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Backslash Week #32 – News of the Week

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Wir teilen unser Wissen über Online-Marketing, Digitalisierung und Unternehmertum mit Ihnen - lesen Sie über die neuesten Trends der digitalen Welt, Webdesign und SEA-Strategien oder holen Sie sich Tipps und Anregungen für Ihren Social-Media-Auftritt.

Week 32 has ended and a lot of interesting things happened throughout this period. We’ve got some interesting news for you. Apple introduces its new privacy feature. We also share some reasons why you should consider outsourcing your digital marketing activities. Meanwhile, WhatsApp launches first global ad campaign and the death of tracking cookies will reshape digital advertising. Finally, YouTube expands Rival Shorts into many markets.

Be sure to read on.

 

APPLE’S APP TRACKING TRANSPARENCY IS LIVE WITH IOS 14.5 – THE NEW PRIVACY FEATURE

Apple’s iOS 14.5 has launched with a new privacy feature called App Tracking Transparency. The feature was first announced nearly a year ago, but Apple delayed the rollout to give developers more time to prepare. Apple says it will actually start enforcing the new rules, and that users will start seeing a lot more privacy prompts. The full impact will depend on how many users opt-out of tracking, but early data suggests the opt-in rate could be as high as 39%.

 

So iPhone users will be seeing much more privacy prompts as they use their regular apps. These usually ask for permission to “track your activity across other companies’ apps and websites.” Every app that requests tracking permission will also show up in a Tracking menu within iOS Privacy settings, which allows you to switch tracks on and off any time of the day. As tracking is important to identify the activities of our users, if you say no to tracking, the app will no longer be able to use Apple’s IDFA identifier in order to share data about your activity with data brokers and other third parties for ad-targeting. Apple has also announced that they will be removing the app’s access to other identifiers, such as hashed email addresses. This may make it more challenging for Apple to enforce this part of the policy, but Facebook is worries and argues that by doing so, they are themselves and many other businesses.

REASONS WHY YOU SHOULD OUTSOURCE YOUR DIGITAL MARKETING

Digital marketing is essential to the success of small businesses in today’s highly digital and competitive landscape. With more than 30 million small businesses in the U.S. for example, the importance of a digital marketing strategy – and its successful implementation – cannot be overlooked. Most small business owners simply don’t have the time to worry about digital marketing on top of running their business.

 

Eventually, the most tedious part of running a business is marketing. But what if you could outsource the marketing process to professionals who know what they’re doing? There are five additional benefits to outsourcing your business’ digital marketing efforts: cost savings, growth, marketing experts, marketing metrics, and time used effectively and efficiently. First of all, with the help of a marketing team, you can focus on what’s most important to you: Providing your customers with the best possible product or service, leaving your marketing to the experts. As personalized marketing is a crucial way of connecting with customers and this the job of marketing experts. In addition, outsourcing your marketing efforts to an agency will prove to be a better investment than hiring a full-time digital and/or social media manager on your team. This will free up money that can be spent elsewhere.

 

Hiring a digital marketing agency will allow you to focus on growing your business instead of stressing over marketing. In the end, the digital marketing agency’s job is to deliver timely and engaging campaigns that help grow your customer base and increase profits. Digital marketing experts provide data-driven insights and marketing metrics that deliver meaningful results – and it’s important to recognize and share where digital marketing has worked, as well as areas where efforts can be improved. Such as with the help of our NDA Agency, you can learn to manage your digital budget more efficiently. We’re experts at managing, optimizing digital marketing budgets, and making processes with clients more efficient.

WHATSAPP LAUNCHES ITS FIRST INTERNATIONAL AD CAMPAIGN AFTER BACKSLASH

WhatsApp is launching its first global campaign to show that its end-to-end encryption works in “everyday life” to protect user privacy with “industry-leading features.” Facebook-owned WhatsApp was forced to backtrack on its controversial terms of service after many users uninstalled the app because they felt that the change would give more access to their private data. The campaign has launched in phases, first in the UK and Germany, followed by Mexico, Indonesia, India, and Brazil in the coming months. The brand will also do a lot of social listening to gauge the sentiment of its users and KPIs like reputation, sentiment, and brand health. So the campaign has launched with two films. The first film, Double Date, shows a couple struggling to communicate as their date is being dominated by their matchmakers. However, they manage to make a private connection with each other through the app. While the focus shifts to giving marketing team the power compared to solely advertising.

