Through multiple instruments, we can take the customized message to each client and establish a direct, agile and effective route comparativily of communication company-market, with a cost very reduced, speaking, with the other routes, but especially advantageous inasmuch as it eliminates interferences in the communication since she is person to person. The activities of direct marketing allow to know with high accuracy the opinion the clients.

The future of direct marketing, due to the advantages that present/display, he is very promising. The presence of the techniques of direct marketing in the new technologies augurs a strong evolution to him and
development, thus increasing its importance.

On the other hand, the majority of the young people shows their preferences by new interactive mass media, against their lack of interest by traditional means. These new forms of communication, in which the watching user participates directly, foment the use of techniques of direct marketing by means of calls, games, contests, facilitating to the maximum the acquisition of products or services, just by to put an X or to do click in the suitable place. And all this with messages totally individualized, offering the maximum present time and controlling the reactions of our consumers with high accuracy.

Therefore, between the most representative advantages of direct marketing, the following are considered:

• Location of the action. Direct marketing allows to an action concentrated in a market or specific customer.
• Personalization of the action. It can be “confidential”.
• Existence of a deontological code. The FECEMD (Spanish Federation of Electronic Commerce and Direct Marketing) promotes a code of conducts for the sake of a professionalisation of the sector.
• Interpersonal communication. It supposes a personal communication not interfered with by no other advertizing message.
• Few problems in relation to the format, since all the forms and styles are admitted, adapted to means, being able to give to loose rein to the creativity and originality.

The disadvantages of direct marketing are:

• In spite of everything, the absence of trustworthy and up-to-date data bases.
• Lack of professional seriousness between some companies of the sector.
• Proliferation of shipments, with the consequent “threshold effect” on the part of ours target, arriving at a saturation level that makes our commercial supply inefficient. We can say that in the last years and every time most frequently, the habit is becoming general to throw without abrir business letters. The massive shipment of mailings and accomplishment of catalogs hits the increasing ecological culture frontally.
• In Internet the Spam and other types of shipments nonasked for that as much have proliferated in the network.
• Increase of costs by use of the print servers, mail and telephone lines, the flat tariffs in Internet will compensate these increases.
• The deficient technological infrastructure causes that it is behind the needs of the market.
• The lack of security in the benefit and pick up of data by certain companies.