Marketers and advertisers have been affected by third-party cookies , data that can remember the user’s actions and shows more targeted ads on sites different from the one the user has visited. They have been able to gather information about customers without the need to meet(virtually obviously) potential clients. However, as the internet is on the era of a diet of cookies (got to shed the lockdown lbs) Ad marketing and agencies are scrambling to find ways to keep promoting their products to the right customers at the appropriate moment.
Oneobvious method is to use influencer marketing, which involves partnering with influencers on social platforms with an established following of people who trust their opinions. The numbers are clear 80 percent of customers have bought something on the basis of an influencer’s recommendation, 49% of customers rely on the recommendations of influencers, and 51% marketers believe influencer marketing aids them in acquiring more loyal customers. And to make it even more impressive, Gen Z spend an average of 2 hours and 41 mins each day using social media platforms (that’s an incredibly long amount of time spent being exposed to products promoted by brands)
With regards to the post-cookie web Content creators will play a an important role in their relationships with marketers as they be able to depend on them to provide access to their audiences. According to as the chief executive officer of CelebExperts said “We’re in the most significant ever economic boom for influencers this world has ever experienced”. But, while there are tons of news articles on companies that need to incorporate influencer marketing to their marketing strategy to be noticed in the cookie-free new world, we don’t have any instructions for creators of content on the best ways they can make use of the latest and better post-cookie world. Content creators, influencers or, our personal favourites thinkers, this is your roadmap to dominate marketing on the internet in the cookie-free timeframe:
Learn to truly understand your target viewers
Without cookies, data about the user is more difficult to gather and analyze and, in the end take action on which makes it more important. As a creator of content using a social network you’ll have information readily available, including YouTube content analytics, as well as characteristics of your audience as well as what kind of content is most popular/relevant and also, first-hand, readily available, contact with a wide number of people.
As per Forbes, “Brands are keen to be aware of how their campaigns are performing and make sure that they’re reaching the right audience in convincing ways. That’s where influencer-based campaigns come into. Influencers themselves are able to access first-party data of their own followers, which they can use legally…it could be an asset for companies who are smart”
Brands will turn towards you for a way to gather information about your target audience, but also to be able to reach out effectively to them in a and large-scale way. In order to get brands to join with you, spend the time to take the time to learn about your target audience and understand the information that you already have access to. Be aware that the data you have on influencers you have accessibility to ” invaluable in helping businesses to understand what’s working for them beyond the specific campaign”
Advertising context 101
In simple terms, contextual advertising an opportunity for businesses to promote their products online through the use of relevant content available on a website. By using contextual advertising, businesses can put their message in the eyes of consumers that are likely be interested in what the company is saying instead of in a creepy way,throwing spaghetti at the wall to see what happens or, for cookies from third party companies, hoping that people actually do decide to try the spaghetti.
What are you required to be aware of?
With the concept of contextual advertisements, businesses are able to sync with content on the internet that is pertinent to their products or services. Therefore, identify creators that have content that is pertinent to the particular product or service and collaborate with them to ensure that people see the advertisement when they are the most interested and listening, as well as likely to buy.
Take, for instance, Huggies, the name of the diaper company with third-party cookies. they might display ads on the newsfeed of Facebook. But the likelihood that someone is browsing Facebook while changing a dirty diaper , even thinking about diapers when they are glued to the social network is next to zero. Therefore, it is possible to conclude that the ad may not be as efficient in the way it should be. However what should Huggies were to join forces with the YouTube channel that is focused on parenting tips or the day-to-day family life of parents who stay home there is a chance that many of the viewers who see the advertisement are eagerly seeking out details about diapers.
Utilize this shift in advertising behavior by identifying exactly the content you’re focusing on and making sure that the content you post on your channel is clearly reflected. It’s not enough to be in the spotlight when companies are on the lookout for a creative to partner with . However, when you approach companies, you should make sure that they are aware immediately the purpose behind this collaboration.
Retargeting
Retargeting can be achieved by a variety of ways , but we’ll be focusing on creating an ongoing relationship with a brand as well as working with them to show viewers the same service or product often.
Take a look at this: people are receptive to your advice, particularly when you’ve made them recommended multiple times. If you can develop a relationship with a brand over the long term and truly match their character to the content you’re currently creating, it could truly bring great success to both sides.
Travel Vloggers, Kara Nate and Nate have collaborated with SurfShark many instances (over 18 times, to be precise) with a focus on the following key elements:
- SurfShark has clearly seen great positive results from this partnership, causing them to wish to keep expanding their reach to the public.
- Kara and Nate continue to create the same kind of content that they would had created without this integration. This proves the brand could be in sync with its DNA with this type of content
- Kara as well as Nate’s fans get access to deals that may not be a good fit for SurfShark in the event of no previous successes. Therefore, using the retargeting process that the brand is able to keep access to information
Stay ahead game
If you’re not sure that the cookie-free revolution will bring creators of content to the forefront, making influencers across every platform to gain an abundance of influence. Instead of sat back making content, and telling yourself ‘the ban on third-party cookies isn’t applicable to me’ – make use of this time in a smart way. Find out what brands are seeking and then promote your own brand as a instrument that can assist the brand to not only promote their products or services in a positive way, but could also make them stand from the crowd.
