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A quarter of iOS14 users are choosing to allow apps to track them.
Compared to just some months ago (in the pre-iOS14 world), These numbers could be awe-inspiring. As marketers have to be, we can feel these numbers when we consider our paid-for marketing strategies and wonder…is this over?
It’s an essential question in a world that is ambiguous.
First, we need to ask: where is this information getting its data?
“Flurry can be described as an analysis tool that, according to the company, is used in over one million applications. From the time of iOS 14.5’s release to the public the tool has been analyzing the number of people who opt-in every day by analyzing the data collected of 2.5 million mobile devices,” says Mashable.
To be transparent, this data was different from what Apple released by Apple using information taken from most devices. It’s the result of a “smaller” sample size, but we think these numbers accurately represent what we can expect from Apple’s data.
Does this mean that Facebook advertising is about to cease to exist?
There’s plenty to worry about, from massive lawsuits to government-mandated surveillance to censorship driven by politics. We’re not pretending to be able to predict the future, but we’ll provide our opinion.
This is our chance to tell you that Facebook advertising will not end.
It’s just a matter of time before it becomes distinct.
Facebook’s Current Battles
It’s not a secret that Facebook is battling a privacy issue. State and government officials are asking about Facebook’s activities behind the scenes. Part of that is Facebook paying for damages.
TechCrunch has recently reported on the battle between the platform and Illinois, “Facebook will pay over half a billion dollars to settle a class-action lawsuit that alleged systematic violation of an Illinois consumer privacy law.” If Facebook is forced to pay half a billion dollars in settlement to a single U.S. state, it is essential to consider what it would look like globally.
Time has reported on Facebook’s attempts at self-regulating itself in the hopes of avoiding regulation from the government shortly. ” Facebook CEO and founder Mark Zuckerberg are telling everyone who’ll listen that it’s the right and appropriate time for law of the web…
Zuckerberg’s efforts started by publishing an op-ed piece that appeared in The Washington Post, ‘The Internet requires new rules. The article suggested four specific actions, including those which Facebook did already. Then, a few months later, Facebook issued a whitepaper reiterating the concepts .”
They have then followed Apple and their efforts to regain consumers’ trust with the app tracking notification of iOS14. The Business of Apps explains, “Apple has historically offered users the opportunity to opt out in the past, but they have now limited their Advertising Tracking option. In iOS14 the Identifier used by Advertiserswill be opt-out in default.”
The legal department of Facebook is working to defend its advertising platform, which produced $84.2 billion as of 2020. We can certainly see a company that must conform to the current consumer’s standards regarding the privacy of data; however, we do not see that as a finality of Facebook.
We see it more as a catalyst for change.
Bet on the Network
An official press release issued by Facebook provided us with an insider’s view of their current figures. The app
saw an increase of 8% from year to year in active users on a daily basis which was 1.88 billion users using the app every day during March of 2021. Facebook has reported 2.85 billion active users per month in the same month.
That’s not even Facebook. We still have all of the Instagram users who could take 30 minutes to browse the Explore page (we’re speaking from personal experiences here). We’re aware Facebook is undergoing changes in the ways but with the number of users ,it’s difficult to claim that the advertising platform will go away.
There’s Still Data Being Collected
Although the way that consumers interact across platforms offers an ideal world for marketers, that doesn’t mean an absence of it will result in fewer conversions. What it means is that we need to be able to market in a different method: platform change = marketing adjustments.
Facebook has been implementing the iOS14 update and privacy updates because of the massive checks it’s putting on governments and states. These checks don’t take away the entire amount of information collected on users. The update only decreases the amount of data it collects. Everything a user does on Facebook is still recorded and used to determine what advertisements that users might be most interested in.
Third reason: Marketers have mastered pivoting
Our last reason for our belief in the continuing popularity of Facebook isn’t in any way connected to the app. It’s connected directly to your personal life. As a marketer, you’re constantly changing your strategies. You’re testing A/B the subject line of your ads, checking how well your ads convert, and updating your strategies in line with the most recent trends. We’re sure you’re not letting privacy concerns keep you from promoting.
It’s going to be a pivot. If users don’t wish to be tracked on multiple platforms, we should not be tracking them.
This doesn’t mean that marketing is gone. It’s time to make a shift. How do you and your team develop strategies that draw you the interest of your client avatar? Find a way to be creative. the core of the marketing process.
It’s true that a number saying that just 4 percent of Facebook users let the application track them across different platforms is frightening. However, it’s only frightening when you take it at face value.
If you dig a little deeper into the issues in this case, you can see a company that’s ready to take whatever steps are necessary to ensure control (ahem, Zuckerberg’s search for self-regulation). Consumers are also looking for alternatives (another ahem, users in confusion over how ads on the internet are tracked) .
As marketing professionals, this means that Facebook will do everything necessary to create its advertising experience as enjoyable as it can be for its advertisers – the ones that generated more than $80 billion in the last year. Also, it tells us that consumers want trustworthy brands. This means that building loyalty is a key aspect of your marketing strategy.
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