苹果iOS 14的营销影响.5更新

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As a consumer, no one can blame you for not knowing how Apple’s recent iOS 14.5 .更新与以前的版本有什么不同. 作为一名营销专业人士, 然而, 你可能已经看过无数的推特了, 头条皇冠体育官网, 讲解员, and insider takes on what the 更新’s privacy changes will mean for our industry.

那么,这对拥有数字形象的品牌意味着什么呢? Three of DKY’s subject matter experts weigh in from their respective disciplines.

数字营销总监蒂姆Karlberg:

在数字营销的高速公路上,苹果iOS 14的影响.5 更新 will be a significant detour for some brands, and only a mile marker for others.

How this privacy 更新 impacts various businesses comes down to their reliance on iOS app tracking. Those who heavily depend on customer data harvested from iPhone or iPad apps will feel the impact almost immediately. Some experts are predicting a drop in customer-shared data from 10% – 70%.

为什么共享数据会大幅减少? Users will have full visibility and control over where their data is tracked and shared. One of the biggest decisions—to be tracked or not—is being shown front and center through an in-app notification.

If you’re a brand that lives and dies by customer behavior tracking in your iOS app, 这个更新已经开始改变你的世界.

But even businesses with no iOS apps of their own will feel the pinch when it comes to advertising on platforms like 脸谱网. Fewer opted-in users could mean smaller personalized audiences to target.

不管怎样,苹果iOS 14的影响.5的更新已经在数字营销行业产生了涟漪. 广告商将不得不寻找新的方式来提供个性化的广告. 至少, they’ll need to start by earning more trust from users and demonstrate the value of opting-in to data sharing.

Some brands—those without an app in the iOS store—will watch this unfold from the sidelines, while other brands will inevitably try to resist or ignore these changes, 使其难以长期竞争. The best approach for brands is to adapt to privacy 更新s like these and learn to thrive despite temporary setbacks.

这不是一个孤立的事件, it’s just further proof that Apple (mostly) sides with consumers when it comes to privacy. 拥有手机市场一半以上的份额, 我们可以确定苹果将走向何方, 不管他们愿意与否,很多人都会效仿.

社交媒体合伙人格蕾丝·斯科根:

苹果iOS 14.5 更新 is a hot topic in social media 市场营销 as it relates to 脸谱网 advertising. 有了这个更新, Apple prohibits certain data collection and sharing unless users opt into tracking on iOS 14 devices via a message prompt. 这主要影响了脸谱网的像素功能, which tracks website conversations from 脸谱网 and is typically used for retargeting advertisements. The impact will reduce the audience size for ads due to users opting out of 脸谱网 tracking.

This change is a barrier for marketers who are used to accessing user data for targeted ad campaigns and related measurement on 脸谱网. 在回应, 一种名为“加重事件测量”的“变通方法”应运而生, which allows the measurement of web events directly from iOS 14 devices. 因此, companies that need to verify their domain in business manager will now track those who visit the domain rather than from their iOS 14 device.

在一般情况下, this 更新 is an important reminder to make sure your advertising strategy isn’t one-dimensional. Social media is shared space—the changes that Apple or social media platforms make are out of our control. 品牌需要不断适应和多样化. Make sure you have a well-established email list and explore other social advertising options such as YouTube, LinkedIn, 和Pinterest建立一个全渠道的方法.

尽管隐私控制更加严格, many people will continue to opt in to share their data since it offers a more personalized experience on 脸谱网 and on other apps. 大概有2个.全球80亿脸谱网用户. Even if half of the users decide they don’t want their data shared with 脸谱网, 仍然有超过10亿人可以成为目标. We won’t really know the full impact of this 更新 until companies report back on their recent 脸谱网 advertising campaigns compared to previous campaign results.

Digital副总裁唐尼·波特:

随着iOS 14的推出.5, Apple is forcing a global debate about who owns and controls user data. 这是一个 泰坦之战让苹果, 作为消费者隐私的倡导者, 与脸谱网对抗, whose profits rely heavily on user data from the company’s online advertising platform.

苹果并不是第一家捍卫数据隐私的公司. There have been parallel initiatives underway for several years now, starting with the GDPR 后来被加州的 CCPA, both of which require companies to gain consumer consent to share their information online for 市场营销 purposes, as well as the rights to have their data downloaded or deleted as they desire.

另一个迫在眉睫的变化是 禁用第三方cookie 或者跟踪像素. First-party cookies are specific to websites that you browse and the web forms you complete to share your information. Third-party cookies track visitors outside of their own domain and are traditionally aligned with drip-市场营销 campaigns and programmatic 市场营销 where automation is used to buy and sell ads.

依赖消费者数据的公司, 比如脸谱网, Instagram, 推特, 和谷歌, rely heavily on third-party cookies and are concerned this shakeup may greatly impact their current business models. 担心失去重要的广告收入, some of these companies are threating to charge for services that are currently free.

随着越来越多的人将数据保密, 可供数字平台和广告商挖掘的数据将会减少. 但在这个较小的数据池中, there will likely be a more engaged and dedicated base of consumers who will come along for the customer journey and become brand advocates.

iOS 14新增保护功能.5 .更新将把控制权交还给消费者. This requires brands to shift their 市场营销 strategies from buying lists and mining user data, 专注于与客户建立可信赖的关系. 优先考虑透明度的品牌, 提供丰富的信息和价值, and present solutions to real-world problems will be rewarded by consumer loyalty, 品牌的宣传, 增加收入.

DKY has always promoted the foundational idea that a customer-centric brand wins. 还有像iOS 14这样的市场颠覆者.5 .更新强调了这一事实. 而不是迷失在跟踪像素和cookie的细节中, 回到建立一个更容易的, 为您的客户提供更有益的体验.

When customers have full control of their data, their experiences, and their decisions, we all win. 这是你能做的最有价值的投资.

 

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