Database: Playing Your Cards Right
My family and I went away for several days last week and, upon return, our mailbox was inundated with catalogs, coupons, magazines, etc. This is a scene everyone encounters from time to time. In my family, my wife is the direct mail filter and I am the digital one. So, while I can keep the email inbox relatively clean from anywhere digitally, the paper stack waiting for our return is my wife's domain.
I was struck by both the amount of content before my wife and her complete lack of dismay at the task before her. With the speed of a six-deck shuffler in Vegas, she rifled through each envelope, sorting them into piles by level of interest for additional follow up or review, and the "other" pile. The "other" pile grew until it was later unceremoniously torn in two and deposited in the kitchen waste bin. My wife had viewed, reviewed and matched the appropriate deals to the appropriate person (her) in a matter of minutes, and the next step of analyzing the content continued on a much smaller subset of successful contestants in the game "Is she interested at this moment?"
Everyday this scene unfolds in homes. Marketing professionals work in a world that both supports this activity and, to some degree, promotes its continued use. But, as individuals outside of work, we also feel the effects of these campaigns and understand what it means to be "targeted." It's sometimes necessary to identify our own view of marketing tactics and their reach into our personal lives to better determine what is working, what needs work and what just doesn't make sense at all.
Which brings us to the question that every company is discussing more and more: What is the proper media mix between digital, print, direct and the myriad other marketing channels?