Month: April 2016

5 Reasons You Shouldn’t Delete Your Cookies

When surfing the internet, websites save small parcels of data on your computer called ‘cookies’. These cookies can be used to improve your experience with a website, and generally make your experience surfing the net better by helping to personalize your experience and also make things more convenient.

Some users delete or block cookies from being placed on their browser, citing privacy as their main concern. However, the positives outweigh any perceived negatives, as this article aims to explain the 5 main reasons you should not delete your cookies.

1. Cookies help to personalise your browsing experience

Everything from the content you read, to the advertisements you see can be tailored to your profile that is stored in your cookies. Rather than see advertisements that you have no interest in, it makes sense to be reached by companies and products that are suited to your interest. Through the information stored in your cookies, marketers can make your experience feel less like being spammed and more like relevant content that you have a genuine interest in.

2. Cookies can help to keep prices more competitive

Consider a company with an online marketing budget. If they are advertising to every Tom, Dick and Harry without knowing if they are the right person to show their ads to, they will have a much lower ROI on their advertising spend. However, if programmatic advertising can help to pinpoint the right person at the right time and lead to higher sales, then companies can afford to pass on savings to consumers, or at least not have to jack up their prices in order to maintain a profit.

3. Cookies don’t take up much hard disk space.

Some may think that cookies are causing their machine to run out of space, and that is simply not true. Cookies are normally under 100bytes. So even if you had ten thousand cookies on your system, it still would only be equal to around 1 Megabyte, or a quarter of an MP3 file.

4. Websites going wacky

Some websites will store personal information in your cookies such as your name, DOB, and account name. If you bypass the cookies you might come across errors or be asked to create a new account. This can be a nuisance if you want to have a quick and streamlined experience.

5. More information means a better understanding of consumers

With more data available, companies can achieve a greater understanding about their users. With a better understanding, it can affect all levels of a business in a positive way, by defining who their ideal customers are, and helping them to focus on those segments. This effect is lessened when people block cookies. By keeping cookies enabled, you help to make companies more effective at reaching their desired audience.

As outlined above there are several good reasons to not delete your cookies, and on the whole they will greatly enhance your online experience.

Data Management Platform: Content Creation & Other Applications

Data Management Platforms are generally thought of as a tool for bringing together large amounts of data from multiple 1st party and 3rd party sources into a single access point to improve advertising efforts and develop advertising campaigns.

However, there are other applications for DMP’s that can often be overlooked. The fact that DMP’s allow for a complex profile to be built up, leads to another possibility for brands to take advantage of: content creation.

By building up a picture of your user base, their interests and so forth, you can use this information to tailor content in order to reach and engage with as wide a user base as possible.

This can help to reduce the bounce rate from your homepage, and drill down on what appeals to your customers and making it a larger focus. By compiling a clearer picture of the interest verticals, you can use this as a catalyst for the ideas for everything from articles, videos, blogs, tutorials, email content and more.

Promotions can also be fine-tuned much more so that they appeal to your clients, to guarantee a much higher response rate to your marketing campaigns.

This information can influence the briefs that you supply to your designer and help you to give clearer guidelines on what your aims are, who your target audience is with much more certainty and a greater level of detail.
Use of a DMP to build up this profile for content creation will also help you to evolve as your business and your customers change.

inimbus-taxonomyiNimbus taxonomy allows for detailed profiles to be built with basic profile data e.g. Age, Gender, Location as well as interest categories like travel, finance, automotive, and then breaks it down even further with their intent level on their interest – e.g. planning to purchase a car in the next 0-3 months.

Analysis of this data will help to maximise your ROI through lead gen activity, but as outlined above, the applications are much more wide-reaching and it can help your success throughout your entire business by giving a clearer picture of your most valuable asset, your customers.