Good list selection, great deals, and persuasive copy still work as well today as they did some 30-plus years ago when I began my career in direct marketing. That much has not changed.
What has changed is our ability to target our audience.
As recently as the mid-1990s, direct mail is the only way to reach customers one-to-one, but a new online technology quickly changed it.
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Today, online tracking technology collects mountains of demographic data and behavior is changing the way marketers deliver their message to consumers.
By taking this huge database of information online marketers can now use statistical analysis to make assumptions about the possibilities that the prospect or customer responds to a particular offer. If you want to collect this information from the web, you need to use top data scraping software.
For marketers, this means using advertising dollars more effectively. For consumers, it can result in customized web browsing experience with free content and ads that are relevant to an individual's personal interests.
However, much of this information is collected as a consumer-navigate Web-collected without the knowledge of the person. And that's the point.
Once the online data collection is limited to "cookie" files which websites are listed visited by people. But the new tools now scan what people do on a Web page and, in real-time, can access your location, income, shopping user interest and even medical conditions.