The Apple iOS 14 Update Continued
In our last blog, we talked about the update to Apples iOS and what effect the changes might have on the digital marketing space, as well as a little bit of the delicate social and political context that prompted Apple to make the changes in the first place. This time, we thought we would go more in depth on the changes we’re making to our strategies in order to circumvent the worst consequences of the update.
For those who want a quick catch up, the operating system used by Apple’s iPhones (iOS) has historically allowed apps installed on the platform to send information, about users and how they use the app, back to the developers. The data gathered would be used for a range of purposes, like service improvement. Services like Google Search that we might think of as simple tools have now implemented complicated feedback mechanisms, predicting your behaviour in the future to make your experience with the service smoother and more enjoyable. The other major function of gathering user data, that we’re more interested in, is for advertising and marketing.
Many of the major services and platforms marketers use for their campaigns rely on user data in order to put advertisements in front of individuals who might actually be interested in them. The recent changes to iOS allow users to opt-out of their data being gathered. Without as much or as accurate information, adverts are more likely to be seen by people uninterested in them, meaning people are less likely to click through, call, or buy your product.
iOS has a massive user-base here in the UK, with a few sources placing the market share among smartphone users comfortably above 50%. It’s unlikely all of these people will immediately opt-out of sharing their data, but a significant blow to targeted advertising is inevitable.
Here at RRM, we’ve decided to come up with a comprehensive strategy to try and dodge the worst impacts of this change.
We will be introducing a three-part marketing funnel strategy:
1. We will run a traffic campaign for at least 10 days (We will set the ads goal as “web visitors” and encourage as many people as possible to visit the website to populate the google pixel installed on there)
2. We will run a conversion campaign (the goal here will be set as “sales/leads” and we will use the data gathered from the traffic campaign above to set the audience)
3. We will finally run a retargeting campaign (using the Facebook pixel, we can retarget anyone that has shown an interest in previous posts or advertising campaigns from the 1st and 2nd part of the funnel)
Due to the latest updates, it has been recommended to install a conversion API on websites to help keep costs to a minimum and reduce the cost per click.
Unfortunately, the main issue that has arisen from these recent updates is that it has decreased audience sizes and overall reach of advertising campaigns and it will take some time for the industry to adapt to this new landscape.
When we introduce steps two and three of our three-step marketing funnel, we will use several lookalike audiences, targeting people with interests similar to the page or service we manage.
Although some fallout from the changes to iOS will be unavoidable, this methodology should insulate the campaigns we run from some of the shock. While we’d like to see a better compromise between increased calls for privacy and targeted ads that didn’t put the brunt of changes on smaller businesses and marketing firms, for the time being what we outlined above means we’ll be able to continue deploying efficient and comprehensive marketing campaigns for our clients.
As we mentioned in the previous blog, the changes to iOS highlight the need to have detailed and thorough marketing campaigns. The already complex landscape of advertising is only getting more difficult to navigate effectively. Especially now the plethora of platforms and services used by marketers like us have begun to branch away from each other on policy, make sure you have access to the best expertise and experience possible to get the most for your business.