Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Whither the Business Reply Card?
Posted by 
on Wednesday, April 15, 2009 
at 9:26 AM 
in With the excitement surrounding Personalized URLs over the past couple of years, the focus of being able to collect responses online has certainly grown quite a bit. While being able to successfully offer this form of cross-media marketing can provide major benefits, marketing service providers can achieve success by also capturing responses from other formats.
No doubt, different generations will forever have their own “tastes”. They have their preference on how they like to receive marketing messages, how they like to respond, and more.
When running a campaign for a customer, it is very important to consider the product being offered, and the audience that is being targeted. If the audience includes demographics that may not count “booting up their computer to visit a website” as a favorite activity, you have been presented with an opportunity to truly develop your multi-channel marketing capabilities.
With the right software application, you can not only collect responses from a personalized URL, but you can also collect responses from other forms, including BRCs. At the end of the day, your customer can log on to the marketing site, and see all of their responses, no matter what the response type was. Also, the customer can instantly see how people are responding. Picture a pie chart… Fifty-Five percent of the chart shows the online responses, 40 percent shows the BRCs, and 5 percent makes up the call-in responses.
Personalized URLs are absolutely a great component for running an effective marketing campaign. But as the old saying goes, don’t put your eggs all in one basket. To truly offer an effective marketing solution, you must be able to deliver and measure campaigns across multiple medias, to different lists, and among many different response types.
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