Five ways to persuade your target audiences

Wh i t e paper


Five ways to persuade your target audiences
BluePrinting




Summary The communication challenge
Organizations need to communicate with an increasing amount of target audiences in different regions across different channels. This leads to a proliferation of communication channels that makes it hard for organizations to communicate efficiently and effectively.
BluePrinting
BluePrintingT is SDL Tridion's unique content management technology that allows organizations to handle this challenge. BluePrinting technology enables organizations to manage brands, globalize Web sites, deliver targeted marketing messages across multiple channels, and create micro-sites for specific campaigns or projects.
Proven value
BluePrinting has shown its value to many organizations, resulting in shorter time to market, improved quality and lower costs.

Five ways to persuade your target audiences ii © SDL 2010
Table of contents
1  Introduction 
1.1  Web site globalization ................................................................................................................................ 2 
1.2  Brand management ................................................................................................................................... 3 
1.3  Target audience marketing ........................................................................................................................ 5 
1.4  Multi-channel marketing ............................................................................................................................. 7 
1.5  Micro sites .................................................................................................................................................. 8 
1.6  Five ways to persuade your target audience ........................................................................................... 10 
2  BluePrinting explained 
2.1  BluePrinting basics .................................................................................................................................. 11 
2.2  BluePrinting benefits ................................................................................................................................ 14 
2.3  BluePrinting in SDL Tridion's products ..................................................................................................... 17 
3  Proven results 
3.1  Central control versus local flexibility ....................................................................................................... 19 
3.2  Proven ROI .............................................................................................................................................. 21 
4  About SDL 

Five ways to persuade your target audiences iii © SDL 2010
1 Introduction
In today's connected world, a well-managed, persuasive Web presence is essential
for any organization to achieve success. The Internet provides unprecedented
opportunities for border-free communication and is a strategic tool to reach targeted
audiences. The challenge is to balance centralized messages and branding with the
need for targeted content.
Targeted content echoes customer and prospect needs and interests, builds
relationships, and creates brand loyalty. Ideally, organizations need to provide
messages that reflect market conditions and the needs of their target audiences, while
controlling and coordinating an overall communication strategy. Within an enterprise,
different business units and professionals need to contribute to both.
SDL Tridion's BluePrinting technology addresses the needs of organizations that use
the Internet as a strategic tool for targeted marketing and communication. BluePrinting
provides a way for them to address five main communication requirements:
z Web site globalization
z Brand management
z Target audience marketing
z Multi-channel marketing
z Micro site rollout and management
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