Nikki’s Notes: Going Cookieless Doesn’t Have To Mean Going Clueless in Your Brand Marketing Future 

Avant Marketeer Nikki Alvin-Smith Offers Timely Insights For Your Marketing Delight

 Industry changes afoot mean saying goodbye to the third-party cookie tracking of the past (much of which is already blocked anyway by major browsers) and saying Hello to a new dawn of collaboration in marketing. Seasoned marketing strategist and specialist Nikki Alvin-Smith recently attended a PR/Marketing meeting in New York City of a media specialist marketing chapter to gain more insights into what this new arena looks like and how to take advantage of the ongoing changes. Here are some notes she shared on the topic:

“Most industry brand marketers realize that their first-party data collection systems whilst offering useful touchpoints and the ongoing opportunity to create loyal followers with engaging content, do not bring new customer acquisitions. The dismissal of third-party cookie tracking will necessarily cause concern for folks less in touch with the real time collaborative options that provide second-party data collection.

A significant amount of trust and collaboration will be needed to develop a better second-party strategy between companies, and publishers will play a pivotal role in development a central stage where brands can commit to working together for everyone’s benefit.

Thankfully and as you would expect, giant companies like Adobe, have on offer significantly well-developed options for addressing the security and privacy of data exchange between like-minded companies. The leaders in the field that offer real-time solutions to control and measure identities through data exchanges will bring to the arena a safe space (theoretically) for brands and publishers to combine resources.

Marketing encompasses three major aspects for the acquisition of a customer. First the audience must be discovered, then projects begin to reach that targeted audience through marketing campaigns, and thirdly the spend and effort on those marketing efforts must be measured.

Brands will need to leverage their first-party data collection by exchanging it prudently with the right productive partners to engage new customers and to build their businesses’ bottom lines.

There is no question that adaptation to this brave new world will be slow to gain momentum, and errors made in sharing the wrong data could be costly. The customer journey marketing wise always needs to be kept as direct as possible, to avoid losing sight and increasing the risk of missing pain points through their experience.

At my company, Horse in a Kilt Media, collaboration with other enterprises has always been a part of the business model. Working with other media brands whether publishers digital and/or print; printing companies; media audio or TV wise talents; podcasts and webinar producers; social media influencers; book and magazine house publishers; all incorporate a level of trust and sharing of both knowledge, data and clients. But I can see that regardless of complex language of N.D.A. {Non-Disclosure Agreements} and diligent application of secure Customer Data Collaboration Platforms, manufacturers and service industries will be vulnerable to a scenario of “shutting the stable door after the horse has bolted,” if they choose the wrong partners with who to share their data.

There’s going to be a lot to unpack and navigate in this cookieless marketing future. My best advice for my clients is keep your hands soft on the reins and ride the trail with a mindful attitude. Adapt your pace and gait thoughtfully during this marketing journey and choose carefully who to bring along on the group ride.”

If you are looking for a new or better direction to building your business don’t forget to visit Horse in a Kilt Media Inc., to learn more about Nikki’s stable full of marketing skills as an artful content writer, equestrian blogger, columnist, video producer and scriptwriter, film production showrunner, professional photographer, and marketing specialist and strategist. As a British/American professional Grand Prix competitor/coach/clinician she brings a unique experience/angles and thought leadership/authority to her wordsmith wizardry.

About Nikki:
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog, and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 260 different magazine titles. Her clients include/have included: equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.

Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm , a private dressage yard and organic hay farm in the Catskill Mountains of New York. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.

Contact: Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Cell: 607 434 4470