Are traditional marketing tactics losing their effectiveness?

• The Federal Trade Commission reported on August 18, 2005 that over 100 million phone numbers were registered with the National Do Not Call Registry.
  
  
• By 2003, less than 50% of households received Sunday editions, with fewer receiving a daily newspaper.
  
  
• the amount of commercial time being skipped by DVRs would rise to 5% by 2005 and 17% by 2010.
  
  
• Radio advertising is under attack on multiple fronts.

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As a result, savvy marketers are searching for other methods. Internet advertising, web logs (blogs), podcasts, event marketing and product placement have gained momentum, but above all of those, direct mail delivers proven effectiveness. In fact, the USPS asserts that 95% of all American households collect, assess, and sort their mail daily.

Variable printing AKA variable data printing (VDP), personalized printing, or personalization, uses digital technology to combine variable data with static information and create printed pieces that are unique to each recipient. Results can vary based on many factors including the quality of data, creative aspects of the piece, and timing, but variable printing programs are achieving response rates as high as 30%!

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