Marketers can derive more value from their CRMs and other offline databases—the ones they use, or previously used, to power direct mail campaigns—to fuel a more modern tactic: programmatic advertising targeted to specific households using geofencing, or “addressable programmatic”
By 2020, almost 90% of all mobile display ads and 86.2% of all digital display ads will be bought via automated channels, according to eMarketer. Programmatic is the future of advertising. While direct mail has been used for decades, it is rooted in valuable data that includes customers’ and prospects’ mailing addresses, purchase history and behaviors and preferences that help marketers determine how likely someone is to be in-market for a particular product or service.
