On January 21, 2021, Apple released a press release talking about their customer’s data privacy. In the spring of 2021, Apple will now require every app – including its own – to get users’ permission before tracking their data. App Tracking Transparency will be soon available with the net beta update.
According to Apple’s Article: (Linked Here)
“Every product page on the App Store includes standardized, easy-to-read information based on the developer’s self-reported data practices. The privacy nutrition labels give users key information about how an app uses their data — including whether the data is used to track them, linked to them, or not linked to them.
Under Settings, users will be able to see which apps have requested permission to track and make changes as they see fit. This requirement will roll out broadly in early spring with an upcoming release of iOS 14, iPadOS 14, and tvOS 14”
Widely supported by privacy advocates, businesses are worried about how these changes will affect them and how they can stay in touch with their clients and track performance.
What is App Tracking Transparency?
App Tracking Transparency is a feature that allows apps to display a pop-up that explains what data the app wants to collect and its purpose for collecting it. With Apple’s new update you will be asked one simple question ‘ask app not to track’ or ‘Allow’ for every app.
What Does This Mean for Me Personally:
To use the App Tracking Transparency, you will only have to install the latest iOS update, which if you have it set up, it will happen automatically. Then apps that use tracking will display a request opt-in or out function.
What Does This Mean for My Company:
One of the largest companies objecting to this update is Facebook. As a main social media advertising platform that depends on user data to drive most of its advertiser’s traffic to potential customers, the idea of customers easily able to opt-out of giving their data is a major concern for them. According to statista.com 46.9% of all smartphone users are on Apple iPhone.
Facebook claims that these changes will hurt the personalization of ads that support small businesses. Apple users could easily opt-out of having Facebook track data with their App.
With these updates to iOS 14.5, most of the impact will depend on how many people choose to opt-out of tracking. What this could mean is that remarketing as we know it could be a thing of the past. Check out our (remarketing blog name/link) for more information.
3 Next Steps Your Company should Be Taking
Grow Your Email List:
Want to be ahead of the curve? Start growing your email lists and investing in either a weekly, monthly or quarterly newsletter to people that have opted-in to hearing from you. Whether your business are targeting B2B or B2C both LinkedIn and Facebook have a type of ad that directly helps grow your email lists. By providing a way to obtain a form submission even before they get to your site.
To learn more about growing your email list, talk to one of our experienced team members today!
Invest In Quality Content Marketing:
No matter what type of marketing you are doing, quality content is key to keeping your customers engaged and earning a new customer’s purchase. Before you create any social media or PPC ad strategy, you first need to examine your customer’s content marketing strategy. What do you want to say and how do you want to engage with your audience.
Need help learning how to build a more holistic content marketing strategy? Reach out to one of our experienced team members today!
Don’t Say It, But Show It With Video Marketing:
Currently, video marketing is one of the hottest trends and will be for the next 5-10 years. Sites that include video are 50x more likely to drive organic search results compared to text traffic. The reason for this is because customers are more likely to watch the videos, so Google boosts pages with videos high in the rankings.
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