While at the 2012 Graph Expo conference in Chicago, our CEO John Foley, Jr. was quite a busy man.
He worked the booth, shared his book with service providers that are looking to grow their business, and he delivered multiple presentations.
Well, the great folks at WhatTheyThink have made it possible for us to re-visit one of the activities that John participated in at Graph Expo. They have posted the video of the presentation that John delivered inside the Canon booth.
Simply click on the image below to watch the video:
The title of John’s presentation was Content Anywhere: Implementing a Cross Media Strategy.
John covered items such as:
- Key Components of Multi-Channel Marketing
- QR Code Best Practices
- Mobile Marketing Strategies and Tactics
- Utilizing Online Video
- Web to Print and Variable Data Printing
- And more!
If you would like to implement a cross-media strategy that will grow your business, please contact our team today!
This summer, the USPS is offering a discount to companies that include a QR Code on their mailings. Also, the QR Code must either point to a mobile-optimized personalized URL or a mobile-optimized storefront.
While personalized URLs were extremely “hot” a few years ago, they certainly have cooled off a bit recently. But they still have a place today in the marketing mix!
Getting Back in to the Personalized URL Game
If you have not sold a personalized URL or built one in a little while, there may be some open questions in your mind about them.
Today, I’d like to chat about personalized URLs and security for a bit.
As you try to decide whether you should use them, or while in the process of trying to convince a client to use personalized URLs, the item of whether they are secure may come up.
Concerns about Personalized URLs and Security
While many companies have embraced personalized URLs because they see the benefits of one-to-one marketing, others have hesitated to incorporate them into their promotional efforts out of security fears.
We primarily have seen this in specific industries, such as banking, healthcare, and others.
If you or your client is worried, there are a few practical things that can be done to address their concerns. Below are three items that we have heard over the years, along with ways that you can address them.
Worries About How Much Data is Exposed
One of the benefits of using a personalized URL is that you can pre-populate contact information on the landing page.
If the personalized URL includes a registration form or survey, pre-populating contact information in form fields can save time for the user and increase your response rate!
If the client is concerned about this, there are a few options:
- Eliminate the pre-population of the form fields: The URL can still be personalized, and the landing page could even still greet them by First Name.
- Include only fields on the form that are absolutely necessary for the response: We may be tempted to ask the user to give us everything — from their Twitter handle to their Cell Phone #. We might even have good intentions for asking for it (“We could use this data for future marketing opportunities!”).
But if your client is worried about exposing too much information, than limit what fields you display and require. For example, if they are responding to the PURL to download a White Paper, perhaps the only field on the page is for entering an Email Address.
Simply Entering Another Name to Access Data
Most personalized URLs follow this format — [FirstName + LastName].DomainNameHere.com.
Thus, when I enter JasonPinto.DomainNameHere.com, the first page I see might greet me by name and present the pre-populated registration form.
Some companies might say, “Well, could Jason simply enter JohnSmith.DomainNameHere.com and see another person’s information?” In many cases of PURLs, the answer is Yes. Typing in that other name (that’s also a valid PURL for that campaign) would allow someone to see another person’s pre-populated registration form.
If you do not want that to happen, one option is to include an “Access Code” along with the personalized URL.
Thus, when I enter my personalized URL, I am greeted by a screen that requires me to enter a unique Access Code. Only then can I see my personalized page.
By doing that for each PURL that you generate, you will add a second-level for people that are trying to access personalized data.
Submitting Data over a Form
Many personalized URLs include Forms that ask people to provide and submit information.
Oftentimes, this is just Contact Information and answers to questions.
But if your client is concerned about protecting the data that is submitted, one option is to utilize SSL.
In that case, the user would access their PURL at https://[FirstName + LastName].DomainNameHere.com, which would enable the landing page and form to use SSL encryption when submitting data.
Would you like more information?
I hope that you find these ideas helpful as you look for ways to improve the effectiveness of your marketing programs (or those of your clients)!
If you have any questions about personalized URLs and security or about the USPS Mobile Barcode Promotion, please contact our team today!
This summer, the USPS is holding another mobile barcode discount program. In order to qualify for the discount, companies must either point the QR Code on their direct mail piece to a mobile commerce site or to a personalized mobile landing page.
Below I discuss the 2nd option — integrating PURLs and QR Codes. I hope you find this material helpful!
P.S. If you are interested in taking advantage of the USPS Mobile Barcode Discount program, please contact our team today!
Integrating QR Codes and Personalized URLs
QR codes offer a number of benefits for marketers. One of the most important is the ability to tie together the print, mobile and Web channels to increase the response rates on multichannel marketing efforts.
Since QR codes make it easy for people to jump from print to the Web, this intelligent tool can add to the success of your personalized URL (PURL) campaigns, too.
QR codes have the ability to lower the barriers often surrounding customer response which, in turn, leads to an increase in overall campaign response rate.
Here are several benefits that can be easily achieved by coupling QR codes with PURLs to boost the effectiveness of your marketing campaigns:
Providing one-to-one communication
PURLs can be embedded right into QR codes, so when a customer or prospect scans the code she is taken directly to her personalized landing page.
Once a recipient is at that personalized page, you have the opportunity to engage her and have a one-on-one dialogue.
Making it easy to respond
QR codes make PURLs portable. They allow the recipient to access each individual PURL without the need to sit in front of a computer.
Because people are on the go, and many carry their phones with them at all times, this portability is ideal in increasing the response rate.
Additionally, QR codes eliminate the need for a recipient to type what may be a rather lengthy PURL into her Web browser.
By simply pressing one button on their smartphone, your prospect or customer is automatically directed to her own personalized Web site. This eliminates the chance of typos and decreases the amount of effort required by the recipient to access the information.
Tracking and measuring
Every marketer knows there is nothing more important than being able to measure the success of a campaign.
PURLs provide the ability to track which recipients visit their personalized page and, depending on the level of the PURL, gather additional contact information about each individual.
Similarly, various software programs have been developed that will also record the amount of scans per day, what time those scans took place, the location of the scans, and the type of device being used to scan the code.
Together, QR codes and PURLs can provide a more complete picture of which recipients express interest and which leads are the hottest.
QR codes will only enhance the value PURLs already bring to campaigns, becoming a logical extension of the PURLs you may already be implementing. Use them to fill the gap that other cross-marketing tools cannot.