AU2018100556A4 - A system and method for providing digital brochures and for tracking recipient engagement - Google Patents

Abstract

The invention includes a system for generating and providing a digital brochure or proposal, the system including a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a product or service; the system includes one or more templates including a set of predefined sections containing content in relation to the product or service; and the generated brochure or proposal being stored on a server as an HTML encoded document and a unique URL is generated at which the brochure or proposal can be accessed online by a computing device. The invention has application to the field of brochures for use in the marketing of services such as professional services, or goods such as motor vehicles, boats or the like. 0i CL u Q) L- 0 iU mi cu L. V) LC u >4 . Cu 0 L- 0. -u C (Y k0 a) a Ln V, aa U-U * m . ID

Description

The invention includes a system for generating and providing a digital brochure or proposal, the system including a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a product or service; the system includes one or more templates including a set of predefined sections containing content in relation to the product or service; and the generated brochure or proposal being stored on a server as an HTML encoded document and a unique URL is generated at which the brochure or proposal can be accessed online by a computing device. The invention has application to the field of brochures for use in the marketing of services such as professional services, or goods such as motor vehicles, boats or the like.

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A SYSTEM AND METHOD FOR PROVIDING DIGITAL BROCHURES AND FOR TRACKING RECIPIENT ENGAGEMENT

TECHNICAL FIELD [001] The present disclosure relates to systems and methods for providing digital brochures or proposals accessible via a unique URL link provided to recipients by text message via a mobile telecommunications network or via the Internet. The present invention has application to the field of brochures for use in the marketing of services such as professional services, or goods such as motor vehicles, boats or the like . However, it is to be appreciated that the invention can have broader application to the promotion and marketing of a range of services and goods.

BACKGROUND [002] Printed proposals and brochures are used extensively to promote and advertise goods and services to existing or potential customers. Printed proposals and brochures are static documents and once handed over to a recipient there is no way of monitoring or tracking the recipient’s interaction and engagement with the proposal or brochure. It is, therefore, problematic to determine the level of interest that the recipient has with the goods or services offered by a proprietor after a printed proposal or brochure is supplied to a recipient unless and until the recipient contacts the proprietor to enquire further about those goods or services.

[003] Printed brochures are commonly used in many areas of trade and commerce. Printed brochures are distributed by mail or are handed to potential purchasers of services or products. However, it is not possible to determine the level of interest that the recipient has with the service or the product that is the subject of the brochure unless and until the recipient contacts the provider of the service or the vendor of the product.

[004] The provision of advertising and marketing material electronically through a network such as the Internet is becoming more commonplace. Such

2018100556 30 Apr 2018 material can be sent and received as a data file on an electronic device such as a computer, tablet, smartphone or the like and viewed on a display. The data file may include instructions to cause a processor in the device to display an electronic document comprising text, images, sound, video or some combination thereof. The user of the device may then passively interact with the electronic document by simply viewing its contents or there may be items embedded in the document that the user can select such as hyperlinks that direct a browser on the device to a website located at a particular URL.

[005] Advertising and marketing material may also be accessed by a customer as an HTML encoded document displayed by an application, such as a browser application, executed in the device. The browser application uses a URL to locate the HTML document or webpage which is then displayed on the device.

[006] Proposals, brochures and other forms of advertising and marketing material supplied in paper form or over a network or online are typically static and do not vary from recipient to recipient. As with printed proposals and brochures, electronic proposals and brochures delivered as a downloadable data file or as an HTML document viewable in a browser application are typically provided in a static form with little or no means of gleaning information about the recipient’s interaction and engagement with the document.

[007] Accordingly, a need exists for a means for providing brochures and other marketing and advertising material to one or more recipients for perusal as well as for gleaning information about the recipient’s interaction and engagement with such documents. A need exists to glean information about a recipient’s level of interest in the subject matter presented within a brochure. There exists a need to obtain information in relation to recipient’s interaction with brochures and other forms of marketing material such as proposals in real time, to process this information and to provide new information such as the recipient’s preferences to other platforms to facilitate targeted marketing and advertising campaigns directed at the recipients online or through other electronic means or channels.

2018100556 30 Apr 2018 [008] Any discussion of background art throughout the specification should in no way be considered as an admission that any of the documents or other material referred to was published, known or forms part of the common general knowledge.

SUMMARY OF THE INVENTION [009] In one aspect, the invention provides a system for generating and providing a digital brochure or proposal, the system including: a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a product or service; the system includes one or more templates including a set of predefined sections containing content in relation to the product or service; and the generated brochure or proposal being stored on a server as an HTML encoded document and a unique URL is generated at which the brochure or proposal can be accessed online by a computing device.

[0010] In embodiments, the generating device generates a digital brochure or proposal using template containing predetermined elements and customisable elements.

[0011] In embodiments, each template has a different set of predefined sections or content blocks and template specific content in which there may be static content or in which there may be dynamic content or customisable content or a combination thereof.

[0012] The content can include the name of a business, an address of the business, contact details such as a telephone number and/or email address, information about the members of the business and key employees, photographs.

[0013] The content can include historical information about a business such as existing and/or previous clients or previously completed jobs.

2018100556 30 Apr 2018 [0014] In embodiments, the digital brochure or proposal is for marketing products including motor vehicles, boats, dwellings or real estate.

[0015] In other embodiments, the digital brochure or proposal is for marketing services including legal services, accounting services, sales agency such as real estate agency services, advertising services, marketing services, consultancy services or IT services.

[0016] In one aspect, the present invention provides a system for generating and providing a digital brochure or proposal, the system including: a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a product or service;

the system includes one or more templates including a set of predefined sections containing content in relation to the product or service; and the generated brochure or proposal being stored on a server as an HTML encoded document and a unique URL is generated at which the brochure or proposal can be accessed online by a computing device.

