The Covid-19 pandemic has rocked all spheres of life and led to a conscious awakening that has not spared the digital content world. Many marketers have found themselves considering what they do, how they do it, and what impact they generate.

Things are certainly changing everywhere, and with content, we see new trends gaining a foothold, like the strong emerging role of Artificial Intelligence and Machine Learning tools in content creation, creative process, and strategizing. 

People no longer have time to spend on content that doesn’t speak to their needs, problems, and goals. It has resulted in a vigorous drive towards personalization. This is the opportune time to re-strategize and pick up new digital content strategies. Let’s get started: 

Why Is a Content Strategy Important? 

Let’s start by defining what a content strategy is. It’s a plan of action that ideates the processes, workflows, timelines, and guidelines for creating and producing helpful content. 

Your content strategy may be as detailed as possible, including content ideas & types, assigned roles, content plans, design specifications, publishing schedules, content objectives, preferred writing styles, target audiences, and publishing platforms. 

It may dive into the post-production processes, such as the periodic auditing and updating of the content. You may also focus on the governance of the content, including assigning roles to different team members. 

The content strategy often culminates into a calendar that contains publish dates for various pieces of content. Because the calendar is a big part of the content strategy, many may simply assume that a calendar is the only thing they need. For instance, a simple content strategy example may look like this: 

Well, the calendar is only one part of the equation.

Digital Content Types 

What is digital content? It’s any content distributed through electronic means via the internet. 

Publishing blog posts offers the lowest barrier of entry for most businesses. But there is a wide range of content types that businesses need to focus on as part of their content strategy for the web. 

Let’s discover more content types, with a focus on what you need to do going forward: 

• Web pages: You probably have your main website pages, such as the About us page or homepage. As part of your strategic content strategy, think of creating more useful landing pages. For instance, you may consider comparison pages, “Us vs. Them,” to target customers at the decision stage. You may create lead capture landing pages to gain email subscribers organically. Landing pages may also contain useful tools like calculators. 

• Emails: With over half of the world’s population expected to have an email account by 2023, emails must take center stage in your digital content marketing strategy. Don’t just share blog updates as it’s the norm. Think of enriching the subscriber’s experience by sharing exclusive newsletters to make their time more worthwhile. 

• Display ads: Often referred to as banner ads, display ads contain a short piece of text, image, and URL. They are shown on third-party websites that have signed up to advertising networks such as Google AdSense. Display ads have often received a bad rep for being annoying. It may be time to reconsider them and focus on native display ads, which don’t exactly come across as intrusive. 

• Videos: With better engagement rates than all types of content online, it’s essential to plan to create videos when you’re building a content strategy. Don’t just plan for marketing videos. Consider educational videos that teach customers about your services, such as tutorials. Host live webinars and repost them on your website or YouTube. Try collaborations with influencers and authority figures in your niche. 

• Podcasts: It’s hard to talk about digital content without mentioning podcasts. Many acclaimed businesses now publish podcasts from the Fortune 500 companies to Mom-and-pop stores. Think of generating a unique idea in your niche, finding a good host, and interviewing industry professionals 

• Blog posts: if you are trying to grow your organic search visibility on Google for various keywords relevant to your business, there is no better way to do it than publishing articles, guides, news pieces, etc. Blog posts make up a huge chunk of most digital content strategies, but don’t just write articles for the sake of it. Offer a new perspective on a topic with insightful reporting and fresh ideas. 

• Social media posts: Your social media posts also fall into the digital media content category. The best advice regarding posting on social media entails making 75% of your posts unrelated to your services and products.

• Case studies: What results have you achieved for your client? Has your business undertaken unique research to ascertain a particular cause of a problem? Well, case studies are highly shareable, and linkable pieces of content that you should consider creating that are part of your content strategy for the web. 

• Infographics: Infographics utilize a combination of images, graphics, and short texts to present information in a highly visualized way. They are still relevant in 2021, with the right infographic having a chance to go viral and attract many backlinks. 

• E-Books and white papers: You can use e-books to grow your email subscriber’s base. Create insightful E-books with exclusive and detailed content. Ask users to provide their email in return for downloading the e-book. You can also consider writing a white paper. It offers an in-depth look into challenges facing a particular topic and advocates for specific solutions.

One of the most successful website content strategy examples comes from HubSpot, an online platform that provides CRMs, among other tools. They follow the inbound content marketing methodology to create content targeted at different stages of the customer lifecycle. They have gone as far as publishing marketing courses complete with certificates. 

Understand Your Audience 

The motivations, behaviors, and preferences of the populace have changed in light of the pandemic. Long-held assumptions about what people want may not hold. 

Facebook noted that more consumers want advice and information that will help them enhance their financial health. The drive towards financial literacy resulted from the financial nervousness brought about by lockdowns, layoffs, and complete disruption of major industries. Financial businesses with this insight can find ways to create valuable content and utilize more engaging formats instead of primarily relying on ads to pass their message. 

You need to have a firm understanding of your audience before you create digital content. It means having specific details about who they are as individuals. Relying on gut feeling and old-fashioned guesswork will not cut it this year. All the insights about your audience need to be factual and backed by hard data from market research. 

What is a Persona? 

A persona is like a fictionalized profile of a character meant to represent your core target demographic. You need to build a highly detailed persona because having someone with tangible attributes makes it easier to personalize and tailor your digital media content. 

The best way to build a persona entails carrying out in-depth research about your audience. You can give your fictional character all the attributes of a real person, including a name, age, occupation, hometown, educational background, likes, hobbies, motivations, and background. It’s like creating a fictional Facebook profile populated with all details. 

The New Paradigm in Content

Is content marketing broken? Many brands are struggling with their content marketing. They are falling prey to common pitfalls such as:

• Using too few tactics;
• Not correctly overseeing the content marketing strategy;
• Lacking a detailed plan;
• Failing to produce engaging content; 
• Spending too little; 
• Focusing on few platforms; 
• Failing to update their content strategies to adapt to emerging situations. 

Additionally, most marketers find it hard to attribute the ROI of their content marketing efforts. Based on a marketing survey featuring 600 respondents, only 39% stated that they successfully tracked their content marketing ROI. 

Brands need to adopt a new way of doing things focused on innovation and the creation of valuable content. Here are some focus areas to consider going forward: 

Augment Reality (AR)

Augmented reality, in simple words, refers to the technology that superimposes digital visual elements on a user’s view of the physical world through the use of devices such as a smartphone camera. 

