Direct marketing is defined as the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. It allows marketers a more direct response from consumers (generally an order), allows marketers to better target niche markets, and allows marketers to sell a product without the expensive and lengthy process of getting it into traditional channels.

Direct marketing also presents many benefits to consumers, including avoiding the hassles of traffic congestion, parking headaches, lack of time, shortage of retail help, and lines at checkout counters. Consumers can browse through a larger selection of products than retail outlets generally carry and price shop by browsing through mail catalogues and online shopping while in the comfort of their home or office. These advantages, for both consumers and marketers, alike have lead to the growth of direct marketing in the USA into a multibillion dollar industry, with $2.3 trillion in US sales in 2004, including 5.2 billion in web-driven sales and $143.3 billion in catalogue sales.

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