Dominate the Post-Third-Party Cookie Era: Leverage First-Party Data to Gain Competitive Edge
For many years, third-party cookies have been an essential tool for digital marketers to gather data on consumer behaviour and personalize their advertising activities. However, with the rise of data privacy concerns and the phasing out of third-party cookies by major tech companies, marketers are scrambling for alternatives. In this new era when third-party cookies will no longer be a viable option, first-party data has become crucial for creating personalized advertising and gaining a competitive edge.
Overcome Advertising Targeting Bias with First-Party Data
The importance of first-party data in digital advertising is growing as marketers become increasingly aware of the potential biases and limitations of relying on third-party data. First-party data provides businesses with a more accurate picture of their audiences, allowing them to better understand their customers’ needs and interests before launching campaigns. In addition to improving targeting accuracy, this also reduces the risk of bias in advertising. How? I introduce some examples in this blog.
Display advertising remains the flagship of successful brands in 2022
During turbulent times, the most successful companies increase their investment in display advertising. A joint iPROM and Valicon study shows that the majority of Slovenian advertisers will maintain or increase their investments in digital advertising in the future. In total, they will spend almost EUR 100 million on digital advertising in 2021, with display advertising receiving the largest slice of the pie. With the advent of advanced advertising technologies, display advertising has emerged as one of the most effective forms of advertising and gives online advertisers the most bang for their advertising buck.
Automotive industry: It’s time for digital acceleration
The pandemic has left its mark on all industries and many businesses worldwide and the automotive industry is among those facing major challenges. The changes impacted the supply chain and production as well as its ability to meet customer demand. To date, the industry has already adjusted to the new situation somewhat, but for its long-term recovery it will be even more important to take into account the changing consumer purchasing patterns and habits, as well as the changing media/advertising landscape.
A basic guide to digital transformation for consumer brands
The use of advanced technologies will continue to fuel the growth in online commerce in the future. Consumer brands are on thin ice that will give way under those that embrace digital technologies without a pre-determined strategy or solely for the sake of digitalisation. Check out this short guide to learn how you can transform your business safely and effectively.
The telecommunications industry is pushing the limits in data technology use
The method of communication has changed profoundly in a truly short period of time. In less than 30 years, we have gone from phone calls and messages to e-mail, video chats and, lately, to virtual reality and the Internet of Things and Services. The telecommunication industry is breaking new ground in the field of digital restructuring. On the other hand, this industry, one of the richest when it comes to data, is still not fully benefitting from the potential offered by the telecommunication industry itself, particularly when it comes to better understanding the consumers and satisfying their wishes.
Advertising in the time of change: The context and accurate targeting have never been more important
As the physical world stopped in its tracks for a bit, online life has never been more alive. Digital media are breaking visitor number records as are the companies that pivoted to online sales and accelerated their digital channel communication efforts. For companies looking to survive it has never been more important to use advanced digital advertising technologies to communicate with consumers effectively. The winners of this crisis will be those who are ready to become digital.
Consumer decision journey: What effect do digital touch points have?
Mobile apps, social media and chatbots are digital touch points which are part of a consumer’s everyday life. What does this mean for brands? Nothing else but thousands of opportunities to reach the consumer.
The consumer decision journey: where are we today?
The decision journey of modern omni connected consumers has changed radically over the last ten years. The rapid development of technology affects the formation of new points of consumer contact with a brand that are crucial for the consumer decision journey. Therefore, brands have strongly focused on understanding what drives consumer decisions and what affects their purchase journey.
Efficient data-based advertising: Finding and reaching new consumer (profiles)
How do the use of data and advanced digital advertising technology help us identify the potential of the product market, sales opportunities, and the delivery of an advertising message at the right time, place, and device?
- Alena Selimović 2
- Andraž Turel 1
- Andrej Beširevič 1
- Andrej Cetin 3
- Andrej Ivanec 8
- Anže Hribar 1
- Igor Mali 5
- Kristjan Pasar 1
- Leon Brenčič 10
- Luka Andrejak 3
- Mateja Zupan 1
- Matjaž Fajfar 1
- Miha Rejc 6
- Miloš Suša 10
- Monika Čurin 1
- Nejc Lepen 9
- Sašo Fleiss 2
- Simon Struna 5
- Slaven Petrovič 2
- Tomaž Tomšič 8
- Uroš Končar 5