The technology has proved useful in certain fields, such as real estate, where buyers can use virtual staging apps to render 3D furniture in living spaces. It has permeated into advertising, with platforms such as TikTok offering AR Ad formats through branded effects. 

The barrier to entry has become lower as several platforms have popped up to help content creators build augmented reality content without coding. 

Virtual Reality (VR)

While AR renders digital elements in the real world, virtual reality is entirely virtual, not physically existing but digitally simulated. Users can fully immerse themselves into virtual reality environments by using headsets. Smartphone and desktop users can also enjoy VR content such as 360 videos. 

Is it possible for ordinary brands to add VR to their marketing content strategy? Yes, it’s entirely possible, and the most accessible gateway is to create 360 videos such as walkthroughs, explainers, etc. Such videos offer better interactivity than regular videos. 

You can similarly supercharge your marketing efforts with the 360° video ad format offered by Facebook. The format is fresh and dynamic and may attract more engagements. That’s what Aitarget found out when it helped Forex4you, an online broker platform, experiment with 360-degree videos. 

Following A/B testing against regular videos, the VR videos reduced the cost of registering new customers by up to 20% and improved other key metrics. 

Strong Personalization 

So, what exactly is personalization, and how does it fit into your marketing content strategy? It’s all about tailoring the message based on user attributes such as their interests, geographic location, language, parental status, life events, household incomes, gender, and age range.

Up to 61% of people expect brands to customize their experiences to fit into their preferences. Many marketers also believe that personalization can boost business profitability. 

Start by personalizing your user experience. Think of creating digital content that accommodates different users and their needs. For instance, if your solution targets various verticals, you may publish several landing pages to showcase your products’ value. Consider localizing your websites by showing a translated version of the website based on the user’s preferred language. 

Personalize your digital ads to boost their effectiveness. If you have not installed tracking codes from different platforms, take this as the best time to start. You can record customer interactions and build custom audiences for remarketing. 

When running ads, you may tailor the message based on what you know about them. For instance, an e-commerce fashion website may decide to show suggestions for more shoes after someone views the shoe category on their website. 

The only limitation with personalization is that teams may need to create a huge volume of creatives with personalized messages to cater to different audiences. Aitarget has addressed this problem through the automation of the creation, testing, and upgrading of creatives. Its AI-infused solutions allow brands to leverage their existing assets, such as product images, to build effective overlay ads and videos. 

Content must be dynamic 

Dynamic content is simply not static. It changes following specific factors such as user’s behaviors, preferences, interactions, and characteristics. For instance, e-commerce stores implement dynamic content through product recommendations. Users receive suggestions for similar products based on items they have previously viewed or added to their carts.

Similarly, you can include dynamic content as part of your website content strategy by showing ads or content relevant to the user’s lifecycle stage, awareness, consideration, or decision. It’s also possible to implement dynamic pop-ups to pass different messages or offer personalized incentives. 

H3 Mastering multiple touchpoints 

Don’t expect that all users will interact with your brand through your website. The average user runs through various platforms and devices on a given day. It’s vital to master multiple touchpoints as part of your content strategy. For instance, a customer may first encounter your brand through an online advertisement. 

Before they visit your website, they may decide to check what you post on social media, and it helps to have a solid social media content strategy. The customer may check out your website and subscribe to your email. 

Before they purchase your products, they may check product review sites. It helps to enhance this touchpoint by asking past users to leave reviews. Additionally, the customer may have a few questions to ask before making the purchase decision. Offering them a live chat option can be an enhanced touchpoint. 

Innovation & AI 

As you build your content strategy, take advantage of recent innovations such as the proliferation of artificial intelligence tools. Your writing team can speed up its workflow by using AI copywriting tools to create draft articles and social media posts. 

Some AI tools can help generate a digital content marketing strategy complete with keywords and topic clusters. If you are having a hard time generating creatives for your campaigns, you can similarly use AI-driven creative management platforms. 

With Aitarget Tech, you can solve many of your creative challenges, including:

• Creating dynamic ads from static assets such as product feed data and images; 
• Generating ads for omnichannel marketing without the need for extensive editing; 
• Automating campaign management following a rules-based approach; 
• Improving ads for the best performance as the tool gathers insights by utilizing its advanced ML algorithms to find correlations between the best performing elements of ads. 

To see the full capability of the AItarget platform, you can find your relevant vertical here. 

Social media marketing services for small businesses help companies flourish. Discover some of the most effective tools in our guide. Whether you are a newbie or a seasoned veteran, you will find what you need here. So, how to use social media for small businesses?

What are Social Media Marketing Services?

The strategy tool most used by businesses is social media. Professional services allow brands to leverage platforms like Instagram to reach a broader and more multifaceted audience. Social media marketing services for small businesses let them establish recognition, attract and retain customers, and achieve other goals. Companies reach their prospects where they spend their time online and drive sales. 

Generic advertising does not work anymore. Social media is a space for engaging and targeted ads that get users talking about products and services. Forget unsolicited DMs from companies trying to showcase their products. Effective campaigns are complex, focused on relevance and trust-building. 

You cannot expect remarkable results without giving a lot of thought to your goals or methods. Professionals help businesses avoid the typical pitfalls and maximize output. Social media marketing services include:

• the choice of the right channels — sites and apps that drive traffic and demand in your niche,
• data-driven strategy planning based on the goals, channels, and target audience of your brand,
• account/profile setup if the company has not used social media before, 
• creation and publishing of content and ads,
• campaign management,
• monitoring and analysis of the results,
• education and consulting, 
• and more! 

The Value of Social Media Marketing Services for Small Businesses

In many small organizations, marketers have to be the jacks of all trades. They are tasked with graphic design, press releases, and anything remotely connected to communications. With so much on their plates, they are often unable to devote time to all relevant channels. Some employees are not even sure how to use social media for small businesses. When it falls off their to-do list, this is a big mistake.

These networks have become so important that no company can afford to ignore them. Social media allows businesses to boost sales and the bottom line. Positive interaction between brands and users prompts purchases — 90% of consumers are more likely to buy from a brand they follow online. 

Social media marketing for small businesses allows them to forge and reinforce relationships with customers through targeted engagement, build trust, drive awareness and sales. It is also a place where news of poor customer experience spreads like wildfire. This is particularly dangerous when the business does not have a social media presence, so it is oblivious to the damage until it is too late. Negative media content can disrupt trust in a brand quickly. So, how can you harness the power of social media in businesses? 

