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

Business Technologie

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

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

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
• 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.

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

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

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