Is iOS 15 coming this week?
The alert appeared on my phone at some point overnight: “See what’s coming in iOS 15.” Apple is preparing consumers for the update—thought to go live as soon as this week, following the company’s “California Streaming” event on September 14—but are marketers ready?
We’ve compiled some of the top questions we’ve seen tied to the update, along with our team’s thoughts on how to use this sea change driven by Apple to actually make marketing better.
Q: How should marketers think about open/reads and other traditional link and activity tracking moving forward?
A: We believe that the more time we spend trying to figure out how metrics such as open tracking pixels are changing, the less time we have to focus on finding better paths forward for boosting engagement. Right now, it’s a moving target. Let’s focus on better marketing: Apple is forcing us to innovate, and it’s a challenge we should all embrace.
Q: How does Acoustic plan to help customers overcome this new privacy protection from Apple?
Our platform has been offering external ways of measuring and tracking behavior, beyond the open, for a very long time—it's a strong differentiator for Acoustic Campaign. We’re already able to help customers adapt to Apple’s planned changes with features like web tracking and survey connector as immediate options for gathering key engagement behaviors beyond opens.
Q: What measures will Acoustic implement to obtain opening metrics on Apple devices?
A: This is something we can’t—and won’t—do. We respect the position that Apple has around privacy; we’re also a permission-based platform. We always want to respect the privacy of end users. By being focused on consumer privacy and data ethics from the outset, brands build long-term trust with their customers. In the simplest terms: don’t fight this change; instead, embrace it.
So what should marketers do if these changes go into effect on September 15 following the California Streaming event? Read our earlier blog post that outlines how to navigate these impending changes here.
Vice President, Corporate CommunicationsBrenna Fitzgerald
At Acoustic, Brenna is responsible for driving the company's public relations, content, social, and analyst relations efforts. An experienced communications leader, Brenna has spearheaded public relations and integrated marketing communications programs within both global agencies and in-house settings.
