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

Cross-Media 1:1 MarketingProviding Personalized Content to Drive Sales

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

The right message,

To the right customer,

At the right time,

On the right channel.

1:1 Cross Media Marketing

Create an actionable databaseof warm leads based on

demographic information

1:1 Cross Media Marketing Goal

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 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

Variable Data Email Samples

Why Direct Mail in the Electronic Age?

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

Variable Data Printing

• 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

Benefits of Personalized Content

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.

Variable Campaign Design - Web

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


Static URL Campaign Design

Campaign Design

RadioAnnouncer: “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

Email sales alerts

Reporting

[email protected]

VDP Complete, VDP Web, VDP Mail, and Profile Complete are registered trademarks of JFM Concepts, LLC.

All rights Reserved. © 2005-2008.

Turn Key 1:1 Cross Media Marketing

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