How iOS 14.5 update affect marketers & what are its prevention?

The debate over data privacy and app monitoring is still a contentious issue in the world of eCommerce and advertising. There is even greater controversy and worry with the impending release of Apple's new iOS 15 in September 2021 and its privacy features which will affect the various marketing strategies like social media marketing, advertising, etc.

What was the iOS 14.5 update?

The Apple iOS 14.5 update featured the cookie authorization pop-ups that are now present on almost every website. It makes it mandatory that app developers ask iPhone and iPad users for permission to track their data, including across other apps and websites, in order to deliver personalized advertising to those users.

This requirement applies to app developers who share customer information with third parties for marketing or ad monetization purposes. Users might have previously automatically opted in. In addition to pop-ups, users could evaluate and modify which applications had the authorization to collect their data under Settings.

What was the iOS 14.5 update?

The Apple iOS 14.5 update featured the cookie authorization pop-ups that are now present on almost every website. It makes it mandatory that app developers ask iPhone and iPad users for permission to track their data, including across other apps and websites, in order to deliver personalized advertising to those users.

This requirement applies to app developers who share customer information with third parties for marketing or ad monetization purposes. Users might have previously automatically opted in. In addition to pop-ups, users could evaluate and modify which applications had the authorization to collect their data under Settings.

How does iOS 14.5 affect marketers?

All ad platforms that collect data for targeting and assessing ad performance are affected by the iOS 14.5 changes. All applications available in the App Store, including those owned by Facebook like Messenger, Instagram, and WhatsApp, will be affected by this update. Additionally, it will have an effect on applications that monetize through Facebook's Audience Network.

When customers are asked if they would like to be tracked throughout the internet, marketers worry that the majority will say no. Facebook also needs access to this user activity data in order to evaluate the success of marketing initiatives and identify key demographic groups to target.

This may significantly affect companies that rely on social media advertising. In the past year, a lot of small firms have suffered from physical limitations and switched to adopting a digital model. But with this upgrade, even that may be lost.

Strategies to counter the iOS 14 update

Here are some things you can do to make your total ad spend more effective and to keep giving users who agree to monitor a personalized experience.

1. Use Facebook ads to reach customers

It may be difficult for e-commerce companies that rely on Facebook digital advertising for income to target the proper people with relevant, targeted ads. For those who are responding to ATT with ads on applications, you have several options: Verify the domain of your website; set up 8 priority web conversion events per domain in Events Manager; and install the most recent version of the Facebook SDK for iOS (8.1).

2. Attributing Conversions

Consider that despite the difficulties with Facebook advertising under ATT, consumers are still converting to your eCommerce site. That's fantastic! But if you are unsure about the source of these conversions and which advertisements appeal to particular client demographic groupings, implementing post-purchase surveys is something to think about. Examine whether or not Facebook advertisements encourage users to make an online purchase and check out. Reach customers by including surveys in email receipts sent after purchases or in pop-up windows on the checkout page.

3. Email Analytics Metrics

MPP makes it difficult for email marketers to track when their recipients open their messages. This has the effect of making open no longer a trustworthy statistic for email marketing. As a result, you may incorporate more comprehensive email marketing KPIs, such as information on unsubscribers and spam complaints. Examine your subscriber's lifetime value in further detail. Visit the Modern Marketing blog for additional advice. Test out SEO, affiliate marketing, and referral marketing.

4. Provide an incentive to opt-in

A 2020 poll found that 38.6% of iOS users would consent to be monitored, but only if a virtual incentive was provided in return. If you have your own mobile app, you may think about offering rewards to customers who sign up, such as access to exclusive products, savings, no-cost samples, or participation in a loyalty program. To offer a financial incentive for data gathering and sharing in the country in which you operate, you must comply with legal and App Store regulations.

5. Create a customer database

Now is the moment to work on growing your email subscriber list and customer database because lookalike audiences are becoming more and more important. Keeping customers will continue to be one of your best methods for boosting earnings because it generates up to 95% more income. This purpose may be accomplished by using loyalty programs, subscriptions, and customized email marketing.