Creating and Serving Relevant Content: Driving Response with Real Time Personalization
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Cross-Media 1:1 Marketing Providing Personalized Content to Drive Sales How to combine various media, opt-in marketing & the web
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Presented by James Michelson at Documentation and Training Life Sciences, June 23-26, 2008 in Indianapolis.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 personalized copy to providers and patients 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 and market procurement, and list and 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
Transcript of Creating and Serving Relevant Content: Driving Response with Real Time Personalization
Cross-Media 1:1 MarketingProviding Personalized Content to Drive Sales
How to combine various media, opt-in marketing & the web
Since the program does not use “protected health information”
and describes a covered entity’s health-related product or service,
it is excluded from HIPPA.
HIPPA Compliance
Source: US Department of Health & Human Services, “HIPPA Compliance Assistance: OCR Privacy Rule 05/03.
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?
Source: 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
Identifying Visitors
Identifying Visitors
Identifying Visitors
Static URL Campaign Design
Static URL Campaign Design
Static URL Campaign Design
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
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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