On 4.27.2021REUTERS News Agency reported that “Apple recently began rolling out an update of its iOS operating system with new privacy controls designed to limit digital advertisers from tracking iPhone users. For Apple’s more than 1 billion iPhone users, the change will mean a new pop-up notification in some apps seeking their permission to collect data that Apple believes could be used to track their browsing habits across third-party apps and websites.
Personally I’m delighted to hear that these new rules will bring a seismic change to the nearly $100 billion mobile advertising market if most iPhone users decline to allow data collection - although the exact impact remains unclear at this time. How Android’s OS is upgraded is another unknown – although my bet is that ABC will not follow suit as a similar privacy update would make a dent in its bottom line. Some analysts believe that fewer than one in three users are likely to say “yes” to an app’s pop-up like this: “XYZ would like permission to track you across apps and websites owned by other companies. [ Yes | No ]”
My iPhone has a “tracking” menu in the privacy settings where I can opt-out of tracking from any or all apps on my phone.
The relatively FREE Ride is finally over!
Both advertisers and app developers who sell ad inventory claim that the opt-out option will make advertising less effective. The ad industry has gathered data about people’s web browsing behavior in order to serve up ads since 2008.
Before that multi-media audience projections based on media surveys was the foundation on which an affective advertising campaign was built. The high cost of media research limited the number of Canadian companies that utilized media research. Smaller, insightful companies created VERY effective advertising campaigns by carefully testing the response to their creative and media options over time – effectively doing for themselves (at a price) what Google and social media claimed to do (better) for them – for free.
The fear that “a shrinking pool of user data could lead to lower sales for brands” is unfounded and will prove to be false. While the “brand” will lose “price shoppers”, if the brand’s foundation is build on “price” – it’s not a brand anyway. So nothing’s lost. While I agree that there will be “Lower ad revenue for mobile apps and publishers.” and that “Apple’s move has deepened a rift with Facebook Inc, which has said the change will hurt small businesses because it will impede their ability to cost-effectively find local customers to target with advertisements.”, this is bullshit and it shouldn’t worry you. This is what capitalism is all about. No one cried when online search and social advertising shut down classified advertising in millions of print publications around the world. I’ll be damned if I’m going to shed a tear for app developers or facebook.
I’m delighted that Apple is giving customers more control over their data. I like that Apple has introduced privacy “nutrition labels” to its App Store to show users what data an app collect.
I’m fine with first party data in-app ads.
I’m delighted that apps that want to send me ads based on data from third-party websites will need to seek permission.
Here’s a great way to add stopping power to your headline copy.
Paraprosdokians turns of phrase in which the latter part of the sentence isn't what you expected based on the first part of the sentence. They encourage you to re-think the entire statement – which is exactly what you want folks to do when they read and engage with your copy. Here are some of the more famous ones.
I love this C.P. D.M. promotion for a few reasons.
It reminds us that a hand-written note is still a very affordable gift to someone, and for the recipient a keep-sake that will be probably be kept a lot longer than a text message or an e-mail (along with special birthday and x-mas cards).
It reinforces the Canada Post brand’s value at a time when many boxes delivered by C.P. are branded Amazon.
For Canada Post it’s a VERY affordable test given they own the infrastructure.
Response rates are very simple and easy to track right down to FSA.
It reminds household residents who received this piece and are employed in an advertising or marketing capacity that Canada Post DM is a VERY smart and VERY viable alternative to unaddressed mail and online marketing.
Lets hope Canada Post remembers another core rule of DM: message frequency. Make sure this is not the 1st and last reminder.
Here are some excerpts from an article that appeared in The Economist last December that will impact house-hold marketing and advertising because the model that describes H.H. occupancy, income, age along with brand use and attitudes are changing rapidly.
NOTE: The full article appeared in the Economist International print edition on December 5th, 2020 under the headline "Nuclear retreat".
https://www.economist.com/international/2020/12/05/the-pandemic-may-be-encouraging-people-to-live-in-larger-groups
"Harmony" is core to all of my integrated communication designs. The work is in harmony when internal communications compliment the customer facing material. Together operations and communications build and support the brand proposition and promise that support other mission critical intangibles like love and trust.
I work to to minimize "Cognitive Dissonance". To learn how Cognitive Dissonance builds or breaks the brand bond in advertising, keep reading.
Cognitive dissonance (Source: Wikipedia™)
Cognitive dissonance is a term used in modern psychology to describe the feeling of discomfort when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc. The phrase was coined by Leon Festinger in his 1956 book When Prophecy Fails. It is one of the most influential and extensively studied theories in social psychology.
The theory of cognitive dissonance in social psychology proposes that people have a motivational drive to reduce dissonance by altering existing cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements. It is the distressing mental state that people feel when they "find themselves doing things that don't fit with what they know, or having opinions that do not fit with other opinions they hold." A key assumption is that people want their expectations to meet reality, creating a sense of equilibrium. Likewise, another assumption is that a person will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance.
Cognitive dissonance theory explains human behavior by positing that people have a bias to seek consonance between their expectations and reality. According to Festinger, people engage in a process he termed "dissonance reduction", which can be achieved in one of three ways: lowering the importance of one of the discordant factors, adding consonant elements, or changing one of the dissonant factors. This bias sheds light on otherwise puzzling, irrational, and even destructive behavior.
Interesting - non?