On the 57th episode of Marketing Interruption, your host Andrew Maff talks about the new rumors swirling around about Apple creating its own search engine, what this could mean for all businesses, and of course, e-commerce sellers. He gives his opinion on whether the rumor is true but also what sellers can start to do to prepare in case it is true.
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Hello, and welcome to episode number 57 of marketing interruption. And today I'm going to talk to you about is Apple creating a search engine which will be nuts. So there's rumors going around that Apple's creating a search engine. And that is crazy smart, and going to be hilarious if it happens, and it's going to be a pain in the ass. So just yesterday, I talked to you about Walmart purchasing tic toc and how it's a great move because they're investing in their future. This is exactly what Apple is doing. If this is true, I obviously have no insight on whether this is actually true or not. But I've seen a lot of rumors and a lot of people saying that, essentially, Apple may be creating their own search engine. And the interesting thing is, if you look at what Google did, so they were a search engine first, pretty much. And then they did some other software and some other things. But then they started to go into hardware, then they started to go into phones and watches and all this other stuff. And Apple is doing the exact opposite. They obviously win the hardware first. And now they're starting to go into software, they're starting to offer subscriptions, they're starting to offer all these other things where it's more of a service. And if you think about the concept of them going into a search engine, they are there's a ton of people right now who are up in arms about their app store and all this stuff. And they are going to basically own every aspect of their data, look at Amazon, Amazon does a great job at owning their data, they keep the customer, you get arguably no information out of them. So they own the data, they get to leverage the data, and you have to buy the data from them. Apple doesn't have that, really, obviously, they have the data and you can purchase it from them in certain aspects, depending on where you're running ads. But they don't really own your search data. For the most part, they want to know what are you interested in what are current trends, and they have to do all that extra research. Whereas if they can actually own a search engine, that's gonna be amazing. Now the new iPhone, that iOS 14, that has a bunch of security stuff in it, I don't know the technical stuff behind it. But basically, there's options where people can turn things on and off where essentially, if you're pixeling, someone your Facebook ad, or whatever it is you're doing, if you're retargeting, you may only be able to target them for up to seven days. And it's also possible that that viewer may actually even have the opportunity to just not allow you to pixel them at all. And so that's a very interesting concept. If you think about the fact that they have their own search engine, they're still going to have that data and they're actually going to be able to leverage that even that much more. So think about if you were running Google ads, and all of a sudden, Google told you, hey, you can run ads for people who search these things. But we're going to tell you nothing else about them, we're not going to tell you other sites they've been on, we're not going to tell you the last time they went to your site, we're not going to give you any of that information, it's going to make that that much harder to actually do. So it is very interesting. If they were to do this. For sellers, it's going to be crazy, because think about like running, you're gonna have to run Apple ads. Now, I guess I don't know what they would call it, I assume it would run off Safari. So maybe they just call it Safari, Safari ads, but it's going to be another advertising channel platform, which we all need. so badly. Um, and it's going to be very interesting to see how they actually go about it, because it's not like Bing, where Ben came out. And they tried to compete with Google. And then they just pre loaded it on Windows. And now the only people who really use it are your grandmother, it's now going to be on a majority of devices. So their ability to compete with Google will actually be very high. So now Google has someone coming into their space, when technically Google did try to come in Apple space. So watching the two of them Duke this out all the time is fucking great, I love it. But it's something where you really can't prepare for it, you can really just make sure that you're doing the best you can. And then of course, if all this data does start to become an issue where they start to not really allow you to search people or retarget people up to a certain time, it's really starting to show that you need to cater towards content because you're really just fighting for viewers eyes now. So you need to do everything you can to create good content and to create a good brand behind what you're doing so that they want to come to you because it's going to be much, much harder for you to go to them. That's all I wanted to talk about today. Especially since it's kind of speculation at this point. So rate review, subscribe and I will see you all tomorrow.