In today’s internet age, the era when advertisers simply had to hope for the best by investing in mass print ads, towering billboards and catchy television commercials seems eons away. Instead, throughout the last two decades, advertisers could rest easier with internet tracking technologies – such as browser “cookies” – to target potential customers with ads tailored to their individual demographics, spending behavior and daily habits. However, those tracking technologies are wearing thinner every day due to a new battle for digital privacy.
Just in the last few months, Apple introduced a pop-up window that asks for users’ permission to be tracked by apps; Google released plans to disable a tracking technology in Google Chrome; and Facebook said it was developing a method of showing ads without relying on personal data – just to name a few examples of the wins that the digital privacy war has won. Consumers are breathing sighs of relief, but especially for advertisers, it isn’t all good news. Here’s what could happen as the discussion over digital privacy continues.
You may have to choose sides
Advertisers are used to having the luxury of being able to keep a modest budget if they choose – one of the benefits of internet marketing – while still targeting their ads across various websites and apps. However, since Apple users can now choose to block this tracking feature, advertisers may have to choose between various large brands such as Facebook or Google and advertise individually on those sites.
You may have to raise prices
Unfortunately, it may cost more to share advertisements individually on each of these platforms. Plus, as customer reach on one site diminishes due to decreased tracking, businesses may have to advertise on additional sites. As a result, businesses may have to raise their prices to achieve a comparable profit from the customers that they are reaching, a phenomenon that some businesses are already experiencing firsthand.
You may have to introduce subscription fees
Most smart phone, computer and tablet apps are free, with some consumers having no apps with subscription fees on their devices at all. However, as any advertiser knows, nothing is truly free. These apps are free for consumers because they offer users’ tracking information to advertisers, but without that information, some businesses and their apps – from everything including weather apps to news websites – will have no choice but to reach their customers in less cost-effective ways and, thus, pass that cost onto their consumers via subscription fees.
The future of data privacy for advertisers can be daunting, but marketing is an ever-changing field and businesses can find new, meaningful ways to reach their customers, just as they always have.
As a business owner you have a lot on your plate. Mint Zebra offers digital marketing strategies to help grow your customer base despite these recent data privacy changes. To date, we’ve helped countless businesses create comprehensive marketing strategies to drive strategic growth. Contact us today to learn more about how we can help. To share these tips with your followers, click the ‘Share’ social icons below.