Imagine if Rolex and BMW formed a partnership to drive customers to their brands. They share a similar audience, and both would see benefits from this co-marketing relationship.
A 2nd-party-data partnership would allow these two brands to provide digital display ads to the other’s audience using retargeting.
Non-competitors in a particular industry, or who target customers with similar characteristics, can work together to offer insights and marketing opportunities. They can trade information, or one party can provide their digital data to the other for use in a digital strategy such as retargeting to show display ads to this highly targeted set of prospects.
This is a growing trend within e-commerce and it offers enormous advantages to companies who want to expand their audiences and obtain marketing insights. Today’s technology has alleviated the privacy and security concerns that hampered such data sharing in the past – no personal identifying information is exchanged.
We’re already working with associations to provide this precise targeting, to the benefit of both. Associations can earn non-dues revenue by allowing companies to advertise directly to their members.
B2B marketers can use this highly targeted display advertising to show messages directly to Association members, no matter where they go online.
For example, say a company makes software to help auto dealers manage inventory. We have an exclusive 2nd party data partnership with an auto dealers association – a great audience for the software company.
The Association’s member data is converted into digital files; no personal information is visible, so there’s no possibility of spam or abuse.
The Association can allow the software company to show retargeted display ads for the software product to the marketer members or buyers all around the web. The Association earns some welcome non-dues revenue; the B2B software company gets direct access that is available nowhere else.
If you are an Amazon Seller, you may be interested in our 2nd Party Data Marketplace. Contact us below for details.
If you would like more information about e-commerce or 2nd Party Data partnerships, through Associations or other partnerships, please contact us using the form below: