Personalizing Direct Mailings
Personalizing Direct Mailings
2005-10-26 01:15:05 by Andrew Hitchcock G+
I have nothing against advertisements in theory. However, in practice, I have two big gripes: advertisement overload and un-targeted advertisements. In the first group we have things like flashing banner ads on websites, websites where it is hard to find the content amongst the ads, political signs uglifying our streets, and 20 minutes of TV commercials before movies in theatres. All these forms of advertising are obnoxious and not really the discussion of today's post. I would like to put out a request for more targeted advertisements (to an extent). I get way more mail in my apartment then I ever did at home or in the dorm. Every few days I find myself recycling the latest mailing. Fortunately, the task is quick and easy: "Cheap lube jobs? I don't drive and I loathe cars. Discount on basic cable? No thanks, I'm trying to get away from corporate generated media and the boob tube. Meat coupons from your local grocery chain? Okay, that goes straight into the recycling, I'm not even going to check the inside." I think the grocery store coupon books are the funniest. About half of the front and back cover of the fold out are covered in coupons for meat. It is the same for all chains, they all feature big pictures of raw meat prominently on the outside. By not targeting their mailings, these stores are losing money and wasting my time. With targeted mailings, everyone wins. The consumer would be inundated with less junk, the coupons would actually be useful, and the companies would save money on marketing (yielding a higher ROI). Perhaps the only loser would be the postal service, because they wouldn't send as much mail. There seems to be a large cultural shift away from waste and towards a higher quality of life. It surprises me - now that I've experienced more of the world and have had a few jobs - just how inefficient and wasteful the whole economy is. I look forward to the day I receive an advertisement for cheap bike tune-ups or organic grains on sale. Actually, who knows, maybe I am getting targeted ads, but the last tenant was a huge carnivore.
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