As it is well understood the online advertising in B2B marketing is powerful and can drive superb results. To better grasp the advantages and disadvantages it is crucial that you know all about the technology that makes it this awesome. It is essential to understand how ad-targeting technology works?
Précised Audience
It is vital to know whom you want to target because there is no point in targeting professionals that are not in the position of decision making. If your company is working in account-based marketing (ABM) or account-based sales development (ABSD), the precision you can apply in targeting the ads is unmatchable. You can decide to mark people at key locations only by knowing their job title and seniority level, people in specific regions, and a group of buildings.
Personalized Ad Targeting
Imagine getting your hands on an improved technology that enables to personalize the ads to the greater extent at cost per thousand (CPM) or cost per engaged account (CPEA). This technology allows sending messages to the manufacturers and processing engineers simultaneously. It was not previously possible, and the concept is relatively new.
Two powerful technologies make this modified targeting easy; IP addresses, and cookie data. Both of these technologies are very different but complement each other in an effective way. IP addresses can be used to aim at accounts through their location. While cookie data on the web browsers allow analyzing the individuals.
IP Addresses
Internet protocol (IP) address is unique for every computer connected to the internet. This address allows the web to recognize each of the machines separately. Companies, on the other hand, own quite a handful of the IP addresses which they assign to servers. That way the traffic from these company-owned servers, bears the server’s address.
This is where third-party data services are used as they help in identifying the owner of IP’s. Data providers may even be able to let you know that which IP’s are for labs, admin, or any other departments in a particular organization. This precision helps to target the ads more efficiently. But still, it is not enough because there is a clutter of ads and your ad have to stand out.
This technology restricts you to target the employees who work from remote locations such as; hotels or their homes, or who keep shifting department wise. You cannot reach them after the work hours and through their smartphones. This brings us to the use of cookies.
Cookie Data
Many websites have coded information which is deposited into the browser upon visiting such sites. These codes are known as cookies. It doesn’t require the location of the user; it instead judges the interests of individuals through browsing behavior. When it is used with the IP’s, it provides on-point ad placement.
It also has limitations because the sets of data keep on getting smaller and smaller as B2B marketers keep on tightening the subsets of a population they want to target. It is precise, but then it is limited. Many countries still don’t have cookies on a remarkable number of websites which undermines the opportunity to use it as a tool of advertising.
