Doug Wagner

By Kelly J. Andrews Let It Ride The business-transforming power of e-commerce seemed unlimited just two years ago. Back then, the door was open for direct marketers to apply their knowledge to a new direct-to-consumer medium that had reached mass acceptance at unprecedented speeds. Business plans were laid, money was invested, and glossy front-ends were seamlessly integrated with flawless back-ends. But for many marketers, results didn't live up to the hype. Blame the economy, blame overblown expectations, but don't blame the medium itself. Says Will Tifft, senior vice president and general manager, mail and network product marketing, 24/7 Real Media, "The

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