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Do Privacy Changes Affect Your Marketing’s Effectiveness?

When COVID-19 first impacted the U.S., “The Late Show with Stephen Colbert” had to go without an audience. In lieu of laughter and cheers from an engaged crowd, Colbert told his jokes to an empty room—and, as empty rooms do, it didn’t laugh or clap back. But just because Colbert couldn’t get feedback from a live audience, it doesn’t mean his viewers weren’t enjoying his content. In fact, people were still watching Colbert’s show as much as they did pre-COVID-19. The reason? With or without feedback, good content is good content. Colbert’s target audience continued to enjoy his show, laugh at his jokes, and probably clap the way they used to—whether he saw them doing so or not—because the content was still good. Good content doesn’t rely on feedback because it’s focused on what the client wants, not what they bring to the transaction. And that’s good news because tech giants like Apple and Google have started prioritizing consumer privacy. This means our marketing efforts may yield less feedback at certain stages of the sales funnel. We won’t be able to track email open rates, click-through rates, and other metrics as accurately as we once did—but that doesn’t have to mean the end of lead generation. Focus on tailoring your content to your target audience—as Colbert did—and the lack of data won’t derail your marketing results.
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