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offers , discounts , redeemable points and personalised promotions for loyalty members to increase engagement with your brand .
Someone would be more likely to tell you who their favourite team is if they know you ’ ll use that information to make their experience better , rather than simply advertise ‘ at ’ them .
• New channels Advertising targeting options are going to be impacted when third-party cookies go away . If your goal is to have more ways to reach users , consider exploring new channels and offerings that might be a fit . For example , you might create a TikTok account if research suggests your audience is active there . Another example would be offering freeplay games in a state that doesn ’ t yet offer regulated sports betting .
• Build your brand The B-word can make many decisionmakers cringe , but that ’ s largely a result of all of the direct-response , bottom-of-funnel targeting options we ’ ve had access to over the years . These targeting options are the exact ones that are going away !
If you need to start collecting more firstparty data , you need to do a better job of making users want to give you their info in the first place .
Start by giving your customers content they actually want . You may have to spend some time building your brand into a trusted name people believe in , can relate to , and frequently interact with .
• Partnerships Leverage second-party data – assuming it ’ s still trusted , compliant and accurate .
• Freeplay games Freeplay games are a powerful acquisition and retention tool for affiliates , media companies and operators . They give players a reason to engage with your brand , provide content that adds huge value and rewards them for sharing their information with you .
THE BOTTOM LINE
If you ’ re relying on online advertising , pop-up ads , and high-tech audiencetargeting tools , you need to consider alternative , first-party data strategies as soon as possible .
Use this as an opportunity to make your brand even safer from similar changes in the future . Ask yourself , “ How can I reach my audiences without cookies , hypertargeted ads , and massive amounts of third-party data ?” and you ’ ll be presented with numerous opportunities for build loyalty , community and your brand .
The death of third-party cookies is inevitable . The death of effective customer acquisition and retention is not . Personalisation , localisation and transparency will see you through .
“ When data is used to deliver value through customised offers and loyalty programmes , then customers will be more willing to share their information ”
JONATHAN MORELAND , CHALKLINE
JONATHAN MORELAND is the director of growth at Chalkline . He lives at the intersection of content , customer analytics , igaming and growth . A seven-year veteran of the daily fantasy sports and sports betting spaces , Jonathan has helped grow industry-leading companies in the United States , Ireland and Australia . He resides in Hugo , Minnesota , with his wife and two dogs .
30 • ISSUE 89 • Q1 2022