In the course of the development in the mid-nineties, dialogue marketing in particular has proven to be a good means of making contacts. For example, customers were written to and called a short time later and asked about their interest. The development of the Internet quickly opened up new ways of generating contacts. The advantage for companies is that potential new customers signal their willingness to buy faster than customers who are called.

For example, if you generate a contact during a trade fair or similar event, this is done in a personal meeting and the quality is therefore quite high. When generating by call centers with outgoing calls, the quality is usually less high, but the number of contacts is significantly higher.  If the contacts are generated by printed brochures, inserts or postcards, the wastage is usually extremely high. However, the quality of the contacts can be quite high, depending on the procedure. The Internet offers the perfect alternative and a middle course that many companies are already taking.