PURLs, GURLs & Mobile Marketing (Planet Success 2013)

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Learn how to create high impact marketing campaigns involving highly personalized and highly relevant content across multiple channels. The key is creating a personalized marketing strategy that uses today's technology to speak to your audiences in the channels they are using. This seminar covers the ins and outs of PURLs, QR Codes, mobile-optimized emails and landing pages, campaign-specific microsites, social media integration, and how to track individual user behavior across each channel. Specific examples of actual campaigns are demonstrated along results and metrics.

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PURLs, GURLs & Mobile Marketing (Planet Success 2013)

  1. 1. PURLS, GURLS & MOBILEMARKETINGIntegrating Today’s Cross-Media ToolsTony FragaCross-Media Gurutony@directdevelopment.com
  2. 2. Session TopicsPART 1: MULTI-CHANNEL BASICSPART 2: VARIABLE-DATA USING PURLs &GURLsPART 3: MOBILE INTEGRATION TECHNIQUESPART 4: MARKETING AUTOMATION &RESULTS
  3. 3. PART 1PART 1: MULTI-CHANNEL BASICS
  4. 4. The average person sees 3,000 media messages perDay!
  5. 5. Integrated Cross-MediaMarketing“The ability to communicate with anaudience across physical and digitalmedia channels in a consistentmanner that is relevant to theindividual recipient – in content,presentation, timeliness and channel.”
  6. 6. Social Media Facts: Social Networks account for 22% of internet time 60% of 18-34 year-olds access Social Networking sitesvia their mobile phone Half of all social media users are between 25 – 44 yearsold THE CHALLENGE: Getting in front of prospects who areNOT connected to your social networks(SOURCES: Nielsen, U.S. Digital Consumer Report, Q3-Q4 2011; eMarketer)
  7. 7. Email Facts: 19% of all time spent online is spent reading andresponding to emails. More email will be opened on mobile devices than ondesktops by the end of 2013. iPhone & Android phones account for 90%+ of mobile phoneopens. Triggered messages yielded 75% higher open ratesand 115% higher click rates compared to “BusinessAs Usual” messages in Q3 2012. THE CHALLENGE: Making sure your emails aremobile-optimized(SOURCES: Hubspot; MindJumpers; Epsilon Q3 2012 North American Email Trend Results)
  8. 8. Direct Mail Facts: The average household receives 24.7 pieces ofmail/wk 98% of consumers bring in their mail the same day 85% of women ages 25-44 read direct mail 22-24 year olds are most likely to respond to a mailpieceReply Cards Still Work! 10-20% still use BRCto respond to event/program promos THE CHALLENGE: 78% of all people read theirMail over a trash can
  9. 9. Mobile Device Facts: 73% of smartphone users use their devices to search theweb 65% expect websites to be as easy to use as oncomputer 73% read email DAILY on smartphone 25-34 year-olds maintain highest smartphone penetration Mobile Responders = 30% of total responders (average) THE CHALLENGE: Making sure your response methodsmake sense for mobile devices