[0017] Embodiments involve the provision of digital brochures or proposals for marketing services or products. In some embodiments, the invention involves the provision of digital brochures or proposals for marketing professional services. Such digital brochures or proposals include information about the service provider including the location of the service provider’s place of business, photographs, video, text comprising information about the service provider such as their skills and expertise as well as other information such as testimonials. Some embodiments involve the provision of digital brochures for marketing products. In some embodiments, the invention involves the provision of digital brochures for marketing motor vehicles, boats, dwellings or real estate, to name but a few examples. Such digital brochures include information about the product including the photographs, video, text comprising information about the product such as its features and characteristics [0018] In another aspect, the invention provides a system for generating and providing a digital brochure or proposal to a user and for determining user

2018100556 30 Apr 2018 preference information based on user interaction with the digital brochure or proposal for determining digital marketing targeted at the user, the system including:

a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a subject, the digital brochure or proposal including one or more tracking devices adapted to generate user interaction data relating to the interaction of a user with the digital brochure or proposal;

a processing device for processing the user interaction data to determine user preference information, and thereby determining further marketing to be directed at the user based on the user preference information. Preferably, such further marketing to be targeted at the user includes digital marketing.

[0019] Preferred embodiments of the invention involve the provision of digital brochures or proposals for marketing services or products. In some embodiments, the invention involves the provision of digital brochures or proposals for marketing professional services. Such digital brochures or proposals include information about the service provider including the location of the service provider’s place of business, photographs, video, text comprising information about the service provider such as their skills and expertise as well as other information such as testimonials. The digital brochure or proposal includes devices embedded within the brochure or proposal to track the user’s interaction and engagement with the brochure or proposal and parts and sections therewithin. Information in relation to the user interaction with the brochure or proposal is received and processed to determine information about the user, such as the user’s interest in the service provider, that can be used to determine follow up digital marketing activities directed to the user or other forms of marketing. Examples, include digital brochures or proposal for the marketing and promotion of services including but not limited to legal services, accounting services, sales agency such as real estate agency services, advertising services, marketing services, consultancy services, IT services and any other professional service.

2018100556 30 Apr 2018 [0020] In some embodiments, the invention involves the provision of digital brochures for marketing real property. Such digital brochures include information about the property including the location, photographs, video, text comprising information about the property such as its features and characteristics. The digital brochure includes devices embedded within the brochure to track the user’s interaction and engagement with the brochure and parts and sections therewithin. Information in relation to the user interaction with the brochure is received and processed to determine information about the user, such as the user’s interest in the property, that can be used to determine follow up digital marketing activities directed to the user or other forms of marketing. It is to be appreciated, however, that although embodiments of the invention employed in relation to the generation of real property brochures are particularly preferred the invention may have application in other fields and in relation to other kinds of brochures or proposals.

[0021] Some embodiments of the invention involve the provision of digital brochures for marketing products. In some embodiments, the invention involves the provision of digital brochures for marketing motor vehicles, boats or the like. Such digital brochures include information about the product including the photographs, video, text comprising information about the product such as its features and characteristics. The digital brochure includes devices embedded within the brochure to track the user’s interaction and engagement with the brochure and parts and sections therewithin. Information in relation to the user interaction with the brochure is received and processed to determine information about the user, such as the user’s interest in the product that can be used to determine follow up digital marketing activities directed to the user or other forms of marketing.

[0022] In embodiments, the further marketing targeted at the user is digital marketing. The further marketing may include a further electronic communication via email, SMS, MMS or automated voicemail message. As will become apparent from the foregoing, the further marketing may include targeted digital advertising through platforms such as web-browser, Internet search engines, social media and other online and digital platforms.

2018100556 30 Apr 2018 [0023] In embodiments, the brochure or proposal generating device generates a digital brochure or proposal using a brochure template containing predetermined elements of the brochure or proposal and customisable elements of the brochure or proposal based on user responses to a digital questionnaire or web-form completed by the user.

[0024] Preferably, the predetermined elements include any one of the brochure or proposal layout, text, images, video, sound or any combination thereof.

[0025] Preferably, the customisable elements include any one of the brochure or proposal text, images, video, sound or any combination thereof or other information based on the user responses.

[0026] In embodiments, the one or more tracking devices include an HTML encoded module such as a JavaScript module, cookies, server logs, web beacons and other devices that track, record or obtain data regarding the user’s interaction with the proposal.

[0027] Preferably, the interactions that are tracked include: i) how many times the user accesses the brochure; ii) how long the electronic brochure remains open on a user device; iii) which parts of the electronic brochure the user settles on when scrolling through the brochure on the user device; iv) which if any hyperlinks and other selectable items that are embedded in the electronic brochure the user selects. In embodiments, a JavaScript module captures event data from certain HTML elements and can also collect some basic information about the user’s browser configuration. The data is then sent to a specified server endpoint.

[0028] In embodiments, the processing device determines user preference information selected from the group including: i) a probability that the user intends to procure any products or services that are the subject of the brochure; and ii) a probability that the user intends to procure any products or services

2018100556 30 Apr 2018 that are not the subject of the brochure, based on the user interaction data relating to the interaction of the user with the digital brochure.

[0029] In embodiments, the processing device determines digital marketing directed at the user including any one or more of: i) digital advertising including the display of digital advertisements in an application executed in the user device; ii) digital direct marketing including automatically generated and email or SMS text sent to the user or the user device; and iii) automatically generated audio or video marketing or advertising provided to the user or the user device.

[0030] In embodiments of the system, the processing device sends user preference information to another processing device such as a digital marketing device for processing the user preference information and thereby determining digital marketing and advertising to be directed at the user based on the user preference information.

[0031] Preferably, the digital marketing device is adapted to determine and cause targeted advertising to be displayed to the user on the user device through social media platforms and through web-browser and online digital media platforms.

BRIEF DESCRIPTION OF THE FIGURES [0032] The invention will now be described in more detail with reference to embodiments of the invention illustrated in the accompanying drawings, wherein:

[0033] Figure 1 illustrates a flowchart showing an embodiment of a method for creating and configuring a digital brochure or proposal in accordance with an embodiment ofthe invention;

[0034] Figure 2 illustrates a schematic representation of a brochure or proposal according to an embodiment of the invention including the various components thereof.

2018100556 30 Apr 2018 [0035] Figure 3 illustrates a schematic representation of a system in accordance with another embodiment of the invention including a vendor and vendor device, a user and user device adapted to communicate via a network such as the Internet with a vendor server, a marketing platform server and a third party advertising platform server;

[0036] Figure 4 illustrates a flowchart showing an embodiment of a method in accordance with another embodiment of the invention.

