GREGGS Bakers. A Short-term Digital Marketing Communications Plan - Essay Example

?Contents Introduction 3 Environmental analysis 4 Trends on the Online Marketplace: 5 Analysing the market and industry 7 Macroeconomic environment Analysis using PEST 8 Political 9 Economical 9 Social 9 Technological 10 Analysing the Microenvironment using Porters Five Forces 10 Bargaining power of customers 11 Bargaining power of suppliers 11 Threats of new entrants 11 Threats of substitutes 11 Existing competition in the rivalry 12 Internal Analysis of the company using SWOT Analysis 12 Strengths 12 Weaknesses 13 Opportunities 13 Threats 13 Aims and Objectives of e-Marketing 14 E-Marketing Strategy: 15 Product 15 Price 17 Promotion 17 Place 18 Implementation 18 Budget Analysis 19 Control 19 Bibliography 21 Introduction GREGGS Bakers is a company with a very strong heritage. It has been in the food industry for almost 70 years. In its 70-years history in the baking industry, GREGGS Bakers has strictly adhered to its core competences of freshly baked items, value pricing, customer orientation and superior service. These competencies reflect the company’s corporate values of being enthusiastic, supportive, honest, open, appreciative, fair, considerate and respectful. These values are not only meant for the customers but also for the employees who are an integral part of the company’s successful run. The company’s product portfolio includes: breakfast items, bread and rolls, sweets, savouries, sandwiches, and drinks. About two-thirds of the sales are generated by the company’s sandwiches category (Greggs). GREEGGS Bakers strongly believe in the role they play in the society. In order to support the society and pay back what the business owe to the society the foundation for GREGG Trust, later to be called GREGG Foundation, was laid by Ian Gregg in 1987. Also the company is strongly focused on creating more jobs in the society. In this endeavour the company plans to open 500 more stores and create 6000 new jobs in the economy (Greggs). As GREEGGS Bakers plan to improve their presence on the online market and enhance their online presence, there have been some important reasons identified that are the cause of low traffic and therefore a need for an e-marketing plan has been created. This e-marketing plan would be helpful for Greeggs Bakers to analyse some of the important aspects like: Improving the online traffic on the website Improving the response of the customers Capitalising the opportunities that have been created by the online market and online industry Make use of different online marketing techniques Converting traffic into long term customers of the bakery Improve the customer satisfaction level With the trend of online industry growing in the last few years, it has become increasing important for different firms to capitalise on these opportunities in order to remain competitive as well as satisfy customers. In addition to this, there has been an increasing number of customers buying food products online therefore GREEGGS Bakers need to understand this situation and capitalise on this opportunity. Environmental analysis Before coming up with a well thought and effective marketing plan it is first important to analyse the internal and external environment thoroughly (Fill, 2009). This in turn allows the company to come up with more related and successful marketing strategies (Gay, Charlesworth, and Esen, 2007). With reference to the online and digital marketing it is important for the organisation to evaluate the different trends and consumers’ preferences in order to build more strong relationships (Peterson, Koch, Grone, and Vo, 2010). There are several factors which should be considered while devising digital marketing strategies for example the security concerns (Flavian & Guinaliu, 2006). The social technologies have transformed the whole marketplace (Li and Bernhoff, 2011) Trends on the Online Marketplace: Internet has changed the whole scenario of the market place (Fox, 2010). It is important to come up with proper internet and online strategy (Porter, 2001). In order to maintain a successful online operation, the company has to develop an effective e-marketing mix, which will help it to increase traffic on its website and enhance customer satisfaction (Qualman, 2011); followed by repeat purchase and high order conversion rate (Adam, Mulye, Deans, & Palihawadana, 2002). Currently the company is no taking orders through its website, and thus it is important for it to undergo this initiative so that it can utilise the selling potential of e-commerce (Richardson, 2010). The company is suited for online operations because it has a strong retail base in the country, which enables it to easily undertake the delivery option. Analysis of the current e-marking mix of the company reveals that it is seriously lacking the right kind of knowledge in this area. It is employing channels which are heavily cluttered and have obstacles that prevent the company’s noise to reach its target audience (Ryan and Jones, 2009). The