Will Apple’s Privacy Changes Affect Marketers?

Apple's Privacy Changes Affect Marketers

Let’s face it, Apple’s announcements of privacy updates will impact how marketing is conducted. According to Statista, 13% of the global market share for smartphones is made up of Apple’s iOS. This means a considerable percentage of your audience uses an iPhone for internet searches and product purchasing.

Moreover, iPhone users earn an average of $16K or more annually. And with Apple’s changes, there will be restrictive measures that will impact your reach of this key customer group. But, thanks to the numerous marketing strategies that exist, you can still sell your products or services.

So, how will Apple’s privacy changes affect marketers, and how can you rise above this change? Here’s what you need to know…

Apple’s Changes and How it Will Affect Marketers

Apple announced a shift on several advertising aids, causing a stir among the marketing community. In addition, Apple targets key front-runners, like tracking and cookies, which are essential in conducting business decisions. So, what are these changes, and what do they mean for marketers?

1. Enhanced Internet Privacy

According to Apple, iCloud has a new premium feature, Private Relay. This internet privacy service allows users to browse the web securely. Now, nobody else can access a user’s information besides the user and the website.

Third-party cookies have already been eliminated on Safari; the web browser encrypts all information leaving the user’s device. Google is working toward an alternative cookie that targets multiple clients instead of tracking a user’s web history.

The outcome? Marketers will have a challenging time trying to leverage retargeting or lookalike audiences. Mobile advertising will become significantly more difficult.

Also read: 5 Ways for Developing an Effective Security Champions Programs

2. Data Protection

The Mail app will also feature Mail Privacy Protection to stop senders from collecting information about users. With the new feature, marketers are unable to know when users open an email. This feature also hides the user’s IP address.

Consequently, you cannot link to other online activities to obtain a user’s location as a marketer. The update denies the ability to build a user profile or connect their activities across websites to understand their preferences and whether they fit your target audience.

3. App Privacy Check-Up

Applications have not been left behind in these updates as Apple rolled out the App Privacy Report. This feature shows users how many times each app they granted permission accesses their information within the past seven days.

This includes their location, camera, photos, microphone, and contacts. Consequently, they can either take action in the app setting depending on whether the app’s activities make sense or not. Users can also learn whom the app shares their data with through the third-party domains it contacts.

Tips for Marketers to Deal with Apple’s Privacy Changes

1. Evaluate Your Audience

Now that you know marketers’ tracking power will be restricted, perhaps you are planning to shift your email strategy. But, don’t do that yet!

Start by finding out the number of people in your database who use Apple Mail. You may be shocked to realize they only make up a small percentage and will have a negligible effect on your marketing.

Does this mean you should relax and leave it?

Not necessarily. Develop a thoughtful, revised email marketing strategy rather than rushing and wasting much of your previous effort. Apple users will continue to grow, and therefore, you will need a new strategy that will include them.

If a high percentage of your database includes Mac and iPhone users, you will have to make significant changes soon!

2. Capitalize on Storytelling

With paid marketing channels becoming restricted, there’s no doubt that organic efforts will meet the need of the hour. As a result, marketers will have to build brands based on content strategy.

While this may sound like a great idea because it involves little to no cash, there is a price to pay. So, what’s the catch? You have to be authentic and compose your brand’s message and offer.

But thanks to storytelling, you can accomplish this!

Storytelling is one of the most underrated marketing tools. With so many brands taking up their services and products, they forget to relate with the readers. Apple’s changes are a wake-up call for advertisers to capitalize on other marketing techniques.

Storytelling helps you to connect and captivate your audience. In return, you drive traffic to your site regardless of the digital advertising shifts that take place. Just ensure you find a bridge between your audience and the offer you have to accomplish significant business growth!

3. Leverage CTAs

The CTA section comes at the end of the content and builds trust in the previous parts of your piece. At this point, especially after capitalizing on storytelling, your reader sees you as an expert who can assist them with their issues. As a result, you should leverage this part to get your products or services to them!

Are your CTAs engaging?

Do they lead to a specific action?

If they do not, you need to work on your call to action to ensure they are enticing and use actionable language. Be clear in terms of the actions your readers should take following your message.

When writing CTAs, sending them to a landing page that will convert to boost your outcome. Remember to keep your design and location remarkable.

Also read: Top 9 Analytics Apps to Boost your Marketing Campaigns

4. Broader Engagement Metrics

With broader engagement metrics, you are not limited to the different platforms that Apple’s changes affect. You can still reach your target audience through other places and track the activity of your users.

For instance, email clicks, website visits, social media engagement, mobile app activity, offline interactions, and purchases will still be trackable. Consequently, you may even find yourself raking in enormous returns through one of those unexploited metrics.

Final Thoughts

Apple’s changes have disrupted the norm for marketers, raising the need to modify past strategies or adopt new ones. With limited access to users’ information like location and contacts, marketers remain unacquainted with their audience, resulting in ineffective ad campaigns.

As a marketer, you can combat this by evaluating your audience, leveraging CTAs, capitalizing on storytelling, and utilizing wider engagement metrics. These tips will help you achieve your marketing goals! If you still need assistance, be sure to contact an expert marketing agency that’s tasked with keeping up on all of these changes on your behalf!

Written by
Alyssa Anderson

Alyssa Anderson is the Director of Content at Zero Gravity Marketing (ZGM), a digital marketing agency in Madison, CT. ZGM is known for developing overarching marketing strategies and specializes in Pay-Per-Click, SEO, content marketing, social media, development, design, and eCommerce services.

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