- "All businesses have a lifecycle, and the monks felt that the catalog business was past its peak as a dominant business model".
- Wilson says Snail’s Pace will reflect changing marketing paradigms: “You’ll see less money spent on advertising, catalogs, direct mail and the like, and more effort put into reaching exactly the right customer prospects through social media channels, the Internet, and through media that they are currently consuming.”
If your matchback vendor hasn't recommended executing mail/holdout testing to validate matchback results, be afraid ... be very afraid.
I'm not saying you shouldn't be mailing catalogs ... I'm saying you should make profitable decisions. Look at what is happening all around you, and pay close attention to how customer behavior is shifting.