is certainly a case to be made that e-commerce will take off in an incredible big way WHEN a mechanism is in place to encourage sales lead generation. I would expect that those integrated into this process will do very well. Remember you heard it here first. Leeza Rodriguez