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Facebook vs Apple and now Google, how to survive it?

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Facebook vs Apple and now Google, how to survive it?

Digital Estonia Phone Number List is about to change dramatically. Is your brand ready?

What will you find in this content?

Facebook vs Apple … the moment of truth
Google is also committed to privacy and kills cookies
The reasons for the new digital revolution
What would your brand have to do with these changes?
Again … the content
Obtaining leads
The world is changing rapidly. Digital has been a revolution in the last decade. It has undoubtedly brought experiences and benefits, but also obscurities, such as fake news, the culture of cancellation or the lack of privacy. Problems brands must react to… and Apple is doing it, but Facebook doesn’t like the change. Facebook vs Apple… two titans collide.

Estonia Phone Number List

Facebook has had no qualms about voicing concerns about changes already taking place in iOS 14. Last summer, Apple announced a requirement that apps include a privacy label to show users what data is collected and how it is collected. they use. Apple calls this Application Tracking Transparency (ATT).

In simple terms: iPhones require apps to warn them and ask users for permission to track them. Would you take?

Facebook vs Apple … the moment of truth
Apple delayed implementation to give advertisers and developers time to adjust to the change. Now the time has come and it should happen this month.

Facebook backed off of course …

The social network has reason to believe that most people will not accept being tracked, which breaks its chain of operation, which collects huge amounts of data from each user to create individual profiles that allow them to sell advertising.

The company ran ads in major newspapers, accusing Apple of attacking small businesses and the open Internet. Now it has launched a new campaign, which includes an ad titled ” Good Ideas Deserve to be Found “, seeking to show the value of personalized ads to small businesses.

Facebook wants to make it clear that personalized ads enhance the experience on Facebook and Instagram, which it also owns.

In a blog post, Facebook explains:

Everyone’s newsfeed is unique, Betting Email List 

which means that you are more likely to see the content you want to see, the groups you want to join, the creators you want to follow, and the products and services you want to buy. This discovery is driven by customization, and it’s the not-so-secret sauce that helps people discover products and services that are tailored to their needs. It is also the engine that small businesses use to reach their most likely customers at an affordable price. We think that’s good for small businesses and for people who love their products. And we want more people to know why.

But let’s be clear … Facebook never talks about tracking, because it doesn’t want you to think about tracking. They don’t want you to think about the fact that the company’s goal is for you to let them keep track of everything you do online so they can show you personalized ads.

But Apple isn’t ending personalized ads, not even tracking. It will only require applications to ask for permission.

Why is Facebook so concerned? Because you know what everyone else already knows: that when given the option, most of us choose not to allow Facebook to track us.

If that’s bad for Facebook’s business, it’s not Apple’s fault. It just means that Facebook’s business model is based on something that most people would rather it didn’t do. In other words … it is not as ethical as it should be … and that in a world where trust and reputation are gaining more and more value, it is essential. Who would you say is right in this Facebook vs Apple battle?

Users should not have to agree to being tracked online to benefit from relevant advertising. And advertisers shouldn’t have to track consumers online to reap the benefits of digital advertising.

David Temkin, Director, Product Management, Ads Privacy & User Trust at Google
Google is also committed to privacy and kills cookies
You probably think… “my brand is not advertised on Facebook, only on Google. It doesn’t affect me. ” Well, think twice.

Google announced that it will not create or use alternative tools that serve to identify users and serve them campaigns based on their profiles, a measure that will change the way advertising works on the Internet.

The company had announced last year that it would begin removing third-party cookies from its Chrome browser, to meet growing privacy standards .

delete cookies
Starting this March, with the arrival of Chrome 89, Google will launch its cookie alternative project, hoping to start offering it to Google Ads advertisers in the second quarter. We will have to be attentive to this.

The reasons for the new digital revolution
Why are Apple and Google doing this? Because users, as we said at the beginning, are asking… no… they are screaming for more privacy and trust. And the brands that can give them this will undoubtedly grow in admiration and respect. They will grow in brand reputation .

Here you can see a graph from the Edelman Trust Barometer, where people point out that the media is neither competent nor ethical (for practical purposes, Facebook is a medium), and on the other side, companies are seen as competent but not ethical. . It’s no wonder then why Apple and Google are moving like this.

2020 Edelman Barometer
The second reason is simpler: they don’t want to risk forced regulations (see what happened in Australia ), lawsuits or fines . Google knows very well about this and does not want to continue paying. Will you want to go back to being that company that cried out for ” no evil “? We’ll see. What is clear is that in the battle Facebook vs Apple and now Google is joining, there is a transcendent change in digital marketing … and apparently, the social network does not want to be playing in this league, but this can start to get expensive.

What would your brand have to do with these changes?
The answer seems simple: opt for what we knew about 1st party cookies. What is this? Collect user data for ourselves.

First party cookies or 1st party cookies are generated by the host’s domain. They are generally considered good because they help provide a better user experience. You have seen them work, these cookies allow the browser to remember important user information, such as what items to add to shopping carts, username and passwords, and language preferences. They do not compromise privacy.

But this will not be enough … Our advice is the same as always: obtain the data of the users because they want to give it to you.

Again … the content
And here comes the ice water bucket again… The brands that have the best chance of doing this are the ones that make content. Why?

Because content attracts internet users. The natural behavior of people is to search and ask Google … and brands have the opportunity to be the ones to respond and thus gain traffic, even with zero click . This is the foundation of content marketing .

The goal is to drive QUALIFIED traffic to the site. No traffic for increasing the numbers. That traffic is just a vanity metric.

Qualified traffic is one that can truly be interested in us and what we do as brands, no matter if we create products, services or even if we are not for profit.

Types of traffic
Obtaining leads
How to make us give your data? You can have 1a content and find that you subscribe to our site or you can create a lead magnet, that is, content so beastly good that you want to give us your data to download it.

Once we have the data, then we can do a follow-up, either with marketing automation tools such as Doppler …

Marketing Automation
Or then yes, even with Facebook that allows you to load your database of users to whom to point the ads.

Let us remember that content is not only a blog, it can be videos, infographics, e-books, tutorials, interactive tools and a long etcetera and any of these elements is susceptible to becoming a lead magnet.

Content formats
Never build your house on rented land. Never depend on a social network or search engine for your brand to survive in the digital jungle. Your site and your content are the most powerful weapons.

If you want to keep up to date with articles like this one, which explain in detail how to create and communicate brands that inspire your audiences and develop better connections and conversions, you can receive the content delivered to your email door .

And if you need content creation services , training in digital marketing or reputation marketing , or advice for your business, give us a shout. We love hearing from you.

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