A b2b publisher with more than fifty titles, Vakmedianet constantly strives for relevance for its readers. With the Ternair Marketing Cloud, Vakmedianet is able to provide its 1.5 million readers with personalized content on a daily basis.
For several years now, Vakmedianet has been going through a transition: the communities that the publisher used to serve on paper are to be continued and expanded online as well. A transition that has not gone unnoticed. It earned the publisher the DDMA Customer Data Award in 2016.
Customer Insight
For Vakmedianet, it is relevant to know who the professionals are who use their content. In order to bring this data together into unambiguous customer profiles, Vakmedianet faced the challenge of linking the profiles of its customers to analyses of their reading behavior. This way a detailed insight into the interests of visitors emerges, and opportunities arise to respond to them.
"Vakmedianet chose Ternair because of its professionalism. The software is flexible enough to be adapted to our needs, 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'."
Personalized Content
In the Ternair Marketing Cloud, various data sources containing customer data have been merged into a marketing database and unlocked within the marketing automation solution. Using special trackers and with digital "fingerprints," all click behavior is captured. This is then made accessible within for marketing purposes within the Ternair Marketing Cloud.
"By using the Ternair Marketing Cloud, we save time and realize higher productivity. In addition, we are seeing better results in clicks and openers, among other things."
Since the implementation, Vakmedianet has had an integrated customer view, composed of: customer profile, subscriptions, transactions, newsletters and click behavior. With this information, Vakmedianet knows what professionals in different fields and industries are interested in. This enables Vakmedianet to select and provide its 1.5 million readers with high-quality professional information in a very targeted way and to bring its advertisers into contact with interested readers. This has resulted in time savings and higher productivity. In addition, the publisher is seeing improved results in clicks and openers, among other things.
About Vakmedianet
Vakmedianet is the leading b2b publisher in the Netherlands with strong editorial brands for professionals in numerous functions and industries. The portfolio consists of magazines, online communities, knowledge bases, books, training courses and events. Vakmedianet thus makes subject knowledge accessible to professionals in an attractive way and offers networks for b2b advertisers.