Small Business Pain Points

Social media marketing for small businesses requires thorough planning and marketing expertise. Here are some of the most common challenges in any industry and digital marketing services that resolve them. 

• We are not able to get new customers

Social media connects you with people who do not know about your brand and can benefit from your products or services. For example, entrepreneurs can use Biteable to create video pitches. Engaging, entertaining, and informing the audience helps them build credibility and drive sales.

Make sure your ads are shown to the right users. They can be targeted based on interests, behaviors, and other demographic data. The Aitarget Video Ad is a social media tool for businesses that lets you showcase goods to the audience that needs them. 

• We are not able to keep existing customers

Offering great products at low prices may not suffice to turn customers into brand advocates. You need to keep track of conversations about your company and fix any issues quickly. Mention can monitor references to your brand, products, or competitors in real-time.

Aitarget will help you present exclusive offers and loyalty programs through well-designed ads. Retargeting is also crucial, as it lets businesses reach 98% of non-returning users and potentially turn them into customers. Our QMODERATION social media marketing service lets you take care of the comment section, so users will feel heard. 

• Our website sucks

Social media ads can drive traffic, but what if the potential customers do not like what they see? Poor design and navigation are detrimental to the user experience. Free tools like Responsive Design Checker let companies check the responsiveness of their sites on different screens. Did you know that 47% of consumers expect a site to load in 2 seconds or less?  The Aitarget experts will suggest the best ways to optimize your platform, so leads turn into paying customers.

• Nobody knows who we are

Boosting brand awareness is the number one goal for 80% of businesses that advertise on social networks. As people learn about your brand and mention it to friends and followers, you will get more referrals. This is the new word-of-mouth. The Buzzsumo research tool shows how your content is doing and who is spreading the word. Marketing services for small businesses provided by Aitarget help them create memorable ads that spark conversations. 

• The competitors’ advertising is way better than ours

Users are inundated with ads, so you have 3 seconds or less to capture their attention. Boring design and generic messages will get you nowhere. The Aitarget social media marketing service ensures the ads stand out, and you can customize successful designer videos to your brand quickly. 

Success also requires consistency. Marketers should follow a schedule based on the best time for their audience. Automated services like Hootsuite Scheduler let companies plan hundreds of posts based on the best time for the audience. Bulk posting is a great time-saver.

• We don’t show up for anything relevant to our business when people search in Google, Bing, or other search engines

Website content must be optimized via different SEO methods, such as keywords for the niche. Handy tools like the Yoast plugin boost the performance of WordPress platforms. Meanwhile, the Drupal SEO Checklist suggests the necessary changes for sites built on this CMS.

Sharing the right links across social platforms increases brand exposure. The look of the URLs also matters, which makes link generators like Rebrandly popular. The Aitarget team will provide a review of your site and pinpoint areas of improvement to help you climb to the top. 

• Sales are down 30% from last year

The lead-to-close rate on social media is twice as high as for outbound marketing.  The Aitarget team will provide a comprehensive review of your campaigns, including ad delivery and optimization methods. We will help you make the most of social media in businesses by advertising on Facebook, Instagram, and Snapchat simultaneously. Using Google Analytics, you can see how much traffic comes to your site from each of the networks and measure social ROI.

• There’s some new competition in town, and they look like they really know what they are doing

Any company can gain an edge with an effective strategy. Aitarget will help you outshine and outsmart your rivals. For example, aside from creating memorable and engaging content, you could target users whose interests include your competitors. The Ubersuggest tool lets businesses reverse engineer their rivals’ SEO, content marketing, and SMM marketing.

Setting Social Media Advertising Goals for Small Business

Without clear goals, you cannot determine if your tactics are working. Setting the objectives is crucial, but it is also challenging. Here are three ways to identify relevant targets for marketing services for small businesses.

Based on Your Funnel

This is the path your potential customers travel through. What is their first impression? What can you do to lead them all the way to the purchasing stage? Overemphasis on sales is the reason why 45% of users unfollow brands on social media. Your content must drive brand awareness, generate demand, and drive conversion. Digital marketing services for small businesses drive engagement, so you can get positive mentions and inspire customer evangelism. 

Based on Peer Analysis

Many other marketers are facing the same challenges as you. Look at your counterparts and their goals. According to Sprout, most professionals focus on increasing brand awareness, boosting community engagement, and attracting web traffic. These objectives are probably aligned with your own! 

By industry

Educational institutions may use social media to recruit new students or increase event attendance. Software providers are interested in leads, loyalty, and competitor analysis. Retailers want to drive sales and expand reach. Healthcare providers can attract more patients, build trust and relationships in the local community. Look at your industry to figure out what goals to pursue.

Time to Start Selling Globally With Aitarget Social Media Marketing Ads Tools

Aitarget is a marketing partner for Facebook, Instagram, and Snapchat. We help brands create engaging and transferable ads across digital platforms. Our social media marketing services for small businesses help them reach a global audience using:

• The Aitarget eCommerce is a social media tool for businesses that generates powerful video ads for Facebook on the basis of product catalogs. It is packed with eye-catching templates that bring proven results. Just pick the colors, fonts, and effects, and your video will be ready in 45 seconds! 
• The Aitarget Automation small business tool lets you launch ads on Facebook and Instagram quickly. Using versatile settings, you can automate and copy your campaigns to save time and effort. The tool gathers stats, facilitates A/B tests, and supports automation strategies of different complexity. It allows easy scaling and ensures you stay within budget.
• The Aitarget Video Tool creates personalized video ads based on your design, catalog, and audience splitting. Target users by country, demographics, or interests. Update and format videos for different platforms methods, such as Instagram stories, Facebook news feeds, or YouTube.

The First Step for Selecting the Right Social Media Tool

Before choosing social media services for small businesses, collect data on your audience. Its technological preferences will define tailored methods that work for it. For example, Facebook is used by 2.7 billion users, most of whom are between the ages of 25 and 34. It is also used by boomers who have more money to spend.

Many social media platforms have built-in insights. For example, the analytics option on Twitter allows you to get a breakdown of your audiences. You can understand where these users are based, whether they are mostly male or female, there are lifestyle preferences, buyer styles, and more. Make no mistake — the first step for selecting the right social media tools is always studying your audience. 

Aitarget Automated Ad Tool Helps Small Businesses to Achieve Social Media Goals 

With Aitarget, enterprises forge ahead in the digital space through video creatives, management, automation, and scaling of campaigns. We are passionate about social media technologies and help companies of any size reach and engage customers on the biggest and fastest-growing platforms. Our social media services for small businesses help them streamline, automate and manage promotional efforts across this vibrant digital space. 

