In today’s data-driven world, brands often find themselves heavily dependent on retailers for consumer insights. While this data is valuable, relying solely on third-party information limits your ability to create personalised, data-driven marketing strategies.  

The solution? Owning your media channel. By leveraging connected experiences, brands can gather first-party data directly from consumers, reducing their dependence on retailers and gaining more control over their marketing efforts. 

Here’s how to do it effectively. 

The Challenge with Relying on Retailer Data 

Retailers control a vast amount of consumer data, including vital data on purchasing habits, preferences, and demographic details. However, this data comes with limitations including a lack of granularity, as retailers often provide aggregated data that misses out on detailed, individual consumer insights.  

Access to this data is also limited since brands have to rely on what retailers are willing to share, which may not be comprehensive. Additionally, insights from retailer data are often delayed, making it challenging to respond quickly to market changes. 

Top Tip: To reduce dependency, brands should focus on collecting first-party data directly from their own consumer touchpoints.  

What Is an Owned Media Channel?  

An owned media channel refers to platforms or touchpoints where a brand has full control over the content, user experience, and data collection. This includes brand websites and blogs, mobile apps, email lists and newsletters, and connected packaging through QR codes, NFC tags, and AR experiences.  

By owning these channels, brands create direct lines of communication with consumers, capturing valuable data without intermediaries. 

Top Tip: Start by identifying the channels where your consumers are most active to maximise engagement and data collection.  

The Power of Connected Experiences 

Connected experiences turn everyday products into interactive media channels. By embedding QR codes, NFC tags, or augmented reality triggers into packaging, brands can engage consumers directly at the point of consumption.  

This allows brands to provide personalised content, offers, or loyalty programs while collecting real-time behavioural data on how consumers interact with the product. For example, a beverage company can add a QR code on its bottle that leads to exclusive content, collecting data on who scanned it, when, and from where. 

Top Tip: Make connected experiences simple and intuitive to encourage consumer participation. 

Key Benefits of Owning Your Media Channel 

Owning your media channel allows for direct consumer engagement, creating opportunities for meaningful interactions beyond the point of sale and building stronger relationships with your audience.  

It also enables real-time data collection, capturing consumer insights instantly, unlike retailer data which may have delays. That first-party data allows for personalisation at scale through your media channels, enabling highly targeted campaigns that increase conversion rates and customer satisfaction.  

Additionally, it improves cost efficiency by giving you more information on who your customer is, enabling you to find more people who share their characteristics using digital marketing. 

Top Tip: Use data from your owned channels to create personalised experiences that make consumers feel valued. 

Building a First-Party Data Strategy 

To reduce reliance on retailer data, brands need a solid first-party data strategy.  

The first step is identifying key touchpoints where consumers engage with your brand, such as product packaging, apps, and social media.  

Next, implement data capture tools like QR codes, NFC tags, web forms, and loyalty programs to collect consumer data effectively.   

Then ensure data privacy compliance by following GDPR and other data protection regulations to maintain consumer trust and avoid legal issues. 

Top Tip: Always communicate transparently with consumers about how their data will be used to build trust and encourage participation. 

How to Create Engaging Connected Experiences 

The success of an owned media channel depends on how engaging the experience is.   

Interactive content such as videos, games, augmented reality experiences, or quizzes linked to QR codes makes interactions fun and memorable. Personalised offers tailored to user behaviour, like offering discounts after a scan, encourage repeat engagement.  

Additionally, loyalty programs that reward repeat interactions help foster ongoing consumer relationships, especially when the connection point is on the product or packaging itself. 

Top Tip: Always provide clear value in exchange for consumer data, such as exclusive content, discounts, or personalised recommendations. 

Leveraging Data for Better Insights 

Once first-party data is collected, the next step is turning it into actionable insights.  

Behavioural analysis helps brands understand how, when, and where consumers interact with their products. Audience segmentation based on demographics, behaviours, or preferences enables more targeted marketing strategies.  

Predictive analytics using AI and machine learning can forecast trends and anticipate consumer needs, allowing brands to stay ahead of the competition.  

Top Tip: Continuously review and analyse data to uncover new trends and opportunities for growth. 

Overcoming Challenges with Owned Media Channels 

While owning your media channel offers numerous benefits, it also comes with challenges. Consumer adoption can be a hurdle, as not everyone will engage with a QR code unless there’s clear value.   

Data management can also be complex; collecting data is easy, but managing and analysing it effectively requires the right tools and expertise. Additionally, privacy concerns are increasingly important, with consumers expecting transparency about how their data is used. 

Top Tip: Invest in robust data analytics tools and create user-friendly experiences that make it easy for consumers to engage and trust your brand. Don’t overthink it, keep it simple and engaging and with a clear value exchange for your consumer. 

The Future of Data-Driven Brand Growth 

The future belongs to companies that own their own media channels, engage directly with their consumers, and leverage first-party data for personalised marketing.  

By integrating connected experiences into your strategy, you’re not just reducing reliance on retailer data and improving your use of other media channels through better insight into who your customers really are - you’re also creating a sustainable, customer-centric business model that drives long-term growth.

Get in touch with us today to arrange a demo to find out how io.tt will specifically help you to do this - or start a free trial.