[0037] Figure 5 illustrates a schematic representation of a brochure or proposal according to an embodiment of the invention including the various components thereof.

[0038] Figure 6 illustrates a schematic representation of a system in accordance with an embodiment of the invention including a vendor and vendor device, a client and client device, a user and user device adapted to communicate via a network such as the internet with a vendor server, a marketing platform server and a third party advertising platform server;

[0039] Figure 7 illustrates a flowchart showing an embodiment of a method in accordance with another embodiment of the invention;

DETAILED DESCRIPTION [0040] Embodiments of the invention involve the provision of digital brochures or proposals for marketing services or products. In some embodiments, the invention involves the provision of digital brochures or proposals for marketing professional services. Such digital brochures or proposals include information about the service provider including the location of the service provider’s place of business, photographs, video, text comprising information about the service provider such as their skills and expertise as well as other information such as testimonials.

2018100556 30 Apr 2018 [0041] In an exemplary embodiment of the system 10 illustrated in Figure 1, the system 10 allows for multiple brochure or proposal templates to be created 20. A set of content blocks for each template is created 21 such that each template has a different set of predefined sections or content blocks. Template specific content can be included in some of the content blocks 22 such that when a template is selected content blocks can be selected that include existing content specific to the template. The content blocks can be provided with static content or dynamic content 23. The static content is fixed and predetermined whereas dynamic content can be customised or some content blocks may include a combination of static and dynamic content. Where the brochure or the proposal is for the promotion of a business such as a professional services business, the sections comprising static and/or dynamic text contain, for example, the name of the business, the address and location of the business, contact details such as telephone numbers and email addresses, information about the members of the business and key employees and photographs, information about the competencies of the business. There may also be other sections for containing testimonials from other clients of the business as well as historical information about the business such as existing and/or previous clients or previously completed jobs demonstrating the business’ track record.

[0042] Where the brochure is for the promotion of a particular product, such as a motor vehicle, a boat or a dwelling or real estate, there may be sections containing static or dynamic content in relation to the product. For example the name of the product, information about the product and images, specifications, pricing, terms of sale, warranties and the like. There may also be information about the manufacturer or producer of the product in addition to the retailer or offeror of the product, which may be a car or boat dealership or property developer. The sections comprising static and/or dynamic text contain, for example, the name of the offeror’s business, the address and location of the business, contact details such as telephone numbers and email addresses, information about the members of the business and key employees and photographs, information about the competencies of the business. There may also be other sections for containing testimonials from other clients of the

2018100556 30 Apr 2018 business as well as historical information about the business such as existing and/or previous clients demonstrating the business’ track record and reputation.

[0043] The system also allows for the order of the sections, as they will appear in the final brochure or proposal, to be altered 24. Once the brochure or proposal has been configured, preferably an HTML encoded document 25, a unique URL is generated 26 at which the brochure or proposal, which is can be accessed online by a user on a computer, smartphone, tablet device or the like.

[0044] The unique URL can be provided to a user directly by the system or indirectly through the provider or vendor of the product or service in an email, SMS text or another form of electronic communication 27. The user can then access the brochure or proposal online 28 using the URL, [0045] The system allows for a choice from a selection of predefined templates where the system will determine what sections are included that can then be filled with content specific for the service, the service provider, the product or the product supplier. In addition, the system also allows for the brochure or proposal to expire on a predetermined date and/or time.

[0046] The digital brochure or proposal includes devices embedded within the brochure or proposal to track the user’s interaction and engagement with the brochure or proposal and parts and sections therewithin. Information in relation to the user interaction with the brochure or proposal is received and processed to determine information about the user, such as the user’s interest in the service provider, that can be used to determine follow up digital marketing activities directed to the user or other forms of marketing. Examples, include digital brochures or proposal for the marketing and promotion of services including but not limited to legal services, accounting services, sales agency such as real estate agency services, advertising services, marketing services, consultancy services, IT services and any other professional service.

[0047] Preferred embodiments of the invention include digital brochures or proposals for marketing reai estate agency services or for marketing an

2018100556 30 Apr 2018 individual property listing that include means for tracking user interaction. Such digital brochures preferably include information about the agency or the property including location, photographs, video and text comprising information about the agency or the property. In the case of a property, the text may describe its features and characteristics. The digital brochure includes devices embedded within the brochure to track the user’s interaction and engagement with the brochure and parts and sections therewithin. Information in relation to the user interaction with the brochure is received and processed to determine information about the user, such as the user’s interest in the real estate agency or the property, that can be used to determine follow up digital marketing activities directed to the user or other forms of marketing. It is to be appreciated, however, that although embodiments of the invention employed in relation to the generation of property brochures are particularly preferred the invention may have broader application to other fields and other brochures or proposals.

Service Provider Brochure [0048] Referring to Figure 2 there is shown a schematic representation of a digital brochure 50 in accordance with an embodiment of the invention. The brochure 50 is one that is configured for use by a service provider, such as a real estate agent, to promote services to a vendor of a property. The brochure includes a template that is standardised and is comprised of sections. A first section 51 is entitled “Thank You” and contains an introductory statement containing the name of the recipient or potential client of the service provider, for example a property owner who wishes to sell their property. The first section 51 may include a general statement which may be standardised or customised. A second section 52 is entitled “The Agency” and contains an introductory message in relation to the service provider including the points of difference from competitors and philosophy and other introductory information. A third section 53 is entitled “Your Property” comprises images and an address of the property that may be uploaded.

[0049] The digital brochure includes a fourth section 54 entitled “Valuation” and comprises information in relation to the estimated value of the property and

2018100556 30 Apr 2018 other relevant valuation information such as methodology and other like properties sales results. A fifth section 55 entitled “Proposed Marketing and Sale Strategy” includes information about the proposed marketing elements that will be employed such as advertising and professional techniques that will be deployed by the service provider. A sixth section 56 entitled “Action Calendar” provides information about the timing of various steps in the process of marketing and selling a property [0050] A seventh section 57 is entitled “Selling Team” and includes information about the staff of the real estate agency who will be responsible for marketing the property and this information may be uploaded and customised. An eighth section 58 is entitled “Testimonials” and includes information from other clients of the agency who can attest to their competency. A ninth section 59 is entitled “Previous Sales History” and includes information about other sales that have been achieved by the agency. This information may be provided or may be obtained automatically such as from an online database of property sale information based on the address and price of the property to be sold and other information.

