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A year later: Apple’s data privacy rules force a rethink of customer engagement


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Last year’s update for Apple’s Privacy Policy was one of those events where unsettling predictions finally turned out to be exactly what happened: Marketers’ ability to personalize and target ads based on their digital behavior significant drop in consumer and downstream impact on the advertising revenue of the social media giants.

Worse still, the money that Chief Marketing Officers (CMOs) still spend has become less effective. Certainly, by some measure, ROI down nearly 40%. This new environment has marketers scrambling. But it still hasn’t changed their behavior significantly.

Marketers are still acting as if we live in an advertising world enriched by the almost unlimited amount of available advertising. data. A lot of people still haven’t pivoted in the way that I think will help them the most: By realizing that, in this post-privacy age, where marketers are given less information about individuals or levels their digital consumption over other apps, it’s important to interact with customers immediately after they’ve expressed interest.

Human-centered interaction

Consider the following example: I recently searched online for kids bikes and discovered a wasteland with old world advertisers in mind: Everything I saw, from four paid links Google’s top cost per click (PPC) for all those lucky links. enough to be listed then, is basic. A simple link back to a web page.

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It’s possible that people who have clicked on the site will see an ad about a flash sale or some other lure. More notable is what I don’t see: Any attempt at engagement.

I’m referring to the kind of human-activated interaction that many people marketer still believe (I think incorrectly) won’t scale efficiently. These include click-to-message or click-to-call prompts, attracting highly interested consumers that can be driven with far fewer clicks (with much less frustration) than they would find on their own. they.

In an ideal world, consumers interact with a resource – human or otherwise – that helps them understand their options and drives the final purchase.

Driving conversions in a world where you have less information about potential buyers requires a different approach. This means setting channels to convert at every opportunity, rather than just asking those consumers to do their own homework, passively participating in the site, and expecting similar results. similar to when you can count on some degree of interest from the people you’ve targeted (later) with a link or discount.

Exchange value

It’s not enough to assume that each person you reach is the ideal demographic candidate for your product, especially those that require a high degree of consideration. Some value exchange still needs to take place, where marketers are offering something customers need — which in most cases is just more information — in exchange for attention and hope. is their loyalty.

If these requirements were not needed, mattress stores or any physical retail stores would cease to exist. The fact that they still do is proof that consumers are after something more than just a transaction, and proof that the challenge for digital marketers now is to recreate relationships. The three-dimensional system still exists between people in the one-dimensional world.

Apple private The policy change shows in many ways how lazy some marketers have become. They are used to an environment where they can learn as much as they want about each and every customer by keeping a close eye on cues for future buying behaviors.

However, the absence of that world doesn’t mean marketers are doomed. It simply means they need to find new and creative ways to accomplish their goals, including re-learning some old lessons they may have forgotten.

Nick Cerise is the marketing director of TTECa technology-enabled services company that delivers growth, engagement, and customer experience solutions to customers around the world.

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