Data, and database marketing, allows to deliver targeted, personalized and relevant advertisements and communications in real-time dependant on where the user is in the buyer's journey.
Understanding their stage of intent is vital in order to deliver the right message - digital allows this process, and the user, to be tracked. Through data, explicit and implicit, we can continually change and optimize our ads in order to improve our communications and, in turn, increase our return on marketing investment.
Users are getting more and more concerned about the amount of data that is being captured, where it is stored and how it is being used. In the light of the Facebook-Cambridge Analytica scandal, users are rightly concerned about how much personal data is being stored online and who can access it for what reasons.
New research shows that up to 30% of ad-blocker users feel that ads compromise their online privacy - with 2 in 3 worrying how companies are (or could) use their personal data.
What's more, up to 66% of mobile users are deleting their cookies and using a private browser to search online.
By Carolanne Mangles
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.
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