To: PartyTime who wrote (1037 ) 2/17/1999 8:53:00 AM From: CWIII Read Replies (1) | Respond to of 2003
Related News Giving Web Data the Hairy Eyeball As anybody who makes a living analyzing them will tell you, numbers lie. But they rarely lie as persistently as in the online world. Report Counts 147 Million Global Net Users The number of people who accessed the Internet at least once a week from their home or office grew to 147 million worldwide in 1998, up from 61 million in 1996, according to a recent report by Computer Industry Almanac.In Brief SUPERHIGHWAY SHOPPING: More than 2 million U.S. consumers researched their new-car purchase online in 1998, according to Forrester Research. The latest data suggests that by 2003, nearly 8 million new-car purchases will be researched online and 500,000 sales will be transacted entirely on the Net. I-BUILDERS GROW UP: With Internet and e-commerce site development expenditures expected to quadruple to $43.6 billion worldwide by 2002, competition between I-Builders will intensify. A new report from International Data Corp. identifies several capabilities required for Internet services market leaders, including: end-to-end solutions, proven recruitment operations, change management competencies, demonstrable ROI for engagements, client-retention strategies, global presence and formalized e-commerce marketing strategies. TARGETING LIFE: Marketers have long known that big spending occurs around "life events" - births, weddings, new homes and the like. A new analysis from CyberDialogue quantifies the online population and corresponding buying power for many demographic groups. For example, only 4.2 million Net surfers have put a child through college, but those who have earn a median income of nearly $52,000. MARK THE CALENDAR: Jupiter Communications' Consumer Online Forum will be held March 1 to 3 in New York City. … International Data Corp.'s Directions 99: Navigating the New Economy will be held March 2 in San Francisco and March 9 in Boston. … The Advertising Research Foundation's 45th Annual Convention and Infoplex '99 will be held March 15 to 17 in New York City. Spotlight Net Marketing: Diversification Drives Growth in Spending Promotions Will Overtake Advertising Online On the Net, the line separating promotion from advertising is fuzzy, at best, making the market extremely difficult for analysts to size. Nevertheless, experts agree that promotions will play an increasingly critical role in online marketing. In fact, Forrester Research speculates that mounting frustration over traditional brand advertising will lead to increased promotions online: Over the next five years, between 50 percent and 70 percent of Net marketing budgets will be spent on promotional activities. Promotions Will Overtake Advertising Online Net Direct Marketing Will Explode It's difficult for today's marketers to ignore the dramatic cost efficiencies and increased speed of direct advertising online. But it is equally difficult to both encourage privacy and discourage spam. The Direct Marketing Association contends the pros will outweigh the cons, predicting that direct-marketing spending will reach $5 billion by 2003. Net Direct Marketing Will Explode Web Directories Will Get Specialized Many advertisers in Net directories Å the online equivalent of the Yellow Pages are not thrilled about the response they're receiving. But faith in the future of the category remains high. Forrester Research reports that the rise of focused, niche-market directories will drive online directory revenues to over $1.1 billion by 2003. Web Directories Will Get Specialized E-commerce Marketers Spend Big How much do the Web's top digital merchants spend to keep sales coming in? Lots. A new IDC study finds e-commerce vendors, on average, will spend $8.6 million to market their sites this year. Small sites may not be able to keep up: Exactly half will spend under $100,000 on marketing. E-commerce Marketers Spend Big RESEARCH RESOURCES For more infomation, contact this week's data providers. BizRate.com Direct Marketing Association Forrester Research Intermedia Advertising Solutions International Data Corp. Internet Advertising Bureau Jupiter Communications Keynote Systems Media Metrix