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Internet marketing is no longer the domain of upstarts and envelope-pushers.
Last year, Internet companies accounted for 69 percent of digital marketing, but Forrester Research predicts that by 2005 it will be traditional advertisers who dominate online marketing, accounting for 84 percent. Gone are the days of slapping up a few Web banner ads, or sending out blind batches of mass e-mail. With the help of new software, marketers can target specific potential consumers more accurately than ever. Lee Cooper, a business professor at UCLA's Anderson School of Business, believes this technology-enabled marketing optimization is the most important trend in marketing. Several companies, such as Strategic Data Corporation , Net Perceptions , and Marketswitch , are perfecting such software.