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作为一名消费者,没有人会因为你不知道苹果最近的iOS 14如何而责怪你.5 update is any different from previous versions. As a marketing professional, however, you’ve probably been exposed to countless tweets, headlines, explainers, 内部人士报道了更新的隐私变化对亚盈体育官网行业的意义.

So what are the implications for brands with a digital presence? 三位DKY的主题专家在各自的学科领域进行了权衡.

Tim Karlberg, Director of Digital Marketing:

On the highway of digital marketing, the impact of Apple’s iOS 14.5 update 对于一些品牌来说,这将是一个重要的绕道,而对于另一些品牌来说,这只是一个里程标志.

这一隐私更新如何影响不同的企业归结到他们对iOS应用跟踪的依赖. 那些严重依赖iPhone或iPad应用收集的客户数据的人几乎马上就会感受到影响. 一些专家预测,客户共享数据将从10% - 70%下降.

Why such a huge decrease in shared data? 用户将有充分的可视性和控制权,他们的数据被跟踪和共享. 最重要的决定之一——是否被跟踪——会通过应用内部通知显示在最前面和中心位置.

如果你是一个依赖于iOS应用中用户行为追踪的品牌, this update has already started changing your world.

但即使是没有自己iOS应用的企业,在Facebook等平台上投放广告时也会感到压力. 更少的用户选择可能意味着更小的个性化受众.

Either way, the impact of Apple’s iOS 14.5 update has created ripples across the digital marketing industry. Advertisers will have to find new ways to serve up personalized ads. At a minimum, 他们需要从赢得用户更多的信任开始,并展示参与数据共享的价值.

一些品牌——那些在iOS商店中没有应用程序的品牌——将在一旁观望, 而其他品牌将不可避免地试图抵制或忽视这些变化, making it hard to compete in the long term. 对于品牌来说,最好的方法是适应这样的隐私更新,并学会在暂时受挫的情况下茁壮成长.

This isn’t an isolated event, 这进一步证明,在隐私问题上,苹果(基本上)是站在消费者一边的. And with ownership of more than half the phone market, we can be sure that where Apple goes, many will follow…whether they want to or not.

Grace Skogen, Social Media Partner:

The Apple iOS 14.更新是社交媒体营销的热门话题,因为它与Facebook广告有关. With this update, 苹果禁止某些数据收集和共享,除非用户选择通过消息提示在iOS 14设备上进行跟踪. This primarily impacts Facebook’s pixel feature, 它跟踪来自Facebook的网站对话,通常用于重新定位广告. 由于用户选择退出Facebook跟踪,这将减少广告的受众规模.

这一变化对那些习惯于在Facebook上获取用户数据进行定向广告活动和相关测量的营销人员来说是一个障碍. In response, a “workaround” has been created called Aggravated Events Measuring, which allows the measurement of web events directly from iOS 14 devices. Therefore, 需要在业务经理中验证其域名的公司现在将跟踪访问该域名的用户,而不是通过iOS 14设备.

In general, 这个更新是一个重要的提醒,以确保你的广告策略不是一维的. 社交媒体是共享空间——苹果或社交媒体平台所带来的改变并非亚盈体育官网所能控制. Brands need to continually adapt and diversify. 确保你有一个完善的邮件列表,并探索其他的社交广告选择,如YouTube, LinkedIn, and Pinterest to build an omni-channel approach.

Despite tighter privacy controls, 许多人会继续选择分享他们的数据,因为它在Facebook和其他应用程序上提供了更个性化的体验. There are about 2.8 billion Facebook users worldwide. 即使有一半的用户不希望他们的数据与Facebook共享, there’s still more than a billion people who can be targeted. 在公司报告他们最近的Facebook广告活动和之前的广告活动结果之前,亚盈体育官网无法真正知道这次更新的全部影响.

Donnie Potter, Vice President of Digital:

With the introduction of iOS 14.苹果公司正在全球掀起一场关于谁拥有和控制用户数据的辩论. It’s a battle of the titans—pitting Apple, as a consumer privacy advocate, up against Facebook, 谁的利润很大程度上依赖于公司在线广告平台的用户数据.

Apple isn’t the first organization to champion data privacy. 这几年来一直有平行的倡议,从 GDPR and later adopted by California’s CCPA, 这两种方法都要求公司为了营销目的在网上分享他们的信息时,必须征得消费者的同意, 以及有权根据自己的意愿下载或删除自己的数据.

Another looming change is the disablement of third-party cookies or tracking pixels. 第一方cookie特定于您浏览的网站和您为共享信息而完成的web表单. 第三方cookie跟踪自己域名以外的访问者,传统上与滴式营销活动和程序化营销相结合,其中使用自动化来购买和销售广告.

Companies that depend on consumer data, such as Facebook, Instagram, Twitter, and Google, 他们严重依赖第三方cookie,担心这次改组可能会对他们当前的业务模式产生重大影响. With the fear of losing critical ad revenue, 其中一些公司威胁要对目前免费的服务收费.

With a growing movement to keep data private, there will be less data for digital platforms and advertisers to mine. But within this smaller pool of data, 可能会有更多的消费者参与进来,成为品牌的拥护者.

New protections in the iOS 14.5 update will shift control back to consumers. 这就要求品牌改变他们的营销策略,不再是购买清单和挖掘用户数据, to focusing on building trusted relationships with their customers. Brands who prioritize transparency, provide rich information and value, 而对现实世界问题提出的解决方案将会得到消费者忠诚的回报, brand advocacy, and increased revenue.

DKY一直倡导以客户为中心的品牌赢得的基本理念. And market disruptors like the iOS 14.5 update underscore this truth. Instead of getting lost in the details of tracking pixels and cookies, go back to a focus on building an easier, more rewarding experience for your customers.

当客户完全控制他们的数据、他们的体验和他们的决定时,亚盈体育官网都是赢家. And that’s the most worthwhile investment you can make.