In today's show with Rod Irwin, sales manager at InfoUSA, we talked about the role of direct marketing in today's competitive landscape. Rogers and Peppers have written about the importantce of one-to-one marketing, but until these past few years, I haven't thought it truly possible. With today's advancements in direct marketing which include variable print, personalized URLs (PURLS), and the advancements in data mining, it really seems like marketers should be able to customize every message to each individual target. And I emphasize the word SHOULD. Rod pointed out in the program today that he felt the number one challenge facing marketers is their inability to strategically think about their direct marketing. According to him, we don't do a very good job of personalizing and customizing the message. Sounds like we still have some work to do.