“In-PDF tracking” can have multiple use cases especially for
B2B companies that provide rich content to their site visitors in terms of
white paper downloads. We all know that it is common practice for these
companies to track their prospect behavior on how many times they visit the
site/ app from which device and do they then download a whitepaper or webinar,
etc. Imagine, if we could stitch this with how many times the prospect opens
the whitepaper, the interaction on the white paper like filling in a form or
forwarding it to friend, etc. Now this insight is possible if the user
interacts with the pdf while they are online.
One big area for which this solution was originally developed was in the field of online coupon printing business. I did not know that this
online couponing is such a huge business giving out *329 billion coupons in 2013
alone and out of this close to 2.9 billion coupons were redeemed. This
apparently resulted in savings worth 3.7 billion dollars to the consumers. This
was a huge revelation for me, as I was not aware that the simple coupon that I
throw away very often is such large industry both as a business as well as
impactful marketing tool. The below cartoon strip puts the emotions associated
with coupons in a light yet powerful manner.
Further the possibility of using this technique to track
other applications like pdf has opened a whole new world of opportunities and
possibilities for the digital marketer.
* Kamal Chembath
* Courtesy: inmar 2014 Coupon Trends
* Courtesy: inmar 2014 Coupon Trends