Skip to main content

What all marketers need to prepare for the latest Apple iOS 17 update

By October 13, 2023May 20th, 2024No Comments
What all marketers need to prepare for the latest Apple iOS 17 update

The digital world is a busy world that’s full of news, big or small.

One of the smaller pieces of news would be Elon Musk backing away from Mark Zuckerberg in a cage fight…

The bigger news would be Apple’s new iOS 17 update that is said to be released in mid-September 2023!

But why is this big news for marketers?

Data privacy with new iOS 17 update

Apple has announced stronger security and privacy features that gives users greater control of their data. This will apply when users are in private mode on Safari or when using Apple’s Mail or Messages. Apple will offer a private click measurement however, it will not track any individual user data.

Ultimately, this means that brands will not be able to track users from ad campaigns. Although “advertisers will still be able to track traffic source”, some targeting capabilities will become more of a challenge for marketers.

Basically, third-party cookies and cross-site tracking are phasing out.

So, what should businesses start doing?

What marketers need to do for Apple's iOS 17 update

It is crucial that businesses start to collect zero- and first-party data. This can be done through surveys, quizzes and SMS, all which requires clarity and consent from customers.

It may appear to be laborious if you have not started collecting data from your customers this way. However, this is also another great opportunity to build stronger customer experiences and relationships as it enforces the image that your business values the privacy and wellbeing of your customers.

If you are still unsure of what you should be doing, feel free to contact Omni Online for any digital marketing queries!