How to combine various media, opt-in marketing & the web
Cross-Media 1:1 Marketing
Providing Personalized Content to Drive Sales

HIPPA Compliance
Since the program does not use
“protected health information”
and describes a covered entity’s
health-related product or service,
it is excluded from HIPPA.
Source: US Department of Health & Human Services, “HIPPA Compliance Assistance: OCR Privacy Rule 05/03.

1:1 Cross Media Marketing
The right message,
To the right customer,
At the right time,
On the right channel.

1:1 Cross Media Marketing Goal
Create an actionable database
of warm leads based on
demographic information

Traditional Marketing vs. 1:1 Variable

The Critical Elements

Identifying Visitors
• There are two choices. PURLs or
Real Time Personalization (RTP)
– PURLs are used only if the visitor is known
(for email, variable print direct mail)
– RTP allows for variable content to be
served even if we do not know who will
visit the site in advance (for broadcast media,
SEO, paid search, magazine ads, inserts, etc.)

PURLs
• Personalized URLs (PURLs):
vip.yourcompanyname.com/JohnSample
• Pros:
– Highly targeted and personalized
– Content pre-programmed for recipient
– Automatic tracking and reporting
• Cons:
– Requires knowledge of visitor in advance
– Requires demographic data for effective variable content
– Data acquisition and production can add expense

Variable Data Email Samples

Why Direct Mail in the Electronic Age?
Source: USPS. Direct Mail Today, 2007-2008.

Variable Data Printing
Benefits of Personalized Content
• Graphics, fit, feel & copy crafted for individual
prospects
• Individual web pages with personalized photos, art,
copy, Flash & unique offers for each recipient
• Opt-in forms pre-populated with prospect’s information
• Real time reporting and sales alerts
• Multi-media coordination
• Multiple offer and copy testing
• Accurate tracking of ROI

Variable Campaign Design - Print
Each advertisement
features industry and
recipient specific content
This example shows a
postcard, but virtually
anything can be created
using this technique
indicates variable content

Variable Campaign Design- Print & Web
The art, offer, copy, seller, and promotion are
all variable according to the recipient, both
on printed material and on the web.

Variable Campaign Design - Web

Identifying Visitors
Real Time Personalization
• You can still offer personalized web content from
a generic url from any static print piece,
advertisement, magazine ad, billboard,
television or radio spot
• Visitors are queried for their first initial, last
name, and zip code
• A real time data lookup allows demographic
information to be pulled:
• Create a personalized site
• Build a list of warm leads

Identifying Visitors

Identifying Visitors

Static URL Campaign Design

Static URL Campaign Design

Static URL Campaign Design

Static URL Campaign Design

Campaign Design
Radio
Announcer: “Visit us on the web at
vip.acme.com for your special access!”
Also useful on:
• TV & billboards
• Magazine advertisements
• Web pages and email
• Flyers, handouts, hangers & inserts
• Promotional items & tickets
• Cut sheets and catalogs
• Or ANY advertising medium

Email sales alerts

Reporting

Turn Key 1:1 Cross Media Marketing
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