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How Advertisers are Navigating iOS 14’s Mobile Tracking Changes

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How Advertisers are Navigating iOS 14's Mobile Tracking Changes


It’s been several months since Apple’s iOS 14 update went into effect and the dust has begun to settle. One of the main questions has been, “How are advertisers handling the mobile tracking changes?”

Earlier this year, we talked about how this change could impact advertisers, but now, we want to follow up. Have any new strategies evolved? What have advertisers been doing to reach their target audiences?

In this post, we’ll discuss how advertisers have navigated the iOS 14 mobile tracking changes and give you a few tips on how to have continued success with social media and online advertising.

Wait, what happened with the iOS 14 update?

To summarize, at the beginning of 2021 Apple released a new update that would impact the way that advertisers reach their audience. With the iOS 14 update users needed to opt-in, or give permission, to an app to track their activity outside of the platform.

So, why were advertisers and marketers concerned? Well, a lot of ad campaigns target audiences based on their behavior online. If an app can’t track that information, ads will become less personalized, and in turn, could be less effective.

The concern for marketers was that they wouldn’t be able to deliver their ads to people based on certain activities, like if they’d visited their website, for example. This meant that ads would likely have smaller audience sizes and less accurate reporting.

Additionally, with this update advertisers are only allowed to use up to eight conversion events from a single website domain. This means if you run a campaign and track several different conversion types (like Lead, Landing Page Views, Purchase) you’ll now be capped at eight at any given time.

At HubSpot, Rex Gelb, the director of paid acquisition, says, “It’s hard to quantify, but from a search perspective, we haven’t seen any major impact at HubSpot. With platforms like Google and Bing we are less reliant on cookies and more reliant on people searching for our target keywords.”

Now, you might be wondering, “What have advertisers been doing?” Let’s discuss it below.

How Advertisers are Navigating the iOS 14 Mobile Tracking Changes

While the iOS 14 update has made advertisers jump through some more hoops in setting up their ad campaigns (getting domain verification and aggregated event management), the update ultimately hasn’t been the death of retargeting or Facebook ads.

Of course, there have been changes. So far, it looks like more than 90% of users are opting out of data tracking. This is more than industry experts were predicting.

So, what have advertisers been doing?

1. Diversifying ad spend.

The main story of how advertisers are navigating the latest iOS tracking update is diversifying ad spend.

This means companies have shifted some ad spend that was previously allocated to Facebook to other platforms like Google because of the remarketing features and the ability to target users based on search intent.

2. Reporting Facebook success with Google Analytics.

While some money is still being used to advertise on Facebook, there are different ways of reporting.

Companies have begun using UTM parameters on their site’s URLs to generate data tracked by Facebook to Google Analytics. This means you can use Google Analytics to track some of the activity on your Facebook ad campaigns.

3. Using owned data for lookalike audiences and retargeting.

Strategies such as using lookalike audiences or retargeting an email list have continued to drive results. With privacy updates becoming a norm for the big tech companies, marketers will need to begin focusing on owned data to inform their campaigns.

With your owned data (such as an email list), you can target lookalike audiences or retarget those very people.

Keep in mind, you can still use the old method of retargeting campaigns because not all of your audience is on iOS devices. You can still use the channel as a cost-effective way to see some return on ad spend (ROAS).

4. Using other Facebook advertising options.

Besides these new ways of approaching ad campaigns, some advertisers are investing in other ways to reach audiences on Facebook.

For example, you can use the messaging objective to create a lead-generating chatbot on Facebook Messenger. There are options to retarget users who reach out to you on messenger and start conversations with new leads who click on an ad of yours.

Additionally, Facebook has another strategy that advertisers have explored: the Facebook lead ads (in-app lead form).

While using your own landing pages is definitely the preferred method, in a cookieless world, using lead forms on Facebook can help you generate leads and capture first-party data.

The iOS 14 mobile tracking changes have made Facebook ads less effective, but there are still ways for advertisers to target their audience and generate leads on the platform.

Editor’s note: This post was originally published in September 2021 and has been updated for comprehensiveness.

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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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