PURLs Blog

Pro-Active News Blog

PURLS HELP DELIVER ACCOUNT BASED MARKETING


There is no doubt that Account Based Marketing is very much ‘in’ when it comes to driving business-to-business marketing. Much has been written about the various techniques one should use in terms of building databases to facilitate effective Account Based Marketing campaigns.

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Britain Means Business


Moving forward after Brexit

Following the EU referendum results on Friday, the aftermath has evidently brought many changes to England as we know it. But why?

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Can you trust your email campaign metrics?


Since the introduction of email marketing, there has been much scepticism over how reliable email marketing metrics are.

“It's a generally accepted metric in the email marketing world that email open rate reporting can be off from anywhere from 11% to 35%.”

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How will you allocate your marketing budget next year?


Many of our clients use a number of channels to effectively market their business. Whilst print marketing and direct mail hold a firm footing on the marketing landscape, content, paid search and other online channels continue to dominate spend and effectiveness as a measurable marketing resource to marketing professionals.

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Segmented Content


There is much written about content marketing and providing segmented content to different audiences. The use of Personalised URLs helps facilitate this, by delivering personalised and specific content to each landing page visitor. This all sounds great, but how do you segment your data?

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Customers, Personalisation and RFV


Personalisation is not about mail-merging. It's about understanding your customer well enough to be able to adapt your message to what he or she wants, and to use that knowledge as a platform for increasing customer loyalty, satisfaction and spend.

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Why use Pro-Active?


Here at Pro-Active, we live and breathe all things marketing. From postal print campaigns to global digital PURLs. Our dynamic team of data experts, digital marketing consultants, design and IT gurus enable us to create, deliver and engage across multiple touchpoints.

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The “New Consumer” versus the “New Customer”


With a limited attention span and no loyalty, the “New Consumer” has the choice to consume whatever they want, when they want to via whichever means. If this is the case, then brands need to focus their strategy on how to really connect and engage with the “new consumer”.

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The role of data in a world of Marketing Automation


B2B organisations are investing in marketing technology at an accelerating rate. In fact, IDC predicts that CMOs will drive up to $32.3B in marketing technology spend by 2018. This phenomenal growth has big implications for B2B marketers in relation to their data.

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Data Legislation has changed for the better!


As of 6th April, the law on nuisance calls and texts has changed.

For the old legislation to be applied, one would have to prove “substantial damage or substantial distress” from nuisance calls, which let’s face it, is very subjective.

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Why an external EMEA Marketing Database should be a key part of your marketing strategy


Moving into 2015, digital marketing and content are high priorities for marketers and business owners alike, as increased use of online channels allows businesses to target wider audiences across the global market place. One of the main challenges facing marketers is personalizing their marketing efforts and engaging wide audiences. Whilst digital channels offer good exposure to target markets and promote brand awareness, they lack the ability to communicate on a one-to-one basis.

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Who knows what the future holds? - 3 Data Trends in 2015


Each year January sees a plethora of predictions for the coming year. Some of these turn out to be accurate, others not.
But as marketers, we need to look forward for not wanting to miss out on opportunities that arise. So we have thrown our hat in the ring and made three predictions for the coming year.

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Higher levels of Engagement and ROI for Informa!!


Cable Congress 2015 (run by Informa), is the flagship event of the European Cable industry. In an effort to build on the previous year’s audience, Informa wanted to deliver personalised and segmented content, to email and postal recipients, in an effort to improve engagement and ROI, whilst delivering a unique web experience to customers and prospects.

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Leaked EU document hints at watered down data laws


A 300-page document pertaining to European data protection has been leaked by activists. Privacy International, Panoptykon Foundation, Access and European Digital Rights released the document and said “Some of the council’s proposals gut data protection of all meaning”.

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Email Marketing Vs Social Media – which is better?


There is a lot of discussion amongst marketers and digital marketing professionals. On the one hand, we have a tried-and-tested channel and on the other we have the new kid on the block who has revolutionised the way we interact with brands. Don’t forget that email marketing used to be the new kid on the block that revolutionised the way we communicate.

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How will the new EU legislation impact on the use of PURLs?


It is looking likely that the EU Data Protection Legislation will come into effect at some point in 2015. The basic principle of the legislation is that everyone in the EU will have the right to the protection of personal data. Whilst I am sure that everyone would agree with the principle, the measures and controls will have an impact on how we use data in providing personalised web content and in particular the use of PURLs.

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