Recently, there has been a lot of focus on privacy in the tech world.
Rightfully so.
Big tech companies like Amazon, Google, Facebook, et al have long obliterated users’ privacy for their own benefit.
For their part, Apple has announced some pretty significant changes to their operating systems that seem to benefit the users.
This, of course, has caused the privacy-invading companies to scream and howl. One common refrain is to claim the loss of open rates, click-throughs, and retargeting.
Here’s the deal: as a modern marketer, you have to accept this.
We may bemoan the loss of email open-rate statistics (if we’re honest, the accuracy of such rates was fair to moderate, at best), but we can still publish quality content. We can still engage via email. We can still offer quality ads to our ideal audience. Nothing about those tactics has changed.
We would never turn down the opportunity to speak to 10,000 prospective clients in a room – even if we didn’t know exactly how many were listening to us presently. Instead, we would accept that getting our brand out there will likely benefit us.
In the real world, there is very little tracking. We were spoiled in the digital world, but we are correcting to respect the privacy of our customers.