https://techcrunch.com/2022/01/04/4-trends-that-will-define-e-commerce-in-2022/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAM0ghOSUxwFkvQnWQnAKgiu5qlmLSdb85R91XppfqU40XakymQ8y7vwDynVC2SsDNe3its8NfwqFyk0Pu0VGgTc-HJ19mrCBKIU5zgh_k3v0XbannjhwlSwGpgSXhuX-xhzCLGThNF3p5TpiFOlI1szEGEy8kzRphKb16owB6f6D
As the digital marketing space continues to gain transaction and scope, it is expected that headwinds and regulation will follow. One change in particular is highlighted in the article referenced above, which mentions the data privacy trends initiated by Apple, allowing users to opt out of data tracking on iOS 14.5. This change specifically had a large impact on Facebook marketing campaigns, as they leveraged the data tracked here extensively, and was, a large part, why their targeting was so successful. The impact of this change has already been felt at Facebook, and the businesses that aggressively utilized the median for advertising purposes are starting to forced to look at different marketing engines to ensure they continue to attract and obtain customers effectively. A similar change may occur when Google Chrome gets rid of third-party cookie support, which a number of advertise leverage for data purposes as well. Given digital marketing is strongly tied to the strength of the data at which it is working off of, incremental changes such as these will continue to have ripple effects on the landscape, and may change where dollars flow to and from. In addition, as the industry only continues to grow, it would be expected that similar changes will continue to follow, the digital marketing industry, and the businesses that rely heavily on the digital marketing space, to remain innovative and nimble to stay ahead of the curve.
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