Making the right choice with Personalisation Software
Today saw the annual release of PrintWeek’s Product Portfolio for Personalisation Software. What’s interesting from the editorial is the belief that cross media communication is simply about adding personalised URLs (PURLs) to a printed campaign to continue a conversation with a customer.
With a raft of companies now claiming to offer ‘cross media capabilities’ – it is important I believe for those looking to invest in a cross media solution that they do their homework first – and make sure that you are looking at the right software and vendors for the right reasons.
The two types of customer
In my experience I believe that there are two types of customer that I meet – the ‘Me too’ and the ‘Forward Thinker’.
Mr. Me-To is the sort of cost conscious person that knows that his organisation needs ‘cross media’ but only wants the spend the minimum in order to get it. With these people they tend to look at several products, some of which will do various elements in order to achieve a goal. For example they might look at PrintShopMail as a cheap VDP tool and then throw it into the mix PURLs by using MindFire. Whilst this approach will deliver on the simple ‘Cross Media’ dream it will not deliver on the long term value proposition; which is driving the market.
On the other hand Mr. Forward-Thinker has a different approach. They invariable know that to be successful they have to differentiate themselves in the market and they need to be fast, responsive and creative. Services-lead not product-focussed. For these people scalability & Integration are the primary goals – they need a solution that will deliver on all fronts, and provide a level comfort regardless what application or campaign they need to develop. They also appreciate that skills and resources are vital – it’s not just about having the right tools.
For Mr. Forward-Thinker various ‘silo’ solutions will not work. Different people will be using different technologies in different ways to try and achieve an end goal. Integration rarely is achieved as with so many providers it is just not possible. It’s also rarely possible to develop a full cross media campaign just these individual tools.
Let me give you two examples:
- Firstly take a look at www.johnsample.lwcautomotive.com which is a typical PURL side to a printed campaign. Obviously the only way to get to the website is if I had received a printed mailer or an email; and once on the website – it’s pretty rudimentary. If I complete the survey or update my contact details I do not get any communication back to confirm my interaction – and this is the key! There’s no experience, no involvement and no conversation. This is a passive form of communication that happens to be online and personalised.
- Now take a look at a ‘live’ example. Centrica, a Cross Media provider over in Australia is promoting their services on their website; http://www.centricadigital.com.au/. Immediately you are drawn into the ‘experience’ by clicking on the page-corner. Remember the site has no idea who I am at this point!
For here on not only do I remain on the companies website, but I am asked to enter my details (populating a database). As soon as I do that I then receive back on-screen a personalised postcard; created on-demand using the details I just supplied. I receive an email – inviting me to my personalised website where I can download my ticket. Once I download my ticket I receive an SMS with further communication. At all times the branding, design, logic and experience is consistent and immediate.
The Centrica example is a Cross ‘Experience’; driving engaging customer interaction and involvement. The previous example is a simple personalised website on the back of an existing campaign; adding little value. They are also delivered in very different ways.
If you want the ability to add personalised websites then there are numerous tools available – and the more savvy amongst you will realise that just by using Adobe CS Suite Premium this process is pretty straightforward to do without buying additional software. However if you want to provide a full cross media experience to your customer; based on one set of tightly integrated tools your options are more restricted. However by thinking ahead; knowing what will win you more business and looking to invest properly in technology and resources you will secure more business – for longer with a higher ROI.
I suppose that you ‘get what you pay for’…
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Dave is a 30-something year old technologist and professional working and living in the UK. Ever since he first sat down at a computer keyboard back in the early ‘80s he has been hooked on technology – good and proper! Now-a-days he works within the software business with a fast paced organisation evangelising how technology can help save us all time, and make us money! Dave’s wife and 2 kids tend not to share this enthusiasm and believes that he is just playing!
The views expressed are those of the authors and do not necessarily reflect those of his employer.