The solitude wars are heating up. And some advertisers are panicking about the potential for monitoring, personalization and electronic marketing.
Apple’s current iOS 14.5 release includes, among other updates, App Tracking Transparency (ATT), a long-awaited privacy feature which will require apps to ask users for permission to monitor them across other apps and websites.
This upgrade comes on the heels of Google’s announcement in March it would stop supporting third party cookies in its Chrome browser, a move the search giant has been building to for a year or two.
Both these developments mark a trend toward improved privacy among tech firms as customers become more aware of how and where their personal information is used along with the government continues to explore various regulatory levers around the situation.
Privacy appears to have become a key competitive advantage between technology firms and one where many of them are eager to govern themselves before others do.
[To understand the changes taking place with Apple and Google, you have to first understand ad tracking. Learn more about advertising cookies and how Google uses them.]
What is really changing?
Regardless of what some might think, this is not all doom and gloom for advertisers. Google will continue to monitor first celebration data across its apparatus (i.e., Search and Chrome). So, typically, the common types of retargeting that lots of digital marketers rely upon will continue to operate effectively as they do now.
Google has created something known as the Privacy Sandbox where it’s experimenting with numerous new approaches to monitoring that better respect consumer privacy. One of these approaches is known as the Federated Learning of Cohorts (aka”FLoCs”), which rather than monitoring using a cookie, tracks user behavior throughout the net and stores that information in the user’s browser (yes, we’re oversimplifying here). According to a user’s behavior and interests, they are then put into crowds (or”cohorts”), where advertisers can advertise to them . The point is that individual privacy is maintained but marketers still do get clues to the user’s attention. Google uses the analogy of being anonymous in a crowd at a concert — a marketer might know you’re a fan of that particular music but not know your identity.
Recent picture from FB that reveals the language they’re placing before the ATT prompt.
Apple is taking a different approach, and this week saw the rollout of iOS 14.5 along with the ATT. This shift requires apps to request permission to monitor action if they leverage Apple’s identifier for advertisers (IDFA), a special series of numbers contained on each telephone that help provide information regarding your interests.
The concern from Facebook and others is that the introduced option for consumers is fairly binary, and consumers are likely to opt out of monitoring in significant numbers. The degree to which impacts the personalization (good or bad) of future advertising campaigns will change by advertiser and remains to be seen.
What’s clear today, however, is that Apple has taken a strong stance on privacy — going so far as to call it a”basic human right” in its advertisements. What is still unclear is how much consumers really value privacy in regards to their data. Time and again customers vocalize support for privacy as important, but do things that completely offset it (raise your hand if you have ever used a password more than once).
Why is this significant?
The net effect of all these changes is that we’re entering into a new age of differential privacy that will significantly change monitoring. There’ll be less granularity. Advertisers may still find a number for”Revenue” in a report weekly, but that amount will be based on statistical modeling and other techniques designed to ascertain the effects of any ad campaign.
Tracking hasn’t been perfect — biscuits were blocked or deleted, ad blockers were used, consumers used multiple devices, etc.. The hope is that stronger performance versions, built on new approaches, can improve on what we used previously. The massive advertising networks certainly have countless reasons to make certain that version of the future happens.
Recommendations for advertisers
- Invest in first party information — You should already have a plan around this, especially using programs like google’s Customer Match functionality. Changes to biscuits are targeted at third party cookies, not party data.
- Prepare for changing standards of measurement — There will not be as much granularity on your own analytics, and you won’t have the ability to rely on particular attribution tools that rely on third party cookies.
- Limit the amount of events you monitor — New approaches like Facebook’s Aggregated Event Measurement (AEM) limit the amount of conversion types it is possible to track. Be certain you focus on the main ones.
- Be sure the Google Site Tag is implemented — You will want to send that event data to your advertising campaigns
- Verify your domain name on Facebook — To be able to target based on particular conversion events on your site, you may wish to be certain that you have verified your domain name on Facebook (details are available here).
10 Strategies for Brands to Stabilize Multichannel Assortment and Stock (at the Middle of Unexpected Events)
When the pandemic hit, handling e-commerce stocks and assortment suddenly became far more challenging. Some categories, such as toys, office equipment and home improvement, jumped, while others such as luggage plummeted. Even giant surgeries like Amazon’s needed to close warehouses in a number of locations around the world because of COVID-19. The effects of these unexpected events made many aftershocks for manufacturers and brands, especially in stock and inventory management.
