Determining the role of search in the multichannel marketing mix involves some simple logic: How do consumers think? To them, search is a tool they use in the decision-making process—it doesn't make decisions for them.
by John DeMartino Personalization in direct mail has certainly come a long way from its humble beginnings—a recipient's name and address printed on a letter. With the advances in data collection and printing technology, it has evolved into a more sophisticated animal. Personalization is not limited to keeping in contact with your current customers; it can also be used to sell prospects or fulfill requests from inquirers. Following are examples of how three companies—Mobil, Whirlpool and Crown Mercedes—used personalization in their direct marketing campaigns. Each addresses a different aspect of how personalization can enhance marketing efforts. Selling and Upselling Mobil's "Corner