How To Market Around the iOS 14 update
At the beginning of 2021, Apple released a new update that would impact the way advertisers reach their audience. With the iOS 14 update users now need to opt-in or give permission, to an app to track their activity outside the platform.
The update has upheaved the D2C e-commerce market, to say the least. With less information on how users interact with your marketing content and e-commerce website, there are less accurate methods to target users who might be interested.
The iOS 14 update is detrimental to small businesses and entrepreneurs trying to break into the market in 2022. But there are ways to market around the iOS 14 update, we just need to get into the habit of doing them.
1. Diversify ad spend to spaces previously not considered.
If you keep on doing the same thing, expecting different results take a look in the mirror. Tell yourself to try something slightly different each time. Self-reflection is always going to give you a leg-up.
Market around the iOS 14 update by investing spending into PPC ads. pay-per-click ads are a lot more time-consuming to perfect than social media ads, but it's worth it. Hire an expert such as an agency to help get you started if your business lacks the expertise.
The benefit of Google advertising is that the user has at least the intent to purchase. It targets the consideration and conversion phase of the consumer purchase cycle. As a brand, you meet them at a virtual shop, as opposed to chasing them around social media platforms.
Another option is to spend money on traditional advertising such as billboards, guerilla marketing, promotional events or influencer marketing.
2. Engage with email subscribers and build a community
With your owned data (such as an email list), you can target lookalike audiences or retarget those very people. Engaging with email subscribers is an excellent channel when pivoting away from social media advertisement. It can be a cost-free alternative with a high return on investment.
Focus on treating your email subscribers as you would your business - with respect and time. Build a community around their values, likes and dislikes. Allow them to discuss relevant topics, and give them tips and tricks on whatever it is you as a business excels at. Once you know more about what they look for in a community, give them promotions they can't pass up on. It can range from free items to percentage discounts, to free workshops, free tools or VIP entry to sponsored events.
Keep in mind, that 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).
3. Segment android and apple users to generate more accurate results
The iOS update will only affect Apple users. Consumers who use Android devices won’t be affected, Facebook can still track their data across the internet. Apple may be a leading player in the digital market, but they do not have a monopoly.
Ideally, you want to track both Android and iOS users, but the data gathered due to the iOS 14 update will be incomplete and skewed. As such it may be best to work only with Android users or to segment campaigns by device.
Acquire accurate data from Android users and back it up upon campaign completion by re-targeting all users granted that the campaign had succeeded. By alternating the device ad groups the targeting of your lookalike audiences will improve.
Marketing around the iOS 14 update is never going to render the results businesses were once privy to. What we can do as businesses, is pivot and re-market.
4. Market around the iOS 14 update with a focus on organic growth
Invest in the likes of SEO, copywritng and email marketing. As a business, you can control the effects of these three marketing tools to a greater extent than paid ads. Ensure that you have set up your business to grow as organically as possible. This means ensuring high Google ranks you can create via SEO and copywriting.
It also means nurturing your current customers and treating them with the care and attention they crave, need and deserve. Capturing an existing audience can take them from the top of the customer acquisition funnel to the bottom. Or from the middle to the bottom - and then make them a repeat purchased customer.
Use email-marketing tools to automate emails capturing the attention throughout a purchase cycle, reminding them of carts, announcing promotions, networking events, and limited edition items. Don't forget to wish them a happy birthday or give them free shipping on their second purchase. The world is your oyster, you just need to automate your emails.
Another way to nurture and retain an audience is to create engaging and relevant content on your social media channels. Creating content is costly, as such take advantage of user-generated content. Not only does this save time and money, but it also builds trust between you and the customer.
5. Use influencer discount codes to expand your audience
Don't underestimate the power of an influencer when marketing around the iOS 14 update. An influencer can capture an untapped pool of customers aligning with your brand values. By engaging in multiple branded promotions with the same group of social media influencers you establish trust with their audience whilst remaining at the forefront of their subconscious thoughts.
When you treat your influencers with what they deserve, they do the same back. When your business finds an influencer that shares an audience with you, build a relationship with yearly deals with them. Provide them with personal perks, just for them irrelevant of the ads they push.
Allow the influencers to provide their visitors with discount codes. Promotions allow customers to flow down the acquisition funnel quicker. It's also a great way to build a community and give thanks to those who value your products.
If you have any questions or comments on how to market around the iOS 14 update, email us at henrietta@vinniagency.com and we'll respond swiftly.