These challenges may not happen frequently, but the pandemic shows that brands have to get ready for them. In our work with major brand customers, we propose solutions that might help them maintain nutritious e-commerce supply channels, in the normal course of business and if unexpected incidents arise. Even after the particular situation with the COVID-19 pandemic stabilizes, it can be sensible to keep sturdy inventory management procedures in place.
Our top ten recommendations include the following:
- Keep your eye on your negotiated SKUs at online retailers. Are your retailers selling fewer or more SKUs than you agreed upon? Distribution agreements are supposed to protect your brand, even if circumstances require an unexpected turn. When sales are rapidly growing, some retailers may be tempted to depart slower products to save time. But if that’s damaging to your product diversification strategy, for example, you’ve got to take actions .
- Track third party (3P) sellers on marketplaces. Who’s distributing your brand’s products? Are they licensed sellers? How are they presenting your brand? Shield the consistency of your supply by eliminating unauthorized sellers. Or, alternatively, identify 3P vendors who best present your brand and deliver them in to your official supply. Diversification on your distribution network might be a fantastic move in uncertain times, and such sellers could become new trusted distributors.
- Keep on top of out-of-stocks (OOS). Out-of-stocks in the retailers could become more frequent when demand fluctuates unpredictably from 1 week to another! Regularly monitor your SKUs to understand when the inventory is reduced, so you can proactively work to resupply your internet retailers. When a item goes out of stock, your first response should be to get the fastest way to get it back in stock to lessen the effect on turnover. However, you’ll only make progress in the future if it’s possible to prevent crucial OOS from happening at all, by increasing order fixing or size supply-side difficulties.
- Use your site to help shoppers locate your products where they’re available. If demand is surging and a few retailers can not restock fast enough, there’s still a way to help shoppers locate your merchandise: by pointing to the retailers who do have stock from the brand’s website. Where to Purchase Online is a capability of our Shoppable Media solution. It can help you market your retail partners from your site, while making certain you are simply promoting retailers which do have stock.
- Drive the visitors from internet to physical shops . E-commerce and brick-and-mortar locations can be a fantastic complement to one another to increase sales and conversion. By way of instance, if there is a really substantial need online, some offline retailers that have stocks can be a fantastic backup. Some shoppers may prefer to research products online but would like to visit the physical shop for the purchase. On your site, you can even display the purchase options they have in store. Dynamic solutions like Where to purchase Local from Shoppable Media can help you do so.
- Make certain your digital campaigns do not lead visitors to a dead end. When sharing URLs for promotional campaigns, you need to be certain you’re only driving traffic to pages with available inventory. With ChannelAdvisor Shoppable Media, we can correctly funnel traffic since we are proactively tracking stock. If your brand is launching campaigns, along with your favorite retail partner runs out of inventory, an alternate option is in place to back it up. This solution ensures that your shopper never arrives in an OOS page.
- Stay calm as soon as your social/influence campaigns go viral. Social networking opens up a whole new world of marketing for your products. These days, your brand’s product could go viral thanks to influencers or affiliate programs. That is good news — but what if your merchants can not appear to face a sudden, steep need? As stated earlier, don’t lead visitors to a dead-end — consider Dynamic Shopping Links to handle it for you.
- Analyzing the recurring OOS problem to enhance ordering customs . How frequently do your retailers encounter OOS over a quarter? Did retailers send purchase orders (PO) when stock was low? How long did it take them to send you POs? You may want to benchmark your OOS for every one of your retailers and examine comparisons. It might reveal or support signs of varying therapy your SKUs have obtained at different retailers — which might be a trigger to boost your retailers’ ordering customs.
- Identify new distribution opportunities. Growing your supply can create terrific opportunities. But how can you determine the potential partners that fit your brand positioning? You could take a look at where your competition is becoming distributed, to acquire new partners and reach more clients, and to confront the competition where they are. Consider new retail partnerships and even marketplaces. It’s far better to diversify your distribution channels since that protects your brand from vulnerability and offers choices when one or many channels have issues.
- Maintain the purchase box (for all those online retailers offering a purchase box, such as Amazon). The Amazon Purchase Box is highly valuable property. When Lost Buy Box (LBB) happens, you’re most likely going to eliminate all sales till you can get it back. Among the solutions to keeping a purchase box on any platform for a seller is use of a repricing instrument . But when the situation keeps happening, you need detailed analyses to learn the root causes, discuss them with your account manager and discover a solution to reduce the LBB rate.