Apple’s new iOS version, which runs on iPhones, was released this summer. It did so with usual efficiency. However, it also revealed a host of privacy-focused features that will be built into the software. These features include a renewed crackdown against ad tracking.
These changes in iOS 14 will, like many other Apple’s recent moves, impact the advertising industry especially hard. Online marketers may have some helpers in the wings, however.
How will iOS 14 combat ad tracking?
iOS 14 will allow users to share their approximate location with apps. This could impact app developers who want to target iPhone users with advertising based upon their current location.
TechCrunch reports that Apple allowed users to provide their location once last year, which prevented apps from continuously tracking them throughout the day. With iOS 14, users can even block apps from tracking them.
Advertisers could be restricted in the types and data they can collect about iPhone owners.
In our privacy-focused world, Influencers hold a significant place
Apple has always placed a high priority on protecting customers’ data. The company has been implementing intelligence tracking prevention technology in recent years. This allows Safari users to install software that blocks trackers and ads from loading.
Influencer marketing is a new development that has emerged in recent times and could offer a privacy-conscious alternative for marketers who were heavily dependent on user data. Influential social media figures are responsible for promoting products and services for the companies offering them.
Forbes contributor Michael Fertik reports on how Google searches for “influencer marketing”, over the past three years have increased by 1,500%. The market for influencer-marketing is expected to reach $15 billion by 2022. This is because it works.
Nielsen’s Consumer Trust Index shows that 92% of consumers trust influencer advertising over traditional advertising. This statistic helps explain why influencer marketing delivers an 11-times higher return on investment (ROI), than conventional marketing strategies.
Why influencers are more important
Consumers today, especially young consumers, distrust celebrity endorsements. Influencer marketing should not be confused with this.
Although some celebrities, such as Kylie Jenner and Kim Kardashian West, are considered influencers they also include “micro-influencers” with a moderate reach but surprising high effectiveness.
Research shows that micro-influencers are able to achieve 60% higher engagement and 22% more conversion rates than influencers with greater social media reach. It can be easy for businesses to form a partnership with the right influencer, especially if they have an influencer marketing agency.
Socially Powerful, a global influencer marketing agency, can help you find compatible matches between influencers and brands.
