The document discusses challenges facing targeted marketing campaigns (TMCs). It notes that [1] retailers and advertisers question the return on investment of TMCs as response rates are lower than other options; [2] TMCs have not focused on understanding customer needs as business declined, lacking audience data and measures of usage; and [3] there is no standard for content, delivery methods, or package composition, making it difficult to measure effectiveness. The document suggests TMCs could address these challenges by better understanding customer types and how local targeting through TMCs can complement digital advertising.