Author: laura

iOS 16 to support web push notifications in 2023 on Safari (finally!)

 

 

Earlier this month, the new updates from the iOS 16 operating system came to life during the WWDC 2022. Besides the innovative personalisation features, a big announcement made its breakthrough: Web Push Notifications on iOS will be a reality through Safari Beta 16. 

 

So, what does that mean to you if you work in the marketing field?

 

The operating system has significant updates, mainly on how notifications will interact with users. With seamless communication in mind, iOS 16 unlocks a whole new level to reach potential customers. We are excited to announce that Safari Beta 16 will be able to support push notifications for web apps, extensions, API integrations, and so much more.

 

This great news means potential for the websites to increase their push notification subscriber base by 50-100% on average as almost 20% of overall web traffic comes from iOS on a global level and opt-in rate on mobile devices is 4 times higher than desktop.

 

Keep on reading if you want to learn more about the innovations that web push notifications on iOS 16 and iPadOS are bringing to the table.


A brief introduction to Web Push Notifications

pop-up-vs-notification Web push notification example  / Frizbit

 

Often, web push notifications are confused with app push notifications, like those seen in the media and news industry. They might seem similar at first, however, in reality, they offer endless marketing possibilities to conduct retargeting displaying an open rate of 5% to 6% on desktop only.

 

Web push notifications are clickable alert-type messages sent by a website to the users navigating through it. After the user authorises them through a click, they will display on the user’s device screen, even if the user is not on the website any more.

 

What are many of its great advantages?

 

With web push notifications, you can:

 

  • Communicate with users in real-time without having a mobile app
  • Be present in a multi-device customer journey
  • Notify them even if they are not on your website
  • The user doesn’t need to register or fill any type of personal data
  • Comply with the latest privacy regulations as it doesn’t require third-party cookies

 

They are the latest and most powerful digital channel for websites to re-engage and communicate with subscribers while enhancing conversion funnels. They have the full capacity to bring your customers back.

 

Web push notifications and iOS operating systems

iOS Operating system

Pixabay / Pexels

 

After reviewing the relevance of web push notifications, let’s dive into the nitty-gritty of things.   Let’s find out what it means that Apple has decided to support web push notifications on iOS 16 in 2023 on Safari browser.

 

At the beginning of this year, Apple started testing new functionalities regarding push API on its iOS 15.4 Beta. It was an unexpected update as after seven years, it was the first time to see changes on Safari on macOS. Now that the beta testing is concluded, we are excited to announce that push notifications support on iOS and iPadOS isn’t a long-time expectation any more. They are expected to be launched in early 2023.

 

So, how can we interpret the appearance of this new feature?

 

Market research shows that web push notifications can have up to 80% of reach and CTR seven times higher than other traditional retargeting channels such as email marketing. This comes as no surprise, given that push notifications are widely preferred by users reporting x10 higher engagement. As we mentioned before, they are also in compliance with the privacy regulations, making it the perfect marketing tool.

 

With the announcement of the web push support on iOS 16, many are celebrating the long-awaited update. However, as expected with Apple’s history and privacy data, this too comes with a trick.

 

iOS is stepping up against its competitor with Web Push Notifications

Android vs Apple
Android vs Apple / Tada Images

 

Web push notifications have been existing on almost all operating systems (Windows, Linux even MacOS on desktop and Android on mobiles) and almost all browsers (Chrome, Firefox, MS Edge, Safari, Opera, etc.). The only major operating system which didn’t enable web push notifications was iOS. It had been always an expectation for years that Apple would enable them on iOS, as it already had them enabled on MacOS. As a result of this, Android had been the only mobile OS which had web push notifications activated. That’s why the field of web push in mobile had been completely taken by Android by now. On the contrary, Apple had no participation in the mobile market share by not having this implementation. The fact that they have decided to go ahead with this implementation will mean big changes in the market. 

 

Currently, Android is the one software that enables push notifications on web apps. This represents an additional way to communicate messages for web users who don’t prefer to install mobile apps.

 

This update sets a new direction for Apple in the tech and marketing industry. But would the company be able to step firmly against its biggest competitor?

 

Only time will tell whether this comes as another successful step by Apple or not. For now, although web push notifications support is a reality, it might not display to users as easily as we would want to.

