A series of new updates for a swath of different big Silicon Valley tech companies for digital security means that marketers will have to devise new ways to market. Apple’s individual app’s opt-out feature allows users to personally control which app can actively track their data, something that had already been gearing up since digital privacy laws in California and New York. Apple’s dive into privacy matters is part marketing maneuver on their part, but something they are fully allowed to do. Even so, Apple may have been first to the table, but they will be far from last. Google is phasing out third party cookies (something they have delayed until 2023). Though we may be able to still use tracking now, it is best to for us marketers to create digital plans that, as Marketingdive.com said, “We are at this interesting tipping point where users are no longer passive recipients of targeted ads, but instead are actively consulted in this value exchange offer through advertising.”
Something New to Taste: Solutions to Cookies
There are several solutions on the board when faced with cookies. One I found interestingly avoidant was a companies new way to track mobile devices like phones and tablets. Unified ID creates a anonymized email addresses for someone that logs into a website, app or stream. To me, it seems like stretching what was cookies out as long as possible, instead of adapting to new policies. But they claim they their goal is to “not replace the cookie with something just as problematic” which I will argue is not. But there are some other options to marketers, that do not including paying for a service just to continue to run your campaign with no changes. Instead, there’s better options!
First Party Data a Good Recipe to Bet On
Most large companies are looking to go the same way as Facebook (ahem, Meta) and Snap, where each brand is asking to collect information on their customers, and often with a description with what they will do with their data, as well as the ability to toggle this feature and grant or deny access to data collection in the future. First party data is in. It’s advised that if you are actively using customer or potential customer data to gather information, you should probably start developing a message to share with your customers to know how and why you are using their data. Companies without this transparency may have issues in the future with customer trust (like Meta is currently dealing with, despite the new name).
Universal Ads: A Slice of Old Fashioned Pie
The last way, which may feel like going backwards in the age of data and information, but looking at broadcasting methods to larger audiences without the personalization will always have a seat at the cable. Radio and TV have been useful for over 70 years, and now you can also advertise on shows that are streaming, actual people streaming and all to the same effect with a good enough ad and call to action.
Digital marketing is important, and data personalization and customization are good tools, but a good message marketed in a smart way can be just as effective. What method do you think will end up succeeding in the age of data privacy?