Apple & third party apps
Posted: Sun Dec 15, 2024 8:25 am
Under the radar, there have been a number of changes in privacy and cookie legislation over the past two years , which will (will) cause a lot of change in the marketing playing field within the EU. The major parties have all based their strategy on this change.
Apple is trying to block the flow of information from third-party apps with privacy pop-ups. With the message 'to protect the privacy of the user', but behind the scenes they will be able to launch more new tools/applications themselves. And offer these to their (loyal) fans, we expect. Think of Apple Music for example. Google has already announced some time ago that it wants to operate 'cookieless' in Chrome from 2022. This means that third-party cookies will be blocked for tracking.
First party data is becoming more important than ever. For the big players like Apple, Google, Facebook and Amazon this is not a big problem, since their customer base (read: first party data) is already large. For the (smaller) SME companies this will become a challenge. It will not necessarily become more difficult to reach relevant target groups, but measuring success will be blocked.
This is because people will be 'more anonymous' on the internet. So to build a relationship with (potential) customers (cost)efficiently, you need to prioritize your CRM system and integrations with all these platforms. This way you exchange success and you steer on real people who deliver turnover/value for your company.
Leadership & organizational development
What you see is that marketing is increasingly philippines telegram data becoming a business driver in achieving objectives. That means that you want to eliminate the friction that traditionally exists between marketing and sales. So we also expect that those traditional silos will continue to crumble in the coming years. There will be more and more 'growth teams', in which marketing and sales-minded people work together on common goals. Fueled by a shared long-term vision.
What you also see is that the need for internal ownership and accountability for marketing is becoming increasingly clear. Sustainable success as a company is no longer achieved by simply outsourcing marketing entirely to an agency or freelancers. You will have to secure internal accountability on the axis of marketing strategy and execution.
Assume that (certainly within the business services) every sustainable successful company will (start) securing marketing at board level or c-level. The coming years will literally be about 'becoming digitally mature' for many organizations.
3. Required behavior
What does this changing role of the marketer mean for behavior? How will the behavior of both the marketer and the customer change to remain successful.
Apple is trying to block the flow of information from third-party apps with privacy pop-ups. With the message 'to protect the privacy of the user', but behind the scenes they will be able to launch more new tools/applications themselves. And offer these to their (loyal) fans, we expect. Think of Apple Music for example. Google has already announced some time ago that it wants to operate 'cookieless' in Chrome from 2022. This means that third-party cookies will be blocked for tracking.
First party data is becoming more important than ever. For the big players like Apple, Google, Facebook and Amazon this is not a big problem, since their customer base (read: first party data) is already large. For the (smaller) SME companies this will become a challenge. It will not necessarily become more difficult to reach relevant target groups, but measuring success will be blocked.
This is because people will be 'more anonymous' on the internet. So to build a relationship with (potential) customers (cost)efficiently, you need to prioritize your CRM system and integrations with all these platforms. This way you exchange success and you steer on real people who deliver turnover/value for your company.
Leadership & organizational development
What you see is that marketing is increasingly philippines telegram data becoming a business driver in achieving objectives. That means that you want to eliminate the friction that traditionally exists between marketing and sales. So we also expect that those traditional silos will continue to crumble in the coming years. There will be more and more 'growth teams', in which marketing and sales-minded people work together on common goals. Fueled by a shared long-term vision.
What you also see is that the need for internal ownership and accountability for marketing is becoming increasingly clear. Sustainable success as a company is no longer achieved by simply outsourcing marketing entirely to an agency or freelancers. You will have to secure internal accountability on the axis of marketing strategy and execution.
Assume that (certainly within the business services) every sustainable successful company will (start) securing marketing at board level or c-level. The coming years will literally be about 'becoming digitally mature' for many organizations.
3. Required behavior
What does this changing role of the marketer mean for behavior? How will the behavior of both the marketer and the customer change to remain successful.