Take advantage of your advertising information

(Photo: 123RF)

MARKETING. It will soon no longer be possible to use third-party cookies from Facebook and Google for “retargeting ads”, ie presenting ultra-targeted ads to the user based on search history. Deprived of practices that many describe as “intrusive”, companies will have to redouble their efforts to develop and improve their own customer databases.

“The starting point is that we have an email database that belongs to us,” says Emilie Poirier, president of digital marketing agency MixoWeb. In the same breath, she lists various strategies to achieve this: launching a newsletter, reinvesting social media with “interesting organic content”, creating a Facebook contest, launching a loyalty program or affiliate program … technique, it’s now very easy to create a loyalty program or an affiliate program, she notes. All you have to do is activate a feature on an e-commerce platform like Shopify or Wix. ”

Digital marketing tools are becoming easier to use, admits Marie Broudic, vice president of strategy at Varibase Relationship Marketing Agency. The challenge is elsewhere: to convince potential customers to share their personal information in exchange for content, a discount, a contest, or an authorization to track their activities on the website. “Today’s consumers are aware of the value of their data,” she warns. They are not against sharing them, but they want to know why. And they have to get something in return: good service or personalized discounts. ”

Before embarking on a comprehensive collection, it is therefore important to have a data strategy – what types of data we want to get and what we want with them – then a content strategy. You need to ask yourself what kind of content (newsletter, white paper, blog posts, podcasts, etc.) will have added value in the eyes of the target clientele and enable the requested information to be obtained. “The goal is to develop a database that is not just transactional,” explains Marie Broudić. We want to be able to connect the client with his interests. ”

The LinkedIn website and the website of Polycontrols Technologies, a small and medium-sized enterprise in Brossard specializing in calibration, have been created in this spirit. On LinkedIn, subscribers must indicate their interest in the company by selecting one of three subsections appropriate to their sector of activity. On the website, the cookie tracks the path of visitors, who then see advertisements that correspond to the visited part. “Every month we get 15 to 20 offers that end with two to five sales,” says Joey Genest, the company’s sales manager.

Since the beginning of the pandemic, Mr. Genest is also more present on social media: he is included in the Facebook group on metrology – the science of calibration. “There is no talk of advertising in these groups,” he warns. We would be banned. We ask questions, share information. These exchanges enable the enrichment of Salesforce user files, their customer relationship management (CRM) platforms.

Structure information

When a company reaches a critical mass of customer data, it must find a way to standardize it across all departments.

Marie Broudic cites her client Médicus, a manufacturer and distributor of mobility equipment based in Montreal. “Five years ago, Médicus started setting up a data warehouse to have a 360-degree view of the customer,” she says. Over time, the company has successfully shattered data collection silos by consolidating its trade transaction data, behavioral data, and now web data. ”

A Montreal-based manufacturer can now segment its customers and launch “personalized” marketing operations. The data collection was therefore done online “by creating a white paper and content around the points of interest of its customers, in order to position itself as an expert in these areas”. The second takes place in the shop, using the “digital invoicing system”.

So Médicus now knows its audience much better than it has “blindly delegated” the task of finding new customers on Google and Facebook, claims Marie Broudic. With this “intimate” knowledge of the people he wants to serve, the company will be able to continue to effectively personalize its offer.

It will soon no longer be possible to use third-party cookies from Facebook and Google for “retargeting ads”, ie presenting ultra-targeted ads to the user based on search history. Deprived of practices that many describe as “intrusive”, companies will have to redouble their efforts to develop and improve their own customer databases.

“The starting point is that we have an email database that belongs to us,” says Emilie Poirier, president of digital marketing agency MixoWeb. In the same breath, she lists various strategies to achieve this: launching a newsletter, reinvesting social media with “interesting organic content”, creating a Facebook contest, launching a loyalty program or affiliate program … technique, it’s now very easy to create a loyalty program or an affiliate program, she notes. All you need to do is activate the feature on an e-commerce platform such as Shopify or Wix. »

Digital marketing tools are becoming easier to use, admits Marie Broudic, vice president of strategy at Varibase Relationship Marketing Agency. The challenge is elsewhere: to convince potential customers to share their personal information in exchange for content, a discount, a contest, or an authorization to track their activities on the website. “Today’s consumers are aware of the value of their data,” she warns. They are not against sharing them, but they want to know why. And they have to get something in return: good service or personalized discounts. »

Before embarking on a comprehensive collection, it is therefore important to have a data strategy – what types of data we want to get and what we want with them – then a content strategy. You need to ask yourself what kind of content (newsletter, white paper, blog posts, podcasts, etc.) will have added value in the eyes of the target clientele and enable the requested information to be obtained. “The goal is to develop a database that is not just transactional,” explains Marie Broudić. We want to be able to connect the client with his interests. »

The LinkedIn website and the website of Polycontrols Technologies, a small and medium-sized enterprise in Brossard that specializes in calibration, have been created in this spirit. On LinkedIn, subscribers must indicate their interest in the company by selecting one of three subsections appropriate to their sector of activity. On the website, the cookie tracks the path of visitors, who then see advertisements that correspond to the visited part. “We get 15 to 20 offers every month, resulting in two to five sales,” says Joey Genest, the company’s sales manager.

Since the beginning of the pandemic, Mr. Genest is also more present on social media: he is included in the Facebook group on metrology – the science of calibration. “There is no talk of advertising in these groups,” he warns. We would be banned. We ask questions, share information. These exchanges enable the enrichment of Salesforce user files, their customer relationship management (CRM) platforms.

Structure information

When a company reaches a critical mass of customer data, it must find a way to standardize it across all departments.

Marie Broudic cites her client Médicus, a manufacturer and distributor of mobility equipment based in Montreal. “Five years ago, Médicus started setting up a data warehouse to have a 360-degree view of the customer,” she says. Over time, the company has successfully shattered data collection silos by consolidating its trade transaction data, behavioral data, and now web data. »

A Montreal-based manufacturer can now segment its customers and launch “personalized” marketing operations. The data collection was therefore done online “by creating a white paper and content around the points of interest of its customers, in order to position itself as an expert in these areas”. The second takes place in the shop, using the “digital invoicing system”.

So Médicus now knows its audience much better than it has “blindly delegated” the task of finding new customers on Google and Facebook, claims Marie Broudic. With this “intimate” knowledge of the people he wants to serve, the company will be able to continue to effectively personalize its offer.

Leave a Comment