Page 14 - AeM_May_2018

BEST PRACTICES & STRATEGIES

5 tips on how to reach B2B decision-makers

despite ePrivacy

Reaching the desired audience has always been a are suitable for which channels?” can result in a
challenge not to be sneezed at for advertisers and it can multitude of targeted options to reach the desired target
be assumed that it will be even more difficult in future to group.
place advertising messages in a targeted manner. This
is because the ePrivacy Regulation (ePVO) will prohibit Tip 2: Get rid of the influence of the big US
collecting data to create detailed user profiles without platforms
explicit permission of the user. This makes it much
harder to play personalized advertising across channels.
The ePrivacy regulation makes it much harder to
Nevertheless, there is still an option for reaching the measure the success of actions. Passé is the time
target group of B2B decision-makers in the future, Haufe when costs per click could be opposed to sales. The
Media Sales, states, namely with ‘cross-media triumphal march of online marketing in the past decade
advertising in analogue and digital trade media’, is mainly due to the once favorable pay-per-click and
However, advertisers should keep the following tips in pay-per-lead payment models. But with increasing
mind: power and influence of the major US platforms, prices
have risen sharply. Not to mention that online
advertising opportunities are reduced with the ePVO,
Tip 1: Focus on your strengths
hence, probably become even more expensive. To
In the complex field of tension regarding adblockers, reduce costs, you should turn away from the American
ePVO, and the technological possibilities for data platforms and consider cheaper alternatives.
evaluation, it will become even more difficult to define
and reach specific target groups in the future. Marketers
should therefore recollect their strengths and examine Tip 3: Advertise in printed trade media
the core of their brand before planning their reliable, Even though many have long since evoked the
cross-media marketing strategy: Simple considerations, downfall of print, in the context of the ePVO, printed
like “what makes your brand special?”, “which measures trade media are becoming more relevant again. There

14 May 2018 - Cyber-security & Data Protection