Our digital marketing services for small businesses help companies make the most of social media tools, as our automation and tracking solutions reduce the workload. You can monitor your spending and performance in one place, and make changes to campaigns at any time. Smart automation by Aitarget allows you to copy ads and UTM tags from one ad set to another. Make your brand stand out on Facebook, Instagram, Snapchat, and YouTube! 

Another component of online marketing services for small businesses is expert support, which helps clients optimize their catalogs. Aitarget will turn your product feed into Dynamic Ads that will catch the eye and drive conversions across social media. We assist clients at every stage and monitor the results with them. Customizable metrics let us adapt the insights from web and mobile traffic to your needs. As our tools integrate data from 200+ CRM and offline conversion sources, you can build a robust retail channel quickly. With Aitarget, you will:

Increase Brand Awareness

This is the top priority for small business marketing services. Through ads, you will get the word out. Aitarget will help you choose the right platforms for your audience. Outstanding ads are not just viewed — they are also shared, which means even more people learn about your brand. 

Users repost values-driven content that affects them emotionally. This is impossible without targeting. Aitarget lets you target users by country, demography, or interests to hit the bull’s eye. We provide all prerequisites for an awareness boost: the right platforms, the right strategies, and the right formats. 

Increase Community Engagement

Brands that overlook this aspect set themselves up for failure. After all, social media is all about being social. Users are not impressed by overly promotional content. Online marketing services for small businesses are not a one-way street: aside from showcasing your products, you should also bring value to the audience. Answer questions and manage feedback in real-time using our moderation tool. 

Target your ads, so what the user sees resonates with their interests or buying patterns. Aitarget will help you create ads focused on value, rather than features. Such content gets the users talking, so your ads will be shared and discussed.

Increase Website Clicks

With social media marketing services for small businesses from Aitarget, you can create attractive and relevant ads with a clear call to action. Automated campaigns will drive traffic, as they will resonate with your target audience. Did you know that adding a CTA on Facebook can boost the click-through rate by 285%? 

We will also analyze your website’s Facebook Pixel to help you boost conversions, optimize ads, and adjust targeting and retargeting. As more users will click on your ads, you will get more leads and customers. This helps to boost the bottom line in any industry, which is why the information strategy tool most used by businesses is social media.

Target, one of the best omnichannel retailers in the country, recorded its most impressive quarter in Q2 2020 with sales increasing 24.3 percent thanks to the digital section soaring 195 percent. The omnichannel – a unique integration of digital and physical – made this possible for the company.

Target found out that multi-channel consumers typically spend 4x as much as consumers that only visit physical stores and 10x more than consumers that only shop online.
By integrating both physical and digital channels, the company made huge sales while offering a consistent brand experience.

Omnichannel Means Transformation, Integration, and Collaboration

Omnichannel can be defined as a multichannel approach to sales that focuses on providing flawless customer experience whether the buyer is at a physical store, using a mobile device or computer.

About 73 percent of all consumers use multiple channels during their journey. It is common for consumers to search for a product on a mobile device as they hear from it then research more as they reach their computer. Omnichannel makes this transformation easy and allows consumers to switch between two or more devices without any trouble.

It should also be noted that more than 50 percent of buyers search the web before visiting a physical store. Integrating the two allows businesses to retain more consumers. It doesn’t focus on individual experiences but the entire customer journey.

Online Retail in an Omnichannel Reality

Approaches to retail marketing are fast changing. In these times, success means the ability to reach consumers no matter where they are or what device they’re using. You need to concentrate on omnichannel retail and not traditional methods.

According to reports, more people now use mobile devices than desktop computers. This is why purchase decisions are often made on the go, whether people are in their bedrooms or the shop.

Today, digital is not only driving e-commerce, it’s getting people in stores. It would not be wrong to call smartphones the new ‘shopping assistant’, whether people are inside or outside the shop. 

Retailers are working to ensure customers convert no matter what channel they’re on. Companies seem to have realized the importance of consumers who use both online and in-store channels as they have a 30 percent higher lifetime value (LTV) than consumers who use a single channel.

Retailers need to have a full understanding of consumer behavior in order to attract and win these consumers.

Sellers don’t only need to be aware of consumer demographics such as gender and location but also buying behavior. Despite so much data out there, it is still easier said than done.

Purchase Online and Pick it Up Offline. Everything Becomes Hybrid

You can’t excel in a single environment as things have become hybrid. Companies need both virtual and physical presence as this is the era of omnichannel retail.

Online-to-offline (O2O) hybrid can improve the experience for your consumers. It refers to acknowledging the fact that there will be several online and offline touchpoints during a customer’s journey.

A business must be able to take advantage of all these touchpoints and ensure they work together and not separately. Sellers must understand why consumers intend to buy online and pick from the store.

Consumers are in a hurry and they can’t always wait for companies to ship products. They’re not only afraid of delays and additional charges but also goods getting damaged during transit, hence a large number of buyers are now shopping online and choosing to pick products offline by visiting the store or desired destination.

This offers buyers great ease, especially when it comes to rare products that require consumers to stand in queues to make a purchase. They can book products online, make payments, and pick when time permits.

Businesses need to use this opportunity cleverly by pushing more products when consumers visit the store. This can help increase the worth of a consumer and make them buy more.

Products that a consumer shows interest in (online or offline) can be pushed more when they visit the store physically or on the web. You will need the help of a company like Aitarget to ensure you show the right product to your consumers.

Loyalty Programs

Loyalty programs are designed to ensure consumers don’t choose competitors and keep coming back to you. They were once only offered by big companies like hotel chains and airlines but now even small businesses have points systems that reward consumers for making purchases. 

About 52 percent of consumers are willing to participate in loyalty programs with 92 percent agreeing that rewards can make them buy more. However, loyalty programs today are more dynamic as they take into account multiple actions and not just ‘purchases’.

Businesses are rewarding consumers for sharing content, posting reviews, taking quizzes, and referring friends. Rewards include discount codes, free goodies, cash prizes, and more.

Since more consumers are buying online, traditional loyalty programs may not always entice them. Businesses can use omnichannel discounts to turn consumers in their desired direction, i.e.: by offering online-only discounts they can discourage people from visiting physical stores.

Remember that about 74 percent of consumers choose a brand after looking at its discount program. Moreover, about 71 percent of companies that use omnichannel loyalty programs see an increase of nearly 50 percent in transactions.

