Direct marketing is a personalized communication strategy that aims to establish direct contact between a company and its customers or prospects, without intermediaries. It uses various channels, such as postal mail, emails, SMS, telephone, or targeted online advertising, to encourage a quick response from the recipient, such as a purchase or a request for information. This approach is distinguished by the personalization of messages, the use of targeted databases, and the ability to precisely measure campaign results. With the advent of digital marketing, the line between advertising and direct marketing has blurred, making the latter ubiquitous in today's campaigns.