• Why Your Business Should be on the Web
• Introduction to Digital Media Solutions Ltd
• What is the World Wide Web
• Using Technology as a marketing Tool
• Getting Connected To The World Wide Web
• How to Choose a Designer
• Internet Trends & Statistics
• Taking a Closer Look at Success
• Opportunities For Your Company on the Web
• Getting Started & Dealing with Agencies
• Ingredients For Success
• Targeting: Internet marketing
• The Proposition: Content & Copy
• The Design: Layout & Image
• 10 Steps to a Successful Site
• How We Can Help Your Business
• The Services of Digital Media Solutions Ltd

In traditional direct marketing there are 3 main elements that can affect the outcome of a campaign. These three elements also affect web marketing. These are shown compared with web marketing below together with their relative importance:

Element	Direct Mail	Web
Targeting	40%	33.3% - 35%
Proposition	40%	33.3% - 35%
Design	20%	30% - 33.5%

Basically this means you have to make the right offer to the right prospects and present it in a professional & effective manner.

The variation between direct mail and web marketing is due to the nature of the web. The reason for this is that unlike a mailshot which just arrives through your letter box - on the web, the person must make a conscious decision to visit your site.

They will also have to pay telephone charges while they are viewing your site. The other factor is that people browsing the web have a far shorter attention span that people reading direct mail. Therefore if your site isn't visually attractive and interesting enough to immediately gain their attention - they will move to another site.

One factor not included above which is extremely important in any form of marketing but which cannot be controlled is TIMING - e.g. when a person is ripe to receive your offer.

However on the web - you have the means to take advantage of this element. When a person decides they are in the market for your type of products they can turn to the search engine and get a list of companies supplying what they want. They can then view the full sales material instantly and if you offer online ordering can place the order there and then.

This introduces another direct marketing concept - more sales result from getting your promotional material to a prospect WHEN THEY ARE HOT. In other words the moment they decide they want it. Only the web can offer this.

Over the next few pages we will look at the 3 main elements in more detail.