 

Where’s the trick?

 

During the testing phase on iOS 15.4 beta, test users experimented with safari push notifications on mobile devices. Testers found out that the new feature is disabled by default, requiring the user to activate them through the settings tab.

 

Having said this, predictions expect this feature to function under a toggle basis with a new settings tab. They are expected to work not only on Safari on iOS but also on other browsers such as Chrome,Firefox, Opera etc. on iOS. 

 

Other marketing features unlocked in iOS 16

marketing features unlocked in iOS 16
iPhone Screen / Wachiwit


Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

 

Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

 

As we know on iOS 15.4, the privacy settings were greatly targeted as part of the operating system updates. On iOS16, we can expect an increase in the protection of the data of users. This is given that Apple wants to minimise as much as possible the data needed by apps to function properly.

 

The biggest change on iOS 16 privacy settings is related to accessing private data. With the new update, companies won’t be able to retrieve the name that users give to their devices. It means that organisations will no longer be capable of sending notifications or advertisements using the first name gathered from devices.

 

Let’s move on with the second-biggest change. Apple is coming up with tailored options for the home screen and lock screen. The new release features suggestions on the home screen with pages, apps, and widgets relevant to the focus mode the user chooses.

 

New focus modes?

 

Yes, new modes for users to disconnect more frequently from their devices. And as a side effect, we will experience a restricted impact in the interactions of apps. This certainly complicates, even more, the digital marketing scenery of strategies using opt-in notifications.

 

Lastly, the other outstanding update Apple is performing on iOS 16 is their “buy now, pay later” feature for Apple Pay. Implementing payments through instalments comes as more optimistic news for eCommerce owners, especially after limiting the usage of ads. This update is expected to increase the average ticket size and conversion rates on mobiles.

 

What all of this means for your marketing campaigns

iOS 16 updates Apple Pay

Apple Pay / CDPic

 

We have seen that Apple will continue to enhance the privacy of the data app developers can access from the app store. It is clear that reaching users in the traditional ways will only get more complex with time. Therefore, new technologies should be implemented.


On the bright side, there’s finally support for web push notifications on iOS and iPadOS. And it couldn’t come at a better timing, considering the cookieless future in marketing. This new step means for the websites to
increase their subscriber base by 50-100% on average, as 18% of overall web traffic comes from iOS.

 

If you are interested in web push notifications for your eCommerce, you can request a demo with Frizbit and may qualify for one month of everything that web push notifications have to offer.

 

On the other hand, we have seen that Apple is taking firm steps to enhance consumers’ purchasing habits with mobile devices. If you run an eCommerce, this means you will be able to expand your audience and reach a higher ticket one coming from Apple users.

 

We are sure that Apple Pay and its instalment system will be beneficial for eCommerce stores by simplifying the purchase step. We are also optimistic that boosting this online purchase practice with push notifications can bring excellent results for business owners.

 

This is all from us with these iOS 16 updates and new features. Which one was the one you are looking forward to? Which one didn’t resonate with you and your business? Let us know in the comments down below!

Affiliate marketing: the passive income source you need

 

The term affiliate marketing has become more popular over the years. It might even seem as if it is the jackpot only a few reckon. In this article, MyLead will reveal everything to be known about this hot topic, and why you should jump into this digital marketing immediately – if you haven’t already.

 

Affiliate marketing: the passive income source you need

 

If you’ve never heard of affiliate marketing before, you need to get on this digital marketing latest trend. This market has blown up in the last couple of years, and it’s predicted to grow by 10% every upcoming year. It’s time to get involved and figure out how to monetize your website, apps, and social media accounts effectively and legally.

 

Affiliate marketing is all about promoting an offer to your audience and making money when someone uses your recommendation. You sign in to an affiliate network and choose an offer you want to promote. Then, you generate a unique affiliate link and post it online. You can then promote it and get paid every time a user takes a particular action with it.

Picture1

 

Affiliate marketing is a great way to make money online. You don’t need any investments, and you can do your work whenever you want. All you have to do to get started is sign in to a network and learn how to monetize your content online.

Getting started

Picture2

Get the info

How to get started in affiliate marketing? Like in any other job, you need to know more about the subject. Read up on articles and blogs to learn all the tricks and tips and figure out what methods will work best for you. Some affiliate networks, like MyLead, offer you 24/7 support, ebooks, and tutorials, so there’s a lot to choose from.

