As governments and global tech firms around the world respond to global data privacy scandals, more and more privacy regulations and measures are being enacted to protect citizens’ digital lives across borders. Last year, the digital marketing world was jolted by new privacy changes from two internet behemoths, Apple and Google, which are certain to influence firms across multiple industries. It can be difficult for small firms, in particular, to manage to change data privacy rules and grasp what these changes mean for digital marketing.
The question to consider now is. What can marketers do to meet increased customer expectations and government interventions in the area of data privacy? Since one of the most important improvements for digital marketers has been the consumer’s option to opt-out of tracking. How will you know where to market to your customers if you can’t trace their digital footprint? According to experts, marketing and marketers simply need to pivot.
What are the most major changes in data privacy rules?
Online advertising must be aware of what they can and cannot do in terms of protecting their customers’ personal information. There are two important pieces of legislation that you should be aware of:
The General Data Protection Regulation (GDPR) of the European Union (GDPR) and the California Consumer Privacy Act (CCPA).
Both of these policies govern how companies collect information and provide individuals with the option to opt out at any time. However, they aren’t the only two options. Here’s the gist of the blow delivered by marketers’ favourite global behemoths, Apple and Google.
Apple’s iOS 14’s new privacy policies
Apple announced privacy improvements that will affect data sharing across iOS. The first new policy will necessitate the addition of a new privacy information section to App Store product pages. This aims to assist customers in understanding an app’s privacy policies. The second policy will require apps to obtain user consent before they may track users between apps or websites controlled by other companies, or use the device’s advertising identifier. While Apple wants to keep their customers happy, advertisers are at a distinct disadvantage.
Google Chrome will no longer support third-party cookies
Google aims to phase away support for third-party cookies in its Chrome browser during the next two years. Cookies are little pieces of code that websites send to a user’s browser and then keep track of as the user visits other websites. Third-party cookies are frequently set by advertisers and ad networks to monitor users across various sites, target ads, and measure performance.
Impact on advertising
If you’re a marketer, you’re probably aware of the value of PPC Ads as one of your most effective techniques. One of the things that makes it so powerful is data which can be used to personalise ads as well as to measure results. Until recently, Facebook would take credit for as many of your sales conversions as possible. It wouldn’t admit that other channels (Google, Amazon, etc.) had a significant role in your sale. Therefore, if you continue to rely only on platform-specific analytics, you’ll be working with severely erroneous data.
How to navigate through the privacy changes?
The world’s Facebooks, Googles, and Apples are not on a valiant crusade to safeguard your data. These companies’ modifications are simple measures to ensure that they continue to earn money. With this in mind, we must proceed with caution when implementing these modifications to our digital marketing strategy.
Increase your emphasis on high-quality content
The importance of content in digital marketing and branding cannot be overstated. Quality content is essential not only for search engine optimization (SEO), but is also effective for web design and development, social media marketing, email marketing, brand differentiation, and other purposes.
Simply outlined, the limits of digital marketing will have to shift from relying on data and analytics to a better overall message that resonates with a large number of people. Until now, marketers’ primary focus has been on matching content to precise analytics. However, you must now have commercials and creative media that fulfil the needs of numerous people at the same time.
There are numerous forms of content that your company can provide. Video content, on the other hand, is what will cut through the noise. Incorporating videos into your landing pages, blog articles, and social media posts will boost engagement and brand memorability.
Bank on transparency and compliance
As we observed after the GDPR’s implementation, it is critical to integrate transparency and compliance in your personal data collection technique. Make sure, for example, that your privacy rules and other standards are easily available on your website. Furthermore, provide numerous options for people to opt-in or out of certain services, such as email campaigns.
The clearer you are about these procedures, the less likely you are to face a complaint or monetary fine later on.
Increase the frequency of advertising and communication
Do not depend on a single message that immediately strikes a chord with your target client. It is critical to boost ad and communication frequency for a more well-rounded approach.
For example, instead of showing the same ad many times, you may need to transition to several ads with different views. To enhance brand recognition, you may need to increase the number of times you connect with an audience.
Implement gated offers
Rather than relying on specific individuals to opt into generic data sharing, provide them with something of value in exchange. This is referred to as providing a gated offer.
How does it function? After a consumer completes a purchase or books your service, you send them a survey in which you request specific information. In exchange for their time and honest responses, you will give them a coupon code for a discount for their next purchase. This form of offer places the buyer in control of the decision. It is also vital to provide customers with the option to opt out or to skip the entire offer entirely.
Concluding thoughts
While advertisers must adapt to new data privacy rules and data collection tactics, the fundamentals of human nature and consumption remain constant. The most critical factor for success is simply striking a balance between the two. It is also critical to first grasp how it works and how others are adapting to it.
Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.