Will Data Privacy be the Death of Digital Advertising?
Ever since the launch of GDPR in May 2018, the concept of privacy has been high on the agenda of many. Google began tightening its grip on the privacy of its searches by removing keyword data from Google Analytics reports and now Apple has also made privacy changes that allow mobile users to opt-out of being tracked across their iOS apps. These very changes are impacting how marketers can continue to advertise and target online.
Without keyword data, how can we target our digital advertising effectively?
For marketers, not having the ability to qualify keyword data or target their ads to audiences based on interest is a big thing and could impact the overall success and return on campaigns.
We have seen a shift in the market and the dawn of a new era focused more on user privacy, where personalisation and targeting are more of an opt-in than an opt-out experience.
So, is data privacy killing digital marketing as we know it?
Facebook has already attempted to circumvent these changes by revamping its business tools to support its ad-targeting business. It’s looking to launch its own data set of users, called ‘Topic Data’ which invites users to tap on topics they are interested in, thus creating their own record of interest groups. In time, this data could be monetised and become an ad feature, where businesses could pay for higher placements.
Source: searchenginejournal.com
To tackle the increased difficulty around targeting, Facebook has also tried to make it easier for businesses to chat with their customers. Businesses can pay for ads that encourage people to message them on Facebook’s various chat platforms, including Messenger, Instagram Direct or Whatsapp. The user can then choose their preferred chat platform, and Facebook will default the chat app showcased in the ad to encourage conversions.
Facebook is also making enhanced recommendations to businesses so they can understand their campaign’s impact and performance. For example, it is suggesting that businesses wait a minimum of 72 hours before evaluating a campaign’s performance; meaning they should not make assessments on a daily basis. It also suggested that businesses should analyse the reporting at the campaign level rather than the advertisement level. It also suggests the creation of goals that are most aligned to the businesses core aims for example a purchase or a sign-up or a download.
Source: pureseo.com
That’s where goal creation within Google Analytics is so important - don’t forget your Facebook pixel to track traffic if you are using Facebook advertising!
So in conclusion, it’s clear that the introduction of stricter privacy rules from Google and Apple mean digital advertisers are going to need to take a different approach to plan, implement and review digital marketing campaigns. Setting goals on Google Analytics will certainly help qualify the overall success of a campaign, but the aim of effective reach remains unsolved, for now.
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Jo Buchanan, the author of this blog is the Founder and Director of TwitTwooYou Limited, a business growth strategic consultancy centred on getting brands noticed. TwitTwooYou offers a range of smart services to help businesses grow and achieve their aspirations and goals. Want to get your brand noticed? Get in touch for a free, no-obligation chat.
