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Apple Jeopardize Facebook Ads and How Can Your Promote your Shopify Store (SEO, Email Marketing, Chatbot)

January 15, 2021

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Table of Contents

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1. Apple iOS 14 Data Privacy Policy

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2. Effect On Ads Tracking

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3. What Can You Do?

Data privacy has been a huge topic in recent years; who has access to your information, where is your information being used, who your information is being shared with – all of these are legitimate concerns and questions that users and consumers have.

Apple iOS 14 Data Privacy Policy

Most recently, Apple has addressed consumer data privacy concerns in their iOS 14 update with their Ads Tracking Transparency feature. Before the launch of iOS 14, Apple users were able to Limit Ad Tracking (LAT) and opt out of app tracking. In the new iOS 14 update, users now have the power to allow/opt-in to ad tracking before apps can track personalized data. This new policy is called App Tracking Transparency (ATT).

Image from Medium

Effects On Ads Tracking

As eCommerce stores rely on this data to understand their consumers, this new policy affects the future of ad marketing.  Features such as ad targeting, campaign measurements like click through rates and conversation rates become affected without access to this user data. As such, the efficacy of Facebook Ads, Google Display Ads and all other kinds of banner ads will be heavily disrupted as they can no longer be personalized on iOS devices. For more in-depth information this iOS 14 update, and what it means, we’ve found resources that explain the changes and how to prepare

What Can You Do?

Based on growing data privacy concerns, it seems more and more likely that remarketing will prove to be more difficult as time goes on. To combat and overcome this, we suggest exploring other forms of marketing and customer experience to alleviate the focus and pressures of ad marketing.

SEO Content

Photo by Myriam Jessier on Unsplash

In light of this update, content marketing now plays a much more important role than ever before. There’s no better time to invest budget and dollars on keyword searches than now to rank higher on Google. Rather than relying on data to try and fish out potential users to visit your sites, investing dollars on SEO to have users who are already looking for particular items organically find you may prove to be a better approach. From this initial touchpoint, you can consider other methods to keep users browsing your site. 

Email Marketing 

Photo by Sara Kurfeß on Unsplash

Once users are on your site, you’ll want to find ways to have them join your email list. Building a large customer database is a valuable marketing asset as this allows you to track their behaviours on site for things such as checkout rate, bounce rates, and abandon cart rates. This allows you to segment your users to retarget your marketing campaigns for certain segmented customers. With a large customer database, you’ll also want to retain customers and increase their overall lifetime value (LTV) with incentives and special campaigns which can be done via loyalty programs. 

Live Chat/Chatbot

Photo by Sigmund on Unsplash

Having on site assistance and enhancing your customers experience will also be helpful with sales conversions. Being able to address immediate questions and issues from customers can help to retain their interest and redirect their focus on continuing their buying journey on your site. Focus can be put on gathering a customer service team to answer live chats as well as creating chatbot flows that can assess a customers query and automatically redirect them to what they need. 

Written by Jacqueline Ho

Jacqueline was an account manager/ business development exec at Navy FAB but has previous experience at both a fashion startup and coworking startup. She's seen the hustle it takes to grow a brand from the ground up - she knows it's not an easy feat. On the weekends you can catch her at the gym and at cafes looking for cute dogs.

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Navy FAB Team capitialize the know-how of e-commerce, upgrade and transform your digital branding, develop your global market entry strategy, lead your brand to the overseas.

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