News Highlights: Expert: How the iOS 14 Update Affects Sellers, Brands – Mobile Marketing
Kristina: What implications does Apple’s iOS 14 update have for digital marketers and brands?
Steffen Schebesta, CEO, Sendinblue: With Apple’s new update, apps should be more transparent to users and give users the ability to gain more control over what data is tracked and how that data is used. This affects the way brands advertise, especially those that rely heavily on personalized and targeted advertising. However, there are opportunities here too: companies can take a stand to be more transparent, as well as the ability to creatively find new ways to reach customers.
With this update, companies can also better connect with their audiences through enhanced business values. Brands will be forced to move in a direction that is more transparent about data collection and will also face increased pressure to protect users’ data. Furthermore, brands will be empowered to commit to transparency with consumers, ultimately creating a stronger line of trust between businesses and buyers.
Kristina: Why is this change being made by Apple at the moment?
Steffen: As the world becomes more and more virtual, there is a lot of demand for better data protection. Apple has taken this step to strengthen and protect user privacy as more companies are being investigated for not being transparent enough in our virtual world.
For example, social media is growing daily and as it remains a dominant aspect of our lives, there has been a decrease in trust in social platforms and an increase in calls for regulation. While the decision on who will enforce virtual regulations and how those rules will be enforced is still unknown, Apple has taken a proactive step to allow users to better control their own privacy.
Apple has long advocated protecting users’ privacy, as previously seen with similar data protection updates on Safari, so it’s no surprise that Apple continues to take steps in this direction. This latter decision is both pleasing to Apple users and encourages non-Apple users to switch and gain additional privacy, keeping the focus on parties that have lost user trust due to lack of transparency, rather than smartphones or smart products that function. as a medium between the apps and consumers.
Kristina: What impact can this have on businesses?
Steffen: Essentially, this update changes the way businesses reach customers through personalized ads. As ads become less profitable, companies will stop buying them and instead adapt strategies to invest in other channels.
Businesses and organizations that claim that Apple harms small businesses are not fighting for small businesses. In fact, it will likely be large companies that will suffer the most as they rely on tracking much more extensively and put significantly more resources into tracking than small businesses. While iOS 14 will change the way brands will enter the market, these companies going after Apple are really holding back as this update has the potential to diminish their value as a business. If companies are against users having control over their privacy, it is likely because the business model relies on tracking and invading users’ privacy.
Brands will forgo methods that are no longer profitable, and will revolve around figuring out where to invest to keep reaching customers. This includes exploring new ways to invest in first-party data, becoming more transparent about data collection, and investing in other channels that can still create personalized experiences with users.
Kristina: What steps or strategies should companies take for data / data privacy in the future?
Steffen: Digital marketing is a broad category that goes beyond traditional targeted advertising. There are many great ways to connect and engage with consumers, and many methods will be more effective than personalized ads that consumers may never see. There are several other strategies that can be improved instead, such as email marketing, SEO, SEA, social media, or content marketing.
To start adopting a digital marketing strategy that keeps data privacy a priority, businesses will first need to be more transparent with their audience. Businesses will benefit from the bonds they will create with consumers when they become more transparent, and many consumers are more loyal to companies with transparency policies. Other steps organizations should take include creating strong trust and long-term relationships with consumers, sourcing data from the first party and securing the data, while keeping customers informed about what data is being collected and how these are used.
From my experience, email marketing is a great way to build and develop relationships and drive consumer sales. There are a number of platforms and services that offer separate data tracking capabilities and do not rely on Apple or social media apps, such as Sendinblue’s Tracker that allows tracking that is automatically fed into marketing automation flows. I would encourage business owners to check out some of the vast offerings out there and use them as a way to continue connecting with the right customers.
Tags: advertising, ad data, consumer data, data tips, data trends, ecommerce, mobile commerce, mobile marketing, Sendinblue
Via: www.bizreport.com
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