Marketing is a unique world filled with constant changes and updates. As a top digital marketing agency in Pensacola, we understand this fully and are prepared to handle those updates as they come. Some changes are more extreme than others, and that is exactly the case we are currently presented with today. Recently, Apple made a decision to integrate new privacy policies that inherently impact the way marketers track certain fields of data as well as market to the right audience. This decision could change the way our team of marketers look at certain avenues of advertising. Join us through this article to learn more about this decision and what it could mean for your marketing efforts.
When Was This Decision Made
In June of 2020, the Worldwide Developers Conference was hosted virtually. This is an annual event where developers can attend sessions and meet with Apple engineers. While this year’s event looked different, there were still major announcements and discussions held about the upcoming changes to Apple products, one of those being the new iOS 14 update. This is an update in which users will now be greeted with a new privacy option that could significantly impact how marketing agencies like ourselves choose to market on different platforms.
What Are These Changes
When you hear the words privacy policy, you may think of some long form you scroll through just to click I agree to at the end, but it is much more than that. Each app, phone provider, website, etc has their own privacy policy. It includes things such as information they are allowed to store, analyze, and even share with other providers. It may sound intimidating, but if you take a look at some of the privacy policies you have agreed to, they have had access to some of your information for a long time. This information isn’t personal such as your social security number, driver’s license number, or bank information. It is as simple as your age, your general location, your shopping or browsing preferences, and the types of websites you visit. This information allows digital marketing agencies in Pensacola and around the nation to show you the ads for items and businesses that you are looking for.
Now to look at these changes within the privacy policies of Apple and the new update. Now when opening, apps will be required to display an option to “Allow Tracking” or “Ask App Not to Track”. Specifically, the popup will intimidatingly state “[Name of App] would like permission to track you across apps and websites owned by other companies.” This is an opportunity for users to Opt-in or Opt-Out of the ability for providers to track your usage of other apps and websites owned by other companies. This prompt may scare some individuals, and thus lead them to opt-out. What this does for marketers is take away valuable information that we need in order to successfully provide users with the correct advertisements. We don’t want all ads shown everywhere, because not everyone is looking for that particular service.
For example, if you are looking for a Plumber in Pensacola, you don’t want to be shown an ad for a plumber that only does work in Cincinnati, Ohio. Without the information that we have been using, we will not be able to do this as efficiently as before. Making it difficult to properly use our marketing dollars where they can be best used.
Facebook States That These Changes Will Limit Advertisers Ability To:
- Effectively deliver ads to people based on their engagement with your business
- Measure and report on conversions from certain customers
- Ensure your ads are delivered to the most relevant audiences at the right frequency
- Accurately attribute app installs to people using iOS 14 and later
- Predict and optimize cost per action over time and efficiently allocate budgets
What to Do Moving Forward
Don’t become disheartened at the loss of this information. Not every user will opt-out, thus still giving us some information to use in order to efficiently market to the right audience. One way our team of experts at our digital marketing agency in Pensacola recommend is to enhance your organic content on social media. By doing this you can inherently learn more about your audience organically instead of from marketing efforts. This does add an extra step in your marketing campaign, but it is doable. If you do not have time to manage your social media accounts, let us help. We have a great team of social media marketers in Pensacola and Kansas City that would love to help you gain the information you need through your organic markets.
The biggest thing to understand moving forward is that things are constantly changing. These changes may stick, but they also may not, and that is okay. Our job as marketers is to go with the flow of marketing and follow the updates and changes that impact our work. If you are wanting to efficiently use your marketing fund in the right areas, it may be most beneficial to hire the best digital marketing agency in Pensacola to handle your campaign.
Hire the Best Digital Marketing Agency in Pensacola to Handle It!
If all of this talk just sounds like jargon, but you want to use your money right – you should consider hiring the best digital marketing agency in Pensacola to guide your marketing efforts. Our team of marketing experts are up to date on the changes and updates that we are presented with constantly, making us some of the most knowledgeable people on the subject. Give us a call today and let’s talk about how we can help you navigate this difficult time through your marketing campaign. Reach us at (866) 324-9700 today!
