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Understanding the Shift Towards Owned Media
In an era of digital marketing dominated by big tech platforms, the tides are shifting. New insights from Michał Leszczyński, Head of Content & SEO at GetResponse, reveal a growing disillusionment among marketers regarding reliance on popular platforms like TikTok and Meta. According to a recent survey involving over 1,300 marketing leaders, there's an increasing skepticism towards these platforms' ability to provide stable and trustworthy environments, prompting many to reconsider the value of owned media.
Trust and Control in Digital Marketing
Michał emphasizes that the erosion of trust stems primarily from the unpredictable nature of these platforms. "The rules of engagement shift constantly — whether it’s algorithm changes, data privacy regulations, or monetization models. Marketers are seeing their reach throttled or entirely redirected at a moment’s notice. That kind of unpredictability creates fatigue and forces people to ask: What do I actually own here?" This questioning signifies a deeper need for control among marketers, prompting them to explore alternatives that allow more direct engagement with their audience.
The Role of Email Marketing
Despite the decline in trust towards social media giants, email marketing still remains underutilized. Michał points out common misconceptions that prevent marketers from tapping into the full potential of this channel. "One of the biggest myths is that email is outdated or too time-consuming to manage. In reality, it’s one of the few channels where you truly own the data and the relationship," he explains. This ownership is critical, as it offers brands a stable platform to maintain communication without the whims of external algorithms.
Building Value-Driven Communication
What stands out from Michał's insights is the shift in mindset necessary for effective email marketing. Instead of viewing email as merely a promotional tool, marketers should focus on creating value-driven communication. This involves understanding the needs and preferences of their audience and providing meaningful content that encourages engagement, ultimately fostering a more loyal customer base.
Strategies for Successful Owned Media
As more marketers turn their attention towards owned media strategies, it's essential to adopt a systematic approach. Here are some actionable tips drawn from Michał's discussion:
- Focus on Audience Engagement: Develop compelling content that resonates with your audience's interests and needs.
- Utilize Data Effectively: Monitor performance metrics to refine your communication strategy based on data-driven insights.
- Pursue Continuous Learning: Stay updated with marketing trends and adjust your strategies accordingly to maintain relevance.
As the digital landscape continues to evolve, the need for resilient strategies is paramount. Engaging directly with your audience through owned media not only provides control but also reaffirms trust in your brand. Michał's insights serve as a reminder that while big tech may dominate the conversation, the power of owned media should not be underestimated.
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