Customer Engagement Rethinks After Apple’s Data Privacy Rules

The changes to Apple’s privacy policy last year were one of those events where the worried predictions turned out to be precisely the opposite of what happened – specifically, marketers will have a significant reduction in their ability to target and personalize ads based upon their online behavior, which will have a downstream impact on the social media giants’ ad revenues. As a result of these factors, the money that Chief Marketing Officers (CMOs) continue to spend on marketing is becoming less and less effective. 

ROI has plunged by nearly 40% by some measures based on the data available. Marketing professionals are scrambling to keep up with the new environment. As of yet, it has not made a notable difference in the manner in which they behave. 

The marketing community still thinks that we live in an advertising world in which a vast amount of data has been made available. The majority had not yet adopted a policy that they believed would be most beneficial for them. In a post-privacy era, in which marketers are given less and less information about individuals or their digital consumption across a broad range of devices and platforms, marketers must engage with their customers as soon as they show an interest in their products. 

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