channels currently used by the company include social media websites like Face book and Twitter, which are now badly cluttered with advertisements and noise (Samiee, 1998). And according to a BBC news report, US consumers are not only spending less time on these social media websites but are also logging in less to these sites (Wientzen, 2000). This reaction has been the result of far too much noise and cluttering of advertisement and messages on social networks sites (Taylor & England, 2006). This fact makes social media websites like Facebook, Bebo, MySpace and Twitter as ineffective tools for e-marketing (Bampo, Ewing, Mather, Stewart, and Wallace, 2008). However, there importance as a tool to communicate with some customer segments cannot be denied (Bui, Le, and Jones, 2006). But there are also some serious facts which encourage a company to have an online presence (Chaffey, 2011). These facts are as follows: According to a research, young consumers of United Kingdom are spending more time on the internet rather than on watching television (Smith & Chaffey, 2005). Around 50,000 UK homes are switching to broadband internet connection each week (Smith & Chaffey, 2005). Around 56 percent of the people in Europe use the internet on daily basis (Seybert, 2011). These above mentioned facts are encouraging companies to go online if they want to tap into new customer segments (Chaffey, Ellis-Chadwick, Mayer, and Johnston, 2008). Online channels, as proclaimed by theory are advantageous for both sellers and buyers (Constantinides and Fountain, 2008). For the sellers, they get to increase their customer base and increase sales by being available for the customers whenever they feel like transacting (Darby, Jones, & AL Madani, 2003). Whereas for the consumers, they get accurate product information, price comparison, and they do not have to travel themselves to receive the product (Denzin, 1978). All of these mentioned benefits reduce the transaction cost for the consumers as well as for the sellers (DE Kervenoael, Soopramanien, Elms, & Hallsworth, 2006). From the above mentioned discussion it is very clear that if a company wants to go online, then it needs to think out of the box to come up with an effective e-marketing mix, which minimises noise and cluster, thereby allowing the company to communicate its sales pitch to its customers (Fillis, Johannson, & Wagner, 2004). Analysing the market and industry The recent trends in the food industry have shown an inclination of consumers towards convenience food (International Markets Bureau, 2010). Since consumers these days have become too much time starved, meaning they are finding it difficult to find time for their daily chore like cooking and sleeping. So in order to find time for relaxation consumers are moving towards convenience food (Earle, 1997). This finding is justified by the following paragraphs: Convenience food allow consumers the luxury of extra hours for relaxation because it allows them to save time and energy for activities like shopping for food ingredients, preparing meal for eating, consuming food and then washing the plates and dishes. There are four types of food consumer segments which are as follows (Earle, 1997): Food connoisseurs Home meal preparers Kitchen evaders Convenience-seeking grazers According to the research study of Buckley, Cowan, and McCarthy (2007), 33% of consumers fell in the class of Convenience-seeking grazers, followed by food connoisseurs who accounted for 26%, the ‘home meal preparers who accounted for 25%, and last but not the least the kitchen evaders who accounted for 16%. This result clear came out in favour of the trend which reflected a rise in convenience food eating habit. There is increasing need among consumers to maximise their free time, disposable income and spend time in doing things they cherish. It is in this regard consumers are seeking solutions which allow them to create more leisure time. This need is the fundamental driving force behind the growth of convenience food industry. Data monitor in their survey found out that 44% of their respondents spread across 15 countries found it difficult to fulfil their daily obligation and simultaneously find time to relax (International Markets Bureau, 2010). This has been a major driving force for them to consume convenience food. Every food item that falls in these dimensions in considered as convenience food: more than single-serve, easy-to-prepare, easy-to-take-away products, and readily delivered. Convenience food which also addresses the health needs of consumers is the most preferred form of convenience food. The above discussion reveals a rising trend towards convenience food items and since GREEGG bakers is having majority of the items which makes the category of convenience food, this makes it sufficiently plausible that the company is in a growing industry. Macroeconomic environment Analysis using PEST PEST is mostly used by different strategy formulators and marketers in order to explore and analyse the external environment of the organisation (Sandeep & Singh, 2005). It includes important elements like political environment, economic environment, social environment, and technological environment (Sheth & Sharma, 2005). Political It is important for GREGGS Bakers to consider the political aspects as well because different competitors and big names like Starbucks, McDonalds and others have faced lawsuits. Economical People feel that having breakfast outside home would allow them more time to work and therefore they do not make the breakfast and have it from any bakery or fast-food restaurants. Therefore this economical change has helped GREGGS Bakers to improve its sales. Social More and more people are now having their breakfast on the go, or at office or while going to the office or university in the morning, and there are few social factors that have influenced this change. Factors like increasing participation of women, lack of time have encouraged people to have their breakfast outside the home. Technological Technology has influenced GREGGS Bakers as well. different fast food restaurants and bakers have started offering delivery of goods by ordering online or by ordering via phone and this has made it easier for people to have these goods. However GREGGS Bakers does not offer online ordering system at the moment and therefore it is important for GREGGS Bakers to come up with such a system so that they are able to retain the customers. Analysing the Microenvironment using Porters Five Forces Porter’s five forces model has been used in order to analyse the microenvironment of GREGGS Bakers. Porter’s five forces model is an effective and efficient tool in order to analyse the environment of the organisation (Smith and Zook, 2011). The five forces in this framework are: bargaining power of customers, bargaining power of suppliers, threats of new entrants, threats of substitutes, and the existing competition in the industry (Smith & Chaffey, 2008). Bargaining power of customers GREGGS Bakers has been operating in the market for the last 70 years and in this time period, it has been able to make a mark in the market and has a large customer base. With the passage of time as GREGGS Bakers is expanding its operations more and more customers are being attracted to the offerings of the bakery. The bargaining power of customers is not too high considering GREGGS Bakers holds an important position in the market. However there are other competitors as well in the bakery industry and therefore even GREGGS Bakers does not possess very high bargaining power, but still it has some bargaining power. Bargaining power of suppliers GREGGS Bakers holds an important position in the market and therefore it has bargaining power over its suppliers. However most of the products are being made in-house by the bakery. Threats of new entrants Starting a bakery does not require very high investment and therefore such a threat would always remain in the bakery industry. However, new bakers would not be able to easily attract and retain customers from different parts of the country and therefore GREGGS Bakers does not really face threats from new bakers. Threats of substitutes The products offered by GREGGS Bakers can be substitute by different big names in the market like Starbucks, McDonalds, Costa Coffee, Gloria Jeans, and many others. Therefore threats of substitute is high for GREGGS Bakers and it is important for them to attract and retain them. Existing competition in the rivalry There are already number of bakeries however the quality of products offered by GREGGS Bakers is high in comparison to many of the competitors. Though, different competitors are also offering high quality products at a comparable prices and they are utilising different and new marketing channels like social media and video marketing and therefore the competition in the industry can be said as high. Nevertheless, GREGGS Bakers still possesses an important position in the market. Internal Analysis of the company using SWOT Analysis Strengths A strong heritage of 70 years, based on strong values. The company has expertise in quickly making fresh bread for sandwiches, which account for two-thirds of company sales. As the company has been operating for years, therefore it has been able to satisfy a large number of customers already and many of the people in the target market knows about the offerings of GREGGS Bakers. Presence of a strong retail network and production capabilities allow the company to gear up for high demand. The company has dedicated and committed employees. Strong feelings and actions for the community makes the company looks good in the eyes of consumers. The company is doing co-branding with one of the world’s largest beverages manufacturers “Coke”. Weaknesses A poorly formulated and executed e-marketing mix. The company is doing badly on the promotional front. Maintaining a huge work force at the time of recession can deplete profit margins. Opportunities The company has still to launch itself on the online marketplace. This initiative can bring additional customers to the