Digital advertising has seen many changes in the last couple of years. As a business owner, it’s important to be aware of the new technologies, policies, and trends that could impact your current marketing strategy. Here are the top changes you should be aware of for 2022.
Bye Bye Cookies
Privacy and data have been a hot topic for a while in the digital space. Programs like Google pay-per-click ads are one of the many marketing tools that are being impacted by changes to these policies. In the past, Google ads used data known as cookies to serve internet users ads at the right time. This user behavior plays a large role in business owners understanding more about their customers. Unfortunately, this clarity will no longer be available. Google has recently announced that they will stop using third-party cookies by the end of 2023.
This change could result in high cost per click on active ads. To counteract these high costs and maintain some insight in customers’ needs, some businesses are moving more towards subscription based marketing such as emails and texts. This allows customers to opt-out of marketing, but most importantly allows the customer to choose what information they would like to give businesses. Email marketing and text marketing may be something your business should consider when planning for next year’s marketing strategy.
In April 2021, Apple made big changes to their privacy controls. This change allowed users to choose whether their data was shared with apps on IOS devices. These changes have had direct impacts on social media advertising on places like Facebook and Instagram. By the end of 2021, 62% of Apple users had opted out of data sharing. Many of those users have continued to keep their data private in 2022 and caused less precise targeting through digital advertising.
To counteract this lack of user visibility, businesses are focusing more on SEO tactics such as blogs and gated resources to gain users more organically through their general searches. This tactic has also wrapped in email marketing efforts to help build a long-term relationship with prospects. Although using this method can cause the customer journey to be longer, these users may be more apt to become loyal customers.
Although Google and Apple have made the headlines for the biggest digital advertising changes, more privacy and surveillance policies are on the horizon. These could have more impacts on behavioral targeting for all digital marketing platforms. As a business owner, it’s important to have a plan that can adapt to these changes while getting the best results from your efforts.
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