Direct marketing networks can be best introduced as a step in the evolution of e-marketing.
The boom in social network sites in the recent past has been a great aid in the expansion of this novel concept. The use of traditional advertising methods such as news papers and television seem to be fading away to become a part of history in the light of these recent developments.

Direct marketing networks that are based online mainly involve advertising with the use of e-mails. Under this concept existing customers are used to market products to potential customers. With basically everyone having access to internet these days and spending an increasing amount of their time online the future has never looked more promising for online direct marketing networks.

There are numerous advantages of using direct marketing networks as a substitute for conventional marketing methods. One important advantage is that direct marketing networks are comparatively cheaper. When a potential customer comes to know of certain positive aspects of a product from a person, who has already consumed the product, it could lead to greater confidence in the product which could result in increased amount of sales. Also, as mentioned before direct marketing networks based online are more compatible with the lifestyle of consumers nowadays.

But certainly everything is not rosy about the concept of direct marketing networks. There is naturally, the hidden ‘thorn in the rose.’ In some instances companies gain information needed for such marketing campaigns unethically with the use of bogus promotions etc. It is also important to remember that most people will hardly dance with joy when they open their inboxes to find it full spam.

From the point of view of the marketers also it is important to understand that not all products will create the same amount of ‘buzz’ needed for a successful marketing campaign with the use of direct marketing networks. Consumers will likely be more interested in clothing with the newest fashion designs rather than about say vegetables or furniture. Therefore success of direct marketing networks depends to large extent on the nature of the product.

The concept of direct marketing networks based online has evolved fast and even celebrities are now being used to gather following during these marketing campaigns. Such direct marketing networks have also provided a better opportunity for smaller businesses to promote their products helping the growth of such small scale institutions.

To predict direct marketing networks as the future of marketing seems to be a safe prediction when looking at the trends in the world today.