Idea of marketing directly to customer, was probably born alongside of birth of civilisation! Modern technology has brought in much needed diversity and bliss into Direct Marketing.
Direct Marketing attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (SMS, e-mail, direct mail, etc) with consumers or businesses. This is a very efficient form of promoting your products and services with a message or offer especially focused on the target audience, therefore it is otherwise called database marketing or target marketing.
We also call it as one-to-one marketing, as it communicates instantly with the customer and raises immediate interest in your campaign. The other characteristic of Direct Marketing is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on traceable, measurable positive responses from consumers, hence it is also called response marketing.