There are 3 headings for contractor marketing - pull, push and social. You have true control over 2 of the 3 and a little control over the 3rd.Where are people having the most success with marketing? Mass mailings, websites, blogs?
Good point, let me add just a little more to that, and combine it with your first point:i absolutely, categorically do not believe anymore in direct mail. (unless you're talking about direct mail to your existing client base, in which case it is very valuable, provided you do it on a consistent basis to stay on their minds)
You want your web site and other marketing efforts to be capturing a list of people to stay in contact with, preferrably by email. And no, not to be mailing them "offers" because that will generate too many opt-outs. You will do best by thinking like your customer. What is important to them? What kind of info would they value?get a website with SEO that kicks the pants off your competitors.