Based on the buzz these days, I get the impression many in our business think "multichannel marketing" means including social media with your paid search campaign. For those of us working in business-to-business marketing before "friend" became a verb, direct mail was usually the centerpiece of most multi-channel campaigns. However, the astronomical growth of the Web — and a concurrent shift in marketing budgets — has left the once-venerable workhorse of direct mail languishing in the barn.