You must, however, make it easier to win and utilize rewards. For example, consumers shouldn’t be forced to carry multiple cards to redeem rewards. Technology can be used to identify consumers and apply discounts automatically.

A Consistent Pricing and Discount Policy

An omnichannel pricing strategy can be a little tricky to handle. You have to look at several factors when deciding a strategy. First of all, understand your customers and think about how you want to be different from your competitors. 

Your cost may differ based on the channel you are on. In-store sales, for example, can be more expensive due to additional costs including electricity and rent. On the other hand, online sales are usually more affordable since you do not have to worry about a presentable office or store.

Customers, however, don’t understand these factors and they expect a consistent pricing policy no matter what channel they use. Most companies choose one of the following strategies:

• Omnichannel Price: In this strategy, it’s uniform pricing on each channel. This option removes purchase barriers.
• Channel-specific Price: In this strategy, pricing varies depending on the channel. This one can be used to optimize the price/margin in each channel you use.
• Combination: This one uses the same omnichannel pricing but with a few exceptions. It can help provide a unified experience to users.

Businesses can use any of these strategies and offer ‘channel specific’ discounts to make buyers use more of a specific channel. For example, special discounts for walk-in customers if they wish to attract more in-store buyers, or ‘online only sales’ if they want more online customers.

Social Media 

It is possible to integrate social media into your omnichannel strategy. Social media gives you access to millions of people including your target audiences. Platforms like Facebook and Instagram now even let buyers shop directly on the platform. 

You can use this as an opportunity to improve customer experience by offering the best services without forcing consumers to go to another platform. 

Be consistent with your brand message so that customers can easily recognize you. You can use special media not only to sell directly but also to build loyalty and increase your consumer base.

Unique Experiences Within Physical Stores 

Despite what everyone says, physical stores are here to stay. They have evolved over the years and it is no longer about a boring shelf and products resting on it. Experimental retail is the future.

Fashion labels are using technology to help people see how a piece of clothing or accessory would look without having to physically try it. The concept of AR-clothing has revolutionized the fashion world. However, there are several more ways to keep things exciting.

Product building is a great way to keep people coming back. You can have them create their own product. Magnum’s Make My Own strategy proved to be a success and now many stores are replicating it.

Target appears to have done an excellent job as well. It offers unique experiences by investing in omnichannel, BOPIS, and curbside. The idea is to make it easy and exciting for users to visit your physical stores even if they’re used to the online channel.

Integrate Your Offline Store with Your Online Presence

As mentioned earlier, it is now possible to integrate your offline store with your online presence. 

Make it possible for users to find your physical location through your website or social media pages. This can be done by adding Google maps to your site. Also, use one to promote the other and make sure to tie up your online and offline data because users may not stick to a single channel.

You can use social media to promote not just online but offline events as well. Also, store reps must be aware of both in-store and online prices and deals.

Handling Returns, Complaints, and Exchanges Easily

Some people argue that omnichannel makes returns, complaints, and exchanges difficult to handle since users who buy from one channel may choose the other channel to return or exchange a product.

At the end of the day, consumers want ease. Your return and exchange policy should be the same no matter what channel a buyer uses. Also, pay attention to all kinds of complaints, whether they’re related to online payments or in-store customer service.

The experience should be the same and your buyers should not feel that you prefer one channel over the other. Your agents should have no trouble accessing the information of a client no matter what channel they used to purchase.

Consumers who visit physical stores to make a purchase often file online complaints. Your system should be quick to identify consumers and provide solutions to their problems. If such isn’t the case, they may end up picking one channel over another causing your omnichannel strategy to fail.

Is Omnichannel The Future of E-commerce? No! It is a NEW Reality 

Omnichannel is the future of e-commerce. It is a new reality that counts on data and analytics. With an emphasis on consistency and efficiency, omnichannel has proven to improve customer satisfaction and keep buyers coming back.

Omnichannel doesn’t just benefit buyers but sellers as well. It allows buyers to enjoy a positive experience while sellers enjoy a larger share of the market and make more profits. 

Both big and small businesses have started to adopt this technology by offering more personalization, integration of offline and online channels, etc. 

Mobile is Critical for Omnichannel Marketing

People are ditching computers and using mobile devices to not only know more about a product but also to purchase it. They can watch demo videos, check reviews while on the go. Buying a product online takes a few minutes. Plus, with the option to save payment details, buyers don’t even have to worry about feeding card numbers and other such data again and again. Mobile has revolutionized the world and we know that even people who shop offline choose to use mobile devices at some point in their journey. 

You cannot have a successful omnichannel strategy without integrating mobile. There are several things to take care of including a mobile-friendly website, mobile app, etc.

Digital Touchpoints In-Store 

Most consumers who enter your store will be holding a smartphone. You can make them use the device by offering digital touchpoints such as QR codes to know more about a product.

Remember that it takes around 8 touches to get an initial meeting. You need to make every touchpoint count. Give people reminders about your social media pages, mobile app, online discounts, digital card, etc.

Make it easy for them to find you on the web when they visit your store. This way you will get the opportunity to reach them more often and build a stronger connection.

More About Omnichannel in E-commerce

Is e-commerce an omnichannel?

E-commerce can utilize different omnichannel strategies to make more sales, find loyal customers, and increase the consumer base. This includes offering customized deals, integrating online socials at offline stores, and more. An e-commerce store, however, must work on an omnichannel supply chain to get the best results.

What are omnichannel trends? 

The latest trend is to use social media to promote not only online but also offline events. It improves the omnichannel distribution and bridges the gap between online and offline. Moreover, we have also seen excessive use of scanning technology, i.e.: QR codes to help people reach a specific platform. These trends will continue to increase as companies work to integrate the latest technology to blend multiple channels.

Why will omnichannel retail in 2022 with the surprising comeback of the physical store?

We’re seeing omnichannel retail give a new lease of life to physical stores. You can sell more retail articles by utilizing omnichannel distribution channels. 

With a perfect blend of online and offline channels, omnichannel is revolutionizing retail making it possible for buyers to choose any channel they wish to purchase without compromising on user experience. Experts believe that omnichannel retailing will beat out multi-channel retail as it offers more ease.

Ready to use omnichannel marketing to win more clients and make higher profits? Let Aitarget help you. We can meet creative challenges and create campaigns that offer good returns. 