company. The company can expand into international markets like United States, Canada and other countries of Europe. The company can introduce product lines specifically tailored for health conscious consumers. Threats The company is facing a harsh economic climate. This economic climate is making the company’s consumers suppress their demands and thus curtail their consumption level. The company’s lacklustre attitude towards online marketplace can seriously sever its overall market position if one of its competitors decides to go online. Aims and Objectives of e-Marketing GREGGS Bakers has set different aims and objectives of their marketing plans and particularly the e-marketing plan. GREGGS Bakers wants to make the most of its online presence and therefore it has to revise and improve its e-marketing plan. This e-marketing plan would not only include how the firm would be operating and managing its online marketing strategies but it would also formulate the strategies and marketing channels that GREGGS Bakers should adapt in order to make the most of the increasing opportunities that have been created (Strauss & Frost, 2011). Some of the most important aims and objectives of the e-marketing plan of GREGGS Bakers are: Increase the traffic on its website Improving the time that a visitor spends on the website by making sure that the visitor has sufficient information and attraction on the website Attracting customers from different parts of the country however particularly from those areas where the bakery is present at the moment. Analysing the traffic from different geographic location and then setting strategies accordingly. Enhance the e-marketing channels that GREGGS Bakers uses. Improve the response from different e-marketing channels that GREGGS Bakers are already using. Attract customers to visit the store so that the sales can be improved. If GREGGS Bakers could allow the option of online ordering or online selling, then it could improve its sales as well and the purpose of online presence can be improved to a great extent. Therefore one of the major objectives of GREGGS Bakers should be to start an online ordering system. E-Marketing Strategy: It is important for the firms to understand that customers cannot be attracted only by offering them a good product and a price. As Mulhem (2009), has said, firms need to offer customers a lot more than just good product at a good price. Therefore it is imperative for firms to use each of the Ps of the marketing mix rather than only the price and product (Kotler, Armstrong, Wong, and Saunders, 2008). Product Product is the most important P of the marketing mix and when it comes to e-marketing, still the value of the first P cannot be denied (Baines, Fill, & Page, 2010). Product does not only include the main product that the customer has purchased, but it includes the overall experience of the customers and therefore different firms have been increasingly emphasising on giving value added services to their clients in order to improve their overall experience a great deal (Day, 1990). The Bakery has a diversified product portfolio, it has six product lines: breakfast items, bread and rolls, sweets, savouries, sandwiches, and drinks. Within these product lines items like pizzas can also be found. The company is most proud of it ability to make fresh bakery items daily, and thus it does not keep inventory of any item. GREGGS Bakers has to focus on the overall experience and the management needs to emphasise on providing high quality products at lower prices within shortest possible time considering the nature of the product and reasons why people would be buying from GREGGS Bakers. The e-product of GREGGS Bakers would include having an online ordering or an online shopping system from where visitors would be able to make their orders and then either they could pick up the product they have purchased from a bakery near to them or they can be delivered at the doorstep of the customers. So, the main e-product of GREGGS Bakers would include the online shopping system and its overall experience. By focusing on online shopping system, GREGGS Bakers could improve its sales and attract customers that are not able to come to the bakery to buy these products. In addition to this, it is important for GREGGS Bakers to make sure that the website is user-friendly and is able to retain customers and make them go to different pages and check out different deals. At the moment the website of GREGGS Bakers is good from the perspective of design, however it still has to be improved in order to make people remain for a longer period of time on the website and to make them check different deals offered by GREGGS Bakers. GREGGS Bakers could also start an online chat application on the website, this would help the management to know what people would like to have and it would help in creating a two way communication between the management and customers and therefore by using their advices and recommendations, customer satisfaction level can be improved. Price Price is an important