Oliva, Ralph A.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p50
The article focuses on spam. Spam has come to mean unwanted E-mail in general and more specifically, unwanted E-mail from unknown sources. And for those of us navigating the business web, this problem is becoming quite acute. A broad variety of filter programs, through a variety of intelligent means can identify which messages are real and which ones are spam and filter things out before they get to the user. Spambots work 24 hours a day, seven days a week to discover new E-mail addresses. Through networked techniques, Brightmail can send its customers filter programs that include the information they need to filter out such E-mails in the future. There are already broad and comprehensive laws preventing unwanted faxes. Laws against unwanted E-mails will have little effect on the real culprits--the mass spammers. In this age of continual noise, spam, interruptions, and overloaded work lives, cycles of human attention are becoming the most precious commodity business marketers have to manage. One solution to the spam problem might well be found in senders willing to spend value to create dialogue and receivers who are smart enough to know that it is worth the time to set up a dialogue based on value.


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