One Integrated Solution to Create, Manage and Track your Marketing Campaigns
Cross Media Marketing combines the power of multimedia channels, to effectively reach prospects and current customers. By using multiple channels in a single campaign, a higher level of personal interaction is acheived. Combine all your media to create comprehensive campaign effectiveness, by integrating personalized mail pieces, URLs' and email. Target and measure your marketing campaign and increase response rates, with detailed reporting that is available 24/7, in order to gain more information, regarding the customer.
Response rates can be increased by two to three times, by personalizing direct mail because the content is tailored to each individual, driving your customers to take action. Cut through the clutter and speak to each member of your audience personally, with Variable Data.
The Right Prospect with the Right Message at the Right Time: Variable Data Printing (VDP)
Variable Data Printing services continue to improve the way marketing organizations communicate with their customers. The more targeted and personalized a campaign, the higher response rates and ROI. VDP is the perfect tool to build brand awareness, enter the sales cycle at the right time, increase market share and reduce costs. Response rates improve through the use of individualized content and contacting only the prospects most likely to respond.
PURLS: Where Direct Mail and The Web Intersect
A PURL is a personalized website that incorporates the recipient's name. For example, www.summitbankdirect.com/shellysmith PURLS are used primarily to increase response to direct mail campaigns. The PURL is placed on a direct mail piece and the recipient is encouraged to log on to the PURL.
How Does it Work?
When the direct mail recipient logs on to the PURL, the data base is used to tailor the webpage to that particular person. We call this a personalized landing page. When Shelly visits her landing page, she finds information that is relevant specifically to her, which keeps her engaged longer and more likely to buy. More importantly, after Shelly logs in, the website can track her activity and tailor future communications based on her behavior.
Why do I need to use it?
The more you can open a two-way line of communication between you and your prospective clients, the better! PURLs help you to pose questions and receive answers online. Once information is captured, you can respond to those interested right away, without delaying the buying process. By combining both print and the web, you can take advantage of immediacy, tracking and instant response to the internet.
Reporting and Tracking
A key advantage to using personalized URL's (PURLs) is the ability to more accurately calculate the effectiveness of a campaign by recording visits to the web. By identifying those recipients that showed some level of interest to the offer, we can now concentrate our marketing efforts on those most likely to respond. The mechanism that houses the hits to the PURL, and records them in one central electronic location, is called a Dashboard.
The Bottom Line on Cross Media Marketing
Variable data printing campaigns are cost-effective and powerful tools for building a client database, increasing awareness, and staying in front of customers. The end result of a successful VDP campaign is a database of information. By using the data collected from “soft leads” and surveys, highly targeted campaigns can be developed, that increase response rates and improve ROI. Variable data printing makes it possible to create engaging, personalized and timely marketing campaigns.