factor that influences the buying behaviour of the consumers (Gosnay and Richardson, 2008). It is important for the management of GREGGS Bakers to analyse the cost to benefit ratio of what the company is offering to the clients against the cost to benefit ratio offered by the competing firms. in addition to this, it is important for GREGGS Bakers to offer the clients different value added services and products as well so that the satisfaction level of customers is improved. Promotion GREGGS Bakers at the moment has online presence however the bakery needs to improve its promotional strategies and improve the marketing or promotional channels that it has been using. GREGGS Bakers need to make the most of different opportunities of the internet world like the social media marketing websites such as Youtube, Facebook, Twitter, Vimeo and several others. Social media websites would allow GREGGS Bakers to have two way communication and therefore it would help in improving customer satisfaction level. Different promotional tools and channels are also to be adopted by GREGGS Bakers such as: Placing banners on different websites particularly where there is high UK traffic and promoting about the online delivery system introduced by the bakery. Placement of banners on Online gaming platforms and social media websites like Facebook and Twitter Advertisements on Social media websites and popular search engines. Making use of search engine optimisation in order to improve the traffic to the website Banners and advertisements on travel websites and ticket booking websites so that different travellers coming to UK are aware of this bakery and can recognise the bakery when they are UK. Creating videos and testimonials and placing them on the website of the company. Promoting testimonial videos and other videos like showcasing the products offered by the bakery in the video on websites like YouTube and Vimeo as this would entice customers to visit the bakery. Place GREGGS Bakers is advised to use its website as a virtual store. By doing this it will expand its selling opportunities and customer base. Not only will it gain these benefits but also it can enhance customer satisfaction by giving complete product information and personalised customer attention. Implementation GREEGGS Bakers should sign special MOUs (Memorandum of Understanding) with the website owners. These MOUs will allow the company to form strategic alliances with the website owners. But this entire deal is conditional to GREGG’s ability to offer these website owners with something special. For instance GREGG can offer special vouchers for the employees of these websites or it could sell them the idea of increased traffic to their websites via GREGG’s promotions. Budget Analysis Budget is an important aspect that influences the implementation of the strategies that have been formulated (Hazlett, 2010). It is also significant for the management to analyse the return from each of the marketing channel and then allocate budget accordingly (Piercy, 2009). GREGGS Bakers can invest in different marketing channels and then in order to have higher returns, it could analyse the return and cost of each of the medium on a quarterly basis and then allocate costs accordingly. The marketing budget for the first year on different e-marketing mediums of GREGGS Bakers have been described in the table below: Marketing medium Quarter 1 Quarter 2 Quarter 3 Quarter 4 Total SEO 1,000 1,000 1,200 1,200 4,400 Social media marketing 1200 1200 1,500 1,500 5,400 Banners 3000 3000 4000 4000 14,000 Video 5000 5000 7500 7500 25,000 Viral Marketing 1000 1000 1200 1200 4,400 Total 53,200 Control To control the e-marketing GREGGS Bakers as mentioned would be evaluating the cost and allocation and they would also be analysing the return from each of the mediums and then the budget for future years would be allocated accordingly. The management believes the more money is invested in the marketing of the business in the right manner, the more benefits in the long run it would give and therefore they would be controlling the marketing budget and at the same time try to make the most of the opportunities prevailing in the market. The return would not only include sales, but would also include customer satisfaction level, market share, customer loyalty and customer retention. Bibliography Adam, S., Mulye, R., Deans, K. & Palihawadana, D. (2002) E-marketing in perspective: A three country comparison of business use of the Internet. Marketing Intelligence & Planning, vol. 20, no. 4, pp. 243 - 251. Baines, Fill & Page (2010) Marketing (2nd Ed.) Oxford: Oxford University Press Bampo, M., Ewing, M., Mather, Dineli R., Stewart, D., and Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance, Information systems research, vol. 19, no. 3, p. 273-290. Buckley, M., Cowan, C., and McCarthy, M. (2007). ‘The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments.’ Appetite, vol. 49, no. 3, pp. 600-617. Bui, T. X., Le, T. and Jones, W. D. (2006). An Exploratory Case Study E-Marketing in Ho Chi Minh City, Thunderbird International Business Review, vol. 48, no. 3, pp. 369–388. Chaffey, D. (2011) E-Business and E-Commerce Management London: FT Prentice Hall Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2008) Internet Marketing: Strategy, Implementation and Practice (4th Ed.) London: FT Prentice Hall Constantinides, E., and Fountain, J. (2008). ‘Web 2.0: Conceptual foundations and marketing issues.’ Journal of Direct, Data and Digital Marketing Practice, vol. 9, pp. 231-244. Darby, R., Jones, J. & AL Madani, G. (2003) E-commerce marketing: fad or fiction? Management competency in mastering emerging technology. An international case analysis in the UAE. Logistics Information Management, vol. 16, no 2, pp. 106 - 113. Day, G.S. (1990). Market-Driven Strategy: Processes for Creating Value. New York, NY: The Free Press. DE Kervenoael, R., Soopramanien, D., Elms, J. & Hallsworth, A. (2006). Exploring value through integrated service solutions: The case of e-grocery shopping. Managing Service Quality, vol. 16, no, 2, pp. 185 – 202 Denzin, N. K. (1978). The research act: a theoretical introduction to sociological methods. London: McGraw-Hill. Earle, M. (1997). ‘Innovation in the Food Industry.’ Trends in Food Science and Technology, vol. 8, no. 5, pp. 166-175. Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content (5th Ed.) London: FT Prentice Hall Fillis, I., Johannson, U. & Wagner, B. (2004) Factors impacting on e-business adoption and development in the smaller firm. International Journal of Entrepreneurial Behaviour &, vol. 10, no. 3,pp. 178 – 191 Flavian, C. & Guinaliu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management &, vol. 106, no. 5, pp. 601- 620 Fox, V. (2010). Marketing in the Age of Google: your online strategy is your business strategy. New Jersey: John Wiley and Sons. Gay, R., Charlesworth, A. and Esen, R. (2007) Online Marketing: A Customer-led Approach Oxford: Oxford University Press Gosnay, R. and Richardson, N. (2008) Develop Your Marketing Skills. London: Kogan Page Greggs. Company Overview. Available from http://corporate.greggs.co.uk/company-overview/ [Accessed 20 April 2012] Greggs. Heritage. Available from http://corporate.greggs.co.uk/heritage/ [Accessed 20 April 2012] Hazlett, K. (2010). ‘Marketing to the Social Web: How Digital Customer Communities Build Your Business.’ Journal of Consumer Marketing, vol. 27, no. 3, pp. 293 - 295  International Markets Bureau. (2010). Consumer Trend Report Convenience: Market Analysis Report. Available from http://www.ats-sea.agr.gc.ca/inter/5527-eng.htm [Accessed 21 April 2012] Kotler P., Armstrong, G.,Wong, V. and Saunders, J. (2008). Principles of Marketing (5th European Ed.) London: FT Prentice Hall Li, C. and Bernhoff, J. (2011) Groundswell: Winning in a World Transformed by Social Technologies Boston: Harvard Business Review Press Mulhem, F. (2009). ‘Integrated marketing communications: From media channels to digital connectivity.’ Journal of Marketing Communications, vol. 15, no. 2-3, pp. 85-101. Peterson, M., Koch, V., Grone, F., and Vo, H. (2010). ‘Online customers, digital marketing: The CMO-CIO connection.’ Journal of Direct, Data and Digital Marketing Practice, vol. 11, pp. 219-221. Piercy, N. F. (2009) Market-Led Strategic Change: Transforming the Process of Going to Market  (4th Ed) Butterworth Heinemann Porter, M.E. (2001). ‘Strategy and the Internet.’ Harvard Business Review, vol. 79, no. 3, pp. 63-78. Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons Richardson, N (2010) A Quick Start Guide to Mobile Marketing London:  Kogan Page Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page Samiee, S (1998). ‘The Internet and international marketing: is there a fit.’ Journal of Interactive Marketing, vol. 12, no. 4, pp. 5-21. Sandeep, K. & Singh, N. (2005). The international e-marketing framework (IEMF): Identifying the building blocks for future global e-marketing research. International Marketing Review, vol. 22, no. 6, pp. 605 – 610 Seybert, H. (2011). Internet Use in Households and by Individuals in 2011.Luxembourg: eurostat. Available from http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-11-066/EN/KS-SF-11-066-EN.PDF [Accessed 21 April 2012] Sheth, J. & Sharma, A. (2005) International e-marketing: opportunities and issues. International Marketing Review, vol. 22, no. 6, pp. 611 - 622 Smith, P., and Zook, Z. (2011). Marketing Communications: integrating offline and online with social media. London, UK: Kogan Page. Smith, P.R. & Chaffey, D. (2008) E-marketing Excellence (3rd Ed), Elsevier Butterworth Heinman Smith, P.R. and Chaffey, D. (2005). e-Marketing excellence: at the heart of e-Business. Oxford, UK: Butterworth Heinemann. Strauss, J & Frost, R. (2011) E-Marketing (6th Ed.) London: FT Prentice Hall Taylor, M. & England, D. (2006) Internet marketing: web site navigational design issues. Marketing Intelligence &, vol. 24, no. 1, pp. 77 - 85 Wientzen, H.R. (2000), "What is the Internet’s impact on direct marketing today and tomorrow?", Journal of Interactive Marketing, vol. 14, no. 3, pp. 74-8. Read More