Born more than 40 years ago, the direct marketing is a reality that has been consolidated in our country with a strong growth rhythm. It is the advertizing way in which more they invest the Spanish companies, since it presents itself as the best alternative to promote the advertizing investments, in consequence, largely, to the transformations experienced on the mass media. During the year 2006 the entire investment in direct marketing was 3.589,6 million euros, what it represents
48 for 100 on the whole invested in not conventional means. To emphasize the increase produced in the telephone marketing, since he supposes 7,8 for 100 more on the year 2005. At present, if there is improved the quality of service and attention, it has a promising future since it maintains a direct contact with the client and provides information, personal services, products, etc. to the companies.

Included inside the area of the integral communication, the direct marketing is treated in an independent chapter due to his importance, both at qualitative and quantitative level. His success takes root Homely in the possibility of segmenting the market in compartments with targets well definite and in being able to evaluate the results of direct and measurable form. Also with the Internet arrival, it has initiated a real revolution, after the strategy of the one to one was used.

But then: what is the direct marketing? It is possible to define like the set of skills that facilitate the immediate and direct contact with the possible buyer, especially characterized (social, economic, geographical, professionally, etc.) in order to promote a product, service, idea using for it means or systems of direct contact (mailing, telemarketing, couponning, buzoneo, televenta, e-mail marketing, mobile multimedia systems and all the new interactive means).

The direct marketing is a way of doing marketing, it is an interactive system of marketing that uses one or more advertizing means to obtain a certain economic deal, which is capable of measurement. As we were indicating in the chapter of integral communication, the interactive publicity is a reality. It appears before us as the set of solutions derived from the intensive digital development of the communication. This forces us to consider the direct marketing from a totality plane, this is, from the point of view of the mass media and of the distribution networks of the produc -
cough. This concept includes all the mass media which target is to create an interactivity relation both with the final consumer and with the company. For it his extract is in the individual relation, in the «individualized client», who will be satisfied across a commercial communication program fitted closely to his needs.

The characteristics and advantages of the direct marketing opposite to the traditional systems of promotion and sale are:

• It is measurable. His results and his efficacy can measure themselves. The answer that is obtained of direct and immediate form allows to establish quantitative results and evaluate the profitability of the action.
• It is personalizable. It is a skill that facilitates the capture of contact of direct and immediate form with our target, this is, it allows to know different informations about our objective public across the databases, identifying it in terms of individual profile, offering us, therefore, a big personalización. This does that it speaks only to the public who wants to go opposite to other systems, which use means universalistas. Internet will allow us to come to the last target of the marketing, come to the one to one.
• It helps to create databases. Independently of that in a certain moment they are bought, the companies have to tend to create their own databases. A subject dependent on the Spanish companies is to be provided with an updated and operative database.
• It takes the "shop" to house. Modifying the role and the characteristics of the distribution. Instead of attracting the client towards the shop, we bring him over all that that he needs to his hearth, without need to move to displace, allowing him to acquire products, services, realize business, B2C, B2B, etc.
• Fidelización. After an interactive communication is established with the client, it goes so far as to know him more deeply, what will allow us to be able to offer him what really satisfies his needs. The relations marketing has here his maximum exponent.
• It is interactive. He communicates of direct form the message to his objective public, obtaining of him an immediate answer and being able to answer him of the same form, e-mail marketing.
• Possibility of evaluating the commercial strategies. The answers that are obtained will allow us to analyze the results of a certain campaign.