Small businesses, brace yourselves for the release of Apple’s iOS 17. It’s a good idea to try to understand how these changes will impact your marketing efforts, and how you can adapt to stay ahead. This is particularly true for small businesses, where being nimble will help you experience growth instead of stagnation.
One of the key aspects of iOS 17 expected to affect marketers is the predicted further tightening of Apple’s privacy measures. Since iOS 14, Apple has emphasized user privacy, giving users greater control over how their data is used by third-party apps. These measures are likely to continue with iOS 17, potentially limiting the depth and breadth of consumer data available to businesses. For small businesses, this may mean a shift away from hyper-targeted advertising strategies and a pivot towards broader audience groups.
A major challenge could be related to link tracking. Traditional methods of tracking user engagement and conversion may become less effective as Apple continues to focus on safeguarding user privacy. Given that many small businesses rely on data analytics for their marketing strategies, it’s critical to start exploring alternative ways to assess campaign performance.
One potential solution could be adopting a first-party data approach. By generating your own data via user registrations, surveys, and other customer interactions, you’re not as reliant on third-party data for your marketing strategies. This approach is not only compliant with Apple’s privacy measures, but it also builds trust with your customers as it relies on data they’ve willingly provided.
iOS 17 is also expected to introduce new features that small businesses could leverage for their benefit. With Apple’s emphasis on Augmented Reality (AR) and Virtual Reality (VR), businesses that incorporate these technologies into their marketing strategies could see a significant engagement boost.
In short, while iOS 17 presents challenges in terms of data privacy and tracking, it also offers new avenues to reach and engage with your audience. In navigating this change, remember that building consumer trust should always be at the forefront of your marketing strategy. While adjusting to new rules and exploring new technologies may seem daunting, remember that these changes provide an opportunity to rethink, reinvent, and fortify your business in a new era of digital marketing.