How Have Apple’s Changes to Privacy Impacted Your Advertising on Facebook and Instagram?

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by Jacob Solomon Sep 18, 2022 News
How Have Apple’s Changes to Privacy Impacted Your Advertising on Facebook and Instagram?

Scott is the son of Scott.

Direct-to-consumer businesses that used to rely on Facebook as a way to target and advertise are starting to realize the consequences of Apple's privacy policy changes. The digital advertising strategy for hundreds of thousands of businesses has changed because of these changes.

Many brands are making sharp pivots to embrace more zero-party data and first-party data while using new social platforms for marketing based on one-to-one connections.

What changed with Apple?

Apple has changed how it handles privacy for its users. They now give customers enhanced control over privacy settings that allow them to have more say over which data is given to brands.

The ability to deliver messages to someone who possesses the characteristics that indicate the messages and offers are likely to be of interest has been made possible by the use of these ads.

Big Data is the process of buying data from a third-party provider, collecting online activity, purchase history, social media content and more to identify people that are potentially interested in what companies have to offer

How are brands of every size changing their marketing?

Apple's privacy changes have made it harder for companies to deliver their marketing messages. Privacy isn't all bad news for companies since these Big Data-driven ads were based on outdated or inaccurate data

A growing number of brands are taking a more community-driven approach to building relationships and producing their own content on social platforms and are also working with smaller-scale influencers and returning to other traditional forms of marketing such as direct mail and email. The brands feel that engaging with consumers on social media through direct messages is almost the opposite of the large-scale targeting of consumers they had previously employed. They can make a more lasting impression by taking a more one-on-one approach to their customers.

Zero-party data is information a customer freely and intentionally shares with a brand they trust. Personal insights can include feedback, interests, consent, and purchase intent.

The Result is More Trust, Empowerment & Data Control

Customers should be more in control of their data, that's what this step is for. Zero-party data is beneficial.

  • it is unique to the brand and no other brand has the same data; 
  • it’s the ultimate source of truth in that the customer offers up their own insight, rather than making assumptions based on big data and; 
  • it is relationship-based so it relies on a higher level of trust with the customer which means the company must be transparent about their use of the data and the relationship must be mutually beneficial.

The collection of zero-party data is created by every communication within the customer life cycle. A survey can be sent to customers to better understand their perspective on the company. It's possible to build a quiz into your welcome email which can be both engaging and insightful. It's possible to send a text message after a customer makes a purchase to get them to share their data. The promise of providing something of value in return for their time is one of the reasons why many companies use pop-ups on their website.

B2B companies are seeing changes to how they use marketing. If the Telemarketing Sales Rule business-to-business exception is discontinued, B2B companies will no longer be able to use telemarketing as the government cracks down on telemarketing abuse. B2B companies would need to identify new ways of marketing as a result of this change.

With the changes implemented by Apple, Facebook and Instagram have become less appealing as marketing channels. This has made the focus of zero-party data and new social platforms and engagement through blogs and traditional marketing even more valuable. Brands that head in this direction and embrace new opportunities for marketing and consumer engagement will see great benefits in the years ahead.

The author is a person.

Scott was the founder of Possible NOW. He is the President and CEO of Possible NOW, Inc. The business growth and acquisition strategy, product development initiatives, and all sales and marketing strategy for both companies are overseen by Frey. The company has evolved from a marketing compliance solution provider to a more diverse organization under his leadership.