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February 2011 |
TK's Korner |
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Emerging Media Solutions - PURL's
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What the heck
is a PURL (pronounced Pearl)?
PURL's (Persistent Uniform
Resource Locators)
are Web addresses that act as permanent identifiers in the face of a
dynamic and changing Web infrastructure. Instead of resolving directly
to Web resources, PURL's provide a level of indirection that allows
the underlying Web addresses of resources to change over time without
negatively affecting systems that depend on them. This capability provides
continuity of references to network resources that may migrate from
machine to machine for business, social or technical reasons. PURL's
with surveys fall within Response Mechanisms.
Say what?
Here's the TK scoop - No, it's not a Blackberry Mobile Phone and
it's also not a component of a beautiful piece of jewelry. What it
is - is the ability to create customized web landing pages for each
visitor. Why should I care, you say? Because it gives you, the marketer,
the ability to get the right message out to the right person and measure
your marketing ROI.
Good stuff, eh?
PURL's
are a great way for you to data mine, clean up your database, gain a
voice of customer, find out what products or services they are interested
in, how the customer would like to be marketed to, which vehicles they
prefer so your marketing dollars may be spent wisely, and a whole lot
more.
The content
may be:
- A domain name pertinent to
your company, campaign, product line, etc. followed by the person's name. ie. www.sextontrendtech.com/TomKubinski (This one went to a registration page for a Sexton seminar. Since the seminar is over, it has a default in place in case you want to see how it would look and work.)
- Static
- Have a personal greeting
- Contain pre-populated contact
information for them to confirm, change or add to, etc.
You can
have:
- A Sign Up page
- Surveys
- Calculators
- Registration for a seminar or other events
- Redirect them to other micro sites
- Drip Campaign ie. IF THIS ANSWER=come back with the next question or, IF THIS NEED= send out this product or literature, etc.
- Thank You page
- Email Notifications
- Auto Reply's
- Streaming Video
- Animation or Flipbook
- Video Conversation
- Tracking
PURL's
may be included in:
A direct mail / printed
piece as well as in an email format. Many have found that a combination
of both Direct Mail and an Email campaign gives them substantial results
vs. just one or the other. Also, having a multi-touch campaign has shown
that they yield significant results.
Sexton has
been working with and managing PURL's for many years with great
success. We can assist you with obtaining critical data, managing it,
sorting it, and strategizing for future campaigns. Please keep us in
mind for your next campaign or contact
Tom Kubinski at 651-255-1225
to learn more and how you too could incorporate PURL's.
Other Response
Mechanisms are:
- GURL (General URL) Landing Page (Micro site) with Surveys
- PURL (Personal URL) Variable Landing Pages with Surveys fall within Response Mechanisms
- 1-800 Tracking
- SMS (Texting) with Opt-in
Keywords and Leased Short Codes
Again, Sexton
has been working with all of these and can assist you with them.
In this
issue, we have covered one element within the Response
Mechanism.
Future issues of TK's
Korner
will cover the other Emerging
Media Solutions
as they pertain to:
Database-
- Acquisition
- Processing
- Analytics
- Consulting
Delivery
Mechanisms-
- Variable Direct
Print (VDP)
- Email
- SMS (Texting)
Response
Mechanisms-
- GURL (General URL)
- PURL (Personal URL)
- 1-800 Tracking
- SMS (Texting)
Tracking
and Linking Mechanisms-
- Redirect Pages-Web
Media
- QR Code
- Short URL Creation
Dynamic
HTML and Publishing-
- Micro sites
- Blogs
- Forums
- Documents
- Photo Galleries
- Web Apps
Social Media-
- Consulting
- Tracking
- Twitter
- Linked In
- Facebook
- YouTube
Dashboard-
- Tracking
- Reporting
- Data Access
Services-
- Domain Name Registration
- Short Code
- Keyword Registration
- QR Code Creation,
Quick Response Codes, aka QR Codes
(These can be general or personalized and are a great way to break
into mobile marketing)
- Return Mailbox
- Media Hosting (For
file downloading or streaming)
All of these
elements are provided by Sexton (Sexton Strategic) and have greatly
influenced many of our clients marketing efforts. Why
don't you contact me for more information on how we may assist you
with your marketing efforts?
If you would like
more information for your next printed project, to see some of the really
cool samples I have or regarding this article, please give me a call
at (651) 255-1225.
Stay tuned for
the next issue of TK's Korner. You just might be surprised!
Please
refer back and visit often the entire library of TK's Korners where
you will find information on subjects that
may be of interest to you like:
BE SURE
TO CHECK THEM OUT!
If you have a production
issue not discussed above that you would like me to address, or a project
that needs to be looked at, please give me a call or send me an email.
I will do whatever it takes to ensure you get the best value for every
marketing dollar invested.
You can also check
out my profile, join my network and view more client comments on LinkedIn
at: http://www.linkedin.com/in/tomkubinski
Referrals are greatly appreciated,
if you know someone I could help, or who might like to receive TK's Korner, please let me know.
Take care and
have a great day!
Successfully,
Tom Kubinski, Printing Consultant
YOUR Eighth
Wonder of the World
Printing Consultant
Who Helps You Make Good Impressions
tkubinski@sextonprinting.com
Direct: (651)
255-1225
Cell: (612) 760-3700
Selected portions
reprinted in Print & Media Buyer, a national magazine for the print
industry. (Search for Tom Kubinski)
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Print & Media Buyer Magazine, Winter issue 2007
Below, please find a PODi case study of nationally recognized campaign plus 3 issues that have been published in a National magazine.
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