Top Sydney digital marketing trends in 2021

Digital marketing is a rapidly changing field, but even in rapidly changing fields there are important trends present. So, without further ado, here are our top digital marketing trends for 2021. Understanding them and how to make them work for you will put your business in good stead for the remainder of 2021 and beyond.

Tracking protocol changes: The death of cookie tracking

Apple’s iOS 14.5 software update for iPhones, which launched in April of this year, includes an App Tracking Transparency feature, whose default setting doesn’t permit apps installed on iPhones to use your data for targeted ads. It also doesn’t permit sharing of your location data with advertisers or sharing your advertising ID or any other identifiers with third parties.

However, tracking won’t simply disappear, as Google Analytics’ GA4 is now capable of gathering data without cookies by using machine learning, a method of data analysis that automates analytical model building. This enables Google Analytics to gather certain marketing insights, such as the possibility of customers making a purchase and behavioural reporting in Google Analytics - all without the need for tracking via cookies.