The primary issue here is not TikTok. It's about companies relying less on established and trusted first-party marketing channels and more on third-party channels to grow their businesses. TikTok is only the latest example of brands opening themselves up to increased risk by ceding control to outside companies.
When relying on third-party marketing, brands are, in effect, renting how they establish and build customer relationships. The third party can change their terms when they wish, leaving brands vulnerable. By directly collecting first-party data, such as email addresses, brands can easily switch from one marketing provider to another should the need arise. This gives them better control of the customer relationship, resulting in a more change-resilient program.
I believe that brands and marketers should view this potential ban as a wake-up call to strengthen their marketing programs in a way that minimizes risk and develops a more direct relationship with customers. As the leader of a company that provides an e-commerce marketing platform, I have some strategies I've found work best when it comes to omnichannel marketing.
Omnichannel marketing is becoming increasingly important because it gives consumers and brands what they want: A relevant and cohesive shopping experience for less cost. The channels I'd consider the cornerstones of a profitable and branded omnichannel marketing program are email and SMS.
#first-party-marketing-channels #third-party-platforms #omnichannel-marketing #customer-relationships #e-commerce
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