PURLs 101

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PURLs 101

  1. 1. pURLs 101<br />Understanding Personalized URLs<br />
  2. 2. Overview:<br />What is a PURL?<br />Why is there so much talk about PURLs?<br />Not everyone likes PURLs<br />Best “practice” of PURLs<br />Examples<br />Q&A<br />
  3. 3. ?<br />P<br />U<br />R<br />L<br />s<br />
  4. 4. PURL – personalizeduniform resource locator<br />
  5. 5. However...<br />it’s not just apersonalizedweb address<br />
  6. 6. [ what it really is...]<br />Personalized landing page/site, composed of relevant information generated by data specific to target. A web medium designed to stimulate and track response actions.<br />//<br />//<br />
  7. 7. What distinguishes a PURL?<br />
  8. 8. SURLs <br />static uniform resource locator (URL) – driven by static communication channels (e.g. newspaper & magazines)<br />GURLs<br />Generic uniform resource locator (URL) – driven by digital campaigns<br />PURLs<br />Personalizeduniform resource locator (URL) – dynamically driven by unique data<br />
  9. 9. Example:<br />
  10. 10. why somelovethem and others hatethem...<br />
  11. 11. PURLs<br />
  12. 12. Why are folks talking about them?<br />They connect print/mail ads to the web... making it possible to track responses<br />Enhances the level of personalization through relevance and personalization<br />It’s more than a URL with personalized variables in it... it is also: dynamic, unique, able to track responses, trigger more communication etc...<br />
  13. 13. PURLs<br />
  14. 14. Why do some people hate them?<br />Poor Planning (99% of the Negatives) – makes the medium ineffective<br />Bad Offer (30%) – responses are not optimal<br />Bad Creative (30% of the negatives) – inquire professional design services<br />No Follow Up (Even when it is bad, it’s not too bad to follow up).<br />
  15. 15. Best “Practice” of PURLs?<br />
  16. 16. What is the best practice?<br />Clear and precise – get to the point!<br />Short (keep it short, thanks)<br />Optimized for Desktop/Laptop/Mobile.<br />Trigger Driven (both for the customer and Sales/Mkt.)<br />Dynamic (As it goes, it grows)<br />
  17. 17. Check out these examples:<br />www.mybluepie.com<br />http://madmarketing.l2soft.com/ <br />www.icdemoapp.com/webdemosignup <br />
  18. 18. Q<br />&<br />A<br />Have a question about pURLs? Email us at:<br />marketing@l2soft.com<br />

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