News

Tailoring the Message

14 Jan 2009

Leverage the shift from brand marketing to direct marketing.

Six months ago, when Complex Media wanted to gain a deeper understanding of its online users as well as integrate all of its customers into one system, they turned to Traction Software, which allows them to track how users move across a site and tailor campaigns to each customer’s unique attributes.

For example, if customer A was print and online subscriber, but has yet to attend any Complex events, he would receive a different sent of messages than customer B who was an online only subscriber and has attended Complex events in the past (most likely customer B would receive a survey asking her to rate her experience at the event). A system like this is especially valuable to Complex, which spans a media network that monetizes 20 other Web sites.

“It’s great when you’re talking to advertisers and you can tell them you can help them reach six million users as opposed to just one million,” says Jason Jercinovic, vice president of content and production, Complex Media. “But it’s even better when you can tell them we can use a system like Traction to extend that reach. We can send our customers targeted newsletters and offers because we know who they are. We can even tailor ads as they’re browsing.”

Jercinovic points out sending out very targeted messages to customers is essential in today’s economy where brand marketing budgets are the first to go. “Right now, our clients want more direct interaction with the customers. So we want to provide very tailored offers that result in less emails getting sent out as opposed to sending out thousands of emails and getting very low open rates. This is direct marketing with a capital ‘D.’”

Chandra Johnson-Greene

www.audiencedevelopment.com