Acxiom Digital President Kevin H. Johnson discusses the differences between traditional DM and online marketing:

The true divide between digital and direct marketing is driven by one simple economic fact: cost per incremental online contact is effectively zero. Once you have set up an e-mail program and a Web site, each incremental e-mail or page view can be delivered for tenths of a penny (or even less).

The Digital Divide: Differences Between Online and Offline Direct Marketing
DMNews.com

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