Advanced Intent-Based Solutions
The Future of Direct Mail Marketing: Leveraging Google’s Cookie Decision and Advanced Intent-Based Solutions
In a surprising turn of events, Google announced that it will maintain third-party cookies in its Chrome browser, reversing its previous commitment to phase out these tiny packets of code that track users on the internet. This decision marks a significant shift in the tech giant’s approach, highlighting the complex balance between user privacy and the needs of advertisers.
What Does This Mean for Users and Advertisers?
For users, this decision means a continuation of the current browsing experience with personalized ads, albeit with ongoing privacy concerns. For advertisers, it represents a reprieve, allowing them to continue leveraging third-party cookies for targeted advertising strategies.
Century Direct: Pioneering Innovations in Direct Mail Marketing with Advanced Intent-Based Solutions
At Century Direct, we are committed to building new technologies that add value for our clients and staying apprised of industry trends in the marketing and direct mail space. Our focus remains on providing innovative solutions that meet the evolving needs of our customers while staying ahead of the curve in a rapidly changing digital landscape.
One of our flagship solutions, Intent to Home, exemplifies this commitment. This intent-based marketing solution sorts consumers into “topics” based on their web search and browsing behavior. Imagine Google Conquesting on steroids! There are over 21,000 topics to choose from, encompassing any industry, with records updated daily and new topics created continuously.
How Intent to Home Works
Using advanced machine learning models, we collect bitstream information such as URLs of pages visited and website referral tags. What sets this apart is the correlation to a physical address, allowing us to suppress bots and IP aggregators, enabling granular attribution for enhanced campaign analysis.
For instance, in the home services industry, if a user is browsing sites about HVAC duct cleaning, they would be sorted into the “HVAC Duct Cleaning” topic. We can then target these segments at the individual business level and reach them via display ads or direct mail.
Objectives and Applications
The primary objectives of our Intent to Home solution include:
- Testing channels in real-time and based on web-intent signal browsing.
- Educating clients regarding their customers search and purchase behavior in real-time.
- Educating small businesses on their clients’ journey through the sales funnel to reach in-market prospects
- Reaching small businesses actively searching for information.
- Leveraging competitor ad spend to promote sales solutions to this audience.
The technology allows for targeted marketing by matching identified IP addresses to physical addresses (residential or commercial). This enables a prospect to highly target their preferred in-market audience.
Execution and Implementation
We can begin marketing to this audience with a multi-channel campaign, depending on budget. As we identify new intenders, they can be included in the program, allowing for ongoing refinement based on relevant web searches and browsing data.
Implementation of a test campaign could begin in a matter of days using direct mail and existing display ad creative and messaging, ensuring swift execution and impactful results.
Conclusion
At Century Direct, our dedication to innovation in direct mail marketing is unwavering. By harnessing the power of advanced technologies like Intent to Home, we offer our clients unparalleled targeting and efficiency, ensuring their marketing efforts reach a real audience at the right time. Stay ahead with Century Direct—where cutting-edge solutions meet exceptional results.