Ever since the iOS privacy changes rolled out, marketers have been acting like we’ve entered the dark ages.
“Targeting is dead.”
“Ads don’t work anymore.”
“Everything’s pay-to-play.”
Here’s the truth: the best marketing plays didn’t die — they just evolved.
If you focus on first-party data, human creativity, and community-powered storytelling, you can still win big.
Here are 3 plays I still use (and still work) in 2025:
1. Audience Targeting → From Interest-Based to Intent-Based
The days of hyper-specific Facebook lookalikes are over. But intent still leaves digital footprints.
Tactical tip:
Use content consumption behavior as your targeting signal.
On Meta: Retarget people who watched 50%+ of your short-form videos or reels.
On TikTok: Retarget by engagement type (shares, saves, or profile visits).
Create a “warm audience ladder”:
Step 1 → Educate with organic or boosted content.
Step 2 → Retarget with offer or social proof.
Step 3 → Retarget non-converters with urgency or bundle value.
This approach builds trust-based intent — not algorithmic precision.
2. Retention → From Discounts to Habit Loops
Retention isn’t about 10% off. It’s about making people feel progress.
Tactical tip:
Map your customer journey around micro-wins.
Supplements: Create a “Day 10 check-in” email (“Feeling the difference yet?”).
SaaS: Add gamified streaks for usage milestones.
eCom: Send “You’ve unlocked VIP tier 2” after their second order.
Build emotional stickiness before you push repeat purchases.
Retention thrives when people feel invested — not incentivized.
3. UGC → From Trendy to Trust Engine
The UGC gold rush isn’t about pretty videos. It’s about relatability that converts.
Tactical tip:
Build a UGC system, not a one-off campaign:
Recruit: Use micro-creators (1–10k) who already love your product.
Brief: Give prompts, not scripts (“Show how you use it on a busy morning”).
Test: Rotate 5–10 variations weekly to find your winning angle.
Repurpose: Turn the top 10% into paid ads, landing page loops, and email headers.
This compounds over time — one good UGC creator can outperform a $10k influencer partnership.
The Future-Proof Takeaway
The iOS updates didn’t kill marketing — they killed laziness.
If your marketing ecosystem is built around:
✅ Intent-based targeting
✅ Habit-forming retention
✅ UGC-powered storytelling
You’re already ahead of 90% of brands still crying about data loss.
