Apple’s iOS14 Update & Facebook Business Models Facebook
In the new era of mobile devices, marketers are challenged to fit their messages onto tiny screens. Facebook is no exception and has made changes in its marketing strategies with Apple’s iOS14 update that push content off-screen when it exceeds a certain length for better readability on smaller devices.
This week, Apple announced the release of iOS 14 which sparked some controversy amongst marketers when it was released in September. The new update allows iPhone and iPad users to opt-out of tracking apps that use their location data. This will prevent companies like Facebook from accessing user information such as posts or pictures on other social media sites where they are logged into through links within third-party app ads targeted at them. Mark Zuckerberg warned this would hurt “millions” of businesses who rely heavily on ad revenue generated by these types of systems but emphasised his company is committed to putting people first above all else going forward despite any potential fallout for themselves financially due to slowing growth rates in advertising revenues caused largely by a general public growing increasingly wary about what personal
Facebook has been able to dominate the social media sphere and marketers have enjoyed hyper-targeting their audiences. But with new privacy regulations looming, tech companies may find themselves unable to access data on users which could be bad news for both Facebook and smaller businesses who rely heavily on it as a platform.
It is no secret that when faced with potential regulatory changes, many of us are left wondering what will happen next? With recent updates from various tech giants such as Google announcing an end date for its popular AdSense product in 2022, small business owners like myself need not worry about how we’ll get our products out there because they can just leverage these platforms instead – but do I really want my private information being passed around by everyone else?
iOS14 brings increased privacy protection for users with the introduction of new opt-out features. This will limit business insight, but it has been noted that many people do not use these tools currently and more updates are to be expected in future versions.
iOS 14 introduces a number of important changes to how mobile operating systems handle personal data collection; including an improved user interface, the ability to disable tracking from browsers on both iOS and Safari desktop platforms as well as blocking third-party cookies by default when using private browsing mode in either Chrome or Firefox browser apps (and others).
The news that Facebook will no longer be able to track your browsing habits is a big deal. For years, marketers have been relying on data points such as age and gender in order to send personalised ads for their products or services straight into people’s feeds like never before; but with the change of privacy laws, these strategies may need revisiting in order to work around this new limitation
The impact will be far-reaching: it’s not just about social media where we’ll see changes. The legislation means increased restrictions when it comes to how companies use consumer data – something which has become an essential tool for targeting specific audiences using demographic info such as job titles and interests – so they can reach them more effectively through targeted advertising campaigns.
Re-marketing has been an important tool in Facebook’s marketing kit, but this might change once they take action to reduce the size of their remarketing lists. As people opt out of tracking and more users are removed from these prized databases altogether, it will become less efficient for marketers looking to target specific demographics.
It is true that your audience will still be on Facebook, but what about their attention? Ad dollars are being spent to death and analytics data models have been thrown into chaos by the scandal. Before launching campaigns on Facebook or any other channel you should first understand who it’s for after all, they’re likely not looking at ads like before anyway!
Facebook has some in-depth guidance for developers and marketers. For advertisers, there are a few things to keep your eye on:
Facebook’s advertising platform is the perfect fit for any business looking to reach their audience with precision through Facebook ads. With such an extensive variety of targeting options available within Ad Manager, you can target users by demographics (age range), locations they’ve visited or live in, interests they like/followed pages related to – all this while maintaining complete control over what type of ad experience you’re providing them!
Don’t be a pixel-less domain. Use pixels to make your conversions happen! Make sure you have more than one if necessary, and give priority to the ones that will do most for your account. Eight conversion events are available so choose wisely – it may require some research on which is best suited (or just use all of them!).
Facebook now offers an unprecedented level of cross-domain conversion tracking. If you’re running ads to users who have opted out, Facebook still tracks their events when they are shown your ad on another domain (unless the other site has disabled this feature). This way, if a user opts-in and sees one of our banner advertisements later at work or home–they’ll be able to get credit for that click as well! Make sure any broader Google Analytics data is up-to-date with these new capabilities so we can make better decisions about where and how often we advertise.
These changes are enough to scare away the most seasoned Facebook marketer. Changes in privacy policies and Google’s decision to remove third-party cookie data from Chrome will both impact marketers’ ability to access valuable information about their customers, but it won’t stop them for long.
One of the most important aspects of marketing is delivering a great customer experience. This endeavour will get more difficult over time as it becomes harder and harder for brands to reach their customers, but they should instead focus on understanding what drives those specific individuals that make up their audience and continue providing them with everything promised in order to keep them loyal.
Privacy enhancements are being made for a while, and it is our job as marketers to proactively respond. I’ve been staying on top of developments so that we can help you understand or take steps if the changes in iOS 14 affect your business negatively then let me know and we’ll be happy to discuss what needs changing with you.