Generally direct marketing is the fastest and most economical way to reach a market niche. It targets the message directly to consumers rather than the mass media. There was a time when consumers purchased most of their items from a general store, which knew their customers on a first name basis. The store owners took the time to know their customers directly, their likes and dislikes, and soon even anticipated their needs. Today, demographic capabilities and database development allows these same owners to understand the buying patterns of their customers. Ironically, once again they can anticipate customers' needs in a way that allows them to respond directly to their customers' satisfaction.

Why Direct Marketing Has Become So Popular

General Reasons
• Accountability and Measurement
• Advances in Computer Technology
• Databases
• E-Commerce
• Internet and Telecommunications
• Network Connectivity
• Personal Computers
• Telemarketing

Targeted media opportunities
• Demographic Studies
• Segmentation Analysis

Growth of consumer credit
• Cash Management
• Delayed Payments

Decline in personal service fosters convenience
shopping growth
• Computer Shopping
• Mail Order
• Toll Free Numbers

Changing lifestyles
• Aging of America
• Increased Education
• Mobility
• Working Parents and the Need for Convenience