How the rise of digital privacy will impact your digital marketing

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Building your digital brand has changed. Security concerns, platform failures, and constant algorithm changes make digital marketing even more difficult. As a result, it becomes harder and harder to break through the noise and present your content to your target audience.

In April 2021, Apple took a big part of the digital marketing landscape with the launch of App Tracking Transparency (ATT). This feature was part of the iOS 14 update allowing users to easily prevent apps from receiving a Unique Identifier for Advertisers (IDFA) built into their iPhone devices. Blocking IDFA eliminates tracking of user activity in applications. So the next time your customer sees your ad alerts on their iPhone, any activity tracking in place will be lost.

According to the researcher eMarketer, the iPhone holds about 47% of the US smartphone market. After Apple launched ATT, only 9% of iPhone users initially agreed to share their data between apps. This number slowly increased to around 15% after the launch of iOS 14.5 according to Flurry.com. So, as you can imagine, platforms like Facebook that rely on this information to sell advertising weren’t happy.

It turns out that was just the start. In September 2021, Apple introduced iOS 15 and even more digital privacy features. Most notably, Mail Privacy Protection, which prevents senders from knowing if an email has been opened and hides IP addresses so senders cannot know a user’s location or remember their browsing activities. So the ritual of sending email newsletters en masse to your database and tracking open rates as a measure of success is gone.

As a real estate professional, your brand is everything. That’s why people work with you, refer you to other clients, and continue to support your business. Therefore, it would be almost impossible not to use some form of digital marketing as part of your day-to-day activities.

These changes are just the tip of the iceberg of what’s to come as Apple, Google and Facebook begin to fight for digital security. A simple email newsletter or Facebook ad that may have converted a business in the past can become ineffective as a result.

Digital marketers need to reexamine every strategy and tactic. This means that we have to do the same when planning our marketing campaigns for the future. Areas of your brand marketing to consider include:

● Google, Facebook and Instagram ads
● Sponsored content on any digital platform
● Email newsletters and email distribution campaigns

At Fathom, we have an Agent Branding First philosophy. This means that we support our agents in promoting and growing their brands first. Our 100% commission and minimal transaction fee business model gives our agents the financial freedom to invest money in growing their business and brand. As the digital security landscape develops, we will work closely with our agents to ensure they are at the forefront of knowledge and opportunities.

If you would like to learn more about Fathom’s business model and how our value proposition is helping thousands of real estate professionals across the country build their businesses for the success of today and tomorrow, we should talk about it. Learn more about us at www.fathomcareers.com

In the meantime, check out our 3 critical digital marketing updates download the latest digital security changes to assess your online marketing strategies and make sure you’re not wasting money and time on outdated tactics.


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