We’re one of the biggest advocates for using technology to make sure your messages are relevant to each recipient.

I thought it’ll be interesting to explore what happens when marketers choose mass marketing tactics (from the recipients point of view).

Angering a blogger with mass marketing:

Jonathan Fields posts an entire conversation with a PR person over a mass marketing email he received twice! Read the full post.

Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.

Like all marketing tools you use, personalized URLs require you to:

• think about a strategy for reaching your different customer segments
• plan on integrating your ‘magic’ personalized URLs with current media
• make a conscious effort to follow through on each message you send.

When you build a great application, people expect more from the next. When you market an unfinished product or launch a tasteless marketing campaign, people remember you for it. When you tout features/ benefits that are not what the customer needs, they switch off to your product.

When you find yourself struggling to out-do yourself, change brand perception or change the way people think of your product… You’re struggling with the ghosts of marketing past.

Today, we released a product announcement to the press about the launch of our geolocation tool for 1to1 marketing campaigns.

To read the full press release: “L2 enhances targeted marketing with geolocation feature“

We’ve talked a lot about creating 2-way conversations with prospects and making every piece of marketing relevant.

With the geolocation feature, Fuse users will find it easier to initiate this conversation and make it targeted to the recipient’s location.

Here’s some examples of how the geolocation feature can be used:

• A snappy tagline: ‘How’s marketing in {City}’.
• An advanced location finder: ‘Here’s the latest campaign offer for stores near you’.
• Relevant information for the city, 10 things you did not know about auto insurance in {state}
• A viral application: ‘find other marketers in your area’.

How is this different from what other 1to1 marketing vendors provide?

1. You can locate individuals you have no data of (From print ads, TV/radio ads, pay-per-click ads)
2. The application tracks the recipient’s location when the ad is opened (So they can find the nearest store when they’re in the office, at home, driving around, or on holiday).
3. The application automatically tracks the recipient’s timezone (You can schedule future messages at a precise time for that person’s timezone.
4. Everything is automated in the platform.

You know passive income, what about passive marketing?

While the term has been used by some to refer to the lack of proactive-ness - not getting out to network with people, making presentations, cold calls… I would like to think passive marketing works for you in getting leads while you spend more time going out to meet people and following up with leads throughout your sales cycle.

You could do that with static microsites that ends with a form or you could get much better response and lead conversion with automatically created personal urls. L2 has been building one such site to allow marketers and digital service providers to testdrive L2’s Fuse product. Like a microsite, it involves a static data collection page ( www.1to1campaigns.com ) which collects basic information like first and last name to create a purl along with some contact information.

Once this information is filled out, prospects are taken to their very own personal url (1to1campaigns.com/firstname.lastname) which tracks interest based on what the prospect saw. For insurance companies this would be knowing whether the prospect is interested in auto insurance, health insurance or disaster insurance even before you make the call!

It also sends an automated email to remind prospects of the URL so they can return to the site easily keeping them involved and participating on the personal url.

With an entirely automated campaign like this one, you will have the time to focus on the other elements of your marketing (following up with leads, direct mailers, conferences, telemarketing…) but still ensure you get good response off PPC ads, print ads, your corporate website, etc.

Marketing that works for you 24/7, what a concept!