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Cross-Media Marketing


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Cross-Media Marketing (PURLs) provide a great way to extend the marketing touch, engage the recipient and gather valuable relevant information.

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Cross-Media Marketing

  1. 1. Cross-Media Marketing
  2. 2. <ul><ul><li>What is it? </li></ul></ul><ul><ul><li>Combine the power of Print, E-mail and the Web to boost direct marketing campaigns. Interaction provides valuable information that closes the Loop and provides the ability for true Database Marketing . </li></ul></ul>Cross-Media
  3. 3. <ul><ul><li>What is it? </li></ul></ul><ul><li>A marketing campaign that integrates multiple media outlets </li></ul><ul><li>Sometimes referred to as Multi-Media or Multi-Channel </li></ul><ul><li>Personal URLs (PURLs) tie Print, E-mail and the Web </li></ul><ul><li>Campaign dashboard captures visits and interaction in real time </li></ul><ul><li>Generate reports and export new client & prospect Data </li></ul>Cross-Media
  4. 4. <ul><ul><li>Why? </li></ul></ul><ul><ul><li>Changing Landscape </li></ul></ul><ul><li>51% of the US population has access to the broadband </li></ul><ul><li>“ always on connection” at home or work </li></ul><ul><li>73% of consumers prefer to receive product offers via US mail </li></ul><ul><li>We live in a Cross‐Media world </li></ul>Cross-Media
  5. 5. <ul><ul><li>Why is it better? </li></ul></ul><ul><li>Coordination within channels is more effective </li></ul><ul><li>Delivers a consistent message </li></ul><ul><li>Current technology allows us to apply variable data </li></ul><ul><li>Current technology allows us to measure </li></ul>Cross-Media
  6. 6. <ul><li>Why? </li></ul><ul><li>43% of people prefer </li></ul><ul><li>to respond to direct </li></ul><ul><li>marketing online. </li></ul><ul><li>Are you there for them? </li></ul><ul><li>This means, to increase the opportunity for more successful </li></ul><ul><li>direct marketing campaigns include an effective online response option. </li></ul>Cross-Media
  7. 7. <ul><ul><li>What can it do? </li></ul></ul><ul><li>Increase your chance to be remembered </li></ul><ul><li>Daily we encounter 2,904 media messages… </li></ul><ul><li>We may remember 52 of them… </li></ul><ul><li>But 4 of them we will positively remember! </li></ul><ul><li>How do YOU cut through the noise to engage your </li></ul><ul><li>customers more effectively? </li></ul>Cross-Media
  8. 8. <ul><ul><li>What can it do? </li></ul></ul><ul><li>Boosts Direct Marketing Response Rates </li></ul><ul><li>Gather Valuable Customer Data </li></ul><ul><li>Qualify Leads and Prospects </li></ul><ul><li>Profile Customers and Qualified Prospects </li></ul><ul><li>Convert High Quality Leads into Revenue </li></ul><ul><li>Provide Sales with Relevant follow up information </li></ul><ul><li>Measure Results in Real-Time </li></ul>Cross-Media
  9. 9. Cross-Media <ul><ul><li>How does it work? </li></ul></ul>Personal URLs provide new opportunities to extend your marketing touch. Personal URLs in the Printed Direct Marketing piece provide great new opportunities to deliver creative messages that are actionable Attract Customers and Prospects using Relevant & Creative Versioned, Personalized and Customized Direct Marketing that Drives them to the Web.
  10. 10. Cross-Media <ul><ul><li>How does it work? </li></ul></ul>Welcome Customers and Prospects to On-line Interaction Landing Pages Integrate and Expand the Direct Mail Marketing Message and Offer Capture Valuable feedback to provide Relevant information for future Direct Marketing Opportunities Interact VIP Landing Pages allow you to Interact with Customers and Prospects, Share Information, Gathering Feedback and Learning Beneficial Insight.
  11. 11. Cross-Media <ul><ul><li>How does it work? </li></ul></ul>Track & Manage Qualified Leads in Real Time Delivered to Email or PDA Review & Produce Comprehensive, Actionable Reports Dashboard gives you Immediate Insight into Campaigns Effectiveness Profile, Segment and Obtain Key Qualifying Information Track & React Respond to Qualified leads in Real Time. Reply with Relative Information Learned thereby Creating closer Relationships with Customers and Acquiring New ones. John Smith just responded Steve Salesperson, John Smith just responded to your campaign. Contact information: John Smith 123 Any street, USA (555)547-1234 Survey Results: May I call you to discuss? Yes
  12. 12. Cross-Media <ul><ul><li>Typical Workflow </li></ul></ul>Triggered Customized Marketing Direct Sales Call Triggered Automated reply from system Database Sales & Marketing Drives Recipient to PURL Landing pages Triggered Alert to Sales & Marketing Direct Marketing Campaign Recipient Interaction Campaign Database Captures Response Programmed Triggers
  13. 13. <ul><ul><li>Cross-Media Summary </li></ul></ul><ul><ul><li>Changing landscape, we live in a Cross‐Media world and </li></ul></ul><ul><ul><li>people prefer to respond on-line </li></ul></ul><ul><ul><li>Integrates multiple media outlets integrating PURLs to combine </li></ul></ul><ul><ul><li>the power of Print, E-mail and the Web </li></ul></ul><ul><li>Coordination within channels is more effective and delivers </li></ul><ul><li>a more consistent message </li></ul><ul><li>Campaign dashboard captures visits and interaction in real time </li></ul><ul><li>Reporting Data closes the loop for true Database Marketing . </li></ul>Cross-Media