Landing Pages — Custom campaign landing pages are different from your main website. They are campaign specific and targeted that are campaign oriented and goal specific. Users can arrive to them from either offline or online outbound or inbound. They can link to them from print, mail, email, search, banner ads, or from mass media like radio and TV ads. The landing page can display your branding, but only the message that applies to the marketing campaign that was delivered to the person. For example, you could send them directly to your corporate homepage, but then you run the risk of overwhelming and losing them with information they aren’t specifically looking for. A landing page allows you to deliver targeted messages to each recipient.
Personalized URLs (PURLs) — Personalized URLs are unique web addresses designed as part of a one-to-one marketing campaign. By incorporating the name of the recipient into the web address of the marketing site, recipients are more likely to visit their site due to the novelty of seeing their name in the address. For example, if Pel Hughes wanted Jane Doe to visit a direct marketing landing page we could customize the link we send her to look like this: http://janedoe.pelhughes.com. Once the recipient arrives on his or her PURL, we take the personalization further than just a first name salutation. By using data and knowledge of that recipient, each page can be uniquely created for that recipient. By utilizing data-driven images, text, graphics, and offers, each page is relevant to that recipient. The result is a higher response rate, and increased conversions. When used in conjunction with an integrated outbound marketing campaign (i.e. direct mail or email blast), visits to the site produce detailed demographic information of the users who respond to an offer.
How is this different than your main site or a campaign landing page? Standard marketing sites can only track traffic to the site, but not the specific users. PURLs can be used to help generate a customer profile by asking only the necessary customer demographic questions, as it is assumed that the basic information is already known as part of the list generation process.
Quite simply, using any direct mail list, we deliver digital ad messages to that specific address. IP targeting is the process of focusing internet advertising to households based on their Internet Protocol (IP) address. There are many display ad strategies that can target your message to individuals; such as targeting/retargeting using cookies, site or audience segmentation targeting and geo-targeting. These are valuable tools for getting your message to the right audience. But we believe the most effective tool for targeting specific audiences is our IP targeting process. And combining this into a cross media, online/offline approach ensures your targeted audience sees their message in multiple platforms.
The real power in IP targeting is that we can integrate our client’s off-line data with our IP data to produce an extraordinarily effective targeting segment. Using existing segments or using a profiled or modeled list, there is much information that can be taken advantage of with offline mailing list. The type of data and information that can be appended to your campaign list can get very granular. This allows you to target only qualified prospects with relevant messaging that are more receptive to your marketing message. This is vastly different than most internet-based advertising campaigns where a significant amount of your ads never reach qualified prospects.
Using key demographics and psychographic data (Home Value, Voting Preference, Length of time in home, Credit Score, etc.), or existing mailing list data, we isolate individual households and target display ads.
Zero Wasted Impressions or Budget on Your ROI – Reach 100% of your online target.
Specific Targeting – Like other direct marketing channels, make your content and message relevant with this true one-to-one communication
Support Direct Mail – support your direct mail campaigns and other channels prior to and after drop dates to increase lift and response.
How Do We Stack Up?
50-100x more targeted than TV
6-60x more effective then other online ads
CTR is 3.2x industry average
Highly Accurate (and unique) ROI Analysis using match-back