Cross-Media 1:1 Marketing: Providing Personalized Content to Drive Sales

•

5 gostaram•773 visualizações

Presented by James Michelson at Web Content 2008, June 17-18, 2008 in Chicago. 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 personal copy to visitors 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 & market procurement, and list & 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

Negócios Tecnologia

1:1 Cross Media Marketing

The right message,
To the right customer,
At the right time,
On the right channel.

1:1 Cross Media Marketing Goal

Create an actionable database
of warm leads based on
demographic information

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

Why Direct Mail in the Electronic Age?

Data from USPS. Direct Mail Today, 2007-2008.

Variable Data Printing

Benefits of Personalized Content

• 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

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.

Identifying Visitors

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

Campaign Design

Radio
Announcer: “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

Mais conteúdo relacionado

Mais de Scott Abel

One of the biggest problems facing content marketers and other content professionals today is their inability to create content that establishes a brand as a thought leader. There's never enough time to create all the content needed. This presentation examines an influencer marketing campaign that takes advantage of content manufacturing and that leverages the unified content strategy. While you may not leverage the same tools and standards that we did, the concepts are applicable to almost any content producing organization.

Establishing thought leadership with content manufacturing and influencer mar...

Scott Abel

Content marketing production processes are broken. Most organizations can’t crank out the wide variety of content needed because their processes are outdated, inefficient, and riddled with waste. Oh, and then there are tools. Content marketers don’t have the right ones for the jobs at hand. In this presentation, content strategy guru Scott Abel, The Content Wrangler, will demystify the benefits of intelligent content for content marketers and outline the changes needed in order for marketers to take advantage of the approach. Attendee takeaways: How adopting intelligent content can turn a content marketing department into a content marketing factory How some brands are leveraging intelligent content to produce more content with less effort Lessons learned from the pros working in the trenches What you’ll need to get started #CMWorld

Creating A Digital Content Factory: Getting Started with Intelligent Content

Scott Abel

In the Experience Age, consumers expect much more from brands than they have in the past. Once they’ve enjoyed an exceptional customer experience, they become intolerant of confusing, irrelevant, and inconsistent content. Brands that recognize this fact and deliver exceptional content experiences across all customer touchpoint will be rewarded with loyalty. In order to deliver exceptional content experiences, savvy brands are taking a critical look at how they create, manage, and deliver content. And, what they’re finding is that the approaches they’ve relied on for decades can no longer meet current and future business needs. Enter intelligent content. Content with superpowers. Content that is designed to dynamically adapt to meet customer needs. It’s content that is digital, data-driven, and dynamic. It’s digital in that it is designed and built for a connected world. It is data-driven in that can be connected to — and integrated with — enterprise data resources. And, it’s dynamic in that it can automatically respond to individual customer needs. During this opening keynote presentation (originally delivered at the Intelligent Content Conference in San Francisco, March 2015), Scott Abel, The Content Wrangler, and co-founder of the Intelligent Content Conference will explore the need for intelligent content in the Experience Age. You’ll discover why our current processes are insufficient, and what some companies are doing to overcome traditional publishing roadblocks.

Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler

Scott Abel

Did you know that the average human brain processes information that is more visual up to 60,000 times faster than text? But wait! Text is visual right? Not in the same way. Photos, videos and other visual mediums communicate on a whole 'nother level than a paragraph of text. The rise of visual content marketing over the last couple of years has been driven by bevy of platforms and tools that give little excuse to not include it into your marketing efforts. Join Adam Helweh as he identifies these trends, explores the tools and helps you create a more vibrant visual marketing mix for your audience. You will learn: • Why is visual content more effective than other types of content • What emerging trends and tools are driving the use of visual content • How to go beyond the confines of the static image to make visual content that’s more alive and engaging. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Emerging Trends in Visual Content Marketing with Adam Helweh

Scott Abel

Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content also is the substance of most digital media products and digital channel communications. So, you might have enjoyed some success with implementing a content strategy for a single product, channel, or marketing campaign. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations. This session will help you answer them with a practical vision and 3 useful principles to scale your content strategy. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones

Scott Abel

When creating websites and apps for a multinational organization like IBM or GE, how do you ensure that global content is easily adaptable and translatable? Especially when you're creating content that needs to be accessed via tablet, phone and desktop? This presentation covers the basics of creating global content strategy for audiences with varying needs based on geography and language. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Content Strategy Across Geographies and Platforms with Melinda Flores

Scott Abel

You CAN prove the savings possible from moving your unstructured content to intelligent content. The benefits are measurable. Intelligent content combined with a content management system can facilitate savings and improvements in content development, translation, regulations, governance, multi-channel publishing, and quality. In this session, Mark discusses how the various processes benefit from intelligent content and discusses metrics that prove the benefit. If it hurts, then it's time to calculate the pain — and the relief. This session draws from concepts in Mark's book, DITA Metrics 101, The Business Case for XML and Intelligent Content. Mark also discusses which metrics you should gather so you can align your plan with corporate strategy and become the "Executive Whisperer." This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark

