One element of cross media marketing, personalized URLs, or pURLs, can help not only increase engagement between your core audience and your brand’s message, but pURLs also add a more personalized element to your communication. Not only do pURLs include the recipient’s name within the URL, but the landing page of the pURL can also be tailored to the needs and interests of each recipient in your core audience.
Furthermore, including a pURL in your marketing mix adds an additional touch point between your brand and your customer; which ultimately offers your brand another avenue to strengthen its relationship with the potential customer.
In addition to a pURLs ability to increase engagement and build customer relationships, personalized URLs offer marketers the ability to track and measure not only what content is being viewed, but also who is viewing what content. Because pURLs offer the unique opportunity to know exactly who engages with what content, you’re able to follow up with potential customers based on the information they viewed and what they spent the most time with on their pURL landing page.
Personalized URLs are also an easy way to collect additional consumer data through surveys on the unique landing page. Each survey should be only a few questions, because, as with most digital media, the person’s attention span only ranges from two to three minutes. Many companies choose to present the user with a special discount or offer in return for taking the survey. Once the users responds to the survey, using an automated data system, you can collect that information to follow up with more relevant messages in the future.
Using tools such as VDP, you’re able to create unique pURL campaigns that not only engage your customers, but also gather information to follow up with more individualized information in the future to ensure a customer or potential customer makes a purchase. Combining print and digital media is an easy way to increase engagement, response rates and your ROI.
