The online marketing world has lately been pretty shaken up by a recent Apple announcement about an update to iOS 14. What is it that could make digital advertisers everywhere rethink… well, a whole heck of a lot?
Let’s go over it…
First off: What’s the update and what will it impact?
This is a big one.
Among the components of the iOS 14 update are significant changes to data tracking. This will be applied to all apps, but the biggest app it affects will be, well… pretty much the biggest app in general: Facebook.
The basics here are that apps will be required to both:
A) be a lot more transparent about their data collection and
B) actually get explicit permission from users to collect this data.
This means that apps must inform users about what data they collect and how they use it. As for that second requirement, it has huge implications for user privacy when you compare it to the standard practice now; currently, apps pretty much default their settings so that users give them permission to use certain data — in order for someone to deny that permission, they have to manually turn it off through settings that many don’t even know exist. In the new iOS 14 update, it’ll be almost the opposite. Apple users will have to explicitly opt in to share their data. Upon using an app, they’ll be shown the options to allow tracking or disallow it.
As this is across iOS, it will affect both Facebook and the apps they own like Messenger, WhatsApp, and Instagram.
So, what will the impact of this likely be when it comes to advertising on Facebook and its subsidiaries?
If you wanted to boil it down to one general statement, it’s that advertising on Facebook will be less efficient. And for those who don’t adapt, the effects of that could be… significant.
That’s pretty intuitive since your targeting of users won’t be as mega-specific through automatic, easily-applied data collection. The lesser specificity means you can expect that, all things held constant, a company’s Facebook advertising will lead to fewer conversions or sales and less revenue through their Facebook ads. For companies who don’t adapt and continue their Facebook marketing efforts like nothing’s changing, they could be limiting their own growth.
What to focus on as you prepare
It’s easy to kind of freak out about this update. But the truth is that, just like in every facet of everything, change is inevitable; this doesn’t mean your marketing efforts are doomed — unless you shove your head in the sand and resist reality.
But because data collection won’t be nearly as comprehensive as it’s been in the past, this just means you’ll have to rethink how you optimize and target relevant users moving forward.
Give to get: Collecting email addresses
One way to boost your data collection and enhance your FB campaigns at the same time is to put more of a focus on email address collection as part of your ongoing marketing strategy
Getting an email address from a prospect is one of the most important pieces of information you can get in marketing. Email addresses will also allow you to build look-a-like and retargeting audiences in Facebook. This will help alleviate some of the out of the box targeting options that might be missing moving forward.
To acquire an email address, you’ll most likely have to give your potential client something in return. We give to get. This might be a free webinar, ebook or a free tool you are offering. Make sure your offer is worth a user giving you their email address or any other information you might be asking for.
Conclusion
We like to think of this update as a good reminder to never stay complacent. This applies to all aspects of your business (and, frankly, life, but we’re not gonna get all philosophical on you); being adaptable and ready to evolve is a positive trait, even if the circumstances can be a bit daunting.
So as much as anything, this iOS 14 update and its effects on your Facebook advertising provide a reminder and opportunity: to reassess your marketing and evolve with the future.
