Mul$‐Media Marke$ng With Personal URLs (PURLs)
Mul$‐Media Combine the power of Print, E‐mail and the Web to boost direct marke$ng campaigns. Interac$on provides valuable informa$on that closes the Loop and provides the ability for true Database Marke$ng.
Mul$‐Media What is it? A marke$ng campaign that integrates mul$ple media outlets Some$mes referred to as Cross Media or Mul$‐Channel Personal URLs (PURLs) $e Print, E‐mail and the Web Campaign database captures interac$on in real $me Campaign Dashboard to generates reports and export Data
Mul$‐Media Prime Applica1ons Interac$ve Direct Marke$ng Lead Qualifica$on Customer & Prospect Profiling New Product Launch Invita$on to Seminars and Workshops
Mul$‐Media Why use it?
Increase your chance to be remembered
Daily we encounter 2,904 media messages… We may remember 52 of them… But 4 of them we will posi$vely remember! How do YOU cut through the noise to engage your customers more effec8vely?
Mul$‐Media Why? Changing Landscape, we live in a mul$‐channel world 51% of the US popula$on has access to the broadband “always on connec$on” at home or work
73% of consumers prefer to receive product offers via US mail 43% of people prefer to respond to direct marke$ng online.
Mul$‐Media Are you there for them?
This means in order to increase your opportunity for success include an effec8ve online response op$on.
Mul$‐Media Why is it be8er? Coordina$on within Channels is more Effec$ve Delivers a Consistent Message Current technology allows us to apply Variable Data Current technology allows us to Measure If you can Measure you can Learn If you can Learn you can Improve
Mul$‐Media How does it work? Personal URLs provide new Opportuni$es to extend your marke$ng touch.
Personal URLs in the Printed Direct Marke$ng piece provide great new outlet to deliver ac$onable crea$ve messages
A8ract
Customers and Prospects using Relevant Direct Marke:ng that Drives them to the Web.
Mul$‐Media How does it work?
Interact
PURL Pages allow you to Interact with Customers and Prospects, Share Informa:on and Gather Feedback to Learn and gain Beneficial Insight.
Mul$‐Media How does it work?
Track & React Respond to Qualified leads in Real Time. Reply with Rela:ve Informa:on
Steve Salesperson, John Smith just responded to your campaign. John Smith just responded
Contact information: John Smith 123 Any street, USA (555)547-1234 Survey Results: May I call you to discuss? Yes
Mul$‐Media How does it work? Measure campaigns with captured Data and to gauge Success
Analyze captured Data to Learn and understand Effec$veness
Use analyzed Data to Improve subsequent campaigns
Measure Learn Improve
Mul$‐Media Typical Workflow Database
Triggered Customized Marke$ng or Direct Sales Call
Sales & Marke$ng
Triggered Alert to Sales & Marke$ng
Direct Marke$ng Campaign
Drives Recipient to PURL Landing pages Campaign Database Captures Response Programmed Triggers
Triggered Automated reply from system
Recipient Interac$on
Mul$‐Media Marke1ng Measurement A Significant Issue, of CMOs Polled: 90% believe the ability to measure marke$ng results is a significant priority 80% unhappy with their ability to measure market results 17% had a comprehensive marke$ng measurement system in place “If you believe you are here to drive revenue, then you beeer be able to measure it.”
– Larry McIntosh Sr. VP Corporate Marke$ng, McAfee
Sources: Renovate to Innovate, CMO Council
Mul$‐Media Summary The landscape is changing, we live in a mul$‐channel world. PURLs integrate the power of Print, E‐mail and the Web to extend your marke$ng touch. Coordina$on within channels is more effec$ve and delivers a more consistent message. Campaign dashboard captures visits and interac$on in real $me. Repor$ng Data closes the loop for true Database Marke$ng.