Define direct marketing and discuss its benefits to customers and companies. Identify and discuss the major forms of direct marketing. Discuss how companies go about conducting online marketing to profitably deliver more value to customers. Discuss the public policy and ethical issues presented by direct marketing. Benefit to the buyer (describe nature of the initial offer and any ongoing benefits) Benefit to the seller (describe the results of the SMS marketing effort in terms of sales and customers) Consider the quality of the direct marketing effort, and briefly discuss your evaluation of its effectiveness. Consider the quality of the direct marketing effort, and briefly discuss your evaluation of its effectiveness.