I just released my update to “State of Personalized URLs,” my nutshell observations and analysis of the usage and best practices of personalized URLs. What do I see has changed in the past year?
- Deep integration with multichannel campaigns that include email, direct mail, and social media (particularly Facebook).
- Integration with broader campaigns. We still see mailings with a focus on using personalized URLs to send people to mini-sites to fill out surveys, but this is shrinking as an overall percentage of the whole. We are seeing personalized URLs being integrated into broader, more comprehensive campaigns in which the personalized mini-site may be just a small component of the overall strategy.
- Software vendors differentiating, not software functionality, but on their training and business development support. Each solution still has its own personality and features, but overall, the solutions are converging. As they do, differentiation comes in each vendor’s approach to support.
- Stronger focus on the use of this software for lead scoring. Yes, lead gen and direct sales are important, but we’re seeing a lot more focus on targeting, segmentation, and lead scoring.
- Focus on consistency in personalization across channels. Personalized URL software has great functionality for surveys and data appends, but its value is just as great for maintaining personalization across channels, even if a survey isn’t part of the mix. The relevance that was begun in the personalized email or direct mail piece is carried over to the web experience, as well.
Personalized URLs are growing up.
What changes do YOU see in the adoption and use of this technology? Please share your thoughts.
(For more info on the report, click here. )