 

Find a niche

A great way to promote your links with success is finding a niche audience who could be interested in a particular product or service. You’re looking for a group of people who share a specific interest or feature that makes them more likely to use your recommendations. You can either find a niche and then pick partner programs that match it or the other way around.

 

Internet users have different needs and preferences. Once you choose a group with a shared feature – it gets easier to shape your affiliate marketing campaign in a way that will reach them.

 

For example, if you know a lot about sports, you could look online for communities that love a specific sport discipline. Once you find them, do your research and determine what kind of products or services could interest them.

 

Picture3

 

It could be a VOD platform to watch new games, sports equipment, or a website to place bets. If you promote these kinds of offers, your chances of making a profit will grow!

 

Tip: Choose a niche topic that you are passionate about! It will be easier to stay consistent and regularly post content.

 

Choose a partner program.

While choosing a partner program, consider what you know most about. If you feel comfortable with a topic, it will be easier to make creative content about it to attract an audience. Remember that unique texts, posts, videos, and graphics you make are much more likely to appeal to Internet users than direct links posted in random places.

 

Your audience is not the only thing you need to consider while choosing the best offer. It would be best to think about a payment model, which will work for your strategy. Affiliate networks usually have a few different models to choose from.

Some of the available models include:

  • CPS – your commission comes from every sale that is made with your affiliate link,
  • CPA – you get paid once a user takes a specific action (usually one that requires a payment)
  • CPL – money comes from every lead you make, so every time you get another client interested in a specific product, it could be filling out a form, registering on a particular platform, etc.
  • PPI – commission relies on the number of people who downloaded an app.

 

Every affiliate partner program has an assigned payment model with specific details. When choosing an offer, pay attention to that element, as it predominantly affects your profits.

 

The tools you’ll need

So, you know what audience you aim your campaigns at, and you’ve chosen a partner program that could interest them and make you profit. What’s the next step? Well, you need to figure out where to post your affiliate links!

 

Building your strategy is not a one-time action. Even when you’ve selected the platforms you want to use, you have to be flexible. The goal is to find a mix of tools that work best for you and your audience. Setting up a strategy is essential, but maybe an even more critical step is evaluating it and changing what needs to be changed for your campaign to be successful.

Social Media

The first essential step is using social media accounts. No matter who you are and where you come from, you probably have at least one of them. Facebook, Instagram, TikTok, Pinterest – you can use all those platforms in affiliate marketing with excellent results.

 

The tools that might come in handy are mainly programs that allow you to make your own content – texts, graphics, videos, etc. There are hundreds of them available online for free. If you post your affiliate link as an additional part of your posts, not the main component, it will seem less spammy to the users. You have to build trust, as everyone is more likely to take a recommendation from someone who seems reliable and informed.

 

Picture4

 

Another thing you might need is link cloakers. This tool is used to fool social media platforms’ bots and prevent them from deleting your links. Real users get redirected straight to the site of the offer without having to take any extra steps. Not only that, but many link cloakers also have other functions – they analyze your traffic, block fake entries and take geo-marketing factors into account. Even though this tool is not free, it’s worthwhile and practical if you want to make money from affiliate marketing on social media.

 

Your website

If you have your own blog or a website, there are even more possibilities for you to make money with affiliate marketing. You can use tools like content lockers, which allow you to block a premium part of your content to the user until they take a certain action. If you’ve ever read an article online and been stopped by a message that you have to pay to read more – that’s a content locker. Some affiliate networks, like MyLead, give you access to make one of your own. There are a few types available, but they all work on both mobile and desktop devices and allow you to make more money on your campaign.

 

Picture5

 

You can also use paid methods, like banner ads, to promote your link online. There are templates available in affiliate networks for you to use. They can be posted on your own website, or you can pay to have them displayed on other platforms. Of course, it will take away some of your profit, but it will also increase the chances of earning more money, so make sure you plan your finances well.

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An example of a banner ad that you could use!

Apps

Affiliate marketing can also help you monetize your apps. If you own a mobile game or any other type of app, you can use tools such as Mobile Rewards. It’s made exclusively for mobile devices and allows your users to complete tasks and get benefits within your app in turn. The tasks can be connected to your affiliate account and make you profit! It’s a win-win situation. You earn money on an affiliate program, and your users get extra benefits that you can design! It can be an additional feature or a different level in a game – whatever your audience will enjoy most.