Scott Abel

Content strategy is about so much more than streamlining your content development process—it's about supporting your organization's business goals. To be truly effective, your content strategy should be global. That means breaking down the barriers that keep the different types of content producers in your organization apart. Your organization creates various kinds of content—technical, marketing, training, and more. Your content strategy may begin with tech comm, but it should also account for these other types of content to present a unified message and better serve your brand. This presentation shows how, with a global strategy, all of your content can work together to help your organization succeed. Gretyl Kinsey is a technical consultant with Scriptorium Publishing who specializes in content strategy and tech comm tools and technologies. Since joining Scriptorium in 2011, she has been involved with the development and implementation of content strategies for organizations in a variety of industries. She has experience with every step of the implementation process, from customizing transforms to converting legacy content to helping with follow-on support. She also frequently contributes her graphic design skills to the marketing side of Scriptorium. With a background in journalism and visual communication, she is interested in the convergence between technical and marketing communication, and in content strategies that encourage it. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...

Scott Abel

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touch points. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, Scott Abel, The Content Wrangler, discusses the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The Future of Technical Communication is Marketing with Scott Abel, The Conte...

Scott Abel

In this webinar, Matt and Greg explain what Global English is and who it benefits, introduce you to some Global English techniques that you can implement immediately, and they examine a couple of case studies of companies who have implemented Global English—and have experienced dramatic results. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Clear and Simple: Lower Your Content Costs with Global English with Matthew K...

Scott Abel

Andrew Thomas shows you a fast-paced look at how to leverage content to cultivate a loyal customer base. Andrew Thomas is a Director of Product Marketing for Content Management Technologies at SDL, focusing on structured content technologies. Andrew has worked with XML for a wide variety of content, from marketing materials, to printed manuals and web applications. He's witnessed firsthand, the diversity of structured content and how it can empower businesses and customer engagement. Before joining SDL, Andrew was a language intelligence solutions manager for Adobe Systems and oversaw the translation process for their DITA content. This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Fandom Isn't Random with Andrew Thomas, SDL

Scott Abel

George Bina explores the world of XML authoring for technical documentation. He shares tips and tricks designed to help technical communicators understand the advanced information management capabilities structured XML authoring provides over traditional authoring approaches. Specifically, George addresses the following questions: How do I know what content to create? What XML markup should I choose and why? How do I leverage markup to engineer better authoring experiences? How to we enforce content rules in XML documents? Why correcting content problems during the authoring process can help you reduce costs? This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor

Scott Abel

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, delivered at Acrolinx Day at LavaCon 2014 Portland, Scott Abel, The Content Wrangler, discussed the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing.

The Future of Technical Communication is Marketing

Scott Abel

Time is in short supply. Deadlines are tight. Resources are even tighter. If you're like most content professionals, you have dozens of great ideas but not enough time, money or experience to bring them to life. But it doesn't have to be this way. In this content marketing meets intelligent content engineering case study, we will explain how the newly published book, The Language of Content Strategy (XML Press) was created with the help of the crowd, structured XML content, a wiki and a formal content strategy. Attend this session to learn how the two seasoned content strategists enlisted the help of 50 knowledgeable experts to create a printed book, an e-book, a companion website and educational flash cards in record time, all from a single source of content. You'll discover why it's imperative that content professionals —regardless of their area of specialty — understand and leverage the power of advanced information development practices. You'll leave knowing why a repeatable content production system, optimized for productivity and designed to efficiently produce multiple content products simultaneously, is no longer an option, but rather a necessity.

The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...

Scott Abel

Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional technical communicator. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way. In this slide deck, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional technical communicators, can help us future-proof our content and ensure we’re meeting – even exceeding – our goals.

5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

Scott Abel

Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional content marketer. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way. In this Content Marketing World 2014 presentation, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional content marketers, can help us future-proof our content marketing efforts and ensure we’re meeting – even exceeding – our goals.

Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...

Scott Abel

In this presentation from Localization World Singapore, April 2013, Scott Abel explores the importance of thinking strategically about content (how it is created, why its created, and the goals of global content initiatives) by helping the audience understand the importance of vision in content strategy. The presentation also touches on how organizations can find time for innovation and provides several resources for content strategy professionals.

Thinking Strategically About Content - Localization World Singapore

Scott Abel

Structured content

Scott Abel

The keynote address, delivered February 21, 2013 at tcworld India conference, Bangalore, India. The presentation provides a summary of the 2012 Technical Communication Industry Benchmarking Survey produced by The Content Wrangler. The survey aimed to capture the current methods, standards and tools used -- as well as future plans of -- the technical documentation and training departments of large, global, content-heavy organizations.

The State of the Technical Communication Industry: tcworld India 2013 Keynote...

Scott Abel

State of the Content Industry and Opening

Scott Abel

Mais de Scott Abel (20)