 

“[WhatsApp] is a place for your most powerful and intimate conversations, and just ensuring that perception continues with our users [is important]. We’ve had really a strong record and strong understanding of our users, they do believe WhatsApp is private, and we just [need to] continue to remind them of that, so that’s really success for us.” – says Eshan Ponnadurai – Director of Brand and Consumer Marketing at Whatsapp

THE DISAPPEARANCE OF BROWSER COOKIES CREATE A GOLDEN AGE OF DIGITAL MARKETING

Apple’s iOS 14.5 update effectively ends automatic consent for online tracking and data collection. Google plans to eliminate third-party cookies next year. In the future, there could be a wave of innovations that help consumers opt-out of data collection. So it’s up to the advertising industry to find ways to get these educated, empowered consumers to opt back in. The new direction doesn’t have to lead digital marketers into oblivion, failure, or poverty. In fact, it’s just the opposite. Considering the fact that people are becoming more aware of their online data, advertisers can find a new form of relationship with consumers. This relationship would be built on trust and open exchange of value.

 

But what are cookies and how do they work? Here we explain, digital cookies are text files (stored and managed by your browser) that retain information about your preferences and interactions with a particular website. Most third-party cookies are only there to collect marketing-related data like age, gender, location, device, and behavioral data. But Google Chrome will be slowly phased out: From Safari to Chrome, starting March 2021, Google Chrome and Safari account for over 82% of the market. Google admits it will do away with third-party cookies, but it needs to balance the importance of free and accessible internet.

YOUTUBE EXPANDS TIKTOK RIVAL SHORTS INTO SEVERAL MARKETS

YouTube is expanding continuously its Shorts app to three more countries. The app will be available in the UK, Canada, and the US. It’s not clear how well it will perform in terms of new features, but it’s expected to expand in the coming months. It will be interesting to see how the new feature will affect usage by video creators in other countries such as China, Australia, Canada, and India.

 

As YouTube has added in new features since its launch, such as the ability to add text, captions, and graphics overlays on Shorts videos; sample audio from other Shorts; clips from your phone’s gallery; and filters for color correction. The many videos that will soon be a part of YouTube Shorts are sure to provide a new experience in media consumption. Not only will music from creators be included, but also all kinds of video segments. The company says it is working on a new version of the app to make it easier to use in the future. Users will be able to sample sounds from videos uploaded to YouTube in Shorts. Creators will have to specify which videos they don’t want to be used for the feature. So users will be able to tap on the audio in any video to go back to the original source in YouTube itself. The sampling feature is an opt-out rather than an opt-in feature and as said it will be rolled out to other markets in the coming weeks.

YouTube is a powerful platform for getting your brand in front of an active audience. But if you’re not sure, don’t forget to check out our YouTube advertising services.

 

FINAL WORDS

We truly hope you’ve learned something new today and become more familiar with Apple, WhatsApp, browser cookies, and YouTube’s Shorts.

 

Would you like to know more? We are always here to help you out! Feel free to contact us any time! Stay tuned, archetype!

Verweise;

Ha, A. (2021, April 26). What you need to know about Apple App Tracking Transparency. TechCrunch. https://techcrunch.com/2021/04/26/apples-app-tracking-transparency-feature-has-arrived-heres-what-you-need-to-know/. 

5 benefits of outsourcing your digital marketing. SmartBrief. (2021, June 15). https://www.smartbrief.com/original/2021/06/5-benefits-outsourcing-your-digital-marketing. 

Pham, M. (2021, June 11). WhatsApp looks to calm privacy fears with first international campaign. Marketing Week. https://www.marketingweek.com/whatsapp-calm-privacy-fears/. 

Jensen, H. (2021, June 14). The demise of browser cookies could create a Golden Age of digital marketing. TechCrunch. https://techcrunch.com/2021/06/14/the-demise-of-browser-cookies-could-create-a-golden-age-of-digital-marketing/. 

Posted by Faze Team, & Team, F. (2021, April 27). The Demise of the Digital Cookie in 2021. Faze Digital. https://fazedigital.co.uk/digital-cookies-2021/. 

Lunden, I. (2021, June 7). YouTube expands TikTok rival Shorts to the UK, Canada, Latin America, lets users tap all of YouTube for tunes. TechCrunch. https://techcrunch.com/2021/06/07/youtube-expands-tiktok-rival-shorts-to-the-uk-canada-latin-america-lets-users-tap-all-of-youtube-for-tunes/. 

Vincent, J. (2021, June 7). YouTube’s TikTok competitor Shorts will soon let users sample audio from any YouTube video. The Verge. https://www.theverge.com/2021/6/7/22518828/youtube-shorts-audio-sample-feature-uk-launch. 

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Backslash Week #32 – News of the Week

Wir teilen unser Wissen über Online-Marketing, Digitalisierung und Unternehmertum mit Ihnen - lesen Sie über die neuesten Trends der digitalen Welt, Webdesign und SEA-Strategien oder holen Sie sich Tipps und Anregungen für Ihren Social-Media-Auftritt.

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