Using & Reusing Intelligent Content for 1:1 Cross Media Marketing

Event: Intelligent Content 2010


Speaker: James Michelson, Principal, JFM Concepts


Date: February 25, 2009 from 3:15 - 4:00pm

This session is designed to give those responsible for delivering and maintaining web content a look at the best approaches to create and serve relevant and personal material. Discover how savvy writers, technology experts, and marketers are using the latest tactics to coordinate cross media campaigns, track results, and generate follow up communications without needing support across multiple departments or firms.

Discover how savvy marketers are using the latest tactics to coordinate cross media campaigns, track results, and generate follow up communications without needing support across multiple departments or firms. The speaker will present a practical guide to delivering personalized content across various marketing channels. Participants will examine a real world examples in multiple formats that demonstrates proven strategies to attract prospects and convert leads into sales. The sample materials can serve as a platform for the attendee’s own projects.

The session will demonstrate how to develop personas for each prospect, capture the prospect’s attention, determine their demographics, and drive the lead to the web for personalized information. Focus will be on using variable content with multiple touch points and communication methods. The presentation will outline successful tactics to ensure the best possible outcome and highest ROI from content based marketing and sales efforts.

The topics to be covered in this session include:

  • Developing personas to understand prospects and customers
  • Segmenting prospects and conducting real time personalization to serve web visitors specific content regardless of their entry point
  • Creating & presenting highly targeted marketing campaigns using integrated micro-sites and personalized landing pages
  • Providing personalized and highly relevant content from database analysis, web content, list & market procurement, and list & market analytics
  • Collecting and comparing metrics across all media
  • Implementing automated follow up and fulfillment processes

About James Michelson

James Michelson is an honor graduate of George Washington University with more than 15 years executive marketing and sales experience. He has a Masters degree in Business Administration from Jacksonville University. James has held key positions for both Fortune 15 and small firms in technology, industrial, retail, and finance industries. He creates programs that improve response, serve variable content, and drive sales. James is also an adjunct professor of business, teaching students how to create enterprise level marketing and sales campaigns in practical ways. He is a principal at JFM Concepts, providers of the VDP Complete® marketing system.