Welcome back to The Shoppe! This week we’re talking about Amazon’s new targeted messages, Apple’s app tracking transparency, and the NFL’s partnership with Clubhouse! Don’t forget to subscribe so you can be notified every time we post!

Amazon is testing a new service which allows sellers on its ecommerce site to contact shoppers directly by email. This new software tool is called “Manage Your Customer Engagement” and is geared for marketers who seek to stand out on Amazon’s marketplace, as this will urge consumers to make repeat purchases. By letting marketers build a following on Amazon, just as they do on social media platforms, the company is helping to support brands’ efforts to build brand loyalty that will last after the initial purchase. Amazon will keep people’s contact information private, yet, audience targeting is expected to become more challenging as tech companies restrict data-sharing due to the growing concerns regarding privacy. For this reason, Amazon’s email marketing pilot is additionally notable since brands are facing the loss of behavioral targeting technologies as companies, such as Apple and Google, take steps towards giving consumers more control over their personal data.     

Apple’s App Tracking Transparency is Here

The latest version of Apple’s mobile operating system, iOS 14.5, has launched and comes with a highly-discussed new privacy feature. This feature is called App Tracking Transparency and was announced nearly a year ago but was delayed to give developers more time to prepare. This means that iPhone users will now begin to see many more privacy prompts as they continue using their regular apps, where each will ask for permission to “track your activity across other companies’ apps and websites.” So what will turning this tracking on or off actually do? By saying no to this tracking, the app will no longer be allowed to use Apple’s IDFA identifier to share data regarding your activity, with data brokers or other third parties for advertising purposes. Since there is an enormous amount of personal information being collected about consumers without their consent, this will give iPhone users a simple way to control that sharing. Ultimately, the full impact will depend on how many people choose to opt out of the tracking, yet, it’s difficult to imagine many iPhone owners saying yes to such prompts when they begin to appear.  

The NFL’s Addition of Clubhouse to its Social Media Lineup 

In an attempt to recapture the magic of last year’s draft with record TV ratings, the NFL partnered with the social audio app, Clubhouse, to offer exclusive live programming throughout the week of this year’s NFL Draft. On April 26th, the league began to host a series of rooms in the invite-only app to give fans a preview of what to expect during the draft to be held April 29 through May 1. During the draft, fans will be able to drop into the NFL’s live audio rooms to hear team picks as they’re announced along with listening to discussions from athletes, coaches, and broadcast personalities. The addition of Clubhouse to its social media lineup, along with the NFL’s partnership with Snapchat, presents how the league is leveraging mobile to engage sports fans, especially younger consumers who are heavy social media users. Clubhouse’s exclusive programming with the NFL could help drum up interest in the app, which faces increasing competition from rivals, such as Facebook and Twitter, who are expanding into the social audio area as well.