Chances are that you’ve already been spammed, but you may not know it. Spam is Internet-speak for unsolicited direct mail advertising received via e-mail (or through a Usenet newsgroup). This is the Internet’s version of junk mail, and it has been the source of extensive debate.
Just about any Internet advertising publication will warn you about the dangers of direct e-mail marketing. In general, the internet community is much more hostile toward electronic junk mail than the general public is toward junk mail delivered by the U.S. Postal Service. Unsolicited e-mail has long been considered a breach of netiquette (i.e., Internet etiquette) and a quick and easy way to give your company a bad reputation. Despite this widespread opposition, hundreds (if not thousands) of advertisers still use spam to sell their products. Meanwhile, companies specializing in direct e-mail marketing services --- especially e-mail address database management --- continue to flourish.
Using your own experience and the following Websites for reference, answer the questions below:
ANTI direct e-mail marketing groups
PRO direct e-mail marketing groups
Marketing
Summarize the main arguments on both sides of the spam debate. What is your personal opinion regarding this issue? Would you ever consider using this marketing tool? Why or why not?
What are the strategic advantages and disadvantages of direct e-mail advertising? How do these differ from the advantages and disadvantages of traditional direct mail advertising (if at all)?