Archive for March, 2013
Are You Benefitting from Personalized URLs?
Have you joined the ranks of marketers benefiting from personalized URLs? If not, why not? Personalized URLs are a highly effective way to increase response rates and gather more information about your customers.
Personalized URL campaigns use the ability of digital presses to create personalized URLs that send recipients to their own, fully personalized pages. There, recipients generally navigate a customized “micro website” that includes a personalized landing page, a survey page, an information page, and a thank-you page. Once the user responds, the data is appended back into your database for use in future more relevant targeting.
Although this sounds complicated, it isn’t. These applications can be template-driven, using something as simple as a mailing list. Setup time can be a matter of hours—or less. The magic is in the software.
While personalized URLs do require databases, they can be successful with as little as a mailing list. Campaigns often start with some kind of basic demographic or other segmentation, and once people respond, the software gathers the data and appends it back automatically so you can use it for more detailed targeting and personalization later. Thus, personalized URLs don’t require detailed marketing databases. They become gateways to creating them.
Indeed, research shows that the more marketers learn from their personalized URL surveys, the more effective their future campaigns become. In an analysis of its customers’ Multi-Channel marketing campaigns, for example, one personalized URL software supplier found that in 2009, marketers using its system achieved a 5.1% visit rate and 3.8% response rate on average. But in 2010, just one year later, they were achieving visit rates of 6.5% and response rates of 4.5%.
Personalized URLs are a terrific tool for generating responses and learning about your customers . . . and the more you use them (and learn from them), the more effective they become.
Call me today to explore this further.
Guess what? No one wants to buy your product or service. What they really want is an answer to one of their needs, wants, desires and fears.
Here’s how you can put this to work for you: You can strengthen your market position by learning how these psychological factors, along with the psychological impact of your graphics and marketing message, affect your target audience. Change your strategy from marketing features and benefits to the promise that you can satisfy at least one of these psychological motivations and you will create a winning marketing strategy.
Say you are a manufacturer of cologne, and 90% of customers say that they purchased your product because it smells good. So you pour marketing dollars into promoting the best-smelling scent on the planet, but pallets sit unsold in your warehouse. Why? Because we often make purchases for emotional reasons, such as acceptance and association, then justify them with a rational explanation. The challenge for marketers is unearthing those secret reasons for making a purchase.
In the example above, the hidden impetus is that cologne makes the wearer feel more attractive. Change your marketing pitch from how good your cologne smells to how it fulfills the purchaser’s desire to be alluring and — voila! — the product flies off the shelves.
The trick is to thread your marketing promise into every element, including product image, advertising and promotion strategy, product packaging and display, and even your pricing. Use the design and copy to quickly lead the reader to how the product can satisfy one of their needs, wants, desires, or fears. Graphics will have better recall than words, so choose images that are harmonious with your copy.
You can create print marketing that is well-designed and well-written, but that still fails miserably if it’s not credible. Pair a good product or service with a focused marketing strategy based on an understanding of what truly motivates your customers, and you will dominate your market.