Apple has just revealed its intentions for iOS 17, and it comes with a significant privacy change called Link Tracking Protection. This update is set to have a direct impact on marketers and is expected to release around mid-September.
Although this update might not be the most favorable for marketers, it represents a positive move in the right direction. User privacy is a worthy cause—we all want it, and we all know it’s the right thing to do. Respecting people's privacy also helps build trust and keeps things on the up-and-up in your connections with customers.
But here's the deal: while looking out for privacy is awesome, it can make the whole "finding your target audience for the right message" thing a bit more challenging. But, fret not! We’re here to help ease the transition.
As Apple keeps working on safeguarding its users' privacy, we've put together this guide to help fellow marketers like you navigate the new iOS 17 announcement – Link Tracking Protection.
So, What's This Link Tracking Protection (LTP) Apple's Talking About In iOS 17?
Well, it's one of the latest things rocking the marketing scene. LTP is a feature aimed at beefing up user privacy and could potentially change how businesses interact with their customers.
Basically, Apple's Link Tracking Protection is their way of addressing the growing concerns about online privacy and data security. With all the fancy tracking tech out there, people are getting more cautious about how brands keep tabs on their online actions.
In Detail: What's Link Tracking All About?
Link tracking is a trick (or shall I say technique) often used by marketers and digital advertisers. It's basically about sticking special codes in website links. These codes help marketers and advertisers spy on how people interact with their stuff and figure out what they like to do online.
Thanks to link tracking, marketers can figure out if their ads are working, see how people are resonating with their marketing strategies, and come up with better plans.
But, here's the catch – it can make people worry about their privacy because it lets other companies peek at their personal info. Yikes!
Now, Apple's Link Tracking Protection in iOS 17 is all about giving iPhone users more power over their data. So, they can decide who gets to snoop around their online actions.
How Does Apple's LTP Actually Work?
Alright, here's the breakdown on how Apple's Link Tracking Protection (LTP) does its thing:
So, when someone using iOS 17 gets a link in an email, text, or they're browsing privately in Safari, Apple steps in. They don't want those links revealing too much. Instead, they cover up the original link with a special privacy-friendly one.
When your customer taps on that link, Apple's servers get into action. They quickly check if the link might be up to no good, making sure it's safe. If all's well, they guide your customer to the real website they wanted to visit.
Now, the cool part is that this process keeps your hands off your customer's IP address and other personal stuff. It's like an online privacy bodyguard!
Getting Set for Apple's Link Tracking Protection: 6 Tips for Marketers
Here are six handy tips to help you get ready for Apple's Link Tracking Protection (LTP) and keep engaging with customers while being respectful of their privacy:
Prioritize Consent and Honesty
Apple's move lines up with the whole privacy vibe we've been seeing lately, like GDPR and CCPA. So, before you start collecting any data, make sure you get your customers permission first!
Also, be crystal clear about how you're collecting data and what you're going to do with it. Being upfront builds trust, and trust means folks are more likely to engage with your brand.
Rely on your Own Data
Instead of relying on data from other sites, focus on your own. We call this first-party data, and it's like gold. It's more accurate and actually useful. Engage with customers who want to share their info with you. This kind of data can help you really understand what people like and don't like, so you can give them more of the good stuff.
Here's a breakdown of first-party data and how it can work for you:
Website/Mobile Analytics: This is all about what's happening on your website or app. You can see which pages people are loving, how long they're on your site, and what they're clicking on. It's like peeking into their minds while they're browsing.
Customer Profiles: When people create accounts on your platform, you get their info – names, emails, demographics, and preferences. It's like having a cheat sheet on your customers, helping you tailor your approach.
Purchase History: Dive into what your customers buy, how often they make purchases, and how much they're spending. This insight is a goldmine for offering them stuff they'll adore.
Omnichannel Engagement: This covers all the different ways you engage with your customers – emails, texts, website banners, and more. It tells you what's hitting the mark and what's not.
So, by tapping into this first-party data, you'll be all set to navigate Apple's LTP while keeping your customers happy and their data secure. It's all about understanding their preferences and delivering the goods.
Get Personal with the Customer's Journey
Since tracking info in iOS 17 is a bit limited, you've got to be like a mind-reader. Tailor your marketing to where your customer is at in their journey. Send them content that aligns with their interests, preferences, and current situation..
For instance, if someone's new, send them helpful info about your products. But if someone's been around and made purchases from you, consider encouraging them to refer friends (with incentives, of course).
Revisit Your Attribution Model
Time to mix things up with your attribution model. Instead of just counting clicks, try out other ways to see what's working.
Look at the bigger picture – consider all the ways people interact with your site, not just clicking. This gives you a smarter view of how well your campaigns are doing.
Pay extra attention to your data and insights. See what your customers are up to on your website or app, and use that to send them emails that resonate with them.
For example, let's say someone searches for "sunglasses" on your site, checks out a few things, and leaves. You can wait a bit and then send them an email with "sunglasses" in the subject. Maybe even show them the top products they looked at. To learn the ropes of effective email marketing, check out our article on email marketing tips by clicking here.
Think About Using Different Metrics
Since the old tracking tricks might not work as well, it's time to look at some new metrics. Check stuff like how long people spend on your site, how much they share your content on social media, and when they directly interact with your content. These can tell you if your marketing strategy is working, without needing to count every click.
Embrace a Multi-Platform Approach
Don't put all your eggs in one basket. If Apple's Link Tracking Protection is messing with your email game, don't sweat it. Spread your engagement tactics across different places like social media, text messages, app notifications, website banners, and even chat apps like Facebook Messenger and WhatsApp. That way, you can still reach your target audience and keep things interesting.
In the evolving digital realm, adaptability and creativity continue to be pivotal factors for a brand's triumph.
By placing customer privacy at the forefront and reimagining your tactics, you can maintain effective customer engagement while honoring their privacy preferences.
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.