The landscape of digital marketing is ever-changing. This week, we’ll delve into the impact of iOS 15 on marketing efforts and discuss strategies to adapt to this new reality. Let’s dive in!
For those who may not be aware, Apple is eliminating the option for tracking pixels in emails to gather client data. This has had far-reaching effects for email marketers worldwide as Apple is essentially preventing senders from knowing if their emails have been read. It seems that email departments are the ones suffering now that the Facebook Ads teams were severely impacted by the iOS 14 upgrades.
With the release of iOS 15, Apple introduced new privacy features that empower users to take control of their data and limit tracking across apps. While this is a great step forward for user privacy, it poses challenges for businesses that heavily rely on targeted advertising and personalized marketing. So, how can businesses adapt and thrive in this post-iOS 15 world?
For brands who are dedicated to providing a positive consumer experience, it’s not as difficult as it might appear. However, concentrating more than ever on providing the finest customer service right from the start and gathering first-party data will become necessary to curb the effects of the iOS 15 revolution.
Two eComm companies that are ahead of the curb:
- Formtoro: At Formtoro they have had to come to terms with the fact that first-party data will no longer be nice-to-have. There will already be less and less value in the desire for many brands to eliminate friction by simply requesting an email up front and then employing standard “guesstrics” (guessing + analytics). Previously to determine whether or not someone was interested in the subject line or offer from their brand, the use of widely accepted KPIs that are associated with open rates were employed. But this left a gap where the brand depended on a metric that hardly produced relevant information to inform their choices.
Instead of focusing on “guesstrics”, they opted to use data collection tools to gather information directly from subscribers regarding their present position in the customer journey. This information may be obtained at the time of sign-up. The information gathered is not limited to email; it may also be reused for advertisements, copy for websites, promotions, and a variety of other purposes.
- OmniConvert: OminConvert observed that the usual segmentation method now employed by many organizations and email marketing agencies is quite simple and heavily reliant on open rates and CTRs. Yes, it is OK, but if it is a brand’s primary segmentation approach, the changes brought about by iOS 15 will undoubtedly upend everything with regard to email marketing.
The new approach to prospering for OmniConvert in the face of these changes is a very old one, and it largely supports the conventional wisdom that the email channel should serve as an interaction channel.
They have employed the software REVEAL and the “old school” solution. The use of direct-to-consumer brands can leverage their current data to push email flows based on predicted buying cycles and email campaigns with a lower frequency and lead-in with engagement as the key performance indicator using a custom RFM Modeling by utilizing its native integration.
In this manner, marketers can design campaigns and flows that compel customers to respond and engage, opening up the possibility of tracking intent, engagement, and interest beyond the traditional metrics of open rate and click-through rate.
Let’s explore some strategies:
- Focus on First-Party Data: With limited access to user data, businesses need to prioritize collecting and leveraging their own first-party data. By building direct relationships with customers and obtaining their consent, businesses can continue to deliver personalized experiences. Encourage users to willingly share their data by offering value, exclusive content, and personalized recommendations.
- Embrace Contextual Targeting:As tracking becomes more restricted, contextual targeting becomes increasingly important. Instead of relying solely on user data, contextual targeting focuses on the content users are consuming. Understand the context in which your ads are displayed and tailor your messaging to be more relevant. This approach can still deliver effective results without relying on individual user data.
- Invest in Organic Social Media Strategies: As targeted ads become more challenging, businesses can shift their focus to organic social media strategies. Build an engaged community by creating high-quality content, fostering conversations, and providing value to your audience. By building genuine connections and offering valuable insights, you can attract and retain customers without relying solely on targeted ads.
- Explore Influencer Marketing: Influencers can play a significant role in reaching and engaging audiences in the post-iOS 15 world. Partner with influencers who align with your brand values and have an engaged following. Their authentic recommendations and content can help drive awareness and trust among their audience.
- Optimize Email Marketing: With the limited availability of user data, email marketing becomes even more valuable. Focus on growing your email list and delivering personalized, relevant content to your subscribers. Use segmentation and automation to ensure that your messages are targeted and tailored to each recipient’s preferences and behaviors.
- Prioritize User Experience: In a world where personalized ads may become less prevalent, businesses can differentiate themselves by focusing on delivering exceptional user experiences. Ensure that your website and app are user-friendly, fast, and intuitive. Invest in customer support and provide seamless experiences across all touchpoints.
Adapting to the post-iOS 15 world requires businesses to rethink their marketing strategies and find innovative ways to connect with their audience. By focusing on first-party data, contextual targeting, organic strategies, and optimizing customer experiences, businesses can continue to thrive in this new era.
Remember, adaptability and innovation are key to staying ahead. Stay agile, stay creative, and until next time!