Marketers are faced with a daunting challenge as third party cookies are phased out by the giants. The first recommendation, “take control of your first party data” hits for us for a couple reasons:
1) it strikes the core of marketing – “facilitating mutual and ongoing value exchanges with consumers.” That’s your only job as a business owner or marketer. Once people are in your world, they might as well be gold. The more intimate you get with truly understanding your audience, the more value you can provide…and that’s that.
2) Providing that value can take many forms: through your own educational content and resources, or through sharing relevant other content and resources that you know will help them in their journeys. Being strategic and comprehensive with your affiliate marketing program is imperative for the latter to be effective.
3) Because other digital marketing tactics are throttled by this phase-out, expanding into different marketing tactics such as affiliate marketing becomes more crucial for perpetual success.
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