Brand Experience

Revolutionizing Digital Marketing: Navigating Privacy Changes and New Technologies

30 July, 2023

In the dynamic world of digital marketing, the landscape of data collection is undergoing a significant metamorphosis. The driving factors behind this transformation are multifaceted, ranging from privacy concerns to the advent of artificial intelligence, creating a whirlpool of challenges for marketers. Ben Savva from Earnest has identified four primary concerns that are keeping marketers on their toes and how they are navigating through these turbulent times.

The first question that arises is what will the future of data tracking look like? With Apple’s iOS 17 planning to eradicate UTM tracking on Safari, which is preferred by 20% of users, the face of tracking capabilities is set to change dramatically. In response to this, Google has introduced new tracking parameters like Gbraid and Wbraid alongside Gclid to combat Apple’s privacy changes. As mobiles account for nearly 60% of online searches, with 19% of these searches made on iPhones, it’s crucial for platforms to adapt and implement privacy-centric and consent-based approaches. One such strategy is the use of hashed email addresses that ensure user privacy while allowing tracking.

The second concern is whether we will still be able to report using relevant and concise data. The shift in tracking methods may make reporting more challenging due to potential discrepancies between recorded data and actual results. With GA4 data being event-based, the data recorded within platform/analytics tools could be 40-50% off the actual results. This necessitates deconstructing and collating this data to ensure accurate reporting and analysis. This might signal an end to reporting on overly complex data and a return to focusing on key metrics.

The third question is how these changes will affect ad delivery and targeting. In light of these developments, targeting and delivery will need to evolve. While major platforms like Google, Amazon, and Facebook will continue to record more data than anyone else, allowing them to offer superior targeting options, marketers will need to explore strategies beyond our previous solutions. These strategies may include demographic and probabilistic attribution, segmenting users to ensure optimal use of budget and overall delivery. As Raina Roberts points out, a rethinking of how we approach reaching the right audience is vital.

The final concern is whether AI will take over. The answer is most likely yes. AI algorithms have the capacity to analyze complex data, identify audience segments, and optimize ad campaigns more efficiently than manual efforts. AI-powered automation can streamline processes and decision-making, allowing marketers to focus on strategy and creativity – a key differentiator in the future. This enables businesses to enhance customer experience, drive conversions, and build stronger relationships with audiences.

So, what should marketers be doing in response to these changes? The first step is ensuring that conversion tracking and key conversions are correctly set up and highlighted across the business. This allows AI to continue learning accurately by pushing through relevant information at a high rate. The second step is adjusting strategies to fit these new changes, such as setting up contextual targeting and delivering high-quality content. The third step is embracing AI and adapting with it to ensure the collected data is used optimally for better results.

In an industry like gym marketing where gaining more gym members is a primary goal, these changes can significantly impact advertising for gyms and gym lead generation. For instance, Facebook ads might need a different approach in targeting potential gym members due to these shifts in data collection.

The landscape of digital marketing is ever-evolving, making it an exciting field. These recent changes are pushing us back to basics – focusing on rigorous testing and ensuring that the collected data is as relevant and concise as possible.