The digital marketing mix is top of mind for the obvious reasons of targeting and efficiency of spend.  A couple of traditional mix elements have recently caught my attention for innovation that seeks to achieve the same benefits of digital marketing in the offline mix.  Traditional direct mail is under attack not only from the efficiency angle, but also the environmental perspective.  I recently attended a very interesting presentation from the US Postal Service www.usps.com  which focused on driving efficiency into traditional direct mail.  A movement is under foot to convert the traditional direct mail model from pay per unit sent to pay per unit converted.  In other words, an advertiser doesn’t pay for postage unless the direct mail piece results in a conversion.  A less measurable perspective from a likely biased presenter:  direct mail is now exceptionally effective with millenials as a direct result of their living in a digital world; since they don’t get very much mail in the mailbox anymore, they are more likely to pay attention.  Also, a sound byte on the environmental impact of catalogs and direct mail: less than 2% ends up in landfills.