We live in a time when consumer preferences are highly changeable, and technology marketing is developing at breakneck speed to keep up with them. Advertisers cannot rely on guesswork. They have to constantly manage the balance between proven methods and the latest fads to outpace the competition. 

Discover 18 hottest trends in digital marketing that will help your brand flourish in this age of innovation. From AR to video marketing to influencer marketing & geofencing, these are the things you can implement today to stay relevant in the future. They will boost the visibility of your website, drive traffic and sales. 

AR

According to Gartner, by 2022, almost two thirds of businesses will be experimenting with immersive technologies, and a quarter of companies will have implemented them in production. Despite the hype around virtual reality, augmented reality (AR) is easier to adopt. It also lets brands create a superior customer experience that drives sales.

For example, Sephora Virtual Artist by ModiFace shows the user how different types of make-up products would look on their face. Meanwhile, IKEA Place overlays the company’s furniture on a photo of a room. You can even move the items around and see how they look from different angles.

AI 

Companies hesitating to adopt Artificial Intelligence may soon find themselves at a competitive disadvantage. AI-driven systems analyze consumer behavior and search, aggregate and condense data from blogs and social media. These technologies help brands understand how users find their products or services and boost visibility. 

For example, the MasterCard chatbot on Facebook uses natural language processing to reply to queries and automate payments. ClickFlow’s Content Editor helps companies optimize content based on data from the top 20 ranking pages. It serves up keywords, subtopics, recommended word count, and more to help them climb to the top of organic search results. Aitarget uses powerful AI tools for cross-platform marketing on social media, including fluid creatives based on real-time insights. 

Voice Search Optimization

72% of consumers who own voice-activated speakers consider them an integral part of their daily routines. Systems like Google and Siri are getting smarter, and voice shopping is expected to reach $40 billion in 2022. As consumers are using such assistants to search for products, voice search optimization is becoming a must for any e-commerce site. 

This novelty can provide a unique experience that fosters brand loyalty. For example, Domino’s lets customers order pizza without phone calls or an app. You can even make PayPal transfers using Siri. Nestlé created a “skill” for Alexa that provides voice instructions as you cook.

Programmatic Advertising

This term refers to automated buying and selling of online advertising. The trend is strong: according to eMarketer, 88% of digital display ads in the U.S. will be programmatic by the end of 2021. A great example is real-time bidding, which is more efficient than manual methods. The format translates into higher conversion and cheaper customer acquisition. 

Brands do not have to use separate platforms to advertise on different channels, and they may use hundreds of targeting signals to tailor their ads narrowly. Manual campaigns consider 3-4 criteria, such as keyword or location. Meanwhile, programmatic advertising platforms may target users according to behavior habits or lifestyle. 

Social Messaging Apps

Did you know that WhatsApp, Facebook Messenger, and WeChat combined have over 4.5 billion users? In Facebook Messenger alone, 10 billion messages are exchanged between individuals and businesses monthly. As social messaging apps are so popular, companies use them to reach their target audience directly, providing a personalized user experience.

If your website has a live chat, customers are more likely to return to it. This is true for 63% of users. In addition, messaging apps will let you deliver valuable information and cultivate contact with your target audience, boost sales, involve customers in events, and provide support.

Shoppable Content

Any image, video, or article may be shoppable, which means it contains a direct link to a buyout portal. This simplifies the journey from discovering products to purchasing them on e-commerce platforms.

This is so much more engaging than standard product descriptions with details, images, and prices. Shoppable content is interactive, and it can tell a captivating story. For example, Instagram users may purchase products directly from a post or story. A similar feature is offered by Pinterest. Brands like H&M are filling their profiles with shoppable posts. Their followers get inspired, discover new products, and buy them directly.

Video Marketing

Research confirms that videos appeal to users more than static images or text. 70% of consumers have shared a brand’s video at least once, while 72% of companies have seen a substantial improvement in conversion rate thanks to video ads. 

This is the most popular way to learn about new products and services. Creating powerful videos is also easier than ever thanks to automation. For example, the Aitarget E-Commerce Tool can generate them from product catalogs in just 45 seconds!

Over half of consumers say that product videos give them confidence in their buying decisions online. This does not only apply to YouTube! Video posts and live broadcasts are now shared on Instagram, Facebook, and TikTok. 

Instagram Reels

The emergence of Reels was great news for a savvy marketer. They provide twice as much engagement as normal videos and are used for different types of content, from product reviews to behind-the-scenes processes. Instagram also lets you track the performance of these ads using its insights.

Louis Vuitton’s marketers create Instagram reels bound to go viral — each of their innovative videos receives 5 million views on average! When NFL teams’ launched their Reels, they saw 67% more engagement as compared to regular videos. Clearly, this is one of the best ways to grab and retain your customers’ attention. 

Personalization 

Generic advertising is a poor choice, as 63% of users find it annoying. In comparison, personalized emails, recommendations, and products attract 90% of consumers. Personalized videos created by Aitarget help companies maximize their results on Facebook, Instagram, Snapchat, TikTok and YouTube. Personalization works across industries, as accurate targeting ensures relevance. 

For example, EasyJet found that emails with stories based on the user’s travel history had a 25% higher click-through rate. Cadbury’s achieved a 65% CTR when it launched a video campaign matching a Dairy Milk flavor with Facebook users based on their age, interest, location, and other information on their profiles. 

Conversational Marketing

Today, when a consumer has a sales-related query, they expect an immediate response. According to new research published on HubSpot, 82% of users do not want to wait. Conversation marketing caters to their needs, as it is all about building a real-time connection between brands and customers. Thanks to chatbots, brands can build AI-driven dialogue 24/7 across multiple devices and platforms. 

Conversational marketing boosts engagement, as it enhances the user experience through a feedback-based model. Eventually, this translates into higher brand loyalty. Businesses need to incorporate a wide spectrum of channels and adopt the manner of communication their audience prefers. 

Chatbots 

Chatbots that communicate by text and auditory methods are one of the biggest trends. Instant responses to questions from site visitors boost engagement and let companies reduce staff costs. For example, Starbucks’ MyBarista app lets customers place orders through a chatbot using Amazon Alexa or messaging.

Over half — 63% — of users prefer this format to other channels. Chatbots are also multitaskers, as they can provide 24/7 customer support dealing with hundreds of inquiries at once. Today, delegating repetitive tasks to AI is a no-brainer. Companies may also let the AiTarget QModeration tool moderate comments to their ads on social media.

