1. pURLs 101 Understanding Personalized URLs

2. Overview: What is a PURL? Why is there so much talk about PURLs? Not everyone likes PURLs Best “practice” of PURLs Examples Q&A

3. ? P U R L s

4. PURL – personalizeduniform resource locator

5. However... it’s not just apersonalizedweb address

6. [ what it really is...] Personalized landing page/site, composed of relevant information generated by data specific to target. A web medium designed to stimulate and track response actions. // //

7. What distinguishes a PURL?

8. SURLs static uniform resource locator (URL) – driven by static communication channels (e.g. newspaper & magazines) GURLs Generic uniform resource locator (URL) – driven by digital campaigns PURLs Personalizeduniform resource locator (URL) – dynamically driven by unique data

9. Example:

10. why somelovethem and others hatethem...

11. PURLs

12. Why are folks talking about them? They connect print/mail ads to the web... making it possible to track responses Enhances the level of personalization through relevance and personalization It’s more than a URL with personalized variables in it... it is also: dynamic, unique, able to track responses, trigger more communication etc...

13. PURLs

14. Why do some people hate them? Poor Planning (99% of the Negatives) – makes the medium ineffective Bad Offer (30%) – responses are not optimal Bad Creative (30% of the negatives) – inquire professional design services No Follow Up (Even when it is bad, it’s not too bad to follow up).

15. Best “Practice” of PURLs?

16. What is the best practice? Clear and precise – get to the point! Short (keep it short, thanks) Optimized for Desktop/Laptop/Mobile. Trigger Driven (both for the customer and Sales/Mkt.) Dynamic (As it goes, it grows)

17. Check out these examples: www.mybluepie.com http://madmarketing.l2soft.com/ www.icdemoapp.com/webdemosignup

18. Q & A Have a question about pURLs? Email us at: marketing@l2soft.com