[0051] The brochure 50 includes a section 60 entitled “Next Steps” that includes information for a potential client of the agency as to the next actions they should take if they wish to engage their services. The final section 61 is entitled “Actions” and can include other action items that the potential purchaser may take such as contact details for contacting the real estate agent electronically, such as by email, or otherwise by telephone.

[0052] With reference to Figure 3, which is discussed in more detail below, the brochure 50 is preferably an HTML encoded document that is accessible online by a user 110 via a unique URL which causes a browser application on a user device 115 to access and display the brochure 50. The digital brochure 50 may alternatively be provided as a file that can be downloaded by the user 115 to their device 115. The brochure 50 preferably contains one or more tracking devices, such as embedded software code, that is adapted to generate user interaction data relating to the interaction of the user 110 with the digital

2018100556 30 Apr 2018 brochure 50 on the user device 115. Interactions that are tracked include: i) how many times the user accesses the URL and thereby displays the electronic proposal or brochure on the user device 115; ii) how long the electronic proposal or brochure remains open on the user device 115; iii) which parts of the electronic proposal or brochure the user settles on when scrolling through the document on the user device 115; iv) which links and other devices that are embedded in the electronic proposal or brochure the user selects when viewing the brochure on the user device 115. The tracking information allows for determining information such as the user 110 level of interest in the property that is the subject of the brochure 50 which can be used to determine if further digital or other marketing towards the user 110 is appropriate.

System for Generating and Providing a Digital Proposal or Brochure [0053] Referring to Figure 3, there is shown an embodiment of the present invention comprising a system 400 for generating and providing a digital proposal or brochure to a user and for determining user preference information based on user interaction with the digital proposal or brochure for determining digital marketing targeted at the user. The embodiment of the system 400 includes a vendor device 125 operated by a vendor 120, a user device 115 operated by a user 110 and adapted to communicate via a network 137 such as the Internet with a vendor server 140, a marketing platform server 150 and a third party advertising platform server 160.

[0054] The marketing platform server 150 operates as a device for generating a digital proposal or brochure containing information about a product or service offered by the vendor 120. The digital proposal or brochure preferably includes one or more tracking devices adapted to generate user interaction data relating to the interaction of the user 110 with the digital proposal or brochure on the user device 115. A processing device, which may be comprised by the marketing platform server 150 or by the third party advertising platform server 160 or another processing device or a combination thereof, receives and processes the user interaction data to determine user preference information. With the user preference information, the marketing platform server 150 or by

2018100556 30 Apr 2018 the third party advertising platform server 160 or another processing device determines digital marketing directed at the user based on the user preference information.

[0055] As will be apparent from the foregoing, the system 400 provides for the vendor 120 to dynamically customise and create a proposal or brochure for an individual user 110 or for a group of the users 110. The customised proposal or brochure may contain specific items such as information, text, images, sounds, video or combinations thereof for a particular user 110 or a group of users.

[0056] In some embodiments, the system 400 may comprise an electronic template for creating a customised proposal or brochure. The system may elicit information from the user 1100 such as by way of a questionnaire which may be presented to the user 1100 as a downloadable electronic document or a web-form filled in by the user 1100 online. Based on the answers given by the user 1100 to questions the system customises a proposal or brochure for the customer.

[0057] In some embodiments, the system may comprise an electronic template for creating a customised brochure. The system may elicit information from the vendor 120 such as by way of a questionnaire presented to the vendor 120 as a downloadable electronic document or a web-form filled in by the vendor 120 online. The marketing platform server 150 may be configured to directly provide the downloadable electronic document or web-form for completion by the vendor 120 or may send the electronic document or a URL link to the web-form to the vendor 120. Based on the answers given by the vendor 120 to questions the system customises a brochure for the vendor 120 for supply to users 120 who may be potential customers of the vendor 120.

[0058] For example, the vendor 120 may be a provider of boats and other marine craft. The vendor 120 may wish to present electronic brochures to potential customers or users 120 who express an interest in the boats and marine craft offered by the vendor 120 or who otherwise may express an

2018100556 30 Apr 2018 interest in such items, such as by visiting a trade show or boat show or the like. The system may elicit information from the vendor 120 such as by way of the questionnaire which may be presented to the vendor 120 as a downloadable electronic document or a web-form filled in by the vendor 120 online. Based on the answers given by the vendor 120 to questions the system customises a brochure or a proposal for the vendor 120. The brochure or the proposal may include standard items that form part of the template such as text, images, sound, video or combinations thereof. The brochure or the proposal may also include individual or customisable items of text, images sound, video or combinations thereof that are based on the information provided by the vendor 120, such as in the answers provided by the vendor 120 to the questionnaire or web-form. Examples of such individual or customisable text may include the name, address, website URL, telephone number, email address and other identification information of the business of the vendor 120, information about individual products offered by the vendor 120 and images or video or both of these products, information about pricing and other terms of trade or other contractual and legal aspects of the business of the vendor 120.

[0059] The electronic template will include some predetermined sections in which information about different aspects of the business of the vendor 120 and the products and/or services offered by the vendor 120 are provided. For example, the template may include sections designated to contain information about the business of the vendor 120, information about the range of goods and/or services offered by the vendor 120, information about pricing, information about terms of trade and other contractual and legal information about the business of the vendor 120 and any other categories of information that might ordinarily be expected to be contained within a brochure or proposal.

Tracking User Interaction [0060] As will become apparent from the foregoing, the brochure that is supplied to the user 110 includes devices embedded within the brochure to track the user’s interaction and engagement with the brochure and parts and sections therewithin. These devices may be embedded statically or

2018100556 30 Apr 2018 dynamically within individual sections of the template and, hence, the final proposal or brochure. For example, the template may have these devices embedded as standard or these devices may be included selectively by the vendor 120 based on, for example, their preferences as expressed in their responses to the questionnaire or web-form or otherwise provided.

