The personal computer can bring volumes of information to your customers easier, quicker and more economically than traditional media. But before direct marketers can tap into the awesome power of the computer, they must first answer two key questions:

• What kind of information do our customers and prospects need so they can make a buying decision (i.e. the content)?
• How should we deliver the information to them (i.e. CD-ROM, diskette, the Internet)?

Perhaps the best way to understand the issues involved in answering these questions is to look at the following case study. Since the computer is a marketing tool no longer available only to Fortune 500 companies, it illustrates the process at a smaller company.

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