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Changes in the marketing world have resulted in a shift toward increased marketing on the internet. One of the reasons for this shift is "measurability." Marketers are looking for programs with quantifiable return-on-investment which helps them gain customer knowledge and enables them to improve their direct marketing results.
While this shift to the internet has taken place, it is interesting to note that 73% of the people in the U.S. still prefer to receive product and service offers via the U.S. mail.* There are a number of reasons why direct mail continues to be effective. But the real question is how do you meld these two marketing methods to take advantage of the strengths of each and link to the internet? The answer is: personalized URLs (PURLs).
PURL's provide a cross media and interactive service. Integrated crossmedia services connect print to data. Access to better data means smarter marketing, better targeting, increased personalization and return-on-investment measurability. Cross-media marketing
does not end with PURLs. In fact, they can be a starting point for interacting with today's multi-channel customer.
With today’s technology, cross-media data can now be aggregated in one place. Email, direct mail, PURL, Intelligent Mail Barcode and response data, displayed in real time reports which are accessible via a standard Web browser. The results can then be
transferred into a Customer Relationship Management platform. The future of cross-media marketing is a solution that integrates the print and interactive channels into a marketing workflow.
*This published study was conducted by the Direct Marketing Association at the beginning of 2008.
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