The World Wide Web (W3/WWW), we experience today with just a click or a finger touch was once a complicated system made with much effort. It is now made easier. If you take a look into its history, you will come to know of the people who worked hard behind. This is true with everything we experience today.
Every new step taken forward needs some effort. People always recognise others who take efforts. That is how direct marketing companies like Oracle Advertising and others rose to fame. Most web pages contain hyperlinks to other related pages and perhaps to downloadable files, source documents, definitions and other web resources. Such a collection of useful, related resources, interconnected via hypertext links is dubbed a web of information.
It is the same with direct marketing a collection of skillful professionals via marketing efforts or strategies makes a successful marketing organisation.