Direct marketing is an interactive system that allows for two-way communication between marketer and customer. It aims to elicit a measurable response or transaction from customers. Direct marketing relies on databases of customer information to target communications and measure response rates. It uses various media like mail, print, broadcast, telemarketing and technology like email and forums to directly reach customers. The key is reaching the right person at the right time with the right offer. Forces like information overload, marketplace congestion and globalization are changing the direct marketing landscape, increasing the need to target individuals.