So, why are some of us still reluctant to use PURLs as an ingredient in our direct marketing mix. Does it not generate higher response rates than GURLs or CURLs ? Is it not cost efficient? Implementation is difficult and time consuming? If you nodded and/or answered “yes” to any of these questions, you probably [...]
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We don’t do junk mail. Junk mail is what happens when marketers don’t use Fuse.
SNL Clip on Junk Mail
Smart campaigns eliminate the need for ‘junk mail’ to get people’s attention. They use multiple means of connecting on relevant points for prospects that have an interest in them. 80% of new customers initiate the sales cycle [...]
Last month I blogged about "variable data publishing in the future".
I envisioned that in the future, magazines, catalogs, etc will be completely customized to the individual. It will know your interests and maybe buying behavior (but not in a creepy way) and have content that is more targeted and relevant to you.
Despite the current economic downturn, it seems some people are beginning to get how powerful this can be. I’ve been having some conversations on twitter (@RyanLou) about how this can be profitable for publishers and they are echoing some of my ideas.
Even large publishers are beginning to get it. A co-worker saw this on the news this morning and directed my attention to it.
Today, Time, Inc. launched an application, with sponsorship from Lexus, for recipients to receive 5 different magazines over a span of time with content that is personalized to them. In the application, http://www.timeinc.com/mine they asked respondents a set of 4 questions that would determine what variation of the magazines they would receive. For more on the story: Read here.
This certainly is a start to fully personalized publications. The technology for even more complex personalization that includes magazine ad already exist. What is needed is relevant information about your readers and a willingness to break the mould and try something that is not commonplace!
Time Inc’s application: http://www.timeinc.com/mine
A story on what Time did: http://TinyURL.com/TimeMine
Previous post: Variable Data Publishing in the future
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Do you get your favorite magazines at the news stand or delivered to your door?
I know I browse through magazines at the stand, but in many of them I have the option of signing up with the publication for a year (often at a lower price).
Now, since you’re already collecting information about me, how about finding out my preferences and personalize some of the magazine, catalog or publication to me.
This can be as simple as printing my name on the cover (and not just on the mailing sticker), having a centerfold personalized to me, even publishing ads that apply to me… an insurance ad that says ‘is the Lou household sufficiently covered?’.
The technology is there (if your vendor is unable to do this, talk to us), waiting for a publisher to take CRM and Variable Data Publishing up one more level.
If this resounds with you, let me know via twitter: @RyanLou
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