• http://www.brickmarketing.com nickstamoulis

    Great article, this is so true! Direct mail marketers tend to be very methodical when it comes to mailing list rental, segmentation and testing, etc. I think this tends to be because offline direct marketing is much more costly and takes much more time to develop, implement and track.

  • http://www.rimmkaufman.com George Michie

    Thanks Nick.

    I agree, they’re good at it because they’d be out of business if they weren’t. Mailing catalogs is expensive, they have to plan far in advance to buy the paper, and they’ve been at it for 100 years. Major catalogers also benefit from having lots of data to model. Indeed the circulation data sets are usually much richer than ours in the search world which allows them to do some amazing stuff.

  • http://www.alanmitchell.com.au alanmitchell

    More control over where your ads are shown is definitely a good thing, especially since people are now demanding better local results from search engines. Nice idea about the Zip Code tagging. I’m sure using store location data to geo-target your ads would create a killer campaign.