Digital marketing is about to go through a revolution. You may have heard it, Google will get rid of its cookies. Johan Junker of Antourage sends a warning to rights holders everywhere.
By Johan Junker, CEO Antourage - March 10, 2021
Dear Rights Holder,
Have you noticed that social media’s tidal wave of content doesn’t exactly drown you in the engagement numbers you expected? Underwhelming isn’t it?
Let’s be honest, you will struggle to beat a cross platform engagement rate of 1% on social, despite the tons of money you put behind your posts to get any kind of attention.
'you are probably paying social platforms more and more, to reach fewer and fewer'
The truth is, you are probably paying social platforms more and more, to reach fewer and fewer. And you have no idea who the few fans that you do engage with, really are.
How ironic…
You own all your high-quality exclusive premium content, and yet you and your fellow rights holders keep pouring your finest champagne into sand and expecting to create South Beach. Deep down, you know it won't work this time either, because it never has, right?
It’s a futile use of your valuable resources, and double whammy is that you are making the platforms, your competitor, stronger by ceding your fans’ first party data.
It gets worse...
Digital marketing is about to go through a revolution. You may have heard it, Google will get rid of its cookies.
That means advertisers will no longer be able to target specific individuals across a myriad of sites on the web, but instead they will just be able to target broad sets of people with specific interests and shared passion points.
The clock is now ticking very loudly. This is a big change. Here is its beat...
In 12 months, in a world post cookies, advertising dollars will be looking to target new communities, such as yours. They will pay premium fees to reach communities with shared affinity.
Here lies your opportunity, dear sports rights holder, because the good news is that sports properties are well positioned in this new world. However, without first-party-data you will not get a slice of that value.
'you will remain a slave to major platforms'
Without an owned and operated community, with associated first-party data, you will remain a slave to major platforms and forced to pay those platforms an ever increasing premium advertising fee to reach your own fans.
You are at the station, with one foot on the direct-to-community train, and one on the platform. What do you do?
This article originally appeared on LinkedIn HERE