 

Imagine your user ‘dies’ in your mobile game, and they’re disappointed and frustrated that they didn’t manage to complete their level. In comes Mobile Rewards – they can complete a task and get a chance to continue the game.

 

Push Notifications

Most people do not use more than half of apps they have on their phones. Push notifications are a great way to remind people about your content. They look a lot like text messages, but shorter. Of course, the user has to give their consent for you to show them push notifications, but once they do, it’s a great way to keep users updated and involved in your offers.

 

You can set up your own push notifications for both mobile devices and websites once you’ve signed up to MyLead. In case of your push notifications not working, you can always rely on the support of experts, who will help you set everything up perfectly.

 

Digital Marketing News and Updates | May 2022

Digital Marketing News & Updates May 2022

Digital Marketing News and Updates | May 2022

The digital marketing industry as we know it is ever-evolving. And this month is no different. So the relevance of staying up to date is essential for any digital marketing professional.

 

Today, we want to present you with the latest news, trends and updates from May 2022. Let’s dive in!

 

Content:

  1. Search Marketing Updates

  2. Marketing Tech Updates

  3. Social Media Updates

  4. About Frizbit

  1. Search Marketing Updates

Google search

Pexels/PhotoMIX Company

 

Nowadays, as users, navigating through the internet means having to share our personal data. Users are exposed to revealing their full name, email address, phone number and even more personal information such as banking details. We can say that maintaining one’s privacy gets more challenging by the day.

With the recent events regarding the privacy of users, it isn’t surprising that Google is making changes to protect its users. To tackle this issue, the search giant is expanding its options to enable users to be in control of their personal information.

If you do not wish for your information to appear on the google search page, there’s only one action you need to do. You must complete the request on this form, and after the corresponding approval, the platform will take down your personal information.

Now, what does this mean for marketers?

As we have perceived, getting closer to potential customers is getting tougher. As marketers, it is clear that relying on third-party cookies to reach users isn’t a streamlined solution anymore.

Having said this, we advise marketers to start looking out for different strategies. These new tactics should be aligned to the preferences of the users, and the better way is using first-party cookies. 

 

    • Google aims to conquer the eCommerce space.

      google ecommerce

      Unsplash / Austin Distel


      As Bloomberg states, Google is putting efforts again to step strong in the eCommerce landscape. And this time, it seems that Google is willing to step up against its biggest competitor: Amazon.

      What is Google doing differently this time to overcome its competitor?

      While retailers at Amazon are required to pay the company for using the platform as a storefront, Google has started offering free shopping ads and product listings for its users.  

      With a 43% increase in search revenue in eCommerce advertising, statistics forecast success for this new initiative from Google.

      How can retailers prepare to position themselves in the upcoming eCommerce takeover successfully? 

      We suggest retailers start by being present at the Google Merchant Center. At this time, it won’t represent an extra cost for eCommerce businesses, presenting itself as a compelling opportunity. Then, we suggest setting up the product feed using the free product listing feature.

      Once the product feed is set up, the retailer will be able to display free shopping listings and run free shopping ads.

      Developing spaces and conditions that benefit online retailers is undoubtedly a leading step for Google to conquer this landscape.

    • Google Search Console tracks new desktop features in its experience report.
    • search-console-discover-performance-report
      Google Developers

      Google has announced that its Google Search Console will start tracking additional desktop features. As stated by the company:

      “Search Console now logs impressions in the Page Experience report for additional desktop features, such as Top Stories. As a result, you may see an increase in your desktop impressions in the Page Experience report and the Search and News performance reports when filtering by the “Good Page Experience” search appearance.”

      What does this mean for website owners?

      With the new log, you may see an increase in the desktop impressions on the experience report page. This change might also affect the performance reports when using the “Good Page Experience” filter.

      Possible spikes or increases should be visible after May 13th in your reports. Look out for any drastic changes and evaluate through the “Good Page Experience” if the rise shown is related to the new logging of the additional desktop features.

