Programmatic direct mail programs usually involve a marriage of data, behavior based signals and automation to identify consumers with interest in a product or service. IN today’s modern world, this technique has been somewhat limited to online advertising. But with new technology, such as LeadMatch through Response Builder, you can begin to identify visitors coming to your website and send them a direct mail piece based on their web visit. Media Post goes into more detail about ways to tie search, keywords and traditional marketing techniques (like direct mail and television) into better results.
Read more by visiting here: https://www.mediapost.com/publications/article/331957/tying-search-to-programmatic-and-direct-mail-impro.html