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Personalized Communications: A Cross Media tool for the future
Dalarna University, School of Technology and Business Studies, Graphic/Arts Technology.
Dalarna University, School of Technology and Business Studies, Graphic/Arts Technology.
2010 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Personalized communication is when the marketing message is adapted to each individual by using information from a database and utilizing it in the various, different media channels available today. That gives the marketer the possibility to create a campaign that cuts through today’s clutter of marketing messages and gets the recipients attention. PODi is a non-profit organization that was started with the aim of contributing knowledge in the field of digital printing technologies. They have created a database of case studies showing companies that have successfully implemented personalized communication in their marketing campaigns. The purpose of the project was therefore to analyze PODi case studies with the main objective of finding out if/how successfully the PODi-cases have been and what made them so successful. To collect the data found in the PODi cases the authors did a content analysis with a sample size of 140 PODi cases from the year 2008 to 2010. The study was carried out by analyzing the cases' measurable ways of success: response rate, conversion rate, visited PURL (personalized URL:s) and ROI (Return On Investment). In order to find out if there were any relationships to be found between the measurable result and what type of industry, campaign objective and media vehicle that was used in the campaign, the authors put up different research uestions to explore that. After clustering and merging the collected data the results were found to be quite spread but shows that the averages of response rates, visited PURL and conversion rates were consistently very high. In the study the authors also collected and summarized what the companies themselves claim to be the reasons for success with their marketing campaigns. The result shows that the creation of a personalized campaign is complex and dependent on many different variables. It is for instance of great importance to have a well thought-out plan with the campaign and to have good data and insights about the customer in order to perform creative personalization. It is also important to make it easy for the recipient to reply, to use several media vehicles for multiple touch points and to have an attractive and clever design.

Place, publisher, year, edition, pages
Borlänge, 2010. , 76 p.
Keyword [en]
personalization, PODi, content analysis, cross media, marketing, response rate, ROI, variable data printing, database, campaign, media channels
Identifiers
URN: urn:nbn:se:du-5097OAI: oai:dalea.du.se:5097DiVA: diva2:518959
Uppsok
Technology
Supervisors
Available from: 2010-11-29 Created: 2010-11-29 Last updated: 2012-04-24Bibliographically approved

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File name FULLTEXT01.pdfFile size 8302 kBChecksum SHA-512
8f4ad0f5380027c50f5e68a033a76828d21283a30aaf02305940d967f92de2a598295bf2c88e088b9f34bc4d569c5045f351d1b25208d6c625390a462ee33fff
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf