BENEFITS FOR B2B
We know how B2B works, and we specialise in B2B digital strategies: this gives us insights and data that other firms don’t have. We’re able to hit the ground running, without you having to explain in excruciating detail exactly what your job is and what you do, saving you a huge amount of time. You won’t have to train us – we’ll train you on how you can effectively use programmatic advertising in your digital strategy. And once you’ve understood every useful detail, you can decide whether to keep collaborating with us through the execution phase, when we can deliver results, numbers, KPIs, etc.
BENEFITS FOR B2C
It’s a red ocean, you know: you might be unidentifiable, hardly different from the rest. That’s why you need a partner able to provide strategic information and consultancy on how to get way ahead of your competitors. And we know marketing officers are super busy and overwhelmed by information, meetings, deadlines, etc. so they can’t babysit all the projects. That’s why so many of our clients keep challenging us to deliver immense effectiveness, thanks to our precise funnel analysis, understanding of buyer personas and data-driven creativity.
AN EFFECTIVE APPROACH
Our clearly-defined and well-honed expert process focuses on consultancy: the first steps are to get to know the possibilities, platforms and practical applications for your business, connecting programmatic advertising to your digital and sales goals.
Then, we help companies understand what could work better in their specific situation: full control, usually a long-term project to kit out marketing departments with internal resources (both human and technological), or partially external, with firms of your choice? Our service could end here, unless you decide our deep understanding of how data can lead to the most mesmerising creativity is useful and you want to partner with us.
ReasonWhy is our comparative tool. Connected with benchmark databases and platforms via APIs, it helps clients understand what they can get out of a classic digital campaign in terms of conversions and what a programmatic plan can deliver.
GDPR and data-driven advertising
It’s no secret that the introduction of the GDPR, on 25th May 2018, changed the game for online advertisers. Many predicted the end of targeted advertising, but don’t panic: you can still take huge advantage of data, and you can still measure campaign performance. It will require more effort and skill, but it’s still perfectly achievable. First, the transparency forced on the industry by the law can be seen as a strategic marketing tool to raise brand equity. Consumer trust is an asset that can quickly render into sales. Second, while third party data becomes less useful, focusing on first party data can be the key. Data will be way more anonymised (from personal to segments), and this means that strategic skills and a deep understanding of behaviours and personas are crucial. Personal data are now very hard to collect: according to some studies, only very few website users (some say 5-20%, others mention a still low maximum of 30%) give consent after GDPR. This means that highly personalised ads are now premium-niche services, and your yearly budget should understand that or invest, as we mentioned, in deeper analysis of first party data. Creativity is also helping a lot: whereas prior to 25th May you could retarget, for example, now you can’t without consent. Instead of using personal identifiers to count the number of views per given user, a creative approach compliant with GDPR might mean platforms providing a campaign identifier and a counter on the user’s browser, with no personal data involved.
One thing is for sure: GDPR has changed things, and there’s a need not only for good execution, but greater and more accurate analysis.
Want to arrange a call to discuss taking advantage of the great benefits of programmatic advertising for your digital strategy?