      2. Marketing Tech Updates

    • Meta rolls out Whatsapp Cloud: a monetisation strategy for Whatsapp.Whatsapp updates
      Pexels / Anton

       

      Whatsapp introduces its Cloud API to all businesses worldwide hosted in its parent company: Meta. This new feature becomes one of the key ways the app would finally start monetising itself.

       

      So, how does it work?

       

      Whatsapp Business Accounts will pay on a per-message basis. The rates will vary depending on the number of messages sent per month and your region.

       

      This new API targets smaller businesses and eases the third-party channel integrations process. This integration process usually would take up to weeks, and thanks to this tool, it would only take a few minutes.

       

      Through the Cloud API, businesses can have a better CRM experience. The tool will enable account owners to store private data through the app seamlessly. You will be able to integrate all tickets through one channel, increasing efficiency and productivity. This feature becomes relevant for larger businesses.

       

      The API is compatible with Zendesk and MessageBird, which truly facilitates communication operations for small and big businesses to connect with more people.

       

      Whastapp API Cloud isn’t the only change the platform will have. The regular Whatsapp Business app will also get an upgrade offering premium paid features.

       

      What’s included in the paid version?

       

      You will enjoy:

      • The ability to manage up to 10 chats across multiple devices.
      • Customised ‘Click-to-Chat’ links
      • Statistics

      More updates and features, as well as pricing information, will be available later during the year.
      This also enables online stores to send WhatsApp messages to their users who leave without completing a purchase via WhatsApp. If you have an e-commerce and are looking for a solution to run WhatsApp cart abandonment campaigns you can request a demo with Frizbit.

       

    • Stripe supports Bitcoin payments.Crypto-social
      Stripe

      Stripe is one of the largest online payment gateways in the world. It is known for revolutionising the eCommerce ecosystem, and this time it isn’t the exception. Now, the latest update the company wants to implement is partnering with Bitcoin and offering it as a payment method.

       

      The company valued above 100,000,000 USD has teamed up with the crypto startup OpenNode. This incursion into the cryptocurrency landscape will allow users to convert balances and payments directly into Bitcoin.

       

      What’s the impact on eCommerce owners?

       

      Thanks to millions of users, broadening the usage of cryptocurrencies can increase transactions. This is certainly a positive shift in the eCommerce landscape by easing the online purchase customer journey experience.

      3. Social Media Updates

    •  Instagram introduces a new Feed

      New Instagram Feed
      Instagram

    • As Adam Mosseri stated in his official publication, the video experience is taking more relevance in the future of Instagram. The ever-changing app has announced that it has started testing a more immersive layout in its visual feed.

      This change will take place for both images and videos with a 16:9 proportion. This new update makes the posts appear in a full-screen format on your device.

       

      In the light of creating immersive experiences, the app is elevating its reels consumption. The platform will start recommending more reels in its suggested section of the Home Page. This shift aligns with the so-desired trend of ranking video content at the front store of the app.

       

      How does this affect your content strategy?

       

      More and more, the platform is trying to stay upfront with its largest competitor: TikTok. They have been studying what makes TikTok so engaging, and this new shift comes as a consequence.

       

      Definitely, video content will keep being prioritised by the algorithm. Therefore, adapting your content to the Reels format is essential. Instagram has mentioned that the so-loved stories might start appearing in the home feed, similar to the current TikTok experience.

       

      Lastly, the platform has announced the option of pinning content to the feed to make the experience of the users smoother and more engaging.

    •  Twitter launches Twitter Circle.

      Twitter CircleTwitter 

      Similar to the “Close Friends” Instagram feature, Twitter is rolling out its “Twitter Circle” feature to share exclusive content with a selected audience.

       

      This innovation allows users to select up to 150 profiles to interact with private content, whether they are followers or not. Twitter Circle is now in its beta phase. However, it will only be available for limited accounts worldwide when it is fully released.

       

      We will have to see how this new feature integrates with the app and its new owner Elon Musk, who didn’t include this in his new proposals for the platform.

    •   TikTok Pulse

      Twitter Pulse
      TikTok 

      TikTok has announced that they are launching a new programme called “Pulse” to bring brands closer to its customers through advertisement.

      Using the “For you” section, the platform plans to add advertisements that are relevant to the brands users consume the most. They have carefully designed the experience by placing the volume of advertisements in proportion to the usage of the app. The more time you spend in the app equals more relevant ads.

