How to combine various media, opt-in marketing & the web




Cross-Media 1:1 Marketing
Providing Personalized Content to D...
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 ...
PURLs


• Personalized URLs (PURLs):
  vip.yourcompanyname.com/JohnSample
• Pros:
   – Highly targeted and personalized
  ...
Variable Data Email Samples
Why Direct Mail in the Electronic Age?




Data from USPS. Direct Mail Today, 2007-2008.
Variable Data Printing


Benefits of Personalized Content

• Graphics, fit, feel & copy crafted for individual
  prospects...
Variable Campaign Design - Print


                                   Each advertisement
                                 ...
Variable Campaign Design- Print & Web




           The art, offer, copy, seller, and promotion are
           all variab...
Variable Campaign Design - Web
Identifying Visitors

 Real Time Personalization
• You can still offer personalized web content from
  a generic url from ...
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!”

...
Email sales alerts
Reporting
Turn Key 1:1 Cross Media Marketing


                       This program brought to you by:




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Cross-Media 1:1 Marketing: Providing Personalized Content to Drive Sales

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Presented by James Michelson at Web Content 2008, June 17-18, 2008 in Chicago.

This session is designed to give those responsible for delivering and maintaining web content a look at the best approaches to create and serve relevant and personal copy to visitors derived from any advertising channel. Discover how savvy marketers are using the latest tactics to coordinate cross media campaigns, track results, and generate follow up communications without needing support across multiple departments or firms. Real time data profiling can serve unique web content to visitors referred from static or variably printed pieces with amazing accuracy. Virtually any media (including TV, radio, billboards, magazine ads and more) can be used to drive web traffic to a site that captures both demographic and psychographic information that gets the right message, to the right customer, at the right time.

The topics to be covered in this session include:

* Comparing traditional shotgun marketing (web, print, etc) to highly targeted methods
* Developing world class 1:1 marketing campaigns in virtually any media without busting the budget
* Understanding the various methods for generating personalized content including purls and real time profiling
* Creating highly targeted marketing campaigns using integrated micro-sites and personalized url (purl) landing pages
* Segmenting prospects and conducting real time personalization to serve web visitors specific content regardless of their entry point
* Providing personalized and highly relevant content from database analysis, web content, list & market procurement, and list & market analytics
* Improving response rates by capturing “soft responses”
* Decreasing cost per response by coordinating media messages
* Collecting and comparing metrics across all media
* Implementing automated follow up and fulfillment processes
* Winning new clients by combining media outlets without investing in new lines of business

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Cross-Media 1:1 Marketing: Providing Personalized Content to Drive Sales

  1. 1. How to combine various media, opt-in marketing & the web Cross-Media 1:1 Marketing Providing Personalized Content to Drive Sales
  2. 2. 1:1 Cross Media Marketing The right message, To the right customer, At the right time, On the right channel.
  3. 3. 1:1 Cross Media Marketing Goal Create an actionable database of warm leads based on demographic information
  4. 4. Traditional Marketing vs. 1:1 Variable
  5. 5. The Critical Elements
  6. 6. 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.)
  7. 7. 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
  8. 8. Variable Data Email Samples
  9. 9. Why Direct Mail in the Electronic Age? Data from USPS. Direct Mail Today, 2007-2008.
  10. 10. 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
  11. 11. 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
  12. 12. 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.
  13. 13. Variable Campaign Design - Web
  14. 14. 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
  15. 15. Identifying Visitors
  16. 16. Identifying Visitors
  17. 17. Static URL Campaign Design
  18. 18. Static URL Campaign Design
  19. 19. Static URL Campaign Design
  20. 20. Static URL Campaign Design
  21. 21. 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
  22. 22. Email sales alerts
  23. 23. Reporting
  24. 24. Turn Key 1:1 Cross Media Marketing This program brought to you by: 800-735-2578 info@jfmconcepts.com VDP Complete, VDP Web, VDP Mail, and Profile Complete are registered trademarks of JFM Concepts, LLC. All rights Reserved. © 2005-2008.

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