In the past, platforms like Meta and Google have used vast quantities of data to deliver highly targeted, pervasive, and quantifiable advertising to users. These actions have allowed DTC (Direct To Consumer) enterprises to flourish substantially.
However, in April 2021, Apple made a significant iOS modification that completely altered the dynamics of digital marketing. Apple released iOS 14.5, allowing users to choose whether their online activity across platforms may be traced. The "Ask App Not to Track" function was quickly adopted and according to a recent poll, 62% of iOS users had chosen not to be tracked.
Platforms can no longer collect as much information about online user activities due to the lack of tracking, which made the detailed user profiles they had created for targeting less accurate. The inability to trace user activity across apps has also resulted in a loss of effective data. Marketers can no longer assess if their ads are successful at generating sales since consumers can no longer be tracked throughout the internet.
Facebook estimated that the App Tracking Transparency feature in iOS 14.5 will reduce the company's 2022 revenues by around $10 billion.
Brands And Digital Marketers Must Revise Their Strategy: Influencer Marketing
In an internet world where everything is continuously changing, the iOS update doesn’t have to mean a negative thing. It involves shifting your perspective from depending on user data to producing content that will address consumers as humans rather than abstract statistics.
The moment has come to embrace your content strategy and recognize the advantages of influencer marketing. Brands have the chance to truly engage with their target audience when working with influencers. Audiences tend to become more intrigued by businesses when they choose the "ideal" influencer and create outstanding content that resonates with social media users.
First of all, brands will need to identify their unique niche on Instagram among the flood of Internet content. Finding an influencer solely based on being "fit" or "beautiful" is not enough to capture one’s attention. There is always at least one influencer producing content for the audience that businesses are looking to attract. You will have a far wider organic reach than with typical branded content if you can convince them to endorse your company through sponsored postings.
With The Suspension Of Tracking and Targeted Advertisements In iOS 14.5, Finding Inventive Methods To Reach Your Audience Is Now More Important Than Ever
We all know that influencer marketing is a tried-and-true strategy for building a company's presence on social media. Social media users tend to believe what influencers say about companies more than what brands say about themselves.
Furthermore, by using an influencer's connections, your branded advertising may express your brand's purpose by leveraging the impact of an influencer's social voice.
Simply said, branded content advertisements have the potential to create longstanding relationships with your target audience.
Pick Influencers Wisely
Micro-influencers, compared to celebs or mega-influencers are also effective messengers because their followers regard them as reputable sources for suggestions and guidance. A smaller audience implies they're more engaged and interested in a specialized niche. They may have a significant impact on their audience if they can truly represent and advocate for a company.
Brands may also measure an influencer's efficacy in driving purchases using tools such as affiliate tracking. For example, a specific coupon code per influencer. Finally, if businesses can build solid relationships with their influencer networks, influencers may become growth and development tools. Influencers may assist organizations on everything from product pipelines to communications and strategic goals because they are the voices of a company's critical audience and brand builders themselves.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.