PURLs 101

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pURLs 101Understanding Personalized URLs

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Overview:

• What is a PURL?

• Why is there so much talk about PURLs?

• Not everyone likes PURLs

• Best “practice” of PURLs

• Examples

• Q&A

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PURLs?

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PURL – personalized uniform resource locator

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However...it’s not just a personalized web address

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[ what it really is...]

Personalized landing page/site, composed of relevant information generated by data specific to target. A web medium designed to stimulate and track response actions.

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What distinguishes a PURL?

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• SURLs – static uniform resource locator (URL) – driven by static

communication channels (e.g. newspaper & magazines)

• GURLs– Generic uniform resource locator (URL) – driven by digital

campaigns

• PURLs– Personalized uniform resource locator (URL) – dynamically driven

by unique data

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Example:

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why some love them and others hate them...

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PURLs

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Why are folks talking about them?

• They connect print/mail ads to the web... making it possible to track responses

• Enhances the level of personalization through relevance and personalization

• It’s more than a URL with personalized variables in it... it is also: dynamic, unique, able to track responses, trigger more communication etc...

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PURLS

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Why do some people hate them?

• Poor Planning (99% of the Negatives) – makes the medium ineffective

• Bad Offer (30%) – responses are not optimal

• Bad Creative (30% of the negatives) – inquire professional design services

• No Follow Up (Even when it is bad, it’s not too bad to follow up).

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Best “Practice” of PURLs?

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What is the best practice?

• Clear and precise – get to the point!

• Short (keep it short, thanks)

• Optimized for Desktop/Laptop/Mobile.

• Trigger Driven (both for the customer and Sales/Mkt.)

• Dynamic (As it goes, it grows)

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Check out these examples:

www.m y b l u e p i e .com

www.i c d e m o a p p . c o m /webdemosignup

http://m a d m a r k e ti n g . l2soft.com/

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Q&AHave a question about pURLs? Email us at:

[email protected]