iOS 14.5 brought some huge changes to the way that data on customers is acquired. With these changes happening we asked a few of the biggest brains we know to find out which different avenues they were exploring once Facebook had possibly had its day?
The answers are surprisingly different to what some might have expected, from different formats altogether to other social media platforms taking over completely… All does not seem to be lost.
Name: Albert Sungatullin
Company Name: Tranna
I believe that we are sufficiently confronted with the new privacy standards for Facebook Ads after the release of iOS14.5.
We had to significantly improve event tracking in eCommerce projects in order to mitigate the negative consequences of optimizing campaigns and personalized ads.
Privacy settings in iOS15 now also apply to Apple inventory; this does not fundamentally change the situation in advertising.
A little later, we will have new privacy settings in Android, as well as in web browsers. Thus, privacy standards will change everywhere.
Personally, I have never had an annoyance with personalized ads. Irrelevant advertising is much more inconvenient. However, I agree that each user may be able to choose the privacy level for themselves.
Advertising platforms Google / Youtube and Facebook / Instagram are still leaders with huge growing audiences. Nothing will change here in the next few years.
Tighter privacy makes it harder to attribute results as well as remarketing. All of this primarily concerns the ad campaigns at the bottom of the funnel.
At the top of the funnel (most budgets), this is where the message/creativity and audience choices come in. Here, the influence of privacy settings is much less.
In addition, Google is already working on a mechanism for personalizing ads based on small cohorts of users by interest. These "eggheads" will definitely come up with something))
All on an equal footing. The best advertisers/marketers will win. It has always been this way)
Name: David Sandusky
Company Name: Idea Chíc
Idea Chíc primarily utilizes promoting existing pins based on seasons and trends. These pins could be from our catalogue feed and/or rich pins directly from our eCommerce site. We also boost new pins as well as creatively designed exclusively for specific goals. We favour existing pins vs. ad creation because the user is more likely to save an ad to a relevant board that looks like a regular pin in their feed. This fact coupled with effective SEO makes traffic and acquisition cost unique on Pinterest.
The main difference with the Pinterest user is clear intent to purchase. Today as marketers scramble to get their catalogues set up on TikTok to connect with a younger demographic moving there, our Pinterest demo has remained the same since before Instagram existed.
Because of the intent to buy on Pinterest, it is more useful to sell a product (tangible is obvious, but e-books, download designs, etc. as well) rather than brand marketing. Pinterest is a shopping site where users are saving ideas with the intent to purchase. The company is improving their own communication strategies to show a wider audience, what users like us know about the predictability power of the consumer-driven data. This predictive data does not exist this way on other social media, which is why we don’t categorize Pinterest as SM or even a comparison. ‘Engagement’ like follows and likes are secondary to the engagement of saving to aboard.
Any brand with a catalogue needs to feed to Pinterest and be sure tags are well established for categories. These categories can be easily promoted and equally important, found by Pinterest Creators for product tagging in ‘Idea Pins’. Analytics (Pinterest and Google), tell a different story than other social media. On Pinterest, you can determine if an ad will produce organically as well, or assisted. We have determined that with 1m avg monthly views on Idea Chíc Pinterest, we can predict with total confidence how much materials and supplies for product development as well as assembly hourly workers to schedule. For any small business, that is gold.
Name: Siobhan Nolan
Title: VP of Marketing
Company Name: Spotlight Oral Care
With rising CAC costs and post-IOS we are experimenting with more offline marketing channels to diversify. Leveraging inserts, newspapers, tv to reach a demographic that potentially is more difficult to reach on Facebook.
Loyalty and referral will always play a part in our acquisition of customers. We know that word of mouth is far more persuasive in that first time purchase than cold digital advertising.
Name: Christian Hoppe
Title: Marketing Expert
Site: Linked In
Across all channels, I highly recommend using "zero party data", which is defined as "𝘥𝘢𝘵𝘢 𝘸𝘩𝘪𝘤𝘩 𝘢 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘪𝘯𝘵𝘦𝘯𝘵𝘪𝘰𝘯𝘢𝘭𝘭𝘺 𝘢𝘯𝘥 𝘱𝘳𝘰𝘢𝘤𝘵𝘪𝘷𝘦𝘭𝘺 𝘴𝘩𝘢𝘳𝘦𝘴 𝘸𝘪𝘵𝘩 𝘢 𝘣𝘳𝘢𝘯𝘥". Asking new customers on the order confirmation page "How did you hear about us?" will give you insights on how effective certain channels are.
In addition, use pre-click metrics to optimize creatives. Engagement metrics (view rates, scroll-stop / scroll-stop click rates, CTRs) tell you a lot about the creative (and which part of it works or does not). Knowing and understanding these, you can iterate much faster. Usually, you need to wait until you have a significant number of purchases on each creative to decide if it is working or not. If you can already judge creative performance based on engagement metrics, you spend less money on creatives that don't work. Also, you can optimize creatives based on e.g. if the hook or the CTA are strong or not.
I have had amazing results scaling YouTube as a direct response performance channel, in some cases outperforming Facebook in both revenue and ROAS. However, most advertisers approach YouTube the wrong way and just see it as a digital TV or as an awareness channel. In fact, YouTube offers way more sophisticated targeting options than Facebook, e.g. intent-based targeting (based on what people search for on Google), and you can layer interest, demographics and intent targeting.
Name: Sella Yoffe
Title: Email deliverability and data quality expert
Since time began, the main channel of communication between people has been: letters.
That was once the case with direct communication with customers as well.
Direct mail (and telemarketing) used to be the only direct channel in the good old marketing days.
Lester Wunderman and David Ogilvy were the godfathers of direct marketing. Ogilvy has many famous quotes about direct marketing and direct response advertising. In one of his quotes, he said: "Every 4 weeks I'd send personalized mailings to our new business prospects. And I was always amazed to discover how many of our clients had been attracted to Ogilvy and Mather by those mailings. That is how we grew"
The technology and methods changed from paper and stamps to bits and bytes, as emails replaced direct mail as the primary direct channel with consumers. Direct mail has since been forgotten.
Email is 50-year old technology, and it has become a meaningful channel when done right. But it's a "red ocean" channel.
Today, more than ever, marketers are fighting not with each other but on customers' attention, acquiring and retaining customers.
I believe that anyone will agree with me that we are all getting too many emails - more than we can handle
Sure, email is a cheaper channel than direct mail. Still, today, it's easier than ever to implement direct mail along other Omni channels right from marketing automation platforms (as an example: Oracle Eloqua).
Direct mail has many advantages, especially today when physical mailboxes are a "blue ocean", and digital printing technologies offer so much freedom to marketers to make every mailing piece unique and personal.
Direct mail doesn't need any technology for the user to read your mailings. There is no need to check how your messages will render or to take care of deliverability.
It's the only medium that can deliver two crucial senses in marketing - smell and touch.
The good old direct mail needs to gain marketers' trust again. It's not an old-school, outdated, unfashioned channel, but an innovative renewed channel with huge possibilities.
Brands will need their customer's mailing addresses to communicate with them. Many brands don't collect that information because they are only communicating with their customers via digital channels.
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