Nearly half of all direct marketers that conduct transactions on their Web sites are making a profit on these transactions, according to a Direct Marketing Association study.
Of the 43% of its member companies accepting online orders, 49% turn a profit from the transactions.
The study, conducted by the WEFA Group, also revealed that 95% of direct marketers are using the Web in 1999 for sales or marketing applications, up from 83% in last year. In addition, 90% of companies maintain Web sites and 90% expect to increase their investment in electronic media during the next three years.
Almost nine out of ten companies (88%) use their sites for marketing and information dissemination, while 60% use them for lead generation, and just over half (51%) use them for sales and commerce purposes.
The Internet, according to the survey, generated more than $4.7 billion in sales in 1998.
Network
