Real-time and relevant data is the foundation of modern marketing. Marketers have gained access to customer information, allowing brands to serve up timely with personalized advertisements and messages to their users and optimize marketing campaigns. By accessing the customer data, many brands are able to increase margins, stronger user acquisition, and robust retention rates.
However, Apple announced the new update brought some changes to the IDFA, which marketers need to be aware of. How will IDFA changes affect marketers?
– Why IDFA Changes Matter for Marketers
IDFA (Identifier for Advertisers) is a device identifier assigned to a user’s device. With the growth of mobile activity among users, many marketers may have expected to get the benefits with more targeted advertising campaigns. Marketers use IDFA to track and target within iOS apps. Also, the IDFA impacts the ad spent. However, these ads would be significantly less personalized and relevant without the IDFA.
– What is Changing?
Brands were previously able to access a given phone or tablet’s IDFA after that user installed their app without permission. However, under this change, mobile apps on iOS 14 will be required to ask users for permission before brands can gain access explicitly.
– Meaning of IDFA Changes for Marketers
Brands that rely on IDFA to power parts of their customer engagement strategy face the need to make major strategic shifts in a short amount of time. It is a challenging and fast-moving marketing landscape. In general, brands tend to split their digital marketing efforts into User Acquisition and In-App Engagement & Retention.
- User Acquisition
Marketers, which are currently leveraging IDFA, should expect to see declines in their acquisition numbers about their ad spend across all ad networks. Moreover, there is potential for disruption when it comes to installing attribution to acquire new users.
- In-App Engagement and Retention
Marketers had built and maintained a relationship with their customers by engaging and retaining users with relevant, personalized, and timely messages thanks to IDFA. However, marketers’ efforts for in-app engagement and user retention will be greater than before after IDFA changes.
– How Should Marketers Respond?
These changes are going to be a serious challenge for a lot of marketers. You need to plan your marketing and advertising plan carefully. Storyly gives a significant opportunity to increase in-app engagement and user retention. Get more information about how you can create targeted and personalized stories to increase user engagement and retention.
To sum up, Apple’s changes to IDFA will affect marketers and cause serious challenges in advertising. Marketers should carefully analyze and plan their advertising activities and ensure to increase in-app engagement and retention.