Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert
Since the rollout of IOS 14, Apple users are now prompted whether or not they want to allow apps to track them across other apps in order to gather data about the user’s online behaviours and interests.
This allowed digital marketing platforms such as Facebook to leverage this data by serving ads to users who would be most likely to purchase.
So, what happens when the user clicks ‘Do Not Allow’?
These changes initially caused a stir, with marketers fearing for the success of their ads after the changes to user’s privacy. As a facebook advertising agency, we’ve seen a bit of a shake up in our marketing strategies as a result, and have had to adapt our approach to take these changes in user privacy into consideration.
For more details on what exactly these IOS14 changes entailed, see our blog on how to adapt to them.
Ultimately, Facebook is having to adapt to these new privacy settings by using conversion tracking instead of the pixel and plotting new ways to effectively market digital ads to Facebook users while respecting their privacy choices.
So, how exactly do they plan to do this?
In an interview with “The Verge”, Graham Mudd, the Vice Principle of Facebook Product Marketing told all about how the company is planning to overcome the challenges surrounding new privacy laws, essentially remodelling the ad software to work just as effectively while requiring less data.
He said “Access to data will become more limited over the course of the next couple of years” and “We’re embracing and trying to build for that future”.
He went on to describe new privacy-enhancing technologies that allow for measurement and optimisation, without having to learn new information about the user or retain any data.
Over time, changes are likely to happen and the platforms may not be as we know them currently.
One key change for example, is access to lookalike and custom audiences. Graham Mudd commented that if the user still consents to sharing their data, then not much will change.
But if the user does not consent, then we will see more privacy-enhancing technologies such as multi-party computation which helps Facebook know which types of people would find an ad relevant without ever having to learn about individual people.
Secure multi-party computation refers to a cryptographic protocol that sends a message to multiple parties and where individual data is not accessible. Essentially, sharing data while protecting the data of specific individuals.
To sum up, try not to worry too much.
Best believe that advertising giants such as Facebook will find a way to integrate new privacy laws into their software without compromising the quality of it, and perhaps even generate new ways to advertise to consumers.
Just sit back, relax, and optimise those accounts.
Just because we’re a digital marketing agency in London, it doesn’t mean we can’t help your business wherever you are in the UK and wherever your audience is in the world. We run campaigns at all levels and completely understand the needs and challenges of running a small business! Our experience across a broad spectrum of digital marketing platforms means we have the experience and the know-how to get the job done.
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Our core values make us different. We’re not afraid to embed ourselves into your team, get under the skin of your business, seek out business challenges and provide positive results that make a real impact on your bottom line. We pride ourselves on being your business’s biggest champions because we’re genuinely passionate about working with SMEs.
We set our terms as 3 or 6 months, so we have enough time to deliver the results and execute the bespoke plan we put together for you. However, we have clients who have been with us for a number of years because of our proactive and personable approach. Long term relationships lead to the best successes, as we seek out business challenges and solutions together.
Absolutely! Whether you know exactly where you need to fill in the gaps or you need a full overhaul, we can help.
Here at The Good Marketer, we appreciate that you might not have the resources to invest in all channels immediately. We can create a digital strategy that is bespoke for your brand and in line with KPIs that we agree on together. This document will outline a strategic plan of the work, tests and optimisations we will do each month and will also highlight when we expect to introduce new channels and capitalise on bigger opportunities. Book a call to outline what you’re looking to achieve and find out more!
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