The Power of Paid Media: An Effective Tool for Digital Marketing Agencies

As specialists in customer acquisition and performance marketing, Black Snow combines hard-working Strategy, user-focused Design and quality-assured technology to drive business performance for clients. With a focus on Performance Marketing (a discipline within the Paid Media space), not only are communication and commercial objectives met, but we drive business insights and market sector learnings.

This is not a static field, but a dynamic one that requires constant review and adjustments. In today’s rapidly changing world, advertisers need to regularly review benchmarks, set goals, and adjust their paid media strategy in order to align with the changing landscape. Being agile in this landscape is key.

And don’t forget – first-party data is becoming the gold standard in the era of privacy-first marketing. First-party data is information that a company collects directly from its own sources. This can include data from behaviours, actions, or interests demonstrated across the company’s website, social media platforms, or even brick and mortar stores. It can also include information that customers have directly shared with the company through forms, surveys, or customer service interactions.

So now that we know what it is, why is it considered the “gold standard“?

Accuracy: Since the data comes directly from the source (the customer), it’s typically more accurate and reliable than data collected from third-party sources.

Relevance: First-party data is highly relevant because it’s based on actual customer behaviours and interactions with your brand. This makes it incredibly valuable for personalising marketing efforts and improving customer experiences.

Let’s be honest, no one likes their personal information shared with just anybody so it’s a no-brainer that privacy-first marketing is appealing to customers. For businesses, this approach can enhance their brand reputation while building customer trust. It also respects the consumer’s personal information and gives them control over how their data is used.

So how do you collect first-party data using a privacy first approach? There two main tools you can use:

Lead Magnets: These are incentives that marketers offer to potential buyers in exchange for their contact information or other data. Examples include free consults, trials, or discounts. Lead magnets not only help in collecting first-party data but also in attracting qualified leads who are interested in your offerings.

Forms: These are a direct way of collecting first-party data. They can be used on websites, landing pages, or social media platforms to gather information like names, email addresses, preferences, etc. The data collected through forms can be used to personalise marketing efforts and improve customer experiences.

To wrap it up, while paid media is a powerful tool, if not guided by a clear strategy mapping what success and failure looks like while capturing learnings as we go, it does run the risk of being a very expensive tool in your arsenal. It’s important to note that implementing Paid Media activities does not automatically qualify you for success. At Black Snow, we believe through an intentional, thought-out process of mapping audience, USPs and calls-to-action, we can reap the rewards of sustainable, valuable brand growth and a full sales funnel.

Do you want to harness the power of paid media and skyrocket your brand visibility? Get in touch with us today and let’s build a winning strategy together. Let’s make your business the talk of the town.