The impending “cookie apocalypse” or “death of the third-party cookie,” announced by Google, has business and marketing experts excited about how it will change the current methods of online marketing.
Tapelo Zama, Digital Marketing Manager at 555 Media Hub
As a result, ad-tech marketers will need to re-evaluate sustainable alternatives to how they communicate with consumers and stay relevant even in the world of post-third party cookies.
Get into strategic storytelling. In a world of overwhelming data, fast-moving information, and short attention spans, storytelling in digital marketing remains essential for connecting with potential consumers. This, because it helps to generate closeness, empathy and to develop links with a consumer whose way of interacting with products and services is constantly changing.
Below are three ways storytelling impacts digital marketing:
1. Build Trust
While widespread and somewhat successful in attracting attention, cookie-cutter marketing materials don’t help brands connect with consumers. On the contrary, these tend to be dictatorial and intrusive, if not downright annoying for many consumers.
The reality is that today’s consumers prefer marketing materials that appear more personalized and intentional. As third-party data nears its end, marketers should instead focus on leveraging first-party data to create more targeted brand communications. The storytelling is comparatively deeper. It addresses consumer issues and does not exude the cold, impersonal nature of hard selling.
2. Connect with your audience
The constant influx of pop-ups cluttering their screens has conditioned today’s consumers to instinctively ignore advertising content they find banal and intrusive, severely limiting the effectiveness of these types of advertisements.
But beyond these pure inconveniences, the impending death of cookies also means that targeted display ads will soon be a thing of the past, so marketers will soon be forced to move beyond this type of advertising mechanism regardless. . Storytelling, coupled with impactful messaging, is what takes your brand beyond the basics to grab attention and grab consumer attention.
3. Relationship Building
Beyond the death of cookies, the proliferation of ad blockers also means that pop-ups are an increasingly ineffective and outdated marketing methodology. And the ones that are successful tend to irritate consumers instead of hook them. So the aggressive, direct selling of pop-up ads often achieves the opposite of what they were originally intended for.
Modern consumers have little patience for intrusive marketing tactics, preferring brand communications that speak to them rather than them. Your brand must therefore interact with consumers on a more intimate level to attract and keep them.
From customer-generated and targeted strategies to visually impactful data-driven storytelling, 555 Media Hub’s end-to-end campaigns enable brands to apply tact in selling messages, evoking emotions and connect with their target markets while providing relevant information. .
Ultimately, every brand should be able to answer this question: why is my brand on my screen? It helps your audience recognize the value of your product or service, and strategic storytelling helps you do just that.