[0061] Figure 4 illustrates steps in a method 500 in accordance with an embodiment of the invention. The method involves a series of steps whereby a vendor, who may be engaged in the delivery of services or of goods, interacts with a user who may be a potential consumer of the services or the goods. The user, who is a potential customer of the vendor, may express an interest 505 in the services or goods offered by the vendor. The vendor may receive this expression of interest in person or electronically. The user may provide information such as their contact details, email address, mobile telephone number and other relevant information to the through the website. The vendor enters information relating to the services or goods that are the subject of the expression of interest received from the user into the vendor device. The vendor device communicates via the network with the marketing platform server with instructions to prepare an electronic proposal or brochure that is customised to the user’s preferences based on the information received from the user.

[0062] In another embodiment, the user may express an interest in the services or goods offered by the vendor by providing an expression of interest electronically to the vendor server directly. For example, the user may access a website hosted directly or indirectly by the vendor server and express an interest in the services or goods of the vendor by, for example, completing an online form and perhaps by providing their contact details and other relevant information. In other embodiments, the user may communicate their expression of interest with the vendor server via email, SMS or another form of electronic communication. The vendor server is adapted to communicate via the network with the marketing platform server with instructions to prepare an electronic proposal or brochure that is customised to the specific needs of the user based on the information received from the user.

2018100556 30 Apr 2018 [0063] In yet another embodiment, the user may express an interest in the services or goods offered by the vendor by providing an expression of interest electronically to the marketing platform server directly or indirectly. For example, the user may access a website hosted directly or indirectly by the marketing platform server on behalf of the vendor and express an interest in the services or goods of the vendor by, for example, completing an online form and perhaps by providing their contact details and other relevant information. The user may express interest in the goods or services of the vendor by email, SMS or other electronic communication sent to the marketing platform server.

[0064] Referring to Figure 4, based on the receipt of a user’s expression of interest 505 the marketing platform server is configured to create an electronic proposal and to electronically send the proposal to the user 507 as a file via email, SMS, MMS or as a link, such as a unique URL, with which the user can access the file online. The proposal can include content that is standardised across a plurality of users and content that is customised for individual users based on individual user information. The standardised part of the proposal may be comprised of elements of a template (e.g. the proposal layout, information about the vendor) and customisable elements of the proposal based on user information, such as user response to a digital questionnaire or web-form completed by the user. The electronic proposal can include any combination of text, images and video providing information about the vendor, the vendors services or goods, information that may be useful to the vendor in making a decision about whether to procure the services or goods of the vendor.

[0065] The user accesses the electronic proposal 510 which is then displayed on the user device 520. The user can interact with the proposal or the brochure 530 which is embedded with devices to track how the user interacts with the proposal. For example, the proposal may include one or more embedded pieces of software that gather information about how the user interacts with the electronic proposal when it is displayed on the user device and sends the information via the network to the marketing platform server. The server

2018100556 30 Apr 2018 receives the information or data indicative of the user interaction with the proposal 540.

[0066] The devices that gather information about how the user interacts with the electronic proposal can include cookies, server logs, web beacons and other devices that track, record or obtain data regarding the user’s interaction with the proposal or brochure and send that information to the marketing platform server. Interactions that are tracked include: i) how many times the user accesses the URL and thereby displays the electronic proposal or brochure on the user device; ii) how long the electronic proposal or brochure remains open on the user device; iii) which parts of the electronic proposal or brochure the user settles on when scrolling through the document on the user device; iv) which links and other devices that are embedded in the electronic proposal or brochure the user selects when viewing the brochure on the user device.

[0067] The marketing platform server stores tracking data in relation to about how the user interacts with the electronic proposal or brochure. The marketing platform server may be configured to use the tracking data for a number of purposes. The marketing platform server may process the interaction information or data and output information about the user's preferences based on their interaction with the proposal 550. The output information about user preferences can be provided to the vendor server or to a third party platform 560 which can then to make decisions about user follow up 570.

[0068] In other embodiments, the marketing platform server 150 may cooperate with a third party online platform that presents advertising such as an online social media platform, search engine or other online sites that presents advertising such as an online publisher of news. The marketing platform server 150 may provide the tracking information or other information derived from the tracking information to the third party online platform for the purposes of presenting targeted advertising to the user 110 when visiting one of the third party online platform’s webpage on the user device 115 or another device with Internet access.

2018100556 30 Apr 2018 [0069] In some embodiments, the marketing platform server 150 processes the tracking information to make predictions about the user 110 such as their preferences for products or services that they may wish to acquire at present or in the future. The marketing platform server 150 may be configured to provide data regarding the user 110 to third party online platforms for the purposes of presenting targeted advertising. The targeted advertising is advertising relating to goods or services that are predicted by the marketing platform server 150 or the third party online platform or some other intermediary processing platform as being relevant to the user 110.

[0070] The marketing platform server 150 may use the tracking information or other information derived from the tracking information to determine further action directed towards the user 110. The marketing platform server 150 may use the tracking information to make predictions about which services or goods the user 110 is likely to purchase or otherwise acquire. The marketing platform server 150 may be configured to receive data from a third party online platform in relation to the user’s subsequent engagement with targeted advertising presented to the user based on the tracking information. The marketing platform server 150 may determine a correlation between the output of the marketing platform server 150 based on the user interaction with the proposal or brochure and the user’s subsequent engagement with targeted advertising.

Brochure [0071] Referring to Figure 5 there is shown a schematic representation of a digital brochure 300 in accordance with an embodiment of the invention. The brochure 300 is one that is configured for use by a real estate agent as a property marketing brochure in relation to a particular listing to be supplied to potentiai purchasers. The brochure includes a template that is standardised and is comprised of sections. A first section 310 is entitled “Thank You” and contains an introductory statement containing the name of the recipient or potential purchaser of property as well as a general statement which may be standardised or customised. A second section 320 is entitled “The Property” and contains an introductory message in relation to the featured property

2018100556 30 Apr 2018 including the address, a representative image and an online map showing the location of the property. The online map section is comprised of an embedded map that automatically identifies the location of the property based on the address of the property. Ae third section 330 is entitled “Gallery” and comprises images and/or video of the property that may be uploaded.

[0072] The digital brochure includes a fourth section is entitled “Description” and comprises text, images and/or video containing a description of the property which may be provided or uploaded. A fifth section 350 is entitled “Floor Plans” and is comprised of an image of a floor plan of the property which may be uploaded. A sixth section 360 is entitled “House Styling” and this section may be comprised of images and/or video of the interior and/or exterior of the property with virtual decor or furniture or the like illustrating how the property could be styled by a potential purchaser. This section may adopt images and/or video produced by a plug-in or otherwise uploaded.

