App Tracking Transparency (ATT) is making it more challenging than ever to find your customers, new and old, across the web. Your current channels are important to dig into and figure out how to continue to make them work. You should also consider adding new channels to your mix that provide you with additional reach. Adding new channels can be a challenge. Measurement may be different then you are accustomed to and it will take some time to figure out how to make them work for you and your goals. These shouldn’t be excuses not to try them because ATT isn’t going away and more privacy regulation is on the way. You also need to be where your customers are at, not where you want them to be…
Media consumption is more fragmented than ever. The average person spends 5 hours per day on their smartphone. They are watching videos, listening to audio, engaging on various social media networks, checking email, and so on… When they aren’t nose deep on their phones, they are on their computer, watching TV, reading books/magazines, and so on. As a marketer, you need to understand your customers habits and meet them where they are. For the most part, we know that people are now out and about, checking their snail mail, and listening to podcasts (among other things). So why are you only trying to talk to them on search and social? And if this is your strategy, what are you doing to stop the scroll?
Cogent has quietly built a stack of partners that can help our members venture outside search and social without fear. We started with Frequency so brands could strategically test the various types of audio channels. Then we partnered with Setka to help brands create more engaging content, more easily, without dev support so that brands can build deeper relationships with their customers and reduce bounce rates. With ATT and AEM upon us, we partnered with Fixel to help brands find their customers and prospects wherever they might be at a fraction of the cost. Then we saw the power of digital out-of-home so we partnered with Adomni to bring our members the most screens in one place with measurement that never existed before in OOH. Finally, we wrapped it all up with Measured so that our members can know which of their channels is driving the most incremental value, all the time. Most recently, we partnered with Hunch to help brands capture users attention on social media and stop their scrolling so they will engage more often. And now we have another exciting partner to announce in PebblePost. Some of you may be aware of PebblePost already because we helped launch PebblePost in 2016. We both left in 2018 to explore new opportunities but we are excited to be back in the family. PebblePost has changed a lot since we left. They now have a full funnel of programmatic mail solutions and a robust user graph. Given what’s happening in digital today, it’s the perfect time to give PebblePost and our other partners a try.
If you haven’t met with me or Tom recently, I encourage you to soon. We can help you determine which partners might be a good fit and arrange demos to educate you on their solutions and value. There is never any pressure to test anything. We want to educate so you can make the best decisions possible for your brands.
