The people have stated that they are looking for two things in their online experience: a high level of personalization and a high level of privacy.
Can these expectations coexist with a future free of third-party cookies
Yes. Your business will need to increase its efforts in obtaining first-party information through your marketing channels.
It will be easier for your organization to transition into the “cookieless world” if you take control of your media. Google has announced that it will eliminate third-party cookies by 2024.
Even though the date was pushed back several times, you won’t be able to rely on third-party information to inform your marketing or advertising initiatives for long.
Practically, this means that you will have to use other methods to convert and target leads. You’ll need to be creative because you can’t rely on third-party cookies to identify individual visitors.
Your marketing channels are the answer.
What is owned media?
Any site that you own or control is considered an owned marketing channel. Owned media includes your corporate website, for example, because you control the content. Your brand is never at risk of being tarnished because a third-party’s content is questionable. This puts you in control and allows you to reap the benefits of owning media without the risk of relying on third-party data.
Owned marketing channels: Benefits
The shift to owned media is a great way to improve your Marketing Strategy.
You won’t have to rely as much on the fluctuating costs of advertising from third-party sites. You can allocate more budget to your marketing channels.
Do not be fooled: Third-party websites are becoming more expensive. When LinkedIn Advertising was first introduced, it was relatively affordable. You could target specific audiences with LinkedIn advertising without spending a fortune. Ad rates have risen steeply over time, making it expensive to stay competitive.
You’ll also know that the data you use is accurate because your team has sourced it. It’s impossible to know for sure that metrics from third parties are objective. Facebook’s recent data problems show how unreliable data from others can be. You can’t guarantee the quality of your data unless you control the platform.
As mentioned earlier, a final benefit to putting greater emphasis on data obtained from owned media is that your brand will not be associated with any content you dislike. It can be costly to have your brand associated in any way with hate speech. This is why so many well-known and respected advertisers have left Twitter. They don’t trust that the brand image will be protected on Twitter. They are, therefore, taking no risks.
How to Develop a Robust Owned Media Strategy
You’ll want your strategy to be developed today because of all the benefits that come with it.
Start by looking at the editorial schedule for your marketing channels. You can prepare for a future without cookies by having the right content and cadence.
Your brand will be promoted as your content reaches the audience you want. Your analytics software will track their journey through your media-owned sites. The data you collect can be used to create personalized engagements, which will increase sales and conversions.
Which of your media content should you pay attention to first?
Blog Content
You can get first-party data from your blog.
Plan your content so that you can publish an article, video, or other creative work at least once per week. Maintaining a professional blog presence requires patience and consistency.
Your blog will also play a major role in your SEO strategy, another aspect of your marketing plan that you have some control over.
Newsletters
As part of your marketing initiatives, you’ll collect email addresses. Can help you make the most of your emails by creating an amazing newsletter.
Your newsletter should include essential insights and nuggets. To keep your open rate and call-to-action clickthrough rates as high as possible, you want recipients to anticipate receiving it.
Online Events and Other webinar
You can interact with your audience by participating in webinars and other online events. They are excellent for gathering first-hand information because they allow you to interact with your audience in a two-way fashion rather than a one-way manner. Make sure that your content is both educational and original. Your attendees will appreciate you sharing your “secret recipe.”
Gated content
Only after a user has provided their contact details can they access gated content. Gated content is usually stored behind a landing page. Gated content is important to your editorial calendar. You can use the visitor data to boost your email list and pass it on to your sales team.