People have made it clear that they want two things from their online experiences: personalization and privacy. With Google's complete elimination of third-party cookie use by 2024, businesses will have to double-down on obtaining first-party data through its owned marketing channels. Owned media includes any sites that are controlled by the business, such as a corporate website, and offers many advantages, such as more control over data accuracy and brand image.
Developing an owned media strategy should begin with the content creation and editorial calendar. This should include frequent high-quality blog posts, newsletters, webinars, and gated content. To maximize the use of owned media, businesses should create a balanced content diet of paid, owned, and earned media. This way, businesses can still take advantage of third-party data, while enjoying the benefits of a more secure and accurate first-party data.
As businesses transition into a cookieless world, they must take control of their owned media to ensure a smooth transition. By creating an effective owned media strategy, businesses can reap the benefits of accurate data, improved brand image, and better control over costs.
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How to Survive the Cookieless Future: Refocus on Your Owned Media Strategy
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