How Will Apple’s New iOS 14.5 Privacy Measures Affect Your Hotel’s Digital Marketing?
With over 1 billion active iPhones across the globe, Apple has the power to massively influence the way consumers use their mobile devices. With their recent iOS 14 updates, they have done just that, giving users the explicit choice of whether or not they want to share their data with third parties like Facebook, Instagram, and others.
What Changed with the iOS 14.5 Update?
As of the iOS 14.5 update on April 26, Apple now requires every app to prompt the user with an option to either “opt in” or “opt out” of in-app data collection. This means that users will have an upfront choice for whether they want their browsing habits to be visible by third-party platforms.
Before the update, it’s estimated that around 70% of iPhone users have opted in to data collection (It was previously possible to opt-out manually, but had to be done through the settings menu.) Following the update, the opt-in rate is now estimated be as low as 5%.
What’s the Impact on Digital Marketing?
Digital marketing is a data-driven enterprise, especially digital advertising. Platforms like Facebook are great places to advertise, not only because they have a massive audience, but also because they have been able to collect a wealth of data about people’s interests, demographics, and browsing behavior that advertisers can use to display their ads to certain categories of consumers.
As this pool of user data is reduced, so is the efficiency with which the ad platform (e.g. Facebook) can deliver ads to the right people at the right time. It forces advertisers to cast a wider net, spending money to get their ad in front of people who, for all they know, may have no interest in their product.
Needless to say, Facebook is not pleased with the move, even going so far as to take out full-page newspaper ads in protest.
What Does This All Mean for My Hotel?
This means that your hotel's digital advertising strategy will need to adapt. But this shouldn’t feel like anything new: every good digital ad strategy should be agile and ready to pivot in response to changes in the market and evolving tech.
Depending on the structure of your ad campaigns, it may be necessary to reallocate ad spend budget across different channels and targeting strategies. Similarly, the ways in which your ad results are reported may need to evolve in order to bring in additional sources of data to fill in the gaps left by your iOS users.
While the new push for privacy may involve some short-term headaches for advertisers, we suspect the long-term impact may not turn out to be as severe as some (i.e. Facebook) are making it out to seem. In fact, some are suggesting the changes could ultimately have a positive result for the digital advertising landscape as a whole.
For help adapting your ad strategy or to chat more about how the new iOS update could impact your hotel business, please drop us a line here at Digital Hospitality. We’re always happy to chat.
Guide to Creating Visual Content for Your Hotel
- September 22, 2020
With fierce competition in the hotel industry, enticing visuals of your property can help you stand out from the crowd. Follow this guide for creating visual content that will improve your online aesthetic and increase your bookings.
New Technology Trends: Artificial Assistance for Hotels
- August 23, 2018
With the emergence of home assistants like Amazon’s Alexa, Google’s Assistant, or Apple’s HomePod, the reliance on having an artificial helper is a growing need. Hotels are beginning to test how voice recognition can enhance the in-room experience.
What is a Hotel ‘Landing Page’ and When Do You Need One?
- August 17, 2017
Digital Marketing Trends on the Rise
- June 20, 2019
With Apple's recent iOS 14 updates they have done just that, giving users the explicit choice of whether or not they want to share their data with third parties like Facebook, Instagram, and others. Read to learn more about how this affects you.
Instagram Trends in April
- May 01, 2019
Exceed Guest's Expectations from Awareness to Booked
- December 19, 2018
2019 Mobile Trends: Why Making Your Website for Mobile Matters
- November 15, 2018
How You Can Use Instagram to Drive Your Hotel Bookings
- October 19, 2020
It’s not uncommon for most travellers to now look to social media as inspiration for their next trip. Social platforms are abound with perfectly curated travel snaps from friends, influencers and brands. So, how can you improve your hotel’s social media presence and increase your bookings?
Let’s talk about Google Adwords
- January 18, 2019
Recently, we held an event hosted by Kevin Harwood all about Google Adwords and how small businesses could utilize its full potential. The event hosted in downtown Vancouver was to learn Kevin’s secrets used in creating countless consistent and profitable Google Ad campaigns.