Web2Print Evolves Into Web2Cross-Media!

When the technology for web2print was first developed, it was created with one thing in mind; it was to streamline the workflow from internet to final printed pieces. However, the technology has evolved so that you can go from web to many different mediums, and still gain many of the benefits originally created with web2print.

Control

One of the biggest benefits of web2print for marketing departments has been control over the entire marketing campaign where it is needed, and flexibility for the end user everywhere else. It also has meant off-loading the burden of managing the individual orders of end users and allowing marketers to focus on more important matters. Now imagine being to reap all of these benefits for programs that go beyond print, such as email marketing, ad creation, and even integrated PURL campaigns!

Reporting

Now imagine that you have control over your campaign, the end users are doing the ordering, proofing, approving, and payments, and you can still pull up a full campaign management dashboard. You can get full metrics and ROI analysis on individual campaigns being run in local markets. Maybe for the first time ever in your marketing efforts, you can see localized performance as well as overall campaign performance.

Complete Campaign Management

With a web2cross-media platform, you can have complete 360 degree view of all campaigns in real time. You can see how campaigns are performing against your targets, and get a real ROI understanding of what is working and what is not. Use data from each campaign to make the next campaign even more successful. Analyze local results to get a better understanding of how versioning can make your campaigns even more successful.

Take your marketing to new levels.

All through a unified system, you can provide your individual buyers access to technology that can greatly improve response rates at the local level. By creating more effective tools than an individual location is capable of implementing on their own, you increase their success, and the success of the organization as a whole.

Ad Creation Management

The system is not just limited to finished outgoing pieces. Have more control than ever in individual local ad placements with a system that automatically generates finished print ads for local users. By controlling the static elements of the ad within the marketing department but providing variable elements and an online ordering system at the user side, you make ad creation simple and remove one more time consuming task from your daily list.

The Bottom Line…

The bottom line is that there are so many ways a centrally controlled online marketing platform can offer to your organization; you owe it to yourself to spend 15 minutes talking to Think Big Solutions about how we can help you streamline and improve your marketing efforts. Implementing a system like this centralizes control over the marketing message and brand management, while allowing the local office handle the ordering, approving, and purchasing of the entire campaign. You get to monitor results across the board, and look like a hero for increasing ROI, reducing workload, and presenting actual data to support all of that.

Making Assumptions with Your Data

The power of personalization is using the data you have to try to speak more individually to each recipient of a marketing message. The more data points we have, we can build a better picture about each person, and the inferences we make about what they want to hear and buy get more accurate.

One does need to be careful about what inferences you make based on the data you have. If your choices are too broad for what you know, you may miss the mark widely enough to make personalization backfire.

This article by Michael Paladini for The Digital Nirvana looks more closely at this subject:

http://thedigitalnirvana.com/2010/12/targeting-inference-and-missing-the-point/

Are PURLs right for me?

In an article by Ethan Boldt written for Target Marketing magazine, the question asked is who are PURLs good for. The answer is anyone who wants to speak on a more personal level to the recipients of their pieces. All that is required is a set of data (either internal or purchased) and some thought behind how to personalize your message for each recipient. From there, the possibilities are endless!

In the article, Mr. Boldt highlights several different ways a PURL campaign was implemented for very different business types. Most organizations will fine that more than one of those applications can be a great campaign for them. For example, he describes how a bank was able to use a PURL campaign to cross-sell their products to their existing clients.

The full article can be found here:

http://www.targetmarketingmag.com/article/personalized-urls-purls-effective-direct-marketing-campaigns/