Visual Search

Now, users can upload an image of a product to find where to buy it or find similar goods. Pinterest Lens, Google Lens, CamFind, and Bing Visuals Search turn your smartphone into a visual search bar. The method is used for many categories from fashion to travel. 62% of Millennials prefer it to other novelties.

Now, Pinterest Lens recognizes 2.5 billion objects, and it has been used over 600 million times. Pincodes found in stores and magazines open the brands’ profiles when scanned. Lens Your Look takes the guesswork out of wardrobe planning, while Shop the Look lets you buy products you see in a photo. 

Browser Push Notifications

Most e-commerce sites (85%) use push notifications to boost engagement. Enhanced with images and CTAs, they can bring twice as many sign-ups as newsletters. They let marketers increase the click-through rate despite short attention spans. Push notifications are also resistant to ad blockers, which are now installed on 615 million devices. Meanwhile, ROI may grow by as much as 2,200%!

These notifications are increasingly sophisticated and customized. Personalization shows higher conversions in comparison with generic messages (54% vs. 15%), and a higher open rate (7% vs. 3%). This is a popular way to re-engage users and remind them about abandoned shopping carts.

Automated Email Marketing

Emails are still the most reliable channel of online marketing. They are six times more likely to be clicked on than a tweet, while a CTA button in an email can boost the click-through rate by 28%, according to Backlinko. However, the abuse of mailshots has reduced the efficiency of conventional methods. 

Innovative systems let a marketer send personalized emails based on schedules or triggers. Automated email marketing campaigns show that the brand is not an impersonal entity, which makes customers feel special and brings tangible results. As we have mentioned, EasyJet achieved a higher conversion through email personalization based on every user’s purchase history. 

Interactive Content 

A whopping 91% of customers are actively searching for interactive content. One of the fastest-growing trends of 2021 signifies a shift from text to dynamic, engaging, and immersive forms. These include quizzes, polls, calculators, AR ads, and 360° videos. 

For example, the Single Grain’s Marketing Impact Calculator lets users see how much more money they can make by using the company’s services. Content built for interaction is more memorable, and it makes people feel connected to brands on a deeper level. This means interactive elements will help your brand achieve its goals better than a static image or article. 

SERP Position Zero

Position zero in search results is a great way to win eyes and organic click-through. It refers to the information shown above the first result (not including paid ads), which is also known as a “featured snippet”. It is the holy grail of modern SEO.

Now, you do not need a screen to run an internet search. This year, nearly a third of queries will be zero-click voice searches. In almost 41% of cases, answers come from a featured snippet. This brings VSEO (voice search engine optimization) to the forefront. Brands are competing for space in Google SERPs, as “zero-click search” is used for 62.5% of mobile searches and 34.4% of desktop searches.

Influencer Marketing & Geofencing

Cooperation with influencers helps brands amplify their messages, as these users (YouTube and Instagram personalities or celebrities) have a huge following. This form of marketing is perceived as more authentic, and 63% of consumers trust the opinions of influencers more than ads. 

Another trend is geofencing — the use of radio frequency identification, GPS, Wi-Fi, and cellular data to trigger a text, email, or ad. Starbucks sends push notifications with great deals when the user is around one of its coffee shops. Meanwhile, Sephora’s “store companion” is activated once the customer walks into the store. It shows current promos, discounts, etc. 

Branding

Google aims to provide users with accurate, up-to-date, and authoritative content on any topic. Its E.A.T. (Expertise, Authority, and Trust) ranking factor gives strong brands an advantage, as it prioritizes pages with high-quality content that comes from experts and contains links to trusted sites. 

Over 65% of consumers feel connected to a brand they trust, and companies must focus on building their expertise. Some of the methods are guest posts on leading blogs in their niche, talks at conferences, and applying for industry awards. Author bio at the bottom of published content builds brand recognition and earns trust. 

When everything is set up, you will need amazing images for your creative ads. Let’s get in touch!

Our team of experts in e-commerce advertising will show you cool overlay technology to scale banner production process. Such companies as Adidas, Farfetch and Philips have already tried it, now it’s your turn. Contact us help@aitarget.com

When you thought that advertisers had been through the worst of the storm, they are dealt with this new card, talk about hitting them when they are already down. In this light, marketing companies have no option but to look for unorthodox means of getting new customers and also keeping tabs on the current ones. 

One option for achieving this is by getting data directly from consenting customers as a Direct-To-Customer (DTC) brand. The whole privacy improvement idea is centered around removing self-attribution networks that have become major players in this field. New features like masking the IP and email address will make it difficult to use them as the only online tracking identifier. For advertisers and marketers, this new update requires different strategies, lets discuss what other implications it has for digital advertisers.

iOS 14.5 + iOS 15 – the Difference

As far as general differences between the two operating systems, there are several updates that come along with the recent version. While most of the features have remained pretty much the same, Apple shifted its focus on new apps and improving some existing features like Siri and Maps. 

But, let’s get away from that, the differences in the updates that make sense to the digital advertiser and online marketers are the improvements on privacy. The recent update essentially builds on iOS 14.5 and comes with three significant upgrades. iOS 15 builds from its predecessor’s tracking dashboard. The App Tracking Transparency feature makes tracking consent-based. The user has full control over the trackers they want to be involved in or not. Users can also see who is collecting data from them through a detailed but easy report. This new update is also putting a stop to email tracking by masking the IP address. The last significant update for privacy is to enable Siri to operate offline to avoid the risk of unwarranted audio recording.

App Privacy Report

In the spirit of putting matters of privacy in the hands of the user, the latest update comes with a detailed yet easy-to-understand privacy report. This report is a summary of how frequently applications use the permissions the user extends to them, for instance, microphone, camera, location, and even contacts. The user can then critically analyze the data and see whether it makes sense to them or not. 

It doesn’t stop here, the report also puts to the fore who their data is shared with by highlighting all the third-party domains associated with the particular application, how often the domain contacts the app, and vice versa. Right from this feature, users have the ability to decide on what to do with the applications that share data with other third-party domains. One possible course to take is to remove all the permissions previously granted by the user. Such detailed reports were not available on other previous updates. This new version affects digital advertisers who depend on third-party domains for data. 

SKAdNetwork Postback Aggregation in iOS 15

It is not all bad with the iOS 15 altogether, it is however good to see that Apple is acknowledging the presence of advertisers in this equation although in a small way. SKAdNetworks are a friendly way of sharing information with the applications on the phone while withholding user and device-level data. Now advertisers have the opportunity to receive copies of winning postbacks that come via the API privacy attribution, SKAdNetwork. 

