6 Marketing Updates You Need to Know

Big names like Google, Meta, and Instagram have recently dropped some pretty substantial  updates that could shake up how businesses connect with their audiences. As digital marketing evolves, staying on top of these new developments is crucial for making the most of new opportunities. We’re breaking down the latest updates for you below…

Google is backtracking on Cookies! 

Google has recently announced a significant shift in its approach to cookie tracking, which has been a topic of debate and uncertainty in the digital marketing industry for the past five years. 

Initially, Google had plans to phase out third-party cookies by 2022 in favor of more privacy-focused alternatives like the Federated Learning of Cohorts (FLoC) and later, the Privacy Sandbox. 

These initiatives aimed to enhance user privacy by replacing individual tracking with broader topic-based categorisation.

However, facing various challenges and concerns from regulators and industry stakeholders, Google has decided not to retire cookies entirely. 

Instead, they will offer users more control over their data with a new experience in Chrome, allowing for informed choices about data sharing across web browsing.

This decision brings relief to many in the industry, as it avoids the immediate need for drastic changes in data tracking systems and aligns with Google’s ongoing efforts to balance user privacy with the needs of the digital marketing ecosystem. 

Our thoughts: We weren’t overly surprised to hear this one, as it had been continually delayed and they certainly had a big challenge on their hands to replace cookies. 

Meta has introduced automatic offers into ads. 

Meta has introduced a new feature to enhance advertising campaigns by automatically incorporating existing offers from a brand’s website into its ads.

This updated URL ingestion process allows Meta’s system to detect and showcase discounts or promo codes found on a website, displaying them in ads when it predicts viewers are likely to respond positively based on previous interactions. 

This automation builds upon Meta’s longstanding ability to include special offers in ads but now provides a more seamless and intuitive process, allowing advertisers to edit and manage these offers directly during the campaign setup. 

Meta’s evolving ad automation tools, like Advantage+ campaigns, can manage the entire advertising process from creation to targeting, offering a streamlined approach that requires minimal intervention from marketers.

While this relies heavily on Meta’s algorithms to reach the right audience, it presents a valuable opportunity for advertisers, especially as they prepare for the holiday shopping season.

Our thoughts: We’re still feeling mixed about this, as well as Advantage+ tbh. Reason being is that it is still in the very early stages and we’re experiencing a lot of issues – such as pulling incorrect promotions, or displaying promotional codes within ads which are for select products or collections only.

SearchGPT is officially here! 

In case you missed it, OpenAI recently announced SearchGPT, a revolutionary AI-powered search tool set to transform the online search experience by offering direct and accurate responses to user queries. 

Unlike traditional search engines that present a list of links, SearchGPT interprets natural language queries and delivers precise answers, much like a human assistant.

This prototype, currently being tested by select users and publishers, promises to improve user satisfaction by providing real-time, conversational search results.

The tool is designed to handle complex questions and offer real-time updates, which is especially beneficial for time-sensitive inquiries and e-commerce searches. 

Read our blog Introducing SearchGPT: The Future Of Online Search to learn more now. 

Our thoughts: We are really excited to see how this rolls out and shakes up the search space, but with financial issues around the viability of OpenAI, as well as the likelihood of Google to evolve in order to retain its market leadership, we’re just monitoring this one to see how it unfolds.

Content shareability is the next big thing for Instagram 

Instagram is shifting its focus towards encouraging content sharing within Direct Messages (DMs) as a key metric for creators. 

According to Instagram’s chief, Adam Mosseri, the platform is now prioritising content that inspires users to hit the “Send” icon and share posts with friends.

This move comes as Instagram notes that more user interactions are occurring through DMs rather than traditional feed engagements. To support this shift, Instagram is rolling out features like share counts on posts, emphasising the importance of shareability in its algorithm.

Creators looking to maximise their reach should focus on crafting uplifting and interesting content that not only entertains but also motivates users to share with their networks, following the strategic direction outlined by Mosseri.

Our thoughts: We only have to look at our own behaviour to know that IG is moving in the right direction with this one, but we’re happy to see they’re improving metrics to track performance around sharing. 

Shorter videos for the win

Instagram is reaffirming its commitment to short-form video content, emphasising its role in maintaining the platform’s core identity of connecting users with friends. 

According to Instagram’s head, Adam Mosseri, the platform is not pursuing long-form video formats because they do not align with Instagram’s primary functions: fostering friendships and exploring interests, which are most effectively achieved through short-form videos.

Mosseri explains that these short clips are “symbiotic” with the platform’s goals, as they encourage users to share engaging content with friends, thereby strengthening connections. 

In contrast, longer videos, such as those over 10 minutes, may reduce interactions with friends and are less likely to be shared. Despite previous ventures into long-form content with IGTV, Instagram is choosing to focus on short-form video to preserve its unique community-focused experience. Meanwhile, platforms like TikTok are investing in longer videos, highlighting a distinct strategic divergence in the social media landscape.

Our thoughts: Even though short-form video continues to dominate, we like to remind our clients not to forget about long-form content, as it may be a fantastic content type for their own unique audiences and still provide high-value. As always, test and craft content suited to your business!

Celebrity voiced AI chatbots

Meta is taking a new approach with its AI chatbots by focusing on celebrity-voiced interactions after the previous celebrity-faced bots failed to gain traction.

The company is negotiating with stars like Judi Dench and Keegan-Michael Key to licence their voices for AI projects.

Users will be able to interact with these bots through messaging platforms, where the AI will respond using the celebrity’s voice, such as “Dungeon Master” sounding like Snoop Dogg.

Meta aims to leverage this novel feature to spark user interest and adoption of its AI tools. While this could attract fans initially, the effectiveness of celebrity-voiced AI as a long-term strategy remains uncertain.

Our thoughts: This one really is a novelty by Meta and probably will lead to a spike in initial engagement across their AI tools. But at the end of the day, it will be the efficacy that wins long term, and so far we’re not that excited by MetaAI.

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