The blog was written by Mark van Dam, product manager at EDM, and was published by DDMA. EDM is a sponsor of the DDMA Customer Data Award: this award will be presented on November 19 during a special Award Night on the Westergasterrein.
The world of cookies is under severe pressure. Both Safari and Firefox block the much-discussed tracking cookies and Google has also indicated that it will automatically block third-party cookies. This has major consequences for advertisers and publishers, as these three browsers together account for more than 80% of web traffic. If an advertiser wants to reach his target group via display, cookies cannot be used for this. Fortunately, there are plenty of other ways to reach your potential customers without cookies, such as focusing on the context of pages or creating profiles based on data.
Context-driven advertising
A good alternative to advertising with cookies is to use advertisements based on the content for a page, for example, travel, sports, or nature. Advertisers that want to purchase video and display space from STER (operator of the public broadcasters) can already use this. After a test phase, STER has decided to say goodbye to cookies and switch to context-driven advertisements. A big advantage of this form of advertising is that consumers are not tired and confused with unclear cookie banners. It takes some time to get used to because advertisers have to find their way into completely different datasets that context-driven advertising entails.
Profile-oriented advertising
Another development is that browsers or publishers create profiles themselves. This can be done in two ways: by setting up a profile using the surfing behavior or by linking a login ID to external data. A profile based on surfing behavior is constantly changing according to the needs of the user, for example, the surfing behavior during the holidays or when they are orientating themselves for a new car. External data (from a customer database) can create a profile based on characteristics that have been fixed for a longer period of time, such as income or family composition. In principle, any website with a high number of logged-in users can respond to this development, reducing dependence on major players such as Google and Facebook. This allows publishers such as DPG Media, but also websites such as Marktplaats, to better manage their platforms because they can create the profiles themselves, after permission from their users.
A big advantage of using external data is the possibility to recognize (offline) customers online, for example, to exclude them from acquisition campaigns. Marktplaats offers Custom Audiences in collaboration with EDM, where customer data is anonymously linked to the opt-in Marktplaats IDs. EDM is a matching partner within this service and Marktplaats not only provides the (external) opt-in data but also offers a platform with more than 8 million unique visitors per month.
Conclusion: cookie-less does not mean target-less
Advertisers may see the possibilities with cookies disappear, but the developments in context-driven advertising more than make up for this. Context-driven advertising, for example, ensures that advertisements match the current interest of consumers. Formulating and establishing profiles that fit the context of information allows advertisers to create intelligent campaigns, such as excluding current customers or targeting based on predefined characteristics.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