  10. 10. Multi-Channel MarketingFacts: Multi-channel marketing outperforms single-channel Multi-channel campaigns generate 2-3x higher response ratesvs. single-channel Multi-channel, multi-touch campaigns are necessary tobreak through the “noise” of 3,000+ daily mediamessages Most multi-channel strategies use variable-datatechnology Many lists offer multi-channel (postal + email) records THE CHALLENGE: Making sure marketing
  11. 11. Personalization, Relevance &Simplicity! Must be highly PERSONALIZED and RELEVANT toeach person and audience segment Increase use of Variable-Data Technology in Printand Digital Media “dynamic” instead of “static” communications Call-To-Action must be clear and SIMPLE 1-to-1 messaging vs. 1-to-all
  12. 12. PART 2PART 2: VARIABLE-DATA USING PURLs &GURLs
  13. 13. Multi-Channel Marketing withVariable-Data TechnologyUses information from a databaseOn-demand, real-time processingVariable Content can be copy and/or graphicsUsed in Print and Digital media
  14. 14. Innovative Capabilities withVDP VariablePhotos PersonalizedQR Codes Variable MapsJohn’s QRCodeSally’s QRCode
  15. 15. COLUMN L (“PROGRAM”) – this field contains the program interests ofeach prospective student. The program codes “trigger” unique content toprint for each prospect’s postcard. For instance, any person who has“PSYF” (Forensic Psychology) as a program of interest receives thepostcard that contains variable LAYER #10.How VDP Programming Works…
  16. 16. John’sMailer(Nursing Version)
  17. 17. Sally’sMailer(Education Version)
  18. 18. 18
  19. 19. Touch #1Personalized MailerPromoting Printedand DigitalViewbooks
  20. 20. Touch #2: Email Follow Up to Direct Mail
  21. 21. Touch #3: “Last Chance” Email Reminder
  22. 22. Using PURLs as the Call-To-ActionCampaign-specific MicrositeLanding Pages are simple and easy tofollowTied to a Database (Platform Driven)Pulls unique data to the userPrimary CTA in Direct Mail, Email, SMS,QR…www.SallySample.MarymountOpenHouse.com
  23. 23. PAGE 1: Welcome Page
  24. 24. PAGE 2: Survey Page
  25. 25. PAGE 3: Pre-Populated Form
  26. 26. VIRTUAL VIEWBOOK MICROSITE
  27. 27. VIRTUAL VIEWBOOK MICROSITE
  28. 28. VIRTUAL VIEWBOOK MICROSITE
  29. 29. Tracking John & Sally…Sally proceeds through all pages of Microsite and RSVP’sto eventJohn stops at SurveyPage
  30. 30. 30Virtual ViewbooksDemonstration:
  31. 31. PURLs Track INDIVIDUAL Activity &Cross-Media EffectivenessDATABASE
  32. 32. All Data Can Be Exported to CRM
  33. 33. Tips When Using PersonalizedMicrosites Make PURL link the PRIMARY Call-To-Action inboth Direct Mail & Email Do NOT use external links in Microsite (until theend) Remember the “micro” in “Microsite” Use Multi-channel lists (Mail + Email) Time 1st Email within 6 days of when direct mailarrives
  34. 34. Variable-Data Technology Drives Marketing StrategyDatabaseTracking Each IndividualM ICROSITEDirect MailTrifoldEmailFollow-Up#1BusinessReply MailRSVPEmailFollow-Up#2Send toFriendsSocial MediaPromotionSMSTextReminderLinkstoMain WebsiteCon rmationEmail
  35. 35. Rich Data = Relevant TriggerResponsesTriggered Email after Direct Mail is receivedTriggered Email after responses to MicrositeTriggered SMS Text reminder before eventTriggered SMS Text to Sales Rep
  36. 36. Email Follow-up#1 to Sally(sent approx 5days after DirectMail is received).
