Adapting Ecommerce Strategy for iOS Privacy Changes

– iOS update has eliminated the ability to track people, requiring a change in strategy for advertising.
– The focus should be on inspiring people rather than solely targeting those looking to purchase.
– Brands should allocate their capital to appeal to hobbies, likes, and interests to be top of mind when consumers are ready to make a purchase.Redefine the goals of advertising to focus on inspiring people and appealing to their hobbies, likes, and interests, rather than solely targeting those who are looking to purchase.iOS has impacted everyone. The ability to track people is gone, which means it requires forward thinking and a strategy change instead. Arguably, it has been one of the most overlooked strategies all along because it’s the long game, not the short game. The principle is simple: not everyone you advertise to is looking to purchase. Yet, we have become hooked on the idea that we should be advertising to people who are looking to purchase, rather than presenting ideas and places to inspire them instead. This is the biggest gap that exists in ecommerce today. It’s the fallacy that every dollar spent should result in income. 99% of all shopping comes down to need, want, and timing. You can’t manufacture this. Instead, as a brand, you should allocate your capital in such a way that allows you to hedge against the transitive nature of consumerism. Appeal to hobbies, likes, and interests to be top of mind when it’s time for someone to purchase instead. You shouldn’t change your advertising budget; you should redefine the goals of advertising. The ironic part is, if any brand did this back when advertising was more affordable, they would be powered by largely organic traffic by this point. It’s not too late, but it is going to get more expensive. #marketing #ecommerce #strategy

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