It is a channel free approach to distribution where a company wants to connect with the end customers directly. The internet and new media are perfect for direct marketing. For example the business model followed by low cost airlines where the customers book the tickets directly over the internet. It is also beneficial for the airlines which capture data that will be used for marketing research or loyalty schemes.
There are some offers which can be communicated directly to customers like special offers or new flights destinations. Companies such as Amazon use Customer Relationship Management which are targeted directly at individual customers.
The benefits of direct marketing include the following: