Consent-based marketing is the future
In an industry of ever-changing rules and trends, we are noticing a huge shift in Owned Marketing, over the use of Social Advertising on Meta (previously Facebook) which was previously the powerhouse of marketing.
What is Owned Media and why is it the new way?
There’s one key element of owned marketing, which is a huge bonus for business-customer relationships and that is that it requires you to collect consent from people in order to collect their data and communicate with them. Brands collect that data via an opt-in form, with clear and easy opt-out and data deletion options for customers.
This is where the customer-first era comes in, driven largely by consumer sentiment and concern over a lack of digital data privacy.
Savvy marketers are taking their cue from their customers here, and shifting their marketing efforts to talking to their customers instead of stalking them, and then using consensual communications to building genuine customer relationships.
To recap, here’s what’s required for a channel to be considered owned media:
You collect consent to communicate with people—but once you do, you have full access to their given data and their consent to analyze and use it to improve their experience with your brand
You decide who you want to communicate with and when—without an algorithm getting in the way
You control what you say and what you do not say in those channels––versus a third-party platform’s rules and regulations
Lead with a compelling story–
–and brand marketing experts
The why behind your brand matters––a lot.
Humans are storytelling creatures, captivated by tales that intrigue us, inspire us, or hold a mirror up to us.
Great owned marketing starts with a strong story behind why a brand exists, and what it is trying to do in the culture at large.
“The power of storytelling has obvious implications for ecommerce companies, as teams work to humanize their brand, share the story behind their business, and create a meaningful connection with an ideal customer segment,” says freelance writer and ecommerce consultant Kaleigh Moore.
