Earlier this year, Apple announced a huge change. As part of the iOS14 update, Apple now gives users the choice to block the IDFA (Identifier for Advertisers) at the app level. Amongst other things, it means that the iOS update requires apps to ask users for permission to collect data.
The update is already here – it began to roll out in March. And it means big changes to the way your business will be able to advertise to customers. In an age of ubiquitous data, many of us got used to relying on customer information to target our advertising – especially on platforms like Facebook. Now, many of the best marketing tools we had in our arsenal, like frequency capping, app install attribution and campaign measurement, will change dramatically or cease to exist.
Why are the changes happening?
The changes have been a long time coming. While the move has caused an uproar in the advertising world, it is a big win for advocacy groups that have been campaigning for customer privacy for years. In the wake of the Cambridge Analytica revelations and declining trust in tech companies, consumers’ concerns about data collection has been a hot-button issue for a while.
Ever heard the saying, “if it’s free, you’re the product”? Well, these changes are intended to give social media and app users some control over the distribution and sale of their personal information.
What does it mean for my business?
The unfortunate reality is that the changes are likely to affect small businesses more than large firms and tech companies. On top of that, the true impact of these changes on day-to-day advertising strategies remains to be seen. Quite simply: because the changes are so new and so drastic, we have to wait and see.
However, there are few things we do know.
Marketers will notice the changes most in campaign strategies: things like measurement, planning, and activation will likely become a lot harder. That’s because it will be more difficult and more time-consuming to gather and segment key data that go into things like customer profiles. Because of this, your marketing may become harder to target.
On top of this, the changes will likely trigger a follow-on effect. As more users opt out of information sharing, your reach tactics will require reassessment to get your message where it needs to go.
While the move requires a rethink on behalf of businesses and digital marketers, we are here to tell you that the news is not all bad. In fact, the changes present somewhat of an opportunity for businesses to reconnect with their customers authentically – key to a good marketing strategy in any case.
Advertisers with strong first-party data will be at an advantage. That means the data you collect when your customers purchase from you will be key to your marketing strategies going forward. You can also minimise the damage threatened by the iOS14 changes by encouraging customers to opt-in to data-sharing. Providing additional incentives and, most of all, being the kind of business customers trust will stand you in good stead.
Finally, diversification will be key. Solidifying relationships with your customer base over multiple platforms will be even more important. For example, email direct marketing offers an excellent opportunity to speak directly to your audience.
As a community-focused marketing agency on the Central Coast, we are uniquely aware of the value of authentic relationships. If you want to know how you can communicate more effectively with your customers and navigate a marketing strategy that stays on top of changes like the iOS14 update, get in touch today.