Daily personalised content for 1.2 million professionals
As a b2b publishing company with more than fifty titles, Vakmedianet constantly aims to relevance for its readers. By using the Ternair Marketing Cloud, Vakmedianet is able to provide personalised content to its 1.2 million readers every day.
For several years, Vakmedianet has been undergoing a transition: the communities that the publisher used to serve on paper needed to be continued and expanded online. This resulted in a transition that has not gone unnoticed. In 2016, Vakmedianet won the DDMA Customer Data Award.
For Vakmedianet it is essential to know who the professionals that use their content are. For this reason, Vakmedianet wishes to connect their customers’ profiles to analyse of their reading behaviour. The result is a detailed insight into their interests and opportunities to respond to them.
“The Ternair Marketing Cloud is flexible enough to be adapted to customer requirements, robust enough to be used as a professional tool and sufficiently user-friendly to be used by the business itself. A typical example of ‘the best of both worlds’.”
Ceesjan de Vos, Head of Marketing & Business Development Vakmedianet
In the Ternair Marketing Cloud various data sources containing customer data were merged into a marketing database and unlocked within the campaign management environment. With the help of special trackers from the e-mail and campaign management system and using digital “fingerprints”, all of the click behaviour is recorded. This customer profiles made accessible for marketing purposes within the Ternair Marketing Cloud.
Since the implementation, Vakmedianet has an integrated customer view composed of different data sources: customer profile, subscription, transactions, newsletters and click behaviour. Therefore, the company knows where professionals in different fields and industries are interested in. This allows Vakmedianet to offer high quality content to its 1.2 million readers and to bring its advertisers in touch with interested readers. This results into more productivity and and a higher efficiency. We also see better results in clicks and openers.
Vakmedianet is the leading b2b publisher in the Netherlands with strong editorial brands for professionals in multiple functions and industries. Vakmedianet makes expertise accessible for professionals in an attractive way and offers networks for b2b advertisers.