Recently, Google announced that it will no longer develop new ways to track individual users on the Internet. In addition, Google plans to phase out its existing ad tracking capabilities in its Chrome browser. This news has far-reaching consequences for both businesses and consumers.
Google’s plans are the result of a push for more privacy for internet users. Online tracking of consumers with third-party cookies and location services is intended to improve the advertising experience. Ads can be more relevant because companies can target an accurate audience based on activity and location data.
By collecting personal data, various companies and companies have been able to create personalized cards of your preferences. Your online activity determines the type of ad experience you gain.
Note: These changes do not apply to Google Maps and other Google services.
Change your ad experience
With these targeted ads, it felt like companies always knew everything about you. It didn’t matter if you were using an iPhone or an Android phone. It didn’t matter if you turned off location services. You can deny the apps and services you use access to your location, search history, settings, or images. Even after you took all these measures, you still saw that flight to Hawaii after you said you were on vacation.
Shutting down Google’s advertising services is seen as a victory for consumers online. You can now browse the internet with the world’s most popular search engine without having to worry about companies tracking your location and collecting an excessive amount of your personal data.
(Users have always had more privacy with alternative search engines, such as DuckDuckGo or Firefox.)
The call for less data collection by companies online has been going on for some time, and Google’s measures are intended to alle these concerns.
It may seem that Google’s plan seems to benefit end users only, not business owners. However, companies can improve their image with consumers with revised practices.
Changing the story
Targeted ads, which target certain consumers at certain times and locations to encourage real-time purchases, are starting to backfire for businesses. People often feel disturbed by targeted ads. It’s like being watched all the time by the brand you’re trying to sell with Google tracking. This allows consumers to avoid the brand that followed them.
So as Google gradually abolishes the ability to track online users, companies will be led to a more sympathetic role. The customer will now see your brand as a company that does not collect its data and respects its privacy.
Bad for business?
As positive as Google’s announcement is for consumers, it can seem very bad news for businesses. Buying ads using individual tracking data has been a reliable and effective method to bring more quality customers to your business. Without this valuable tool, it can seem as if effective digital marketing is impossible.
While a future without targeted advertising opportunities doesn’t have to be bleak. It’s only a matter of time now to prevent Google location services from being part of your marketing. But your brand can still prosper by using different digital marketing strategies. Therefore, there is no better time to review your company’s organic marketing strategy.
Review your organic marketing
Organic marketing is all about maximizing the online tools you’re given to raise awareness of your brand. Organic marketing refers to your online marketing efforts using free resources and channels. So instead of paying third parties to reach your target audience, you reach them in a natural and economical way. The main methods of organic marketing are SEO, social media management, and reputation management.
Method 1: Search engine optimization (SEO)
Search engine optimization (SEO) is one of the most effective ways to increase your brand’s awareness. SEO consists of producing high-quality content for your company’s website that contains keywords that would appear in a Google search. This practice makes your business appear much higher in Google search results when customers search for something related to your brand.
Why is SEO important to appear higher on Google results? 67% of all clicks on Google search results go to the first five organic results. Moreover, 75% of people don’t even look at the second page of search results. SEO is a great way to make sure people see your brand in a seemingly organic way.
Method 2: Social media management
Social media management is another way to participate in organic marketing. With social media, you have the ability to communicate with your customers in a way that creates and strengthens strong relationships. Moreover, proper management of your social media channels can bring SEO benefits.
If done correctly, social media can be an excellent way to raise awareness of your business. You promote yourself in a way that doesn’t make the consumer feel like they’re being sold to them. Through careful social media management that adds value to your customers, you can turn your customers into advocates for your brand. This kind of word of mouth is free for you and even more effective than Google tracking ads.
Method 3: Reputation management
Reputation management is another valuable organic marketing strategy that your business can implement. When surveying companies, 92% of consumers read online reviews. Since online reviews are the first impression of your brand for so many people, you want to make sure it’s positive.
If you have negative reviews, scare away potential customers. Since more than half of customers avoid companies with less than 4 stars, it is critical to minimize negative reviews and maximize positive reviews. Reputation management can include delivering high-quality content and customer support to ensure customers choose to delete any negative comments they’ve had.
By implementing these strategies to strengthen your organic marketing approach, your business won’t have any problems navigating the post-Google tracking market. Although managing all these techniques can be difficult if you don’t know where to start, especially for a small business. Fortunately, Noble House Media can provide you with expert advice and help with every step of the organic marketing development process.
Take the next step
We at ALTA-ICT can offer you high-quality digital content that will certainly boost your company’s SEO. Our team of experts can create visually appealing social media posts that will attract more customers. And we can make sure that when consumers research your brand, they only find rave reviews.
If you want to know more about organic marketing and how ALTA-ICT can help you, please feel free to contact us.