Using Multiple Media to Maximum Effect
Set to become one of the hottest marketing trends in 2009, PURLs combine traditional and web advertising to create a much more personal experience for the potential client.
PURLs are Personal URLs, like 'www.siteaddress.com/JohnDoe.' These can be created based upon any information, such as a list of previous customers, email addresses, or a targeted mail list.
Because PURLs take the user's experience to a personal level, there is a much higher chance that the visitor will feel comfortable with what is being offered.
In the example above, John Doe could initially receive either an email, or a letter/card in the mail. There would be images tailored to him, such as a shiny new 2009 model of his 2006 BMW 7 Series car, complete with a 'JOHN DOE' license plate. The document would also say something unique to him like, 'Hi John, we have this great BMW trade-in offer for you, for more information visit us at www.siteaddress.com/JohnDoe.' John then visits his personal URL and is presented with a web page containing information relevant to him, down to small details such as dates, times, what he looked at or expressed interest in. This page usually contains a form and an offer such as, 'submit the form below to receive a $1000 BMW trade-in voucher.'
While this example uses a car dealership, PURLs can be used for any business to reach new, repeat or seasonal customers. From contacting people who stayed at your hotel last year or reminding people to book their spring lawn feeding to introducing your catering services to a list of soon-to-be brides, the possibilities are limitless.
If you are ready to take your business to the next level, now is the time to research newer web technologies, such as our own WebUpdate4 Site Management System. This includes many advanced features, such as models with PURL support, designed to give your business the best competitive edge online.
Terry Young is the founder and CEO of Internet Marketing and Design,
the award winning web and multimedia design agency in Chesapeake.
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