WRITTEN ON February 18th, 2010 BY peter AND STORED IN Leaflet Distribution

It’s amazing to see the speed with which the online world keeps changing the way we work. This article in Marketing Week reports how one technology company is claiming a “UK first” with the introduction of a targeting system that allows online advertisers to focus “down to postcode level”.

As I said, amazing.

What is perhaps even more amazing, however, is that for once the new media is lagging several years behind the more traditional media sector.

Many moons ago, we at LinkDirect started giving advertisers the opportunity to target customers at postcode level. Now however, through round level targeting, we’re able to facilitate targeting at delivery round level, meaning advertisers can target zones containing around 200 households - a 15-fold improvement on the accuracy level that targeting used to allow.

Needless to say, such a drastic improvement in targeting brings with it added benefits, such as savings on distribution and print costs and far less wastage from an environmental perspective.

But, bragging rights aside, what is particularly interesting about the Marketing Week story is the obvious potential for greater coordination between online and offline campaigns going forward.

Much in the same way that doordrop has in the past provided a highly effective partner in TV and radio campaigns, why can’t doordrop play a far more active role in online campaigns?

After all, doordrop is arguably the only other media that can operate at postcode, as opposed to individual, level. Doordrop and online would seem to be the perfect fit.