This particular change is very much welcomed because it gives marketers and advertisers better transparency, what’s more, getting data right from the source is a better option for many advertisers. Once you opt in, you will receive postbacks on every successive install via an ad. This feature is not just beneficial to advertising agencies but also to developers who have been pushing for this feature for the longest time. On the flip side nonetheless, advertisers do not have the control or power over the SKAN campaign ID. The control lies with the ad networks where each network has its own individual mapping.

Intelligent Tracking Prevention

Intelligent Tracking Prevention is not an entirely new feature exclusive for this update, on the contrary, this feature first came into existence back in 2017 as Apple introduced API to Safari. Essentially, ITP changes how advertisers and different websites were accustomed to using cookies to tailor-make advertisements. The owners of different sites and digital advertisers track user’s digital footprints across different domains and from that they are able to personalize ads and campaigns to offer services or advertise goods. 

ITP is evolving and different web browsers are taking the Apple approach by incorporating ITP as part of privacy protection to its users. Firefox has an ITP that blocks and reports back to the user how many cookies have been blocked but doesn’t indicate who placed the cookies. However, Google Chrome is blaming Apple and Firefox for the more harmful approaches to tracking that are now taking shape because of blocking cookies. 

Changes in the New iOS Affecting Digital Advertisers Negatively

Let’s face it, ad performance is the bread and butter of any marketing or digital advertising company, and Apple is not slowing down on strict privacy updates. These privacy control features are giving digital marketing companies a hard time in getting their hands on important conversion data. 

For instance, the API Safari feature blocks cookies from tracking the online activities of users making it difficult for marketing companies to come up with ads exclusive to different individuals. Moreover, the opt-in feature that Apple requires apps to consent to in order to access identifiers from the user is counterproductive since the user can decide not to give certain permission to that particular app or worse still, no permissions at all. 

How do Changes in iOS 15 Affect the Activities of Digital Advertisers?

The current iOS version; iOS 14.5 dealt a big blow to digital advertisers and the latest version; iOS 15 is not getting any lenient to them. In fact, this latest version is coming with more privacy options for users, digital marketers have just been dealt a significant blow. The most significant change in the new version that is going to affect the activities of online advertisers is the Mail Privacy Protection. 

With the introduction of the Apple Mail app, the Mail Privacy Protection will prevent the sender from knowing whether the email sent has been opened or not, therefore, making it very difficult to determine whether that action is linked to other online activities. For online advertisers, email marketing has been essential in their business, giving brands the highest Return on Investment. Considering the footprint Apple Mail app has on all the available devices, the future is not looking too good for digital advertisers. With the Mail Privacy Protection, online advertisers will have a difficult time assessing the relation between email activity and the Return On Investment making business difficult. 

Difficulties Encountered When Working with Versions 15 of iOS

Similar to the previous version, there are a few bugs that mainly affect the general user experience. These bugs, however, were mainly evident on the beta version but the September release promises to take care of the few hitches. Nonetheless, digital advertisers have more than a few hitches to worry about. The whole transition to consumer privacy control is what will bring roadblocks to the business. 

While the previous versions had the identifier for Advertisers  IDFA where advertisers could know what ads to present to a particular user, the new version iOS 15 comes with an option to disable this feature. Technically this is similar to blinding the advertiser, it will be virtually impossible to know what the user’s online activities are and also how to reach them in any network. For the first time ever, this new update gives the users control of what market will have some access to their data and who will not.

Recommendations for Overcoming Difficulties in iOS 15

The silent war between digital marketing and privacy will not end any time soon. However, it is imperative to develop new ways of navigating this murky world that is proving to be a tough nut for online marketers to crack. Regardless, overcoming difficulties for advertisers will mean looking for new approaches to marketing. 

The silver lining in this dark cloud is that marketing will have to take a more valuable approach. Data is like currency, marketers will have to provide value before asking for data. Now, digital advertisers will have to come up with creative ways of reconnecting and building stronger ties with their audiences. Moving forward, it will be necessary to have to show value and accountability before asking for data. Forging more honest relationships with the audience will also mean that their feedback is reliable, transparent, and trusted. 

Now you will be able to curate emails that the recipients want because they will be able to give you their preferences. No more guessing about what users may fancy. The move towards more privacy will help marketing go back to its former glory. Because the information will be willingly given to you by the audience, as a marketer you can now create meaningful and valuable content which is relevant for them. Finally, the best way to get ahead of any situation is to equip yourself with relevant and up-to-date information. Understand the direction marketing is going and also work with other experts in trying to find the best solution that will work for you. 

Direct-to-consumer Brands and iOS 15

D2C brands appear to be barely taking the brunt of the recent iOS 15 upgrade. This is because they are already making use of the direct-to-customer approach that digital marketers will soon have to get into. Right now, direct-to-consumer brands are getting first-hand data from consistent and consenting clients. However, D2C brands have not been relying entirely on consenting clients, to the contrary, they have been relying on social media platforms for advertising and customer acquisition. These brands have been able to critically assess client’s purchasing patterns thanks to detailed tracking. 

So what does the new upgrade have to do with the direct-to-consumer brands? With the new update, D2C brands might still be able to push advertisements but they won’t be able to tell whether clients made purchases through their phones. This will in turn compromise their ability to make better business decisions without the effective data from the advertisements. Now D2C companies have to fall back to their original ways of getting loyal clients who will give them reliable feedback to work with.

Embrace Personalized Messaging

All is not lost yet, despite the new update coming with the Hide my email feature, the mechanism of operation still gives some room for smart advertising. It goes without saying that the online marketing company will not be able to see the email address of the user that has given consent, but they will still have a line of communication. Understanding how to personalize the emails and sending them at the right time is key. Digital advertising agencies need to come up with creative ways they can use to persuade users to share data through this channel. 

For instance, you could offer a discount on sales or services offered if the user agrees to fill in simple and fast surveys. Through this method, digital advertisers can collect valuable data on the user’s preference and purchasing intentions for free. What’s more, this process will also give you accurate information directly from the user which can be relied upon. Moving forward, the digital marketing scene will require deliberate efforts to get the right information using this channel of direct communication to the user. 

Conclusion

Apple isn’t stopping any time soon with the privacy-centered approach. With the soon-to-be-launched iOS 15 updates, more privacy features are expected. This will further destabilize the digital advertising space, but the good thing is that businesses still have ways to work within the system. Through restrategizing and changing tact, digital advertisers will be able to adapt to the soon to arrive upgrade.