Wunderman: Trend Is Disintermediation

Share this article:
SEATTLE -- With the downsizing era over, disintermediation is emerging as the dominant business trend of the information age, said direct marketing pioneer Lester Wunderman. He outlined to a full house of 300 Web Marketing '98 conference attendees April 23 what he sees as the "conflicts, crises, changes and opportunities" that lie ahead for Net marketers. "Disintermediation is the process of eliminating redundant layers of distribution and communications left over from the first and second industrial revolutions," he said. "Today's Internet is just the beginning of a disintermediated communications revolution that will restore information and dialogue to marketers and prime consumers of their products and services." Wunderman said today's marketers are the first generation to live in two domains, the actual and the virtual. As for how to capitalize on disintermediation, he said, "companies and industries that have chosen to play at the direct marketing table have increased their odds for success because direct marketing has become and will remain the advertising and marketing expression of the information age."
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.

CMOs Who Take Charge of Digital Make More Money

CMOs Who Take Charge of Digital Make More ...

Chief marketers who usurp the CDO role earn the board's respect, as well as base salaries of $500,000 and up, says a new study.

Microsoft Set to Overtake Yahoo in Ad Revenues

Microsoft Set to Overtake Yahoo in Ad Revenues

Marissa Mayer can take credit for reversing ad declines. Still, her company will fall out of digital's Top 3 by year's end, according to eMarketer.