Direct marketing is something that is hardly new to us. Salesman distributing leaflets, advertisements on television and receiving various letters regarding promotions are something everyone is familiarly sick of. Direct marketing online is also hardly a novel concept though we have seen its use been tremendously expanded in the recent past, to the extent that direct marketing online has now more or less replaced all other forms of direct marketing as the most significant marketing tool of the new world.

A majority of marketers seem to prefer direct marketing online as against traditional methods of marketing. One very obvious reason would be the fact that direct marketing online is relatively cheaper. Marketers also seem to be of the opinion that online direct marketing is easier to be carefully targeted to the ‘niche market’ making it a more effective and sophisticated tool. With the expansion of various social networks and with widespread use of internet in general becoming a social trend, there is even greater incentive for marketers to use this method for marketing purposes.

However, not everyone seems to be of the same opinion regarding the effectiveness of direct marketing online. Critiques of the concept state that it is not prudent to directly use the internet for marketing but on contrary they are of the view that, it should be used only in order to paint a better image of the product and of the company. They especially frown on the use of social networks for marketing purposes.

Well like it or not direct marketing online seems to be here to stay. It becomes the glaring truth in front of your very own eyes simply when you open your email inbox in the morning everyday. Marketing methods like spam has become a regular nuisance. It is doubtful whether this type of ‘carpet bombing’ style direct marketing online campaigns are effective but unfortunately companies seem to be hell bent on pursuing it.

The very concept of direct marketing online since recently seems to be entwined with words such as ‘permission based.’ One does not need the IQ of Einstein to grasp the meaning of the word and it should be noted by marketers that ‘permission based’ direct marketing online campaigns are likely to be more effective.

It could be most effective if direct marketing online is used as a part of an integrated marketing campaign used with various other direct marketing tools that would help reap the full benefits of this complex marketing concept.