[0073] A seventh section 370 of the brochure 300 is entitled “Suburb Profile” and comprises information about the suburb in which the property is located based on the address and this information may be obtained from stock suburb profiles or may be customised. An eighth section 380 is entitled “Selling Team” and includes information about the staff of the real estate agency who will be responsible for marketing the property and this information may be uploaded and customised. A ninth section 390 is entitled “Our Agency” and includes information about the real estate agency who will be responsible for marketing the property and this information may be uploaded and customised. A tenth section 400 is entitled “Local Similar Sales” and includes information about other similar properties recently sold and pricing. This information may be provided or may be obtained automatically such as from an online database of property sale information based on the address and price of the property to be sold and other information.

[0074] The brochure 300 includes a section 410 entitled “Next Steps” that includes information for a potential purchaser as to the next actions they should take if they are interested in purchasing the property. This section may include

2018100556 30 Apr 2018 links or messaging tools to communicate with the real estate agent to obtain a copy of the contract or book an inspection of make an offer. The final section 420 is entitled “Actions” and can include other action items that the potential purchaser may take such as contact details for contacting the real estate agent electronically, such as by email, or otherwise by telephone.

[0075] The brochure 300 is preferably an HTML encoded document that is accessible online by a user 110 via a unique URL which causes a browser application on the user device 115 to access and display the brochure 300. The digital brochure 300 may alternatively be provided as a file that can be downloaded by the user 115 to their device 115. The brochure 300 contains one or more tracking devices, such as embedded software code, that is adapted to generate user interaction data relating to the interaction of the user 110 with the digital brochure 300 on the user device 115. Interactions that are tracked include: i) how many times the user accesses the URL and thereby displays the electronic proposal or brochure on the user device 115; ii) how long the electronic proposal or brochure remains open on the user device 115; iii) which parts of the electronic proposal or brochure the user settles on when scrolling through the document on the user device 115; iv) which links and other devices that are embedded in the electronic proposal or brochure the user selects when viewing the brochure on the user device 115. The tracking information allows for determining information such as the user 110 level of interest in the property that is the subject of the brochure 300 which can be used to determine if further digital or other marketing towards the user 110 is appropriate.

[0076] Referring to Figure 6 there is shown an embodiment of the present invention comprising a system 100 for generating and providing a digital brochure to a user 110 and for determining user preference information based on user interaction with the digital brochure. The user preference information can be used for determining digital marketing targeted at the user 110. The embodiment of the system 100 includes a vendor device 125 operated by a vendor 120, a client device 135 operated by a client 130 and a user device 115 operated by a user 110 and adapted to communicate via a network 137 such

2018100556 30 Apr 2018 as the Internet with a vendor server 140, a marketing platform server 150 and a third party advertising platform server 160.

[0077] The marketing platform server 150 operates as a device for generating a digital brochure containing information about a product or service offered by the vendor 120. The digital brochure preferably includes one or more tracking devices adapted to generate user interaction data relating to the interaction of the user 110 with the digital brochure on the user device 115. A processing device, which may be comprised by the marketing platform server 150 or by the third party advertising platform server 160 or another processing device or a combination thereof, receives and processes the user interaction data to determine user preference information. With the user preference information, the marketing platform server 150 or by the third party advertising platform server 160 or another processing device determines digital marketing directed at the user based on the user preference information.

[0078] In some embodiments, the system 100 may comprise an electronic template for creating a customised brochure such as the embodiment of Figure 1 described above. The system 100 may elicit information from the client 130 such as by way of a questionnaire which may be presented to the client 130 as a downloadable electronic document or a web-form filled in by the user 100 online. Alternatively, the information may be provided by the client 130 by another means to the vendor 120 who may enter the information into the vendor device 125. Based on the answers given by the client 130 to questions the system customises a brochure for the client 130.

[0079] For example, the vendor 120 may be a real estate agent and the client 130 may be the owner of a property that the client 130 wishes to sell. The system 100 may elicit information from the client 130 such as by way of a questionnaire which may be presented to the client 130 as a downloadable electronic document or a web-form filled in by the client 130 online. The real estate agent’s 120 website may be configured to directly provide the downloadable electronic document or web-form for completion by the client 130 or may redirect the client 130 to a web-form hosted by the marketing platform

2018100556 30 Apr 2018 server 150 or may instruct the marketing platform server 150 to send the electronic document or a URL link to the web-form to the client 130.

[0080] Based on the answers given by the client 130 to questions the system 100 customises a brochure or a proposal for the client 130. The brochure or the proposal may include standard items that form part of the template such as text, images, sound, video or combinations thereof. The brochure or the proposal may also include individual or customisable items of text, images sound, video or combinations thereof that are based on the information provided by the client 130, such as in the answers provided by the client 130 to the questionnaire or webform.

[0081] Examples of standard items forming part of the template include the layout of the proposal as may be predetermined by the real estate agent or vendor 120, the name, address, website URL, telephone number, email address and other identification information of the vendor 120, information about the business of the vendor 120, information about individual employees of the vendor 120, images or video or both of these individual employees, information about property marketing strategies and options and respective costs, pricing and other terms of trade or other contractual and legal aspects of the business of the vendor 120. Examples of customisable parts of the template include items that are based on information provided by the client 130 such as detail of the user’s property that they wish to sell such as the address, a description of the property, the location of the property on a map, a valuation of the property, information about similar or equivalent properties based on location and other factors including their respective sale prices and sale date, general information about the area in which the property is located such as market trends and images of the user’s property.

[0082] Potential purchasers of property, herein referred to as the users 110, may visit the real estate agent’s website and complete a web-form or may otherwise contact the real estate agent 120. The system 100 allows the real estate agent 120 to present an electronic brochure to the users 110 who are potential purchasers of property. The electronic brochure will contain

2018100556 30 Apr 2018 information about the property that the client 130 wishes to sell and will also include one or more tracking devices adapted to generate user interaction data relating to the interaction of the users 110 with the digital brochure.

