Due to the diversification that are occurring him, and to the use of new technologies that, in principle, have a different objective and utility, we can say that we were with an operative tool within the marketing whose utilities are growing day to day. Between the most extended or with majors possibilities we will mention the following:

• Like means to improve the relations with our clients:

- It informs into whichever new features technician-deals take place them in the company.

- Creation of call centers.

- A direct communication channel with the client Maintains.

- It allows to have the file totally updated.

- Sometimes It replaces certain managements of the commercial ones, with the consequent reduction in price of costs.

- It supposes to maintain a file of clients alive who do not realize purchases in a certain period of time.

- Creation of useful contacts for the force of sales.

- The commercial management of our force of sales by means of promotional shipments Prepares.

• Possibility of realizing surveys and studies of market. More and more extended in Spain through the telephone surveys, facing giving immediate answers on the opinion of the market with respect to a concrete subject. During the past few years, the studies of market via telephone management have undergone a growth. As far as the surveys conducted through mail, they are not having a generalized use very, even in spite of the high reliability of the same. In the last years a greater involution is occurring to this system since, next to the survey, it takes to supplement some gift or promotional element of gratefulness that stimulates the answer, the electronic mail will be able to help to wake up of the lethargy which it is put under. The surveys through the network are treated in the chapter of market study.
• Like distribution channel. The sale by catalog, that never consolidated in Spain, has taken step e-commerce that, in spite of the failures obtained in the beginnings of 2000, he is destined to generate an important percentage in the commercial transactions.
• Like information means, pick up and incitement to the greater consumption:

- Manifest of direct, graphical and aggressive form the benefits of the product.

- It arrives at geographic zones difficult to accede of another form.

- It can realize direct and customized promotional supplies to clients who are deserving of the same.

- In spite of not consuming immediately, one is able to reinforce the image of group, the mark and company.

• Like means of pick up of new clients and markets:

- Through direct marketing we will have access to markets and clients who, of traditional form, would be to us expensive and, sometimes, difficult to obtain.

- It fideliza our portfolio of clients and our points of sale.

- It creates new channels of distribution and sales.

- It covers geographic zones that would not be profitable with salesmen.

- It arrives very at segmented markets.

• Social sensitization:

- Political and social marketing has found, via mailing, one of the best forms to arrive and to explain to the market its different messages.

- Like variant of the previous point, we can include whichever communications realize the companies with its clients.