The latest iOS14 launch was an eagerly-awaited event, with customers gearing up to buy this new phone as soon as it hit the market. But, for digital marketers and website owners, the launch was the stuff of nightmares. That’s because, thanks to Apple’s new terms of engagement and algorithms, most ongoing marketing strategies suddenly became redundant. Web traffic dropped dramatically.
But, what if you could adopt an algorithm-resistant marketing solution that will continue to bring you leads regardless of the updates? It’s possible–with native advertising.
Why Native Ads Are Your Answer to Innovation
The most incredible thing about search engines like Google and tech companies like Apple is that they consistently innovate. Their objective is to provide top-notch UX or user experiences by releasing new products and algorithms from time to time. From the customer’s perspective, that’s great news. However, the new algorithms affect how third-party platforms harvest, analyze, and use personal data for marketing. They have effectively changed how lead generation works, which means that you need algorithm-resistant marketing solutions that will continue working.
Let’s Try the Facebook Example!
iOS14 users now see this small pop-up box after an update where “Facebook” asks permission to track their activity across other companies’ apps and websites. Users have the option to disallow tracking. But most people simply deny permission without thinking and resume their browsing.
Facebook Ads is a great source of leads and traffic for most websites since its algorithms are highly effective. Digital marketers using this platform for their campaigns, let the algorithm compile lists of potential customers and build effective funnels. This system has worked perfectly so far since FB has a mind-boggling database that advertisers can tap. They can track users’ interests, the websites they surfed, and the information they consumed. Accordingly, the algorithms would show them ads that fit those interests raising the possibility of getting customized traffic.
iOS14 Simply Took That Away
The iOS14 changed all that. Undoubtedly, this update is only for iPhones and iPods, with Android phones and devices functioning as before. But, it has made a significant dent in traffic since most iPhone users are in higher-income groups. That’s the customer base most likely to purchase high-end products and services. Further, statistics indicate that Apple users comprise nearly 65% of web traffic.
Digital marketers and eCommerce companies relying on Facebook data must look for alternate, algorithm-resistant marketing solutions. That’s because Facebook no longer has that database they can use to get relevant leads. A practical option is native advertising that doesn’t look like ads and airs on every platform. The most significant advantage of using this marketing solution is that, unlike Facebook Ads, Google Ads, Instagram, or Pinterest, you’re not dependent on the platform.
What is Native Advertising?
Native advertising is a term that describes how platforms like Taboola and Outbrain create and air ads. There are several such platforms out there, and while they also use algorithms, most of their campaigns require manual work to produce. Designers must keep pace with ranking keywords and the latest SEO practices to compile content for publishing. They must also experiment a little to arrive at campaigns that actually work. The exciting thing about native advertising is that it works well, not just with mobile phones and tablet devices. But also on regular desktop browsers and laptops, each of which has its share of web traffic.
However, before you jump into native advertising as your algorithm-resistant marketing solution, you might want to evaluate it for suitability. This advertising strategy may not work for companies with a limited budget or offer B2B products and services.
Ready to explore in detail how native advertising works and if it is a good fit for your business? Contact us, and let’s talk some more.