[0083] The system 100 may elicit information from the users 110 such as by way of a questionnaire which may be presented to the users 110 as a downloadable electronic document or a web-form filled in by the users 110 online. The information that is elicited from the users 110 may be the kind of information that might ordinarily be elicited from a potential purchaser of real estate and entered into a customer relationship management (CRM) platform or database.

[0084] As will become apparent from the foregoing, the proposal that is supplied to the user 110 includes devices embedded within the proposal to track the user’s interaction and engagement with the proposal and parts and sections therewithin. These devices may be embedded statically or dynamically within individual sections of the template and, hence, the final proposal. For example, the template may have these devices embedded as standard or these devices may be included selectively by the vendor 120 based on, for example, their preferences as expressed in their responses to a questionnaire or web-form or otherwise provided.

[0085] Figure 7 illustrates steps in a method 200 in accordance with an embodiment of the invention. The method 200 involves a series of steps whereby the vendor, namely the real estate agent, interacts with a client, who is a vendor of a property that the client wishes to sell. The client expresses an interest in engaging the services of the real estate agent to sell their property 205. The real estate agent may receive this expression of interest in person or electronically. The client may provide information such as the address and other information in relation to the property that the client wishes to sell, contact details, email address, mobile telephone number and other relevant information to the real estate agent through the website. The agent enters information relating to the client’s property into the vendor device. The vendor device communicates via the network with the marketing platform server with

2018100556 30 Apr 2018 instructions to prepare an electronic brochure that is customised to the individual property and based on the client’s preferences based on the information received from the client. In another embodiment, the client may provide their information directly to the real estate agent server by, for example, completing an online form or by email, SMS or another form of electronic communication. The real estate agent is adapted to communicate via the network with the marketing platform server with instructions to prepare an electronic brochure that is customised to the specific property of the client based on the information received from the client. In yet another embodiment, the client may provide their information electronically to the marketing platform server directly or indirectly. For example, the client may access a website hosted directly or indirectly by the marketing platform server on behalf of the real estate agent.

[0086] Referring to Figures 6 and 7, based on the receipt of a client’s expression of interest 205 the marketing platform server is configured to create an electronic proposal and to electronically send the brochure to one or more users 207 as a file via email, SMS, MMS or as a link, such as a unique URL, with which the user can access the file online. The users being individuals whose contact details have been received by the marketing platform server based on them having expressed an interest in the particular property or other similar properties and whose details may, for example, be stored in a customer relationship management (CRM) platform or database.

[0087] The brochure can include content that is standardised and content that is customised for individual properties or real estate agents based on individual preferences. The standardised part of the brochure may be comprised of elements of a template (e.g. the brochure layout, information about the property, information about the real estate agent) and customisable elements of the proposal based on property information, such as information provided by the property vendor in response to a digital questionnaire or web-form completed by them. The electronic brochure can include any combination of text, images and video providing information about the property that may be

2018100556 30 Apr 2018 useful to the potential purchaser in making a decision about whether to purchase the property.

[0088] The users who are the potential purchasers of the property access the electronic proposal 210 which is then displayed on each user's device 220. The users can interact with the brochure 230 which is embedded with means for tracking how the user interacts with the brochure. For example, the brochure may include one or more embedded pieces of software that gather information about how the user interacts with the electronic brochure when it is displayed on the user device and sends the information via the network to the marketing platform server. The marketing platform server receives the information or data indicative of the user interaction with the brochure 240.

[0089] The means for gathering information about how the user interacts with the electronic brochure can include cookies, server logs, web beacons and other virtual devices that track, record or obtain data regarding the user’s interaction with the brochure and send that information to the marketing platform server. Interactions that are tracked include: i) how many times the user accesses the URL and thereby displays the electronic brochure on the user device; ii) how long the electronic brochure remains open on the user device; iii) which parts of the electronic brochure the user settles on when scrolling through the document on the user device; iv) which links and other devices that are embedded in the electronic brochure the user selects when viewing the brochure on the user device.

[0090] The marketing platform server stores tracking data in relation to about how the user interacts with the electronic brochure. The marketing platform server may be configured to use the tracking data for a number of purposes. The marketing platform server may process the interaction information or data and output information about the user’s preferences based on their interaction with the brochure 250. The output information about user preferences can be provided to the vendor server or to a third party platform 260 which can then to make decisions about user follow up 270. For example, if the output information about user preferences suggests that the user has a high level of interest in the

2018100556 30 Apr 2018 property that is the subject of the brochure then this may indicate that the real estate agent should contact the user.

[0091] In other embodiments, the marketing platform server may cooperate with a third party online platform that presents advertising such as an online social media platform, search engine or other online sites that present advertising such as an online publisher of news. The marketing platform server may provide the tracking information or other information derived from the tracking information to the third party online platform for the purposes of presenting targeted advertising to the user when visiting one of the third party online platform’s webpage on the user device or another device with Internet access.

[0092] In some embodiments, the marketing platform server processes the tracking information to make predictions about the user such as their preferences for products or services that they may wish to acquire at present or in the future. The marketing platform server may be configured to provide data regarding the user to third party online platforms for the purposes of presenting targeted advertising. The targeted advertising is advertising relating to goods or services that are predicted by the marketing platform server or the third party online platform or some other intermediary processing platform as being relevant to the user.

[0093] The marketing platform server may use the tracking information or other information derived from the tracking information to determine further action directed towards the user. The marketing platform server may use the tracking information to make predictions about which services or goods the user is likely to purchase or otherwise acquire. The marketing platform server 150 may be configured to receive data from a third party online platform in relation to the user’s subsequent engagement with targeted advertising presented to the user based on the tracking information. The marketing platform server 150 may determine a correlation between the output of the marketing platform server 150 based on the user interaction with the proposal or brochure and the user’s subsequent engagement with targeted advertising.

2018100556 30 Apr 2018 [0094] While various embodiments of the invention have been set forth above, it will be apparent to those skilled in the art that various modifications and variations can be made in the present invention without departing from the scope or spirit of the invention. Thus, it is intended that the present invention cover such modifications and variations as fall within the scope of the appended claims and their equivalents.

