These are making headline news in our industry and many advertisers are panicking.
Will I lose my data?
What will happen to my targeting options?
How can I survive this?
Truly, a lot is changing, and these changes actually would have drastic impact on the way we advertise and market, but keep reading to find out how you can not only survive these changes, but thrive through core principles that guide any marketing campaign.
Many Tools, Same Games
If I were to boil down our entire work into one sentence, it would be “communicating the value of what we have to offer effectively”.
In all our social campaigns, TVC buys and keyword bidding, is that not what we’re doing? Regardless of what platforms and tech we have available to us, that is our fundamental goal; to communicate the value of something we have to offer to an audience.
The core principles of marketing will never change regardless of the landscape, and you should stick to these core principles so that your messaging, targeting and creative will always have the most impact.
Just because FB no longer can track what you do on other apps does not mean your marketing all of a sudden becomes less effective.
The Framework that wins every single time
“Knowing what questions to ask is half the battle”
There’s many different frameworks to effective marketing strategy, and here’s a simple 4 step guide that’s proven extremely effective for us.
Who is our audience?
What are our audience segments?
- What do they care about?
- What are their current pain points?
- Where do they get their information?
What is our message?
- What is the value we are offering to our customers?
- How does what we offer address their pain points?
- What will convince them to buy our products?
Where do we reach our audience?
- Where do our audience spend their time?
- What sort of content do they consume?
- Who do they trust with purchase recommendations?
- Where do they pay attention?
How do we want our audience to respond as a result of all of the above?
- What should our audience think, feel and do?
- How can we curate an experience that curates mutual benefit?
These are principles that will ensure marketing success, but which one of those points hinge on privacy policies and cookie blocking? None.
Tech platforms are our tools, but it is the mind and hand behind the tech that makes all the difference.
I am not saying that we should disregard all tech platforms and ignore data, but rather my point is that we shouldn’t be scared of changes to how we have traditionally operated, and that we can embrace them and adapt and overcome.
In summary, there’s a ton of change going on (but that’s also nothing new for our industry). Some of these changes fundamentally change what for our industry has been staples of our activity. But the game of marketing fundamentally does not change, and by sticking to the same principles that have always worked, we can adapt and stand out on top.
Change is the only constant in this world. Adaptability is the key to survival and growth.