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Jason SimpsonThis is the future
The customer of tomorrow…
The customer of tomorrow… ,[object Object]
Growing number of channels
Social media
Convergence
Integration of marketing tools…,[object Object]
Cross Media & PURL’s
Variable mapping
Augmented reality,[object Object]
Adds a 3rd dimension to print,[object Object]
Add to printed materials to enable m-commerce
Use codes as vouchers,[object Object]
QR codes & mobile commerce ,[object Object]
Enabling consumers to buy on impulse whilst browsing catalogues, magazines and newspapers will be a significant competitive advantage,[object Object],[object Object]
Fashion magazine catalogue request
Example: catalogue page QR Putting it into context…
Need any convincing..? ,[object Object]
85% of these have actually used QR codes
28% use them to make direct purchases from websites
12,000,000 people buying via their phonesSource: WhatJapanThinks.com
Cross Media & PURL’s ,[object Object]
Continues the personal experience
Real-time measurement & ROI
Immediate insight,[object Object]
Cross Media & PURL’s A study of over 1,000 cross-media campaigns by the Print on Demand Initiative (PODi) in the US showed that on average clients saw a 3-5 times uplift in response rates when using PURL’s along with relevant and personalised messaging and imagery.
Cross Media: case study Objectives… ,[object Object]
Reactivate lapsed/lapsing customers
Acquisition through referral – use customer relationships
Build brand awareness via viral effectsSkyBet: cross-media case study
SkyBet ‘Dream Pairing’ campaign DM Piece Intro Email Data Capture Response URL PURL Interaction Recommend a friend Static site for non PURL’s Links to other Sky Bet services
SkyBet: initial personalised DM & email
[object Object]
Captures favourite team, name and number for variable image rendering and also email address,[object Object]
SkyBet:microsite (PURL)
SkyBet:wallpaper download
SkyBet: use of data collection - email
SkyBet: results ,[object Object]
 The first two months of the campaign saw more new leads generated than the whole 12 months of last year’s marketing activity,[object Object]
33% of DM recipients prefer to respond online
Can increase response rates by 3-5x
Significantly reduces cost-per-lead

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Notes de l'éditeur

  1. To find this video, go to YouTube and search for “Did you know?”
  2. So how does this all fit together?QR codes enable mobile commerce…
  3. To find this video online, go to YouTube and search for “Zugara social shopper” or visit Zugara.com