2018100556 30 Apr 2018

Claims (18)

1. Claims:

   1. A system for generating and providing a digital brochure or proposal, the system including:

   a brochure or proposal generating device adapted to generate a digital brochure or proposal containing information about a product or service; the system includes one or more templates including a set of predefined sections containing content in relation to the product or service; and the generated brochure or proposal being stored on a server as an HTML encoded document and a unique URL is generated at which the brochure or proposal can be accessed online by a computing device.
2. 2. The system of claim 1, wherein the generating device generates a digital brochure or proposal using template containing predetermined elements and customisable elements.
3. 3. The system of claim 2, wherein each template has a different set of predefined sections or content blocks and template specific content in which there may be static content or in which there may be dynamic content or customisable content or a combination thereof.
4. 4. The system of claim 3, wherein the content includes the name of a business, an address of the business, contact details such as a telephone number and/or email address, information about the members of the business and key employees, photographs.
5. 5. The system of claim 3, wherein the content includes historical information about a business such as existing and/or previous clients or previously completed jobs.
6. 6. The system of claim 1, wherein the digital brochure or proposal is for marketing products including motor vehicles, boats, dwellings or real estate.
7. 7. The system of claim 1, wherein the digital brochure or proposal is for marketing services including legal services, accounting services, sales agency

   2018100556 30 Apr 2018 such as real estate agency services, advertising services, marketing services, consultancy services or IT services.
8. 8. A system for generating and providing a digital proposal to a user and for determining user preference information based on user interaction with the digital proposal for determining further marketing targeted at the user, the system including:

   a proposal generating device adapted to generate a digital proposal containing information about a subject, the digital proposal including one or more tracking devices adapted to generate user interaction data relating to the interaction of a user with the digital proposal;

   a processing device for processing the user interaction data to determine user preference information, and thereby determining further marketing directed at the user based on the user preference information.
9. 9. The system of claim 8, wherein the subject is a product and/or a service and wherein the further marketing targeted at the user is digital marketing.
10. 10. The system of claim 8, wherein the proposal generating device generates a digital proposal using a proposal template containing predetermined elements of the proposal and customisable elements of the proposal based on user responses to a digital questionnaire or web-form completed by the user.
11. 11. The system of claim 10, wherein the predetermined elements include the proposal layout, text, images, video, sound or combinations thereof that are determined the vendor of the subject.
12. 12. The system of claim 10, wherein the customisable elements include text, images, video, sound or combinations thereof and other information based on the user responses.

    2018100556 30 Apr 2018
13. 13. The system of claim 8, wherein the one or more tracking devices include cookies, server logs, web beacons and other devices that track, record or obtain data regarding the user’s interaction with the proposal.
14. 14. The system of claim 13, wherein the interactions that are tracked include: i) how many times the user accesses the proposal; ii) how long the electronic proposal remains open on a user device; iii) which parts of the electronic proposal or brochure the user settles on when scrolling through the proposal on the user device; iv) which if any hyperlinks and other selectable items that are embedded in the electronic proposal the user selects.
15. 15. The system of claim 6, wherein the processing device determines user preference information selected from the group including: i) a probability that the user intends to procure any products or services that are the subject of the proposal; and ii) a probability that the user intends to procure any products or services that are not the subject of the proposal, based on the user interaction data relating to the interaction of the user with the digital proposal.
16. 16. The system of claim 6, wherein the processing device determines digital marketing directed at the user including any one or more of; i) digital advertising including the display of digital advertisements in an application executed in the user device; ii) digital direct marketing including automatically generated and email or SMS text sent to the user or the user device; and iii) automatically generated audio or video marketing or advertising provided to the user or the user device.
17. 17. The system of claim 6, wherein the processing device sends user preference information to another processing device such as a digital marketing device for processing the user preference information and thereby determining digital marketing and advertising to be directed at the user based on the user preference information.
18. 18. The system of claim 17, wherein the digital marketing device is adapted to determine and cause targeted advertising to be displayed to the user on the user device through social media platforms and through web-browser and online digital media platforms.

    2018100556 30 Apr 2018

    Figure 1

    2018100556 30 Apr 2018

    Brochure or proposal template is created

    Content blocks for selected template

    Template specific content can be included in some of the content blocks

    The content blocks can be provided with static content and/or dynamic content

    Change order of the content blocks/sections

    Brochure or proposal is configured as an HTML encoded document

    Figure 2

    2018100556 30 Apr 2018

    Thank You Introductory message to the recipient The Agency Introductory message in relation to the agency including points of difference and philosophy Your Property Information about the property such as images and an address for the property Valuation Information in relation to the estimated value of the property and other relevant valuation information such as methodology and other like properties Proposed Marketing and Sale Strategy Information about the proposed marketing elements that will be employed such as advertising and professional techniques Action Calendar Information about the timing of various steps in the process of marketing and selling a property Selling Team Information about the staff of the real estate agent who will be responsible for marketing the property including images and previous sales Testimonials Information from other clients about the track record of the agency Previous Sales History Information about previous sales achieved by the agency Next Steps Recommendations for steps to be taken by potential client Actions Options for contacting the real estate agent including email address, telephone number etc.

    2018100556 30 Apr 2018

    Third party server

    500

    Figure 4

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    505 -i User submits expression of interest

    507

    510

    520

    530

    540

    550

    560

    Follow up or targeted advertising

    570

    300

    Figure 5

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    Thank You Introductory message to the recipient The Property Introductory message in relation to the featured property including the address, a representative image and an online map Gallery Images and/or video of the property Description Text, images and/or video containing a description of the property such as the number of bedrooms/ bathrooms etc. Floor Plans Images of the floor plan of the property House Styling Images of the interior and exterior styled with virtual decor, furniture etc. Suburb Profile Information about the suburb obtained from stock suburb profiles or customised Selling Team Information about the staff of the real estate agent who will be responsible for marketing the property including images and previous sales Our Agency Information about the real estate agency Local Similar Sales Information about similar properties recently sold in the area and pricing Next Steps Recommendations for steps to be taken by potential purchaser such as obtaining a copy of the contract, building inspection, forwarding documents to solicitor, book a private viewing, make an offer Actions Options for contacting the real estate agent including email address, telephone number etc.

    310

    320

    340

    350

    360

    370

    380

    400

    410

    330

    390

    420

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    Targeted advertising/marketing

    200

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    Figure 7

    270

    Follow up or targeted advertising