      TikTok Pulse allows advertisers to put their brand next to the main content of their feed. Specifically, TikTok highlights 4% of the posts to be shown in the ‘For you’ section. The advertising will be displayed within this range, becoming widely seen and relevant to users.

      “We are focused on developing monetisation solutions in available markets so that creators feel valued and rewarded on TikTok,” the company explained.

      The beta phase will begin with the participation of creators, public figures and media channels that should have at least 100,000 followers.

      4. About Frizbit

    • Frizbit at the datathon of @Reach Incubator

      Frizbit team
      Frizbit team

      The Frizbit team visited Paris earlier in May!

      Reach Incubator is a European incubator for startups specialising in AI & data management products and services.

      This year, the datathon took place at the École Polytechnique in Paris. For two days, more than 30 companies exposed their data management solutions. 

      Frizbit was selected to participate in the “Explore” phase of the program. 

‘Cookieless’ strategies for eCommerce and CMOs

 

‘Cookieless’ strategies for eCommerce and CMOs

 

On the 10th of May, we organised our very first on-site meetup of this year after a long 2-year covid-break. At this conference co-organised by Jevnet, Áticco Workspaces and Frizbit, we covered key ‘Cookieless’ strategies that eCommerce managers and CMOs should adopt to cope with the upcoming restriction of third party cookies, which will take place by the end of 2023.

The roundtable was composed of compelling digital marketing experts such as Oriol Cortejà, the head of SEM; Josep L. Dorsé, the senior BDM of Jevnet and our co-founder and CEO, Ata Gür. 

 

“How we adapt to this new reality will determine the success of businesses in terms of business and sales.  For those able to adopt new strategies, their results will improve in comparison to the eCommerce who are reticent” -Josep L. Dorsé.

 

With this quote, we dive into the main challenge and impact most digital businesses will face with these new changes regarding the privacy data of users. It is no secret that the way we develop digital marketing campaigns will need to change soon, and the faster we adapt, the easier it will be.

 

Estrategias Cookieless para eCommerce Ata Gur

The moderator, Josep L. Dorsè and the panellists Ata Gür and Oriel Costejà

 

The roundtable aimed to provide the audience with the leading strategies and alternatives and explain the impact of this new regulation on digital businesses. 

Next, we will be discussing the main takeaways of this lively event.

 

What does the cookieless future mean for marketers?

The digital marketing industry is quite dynamic and in constant change. We have been exposed to different challenges in the past. However, our teams and strategies have been the key assets to help us overcome the obstacles. And in this case, it shouldn’t be any different.

From the point of view of a user, it is true that the privacy boundaries in the digital ecosystem have been crossing off-limits in recent years. As an ecosystem and as marketers, we should aim to create dynamics that reduce any potential threat to our users.

The cookieless future means for marketers that we will have to adapt and modify our existing strategies in the best interest of the users. Luckily for us, in the same way that the industry evolves, so do our tools to get closer to the users in the digital space, such as the first-party data cookies.

 

How will the new restriction affect the digital marketing industry dynamics?

There are three trends that are shaping the behaviour of the industry.

  1. Privacy of Users: The expectations of users about privacy and transparency directly impact how we gather and collect data.
  2. Platform & Tech Changes: All browsers are restricting the usage of mainly 3rd party cookies.
  3. Regulation: Restrictions are more rigorous on the use of personal data, which ultimately results in implementing additional requirements in the way users give their consent.

Impact in the short and medium-term.

The consequences this will bring to the digital marketing ecosystem gravitate towards two main aspects: 

  1. How brands can reach and measure new audiences to connect with them.

  2. How publishers will be able to monetise their content through paid ads. 

Having said that, the restriction of third party data cookies will immediately result in:

  1. The inability of digital businesses to track demographic information, customer behaviour or interests of their users.

  2. The change in how we collect historical data (Welcome GA4)

  3. Difficulty in tracking the customer journey.

  4. As a direct result of the previous statements, companies will no longer be able to run personalised
    retargeting ads and effectively measuring their marketing efforts.

  5. The loss of conversions and the decrease in the reach ratio.


And how does this look in the long term?

