The development of direct marketing in the e-commerce era

Direct marketing, a style pursuing direct contact with customers and direct response from them I was not widely used until the more efficient, convenient and cheaper communications could be realized in the electronic commerce (e-commerce) era. The rapid improvement of direct marketing turns to be a noticeable tendency of whole marketing field; however, it is not to say that mass marketing and traditional ways of direct marketing will be replaced. The research on the development of direct marketing becomes interesting and necessary. The paper is started with a complete, theoretical analysis of the nature of direct marketing and the limitations on its wide use pre e-commerce time, after that a series of important favorable conditions supplied by e-commerce are comprehensively analyzed to explain the nowadays popularity of direct marketing and finally, the future development tendency are studied on the basis of all above analysis.