Apple’s iOS 14.5 update, which includes an App Tracking Transparency (ATT) framework that requires permission from the user to enable tracking, finally arrived this week. Consumers must now opt-in for each individual app they use. And with estimated opt-in rates looking paltry (around 20-30 percent), targeting audiences effectively just became more challenging.

Apple’s policy change, in addition to other data visibility limitations like privacy regulation, has had a ripple effect across the digital marketing industry. Facebook, for instance, reduced its conversion-tracking window from 28 days to seven and cited Apple as the impetus. The end result: a muddling of data insights and less accurate reporting. Here’s how brands can navigate recent changes to marketing attribution.

When Wisconsin Cheese CMO Suzanne Fanning first joined the company in 2016, consumers tended to think of the organization’s products as “boring” and “everyday”—despite the more than 600 varieties of cheese it produces. That perception had to go. And as of today, her efforts have resulted in a 4,000 percent increase in social engagement, earned media coverage valued at $50 million a year, increased sales and a passionate community that’s raked in industry accolades for the brand. Read about Fanning’s impressive tenure as Wisconsin Cheese CMO in the latest installment of our Marketers on Fire series.

Jumping onto the latest social media platform can be tempting. But taking a more strategic approach to new channels by first outlining their purpose and audience is wiser, according to experts speaking at The Social Shake Up Spring Tune-Up virtual event last week. Explore more insights and proven tactics surrounding social platforms, from TikTok to Pinterest to Clubhouse.

Lastly, to help consumers reduce their fashion footprint, LG Electronics activated a seven-city mobile tour designed to inspire consumers to donate unwanted clothing. Here’s how the marketing campaign incorporated fabric care education, donations, a clothing swap and upcycling all while highlighting LG’s laundry solutions. 

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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