The marketing army marches on the power of cookies 

Quoting Napoleon (very roughly), digital marketing army is marching with the power of cookies. By this, of course, we mean the data available. The better data a company has at its disposal, the lower its marketing budget will be. 

Interested? So, where can you find this data, and is it difficult to find?

Is it enough for companies to set up a tracking system on their website? My colleague Osku listed everything you can track on a website and what you can then use it for.

• Visitors to a particular sub-page
• Scrolling to the end of the page
• Submitting a contact form
• Subscribing to the newsletter
• Clicking on a phone number
• Clicking on an email address

The list could go on and on, as practically everything that happens on a website can be tracked. All the data collected can be used to target and optimize marketing efforts.

Let’s take an example: a website visitor visits your site and looks at your new product. With proper tracking, we can show targeted advertising to the visitor and prove the effectiveness of the advertising by tracking, for example, the number of contacts made through a campaign.

Another source of information that gets the digital marketer’s attention is the company’s own customer database. The more precise the audiences can be extracted from it, the more accurate the targeting can be.

Big companies have been making incremental sales for ages, and it’s a significant source of additional revenue. 

Car dealerships sell spare parts targeted at a particular car model. Travel retailers offer car rental at a destination to those who buy a specific flight, and online stores start offering supplements to those who purchase workout clothes. Thanks to the magic of cookies!

What can an SME do? Digital marketing offers an excellent remedy because we can reach customers in a very cost-effective way. Often the limiting factor is finding the proper targeting methods. Tracking cookies can be a good starting point to catch up with big companies. It will help you keep your customer register updated, a critical task with digital marketing.

Do you feel that your current customers don’t know enough about your new products or services? We can help you turn your customer database into a powerful targeting tool and reach these missed customers. Contact us, and let’s talk more!

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