  37. 37. Confirmation Emailto John based onhis unique RSVP oncampaign Microsite
  38. 38. Triggered SMS TextMessages
  39. 39. PART 3PART 3: MOBILE INTEGRATION TECHNIQUES
  40. 40. QR Codes40
  41. 41. Branded vs. Personalized QRCodes
  42. 42. Do they work?Mixed results have been reported – here are some commonfindings:1. QR Code usage is still growing2. Approx 55% of those scanning QR Codes are 25-443. Nearly 60% of people prefer to scan at home4. Still being used improperly (directed to non-mobile sites)5. Most potential is to tie in with Personalized URLs6. Typically 3-10% of campaign respondents use the QR Code
  43. 43. What will be the Mobile Experiencefor…? iPhone Smartphone Uses same laptop from college Facebook, Twitter & Pinterestuser Uses phone to update socialmedia, check email, andheavy web browsing Has scanned QR Codes to getretail coupons43John Doe Sally Sample Android Smartphone Busy schedule Facebook and LinkedIn user Uses phone mostly to checkemail, play games, and lightweb browsing Has never scanned a QRCode
  44. 44. Sally SampleJohn DoeScans QR Codeon SummerProgramsPostcardClicksPURL linkonMembership RenewalEmail
  45. 45. Page 1: Mobile-optimized and…
  46. 46. …Vertical Scrolling
  47. 47. Page 2: Short & Simple RSVP/Survey
  48. 48. Page 3: Pre-populated Profile Fields
  49. 49. Page 4: Relevant + Socially Integrated
  50. 50. NEW! - Mobile-Optimized Email “More email will be opened on mobiledevices than on desktops by the end of2013.” “Responsive Design” is a current best practice already used in mobile web development Similar principles of optimizing content for different devices Does NOT work universally
  51. 51. Desktop vs. Mobile-Optimized Email
  52. 52. Mobile-Optimized vs. Mobile-Friendly vs. Desktop
  53. 53. PART 4PART 4: MARKETING AUTOMATION &RESULTS
  54. 54. Better Tracking = BetterDecisions “Multi-channel integration, analytics,and data gathering capabilitiesultimately drive more targeted, cost-efficient marketing programs.” ~Jupiter Research
  55. 55. Do You Know… The names and contact info of everyone who visited thewebsite? How many people responded after Email #2? How many people responded on a mobile device? Which in-house list achieved the highest response rate? Which outside list achieved the highest conversion rate? Which people can’t come to your event, but want moreinformation about a your product? (Do you know which product they are most interested in?) How many prospects went to your website vs. your socialmedia page after responding?
  56. 56. Comprehensive Statistic #1:56Personalized Microsites will capture 2x asmany names of prospects vs. generic orsingle-channel marketing efforts.
  57. 57. Comprehensive Statistic #2:57Response Rates from OUTSIDE sourcesare3x better when renting multi-channelrecords vs. single-channel (postal or emailby itself).
  58. 58. Comprehensive Statistic #3:58The amount of campaign respondents whoprefer to respond via a Mobile Device hasincreased 72% since 2011. 2011 = 18% 2013 = 31%
  59. 59. Comprehensive Statistic #4:59Prospects who receive variable messagingand relevant content that correspond withtheir interests are much more likely torespond vs. those who receive genericcontent.
  60. 60. Multi-Channel vs. Single-ChannelAverage Response Rates when usingPersonalized URLs as the primary call-to-action Direct Mail only = 0.8% Email only = 0.9% Multi-channel (Direct Mail + Email) = 3.4%
  61. 61. Cross-Media Strategy for Open House EventDatabaseTracking Each IndividualM ICROSITEDirect MailTrifoldEmailFollow-Up#1BusinessReply MailRSVPEmailFollow-Up#2Send toFriendsSocial MediaPromotionSMSTextReminderLinkstoMain WebsiteCon rmationEmail
  62. 62. 3 Benefits of Planning a MarketingAutomation Strategy1. Follow-up marketing communications happen ontime2. Easy to version messages to be more relevant toprospect interests and/or behavior3. Email, SMS Text, Direct Mail and Social Mediacan be setup as automated communications
  63. 63. Capturing ALL Interest LevelsPossible Responses to Invitation to an EventYes,I’ll bethere!Maybe,but I’d liketo talknow.Maybe,pleasesend memore info.Can’tmakeit… butI’minterested in yourprograms.I’m notansweringbut I’mcheckingyou out.
  64. 64. Possible Responses to Invitation to an EventYes,I’ll bethere!Maybe,but I’d liketo talknow.Maybe,pleasesend memore info.Can’t makeit… but I’minterested inyourprograms.I’m notansweringbut I’mchecking youout.More Interests = More DecisionsAuto EmailConfirmationReminderSMS Text in 2WeeksInvite to nextEventImmediatePhone CallImmediate Follow-upPackage w/ Segment-SpecificInformationGeneralPromotion1 Month
  65. 65. PURLS, GURLS & MOBILEMARKETINGIntegrating Today’s Cross-Media ToolsTony FragaCross-Media Gurutony@directdevelopment.comQ & A

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