PURLs of Wisdom - How Personalized URLs Can Build Stronger Relationships with Customers
from Massachusetts Technology Leadership Council (MTLC)
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Thursday, December 4, 2008, 8:00am - 10:00am
Accountability. It’s a favorite concept for direct marketers. And, whether you think of yourself as a direct marketer or not, with increasing competition and decreasing budgets, it has never been more important than it is today. Everyone is charged with demonstrating positive campaign results, increased ROI, and maximized customer lifetime value.
Recently, savvy direct marketers have added PURLs – Personalized URLs – as campaign response mechanisms. PURLs have proven themselves both effective and cost efficient. In fact, many marketers have found them to be invaluable for lead generation, as they:
• Increase response rates, up to 25% or more
• Create on-demand, on-the-fly fulfillment that’s more relevant
• Collect additional qualifying information about prospects
• Expedite sending pre-screened leads to sales
• And, track campaign results in real-time
But, there are applications for PURLs that go even further than lead generation. With a dynamic PURL-based CCM (Customer Communication Management) system, you can streamline customer service and sales, effectively up-sell and cross-sell, meet and exceed customer expectations, and increase the lifetime value of each customer.
Speaker and Case Study Presenter:
Alexandra MacAaron, Creative Director & Queen B, B Direct Marketing Communications
Alexandra has more than two decades of experience in direct marketing, advertising and new media communications in Boston and New York. Agency positions have included Chief Operations Officer and Executive Creative Director for Direct Results Group/SourceLink; and Vice President/Creative Director positions for Berenson, Isham & Partners; Cuneo Sullivan Dolabany; and Redgate Communications.
Over the years, Alex has developed and implemented integrated marketing campaigns for dozens of technology clients, such as Cognos, an IBM Company; Kronos; Progress Software; Forrester Research; GTE Internetworking; Quaero; Protus; Wang; and Bull HN.
She is past President of the New England Direct Marketing Association, currently on its Board of Directors, and author of the book, The New Marketing Conversation, published by Southwestern Thomson. And, in 2008, Alex was recognized as New England’s Direct Marketer of the Year.
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