The emergence of the information superhighway offers exceptional opportunities for profitable direct marketing, especially on the Internet. The Internet, a global computer network with over 30 million users, can be used to market products in creative combinations through email, user groups, the World Wide Web, file transfer, and more. Historically attracting the computer savvy, the Internet now draws a much wider business audience. This expanded audience, coupled with the array of Internet marketing techniques, is creating impressive and lucrative prospects for online advertising and marketing.
Success in generating personal wealth often hinges on the ability to offer something better, faster, or cheaper. The Internet epitomizes this principle by providing access to a vast pool of potential customers through advertising that is more efficient and cost-effective than traditional methods. It has the potential to be the most successful salesperson one could employ. The term "Information Superhighway," first introduced by U.S. Vice-President Albert Gore in 1993, has become synonymous with the Internet in popular discourse. However, the Information Superhighway encompasses a broader range of electronic resources for information exchange, including commercial computer networks like Compuserve and America Online, as well as interactive television and video telephones. The concept of "Cyberspace," coined by William Gibson, describes the electronic network of communication that constitutes the Information Superhighway. The Internet's origins trace back to the 1970s with the Defense Advanced Research Projects Agency (DARPA) seeking to develop a network that allowed computers of various types to communicate. Initially, the Internet was restricted to research purposes, with commercial use prohibited. This changed in the early 1990s when the National Science Foundation opened the Internet to commercial use, sparking controversy among its original users due to its non-commercial roots. To access the Internet, one needs a personal computer, a modem, a telephone line, a printer, and a communications program. Internet access is provided by companies that offer various account options. The Internet serves multiple functions, including electronic mail (e-mail), information databases, public forums for idea exchange, and real-time communication channels. The Internet's capacity for low-cost, widespread advertising presents a unique opportunity for marketing goods and services. With over 30 million users and growing daily, the Internet offers interactive advertising, immediate customer feedback, and a level playing field for businesses of all sizes. Products ranging from informational packages to service businesses, books, tickets, and even food have found success on the Internet. Despite controversies, particularly regarding the availability of sexually explicit material, the Internet's potential for commerce remains largely untapped. Internet advertising strategies vary, from direct offers to two-step approaches that involve initial contact through e-mail followed by more detailed information or product samples. This flexibility, combined with the Internet's reach and cost-effectiveness, makes it an unparalleled platform for marketing and business growth.
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