Advertisers are looking for ways to make direct mail more effective; here are two new approaches that combine direct mail with the power of the internet:

• A company called Dukky has an approach to turn the coupon in the mailbox into a viral-marketing phenomenon.  They use a personalized web address that is pre-populated with a target customer’s data. The individualized URL leads each customer to a microsite created exclusively for that individual customer. It mirrors the direct-mail campaign and provides the customers with the “payoff:” a coupon they can print out, for example. But before the payoff, they are required to share more information about themselves, which is then collected and tracked. Finally, the customer is offered a quick way to share the offer with friends through social media: If she likes the offer, she can post it to her Facebook page.

• Interpublic Group’s Mediabrands is teaming up with AOL to improve upon circulars and Sunday newspaper inserts.  They are working to create smarter online pamphlets that will prompt consumers to answer questions about their shopping preferences, such as their favorite brands or designers, and then serve up a catalogue of relevant products, retail locations and sales on related items. Consumers will also have one-click access to instructional videos and manuals. They aim to increase consumption by making shopping easier for people, seamlessly equipping them with Internet information they would otherwise hunt and peck to find.

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Sources: “The Future Has Been Delivered to Your Mailbox,” Entrepreneur Magazine, July 2010; “AOL, IPG Race To Keep Up With Consumer Habits Online,” Forbes, 6/17/10; “Meet the next generation of retail shopping,” IPG Emerging Media Lab Blog, 6/18/10