Digital Transformation Google

Source: Digital Marketing Transformation Presentation by Google

 

We have been undergoing a tendency in which users are more concerned with their privacy and the way their data is being handled. As it can be seen on the graph above, moving towards the cookieless future, there is a clear trend in which the usage of cookies to create conversions will keep decreasing over time. 

On the other hand, an apparent change is happening aligned to the preference of users and shifts within the industry. The modelled conversion model is a clear example of how digital businesses will benefit from adapting cookieless strategies. The trend shows a clear increase in the revenue ratio thanks to its features combining first-party data with machine learning algorithms. 

Alternatives and tactics for implementing first-party data strategies.

Now that we understand the impact and direct consequences for businesses, a question to be asked is: How can I manage to have a competitive business while still enduring the cookieless restrictions?

Generally speaking, marketers and advertisers will need to modify their actions under two principles:

  1. Transparency profiling:

Independent of the platform used, being transparent and informing the user about what information is being collected will play a vital role in the navigation of users.

  1. Reporting:

Report all the digital assets and the information gathered from campaigns to enrich audiences.

As mentioned before, every major shift also comes with an opportunity for evolution and growth. We will introduce you to 4 alternatives to third-party cookies that will help you thrive with success in your future marketing campaigns:

 

  1. Meta Business:

    Example of Conversions API sharing data directly from Shopify to Facebook.

    Example of Conversions API sharing data directly from Shopify to Facebook.
    Source: Rui Zhi Dong 


    The platform will still be an option for running advertising campaigns. However, they will operate under their own Conversions API to remain up to date with the new cookieless restrictions. It works by directly sharing with Facebook the data gathered from an eCommerce platform to reach the highest results. This alternative is excellent if you are familiar with the previous Pixel usage. This method will allow advertisers to develop successful campaigns, track conversions and make adjustments in the Ads manager when needed.

     

  2.  Consent Mode:
    Screen Shot 2022-05-16 at 5.17.18 PM

    How Consent Mode works by Google


    It is an API compatible with Google Ads, Floodlight and Google Analytics, developed by Google. This feature aims to improve metrics and data reporting, modelling, and accuracy. It works using two new tag settings that will help to control ads and analytics cookie storage based on user consent status.

    For this feature to work under the cookieless restrictions, the user needs to enable the consent mode first. Once it is on, it informs the new Google tags that permission has been granted to use first-party cookies for ads and analytics.

    With these changes, and combined with the modelling conversion, Google is confident that they will be able to have a significant impact on digital businesses by providing users with more precise data.

     

  3. GA4 / Google Analytics 4:


Demographics Report - GA4
Google Analytics 4 – Sample Demographic Report
Source: Google

 

Migrating to Google Analytics 4 as soon as possible is essential for any online business that strives to build strategies based on historical customer data.

In addition, by migrating to this analytics platform, website owners will be able to better understand the true customer journey in a cross-platform setting.

Within its benefits, the platform announces to provide intelligent business predictions and behavioural algorithm data to drive impact for companies. GA4 announces businesses will be able to scale through accurate data.

 4. Web Push Notifications Retargeting:  

Web Push Notification Example

Example of Web Push notifications by Frizbit

Following the cookieless trend, web push notifications are the only and latest available method to perform dynamic retargeting. It is simply a push notification sent through browsers on both mobile and desktop devices. This is becoming the only tool for running retargeting campaigns using first-party data.

 

It is a tool aligned to the new preferences of users. All that is needed for an eCommerce to send hyper-personalised push notifications in real-time is that the visitor opts-.in to push notifications from the website.

Web Push notifications opt-in process by Frizbit

Web Push notifications opt-in process by Frizbit

 

With this channel, it’s possible to retarget users through every step of their shopping journey while respecting the privacy and data of users and also being competitive in the digital ecosystem.

 

We can conclude that collecting data from visitors and providing personalised experiences will represent a complex challenge. However, at Frizbit, we believe that adapting to the new strategies as early as possible will bring positive results to any business in the long term.

 

Lastly, we would like to thank everyone who took part in this experience and made it possible for the event to be quite insightful for everyone attending. Special thanks to our co-organisers Jevnet and Áticco Working Spaces for their collaboration and continuous support.

 

If you missed the event and want to catch up with the latest digital marketing strategies and tools using first-party data, the replay of the session is available here.

 

We hope to see you around next time!