![]() ![]() Facebook's recent ad data woes prove how unreliable others' data can be. ![]() You can never be sure that the metrics you're receiving from a third party are 100% accurate. The second advantage of concentrating on owned media is that you'll know you're using accurate data that your team sourced. Over time, ad rates rose steeply, making it more expensive to remain competitive. Your company could advertise on LinkedIn to specific audiences without breaking the bank. When LinkedIn advertising first came out, it was fairly affordable. Make no mistake: Costs have been rising on third-party sites. You can move more of your budget into your owned marketing channels. The Benefits of Owned Marketing ChannelsĪlthough it might seem jarring to think of adjusting your marketing strategy to put more emphasis on owned media, the shift has plenty of upsides.įor one, you won't be as reliant on fluctuating third-party-site advertising costs. You're in the driver's seat, and that allows you to get all the benefits of owned media and incur none of the risks associated with putting all your eggs into the third-party data basket. You never have to worry that your brand will be tarnished by a third party's questionable content. For instance, your corporate website falls under the category of owned media because you choose the content displayed there. Owned marketing channels include any sites that you control. Because you won't be able to rely on individual-visitor cookies obtained through third parties, you'll have to get creative.Īnd that's where your owned marketing channels come in. I'm referring, of course, to Google's complete elimination of third-party cookie use by 2024.Īlthough the date has been pushed back a couple of times, sooner or later you will not be able to depend on third-party data to inform your marketing and advertising initiatives.įrom a practical standpoint, that means you'll have to engage in other methods to target and convert leads. Taking control of your owned media and forming an owned media strategy will help your organization transition more smoothly into the coming "cookieless" world. But your business will have to double-down on obtaining first-party data through its owned marketing channels. People have made it clear that they want two things from their online experiences: a high degree of personalization and an equally high degree of privacy.Ĭan those expectations coexist in a future without third-party cookies? ![]() Sign in or sign up to access this audio feature! No worries. ![]()
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