Introducing Integrated MarketingWhat do you get when you combine the strengths of variable digital printing, personal URLs (PURLS), custom landing pages and automatic email triggers? Integrated Marketing--the hottest trend in one-to-one marketing.
The Integrated Marketing process utilizes Personalized URLs (PURLS) and Variable Information Web Pages to collect information from prospects, tailor their online experience based on their demographics and responses, and deliver the results in real time to your team so they can call on prospects while their interest is high.
The five parts of the integrated marketing process set this approach to lead generation apart from standard direct mail.
How It Works
Let's look at the typical workflow. A direct mail piece displaying a personalized URL (PURL) is mailed to a list of prospects. Those prospects that are interested log on to their custom web page where they are greeted by name and presented with your offer. A survey page and profile update page are available for you to collect information needed for future interactions. And any data collected can immediately be used to version subsequent pages in the sites. Once the online interaction is complete, the prospect is thanked for participating and a fully-versionable, automatically-triggered email is sent to the prospect. Simultaneously, all information collected online (the lead) is emailed to your team for immediate reaction (such as a follow-up phone call).
Processes that used to take weeks via business reply mail can be achieved in seconds via the internet! And because all aspects of the campaign can be versioned, the exchange is far richer for both the prospect and the business.
Now You Can Measure
One of the best reasons to employ integrated marketing campaigns is the ability to measure. How many times have you sent a direct mail piece out into the world only to wonder if anything really resulted? Maybe you saw an uptick in web traffic, but you couldn't prove that your mailer was the cause. Perhaps calls did come into sales, but there was no way to trace their source.
With every integrated marketing campaign that you launch, you'll have constant access to a campaign dashboard that will allow you to track who visited your online campaign, how long they viewed each page of their site, all of their responses to the questions you posed, and more. Charting tools allow you to view the data in the format that best suits your needs and all information is downloadable in spreadsheet format for use offline. Armed with these powerful tools and information, you'll be able to plan your next moves based on far more than a hunch.
See a Demo
You really have to view a live integrated marketing campaign to fully appreciate the possibilities. If you would like to arrange a demonstration, click here.