Welcome back to our monthly marketing news update, where we bring you the headlines and trends shaping the ever-changing world of marketing. Let’s dive into the latest and most impactful happenings that have taken the marketing industry by storm in the month of June. If you haven’t already, we highly recommend checking out our ‘May Marketing News Update’ too!
In this summertime edition, we’ll explore the most significant digital marketing headlines that emerged in June. From Google’s delayed launch of the AI chatbot Bard in Europe due to privacy concerns to LinkedIn’s removal of native carousels, profile videos, and in-image links. We’ll also delve into the ChatGPT data leak, Microsoft’s introduction of the Predictive Targeting advertising tool, and upcoming features announced by Twitter.
Key Changes in Search Engine Algorithms
Google’s Bard AI Chatbot Launch in Europe Delayed Over Privacy Concerns
Google’s highly anticipated AI chatbot, Bard, has faced a setback in its EU launch due to privacy concerns. Initially scheduled for release in mid-June, the launch has been delayed as Google addresses the concerns raised by the European Data Protection Board (EDPB). The EDPB has expressed worries about Bard’s potential collection and storage of personal data without users’ consent, as well as its potential to track users’ online activity. Google has reassured its commitment to addressing these concerns and aims to launch Bard in the EU in the near future.
Meanwhile, reports have emerged of internal criticism from Google employees regarding Bard. Some employees have labelled the chatbot as “worse than useless” and “a pathological liar,” citing concerns about its accuracy and the difficulty of engaging in meaningful conversations. Google has yet to respond officially to these employee criticisms.
Farewell Universal Analytics
At the time of writing this, we are just 2 days from bidding farewell to Universal Analytics. Big changes are underway in the world of analytics. Starting from July 1, 2023, Google will halt the processing of new data for Universal Analytics properties. This means that the collection of fresh data from your website or app in Universal Analytics will no longer be possible. Additionally, the creation of new reports or dashboards in Universal Analytics will be discontinued.
However, fear not, as access to your valuable historical data in Universal Analytics will remain available until July 1, 2024. To ensure uninterrupted data collection for your website or app beyond July 1, 2023, it is crucial to migrate to Google Analytics 4 (GA4). GA4 presents an exciting opportunity to explore enhanced analytics capabilities and gather valuable insights into your users’ behaviour.
More Updates to the Search Generative Experience
Exciting enhancements are on the horizon for Google’s Search Generative Experience (SGE). Google has recently announced a series of improvements that are set to transform the search experience for users.
More comprehensive overviews: SGE will now provide users with more comprehensive overviews of search results. This includes concise summaries of the top results, related queries, and other relevant information. By offering a comprehensive snapshot of search results, users can quickly grasp the key insights and navigate to the most relevant content.
More relevant results: Leveraging the power of machine learning, SGE is becoming more adept at surfacing highly relevant results for users. This means that even for obscure or complex queries, SGE will strive to deliver accurate and useful information. Users can expect an enhanced search experience that brings forth the most relevant content available.
More personalised results: Personalisation takes centre stage with SGE’s latest improvements. By leveraging user data, SGE aims to tailor search results to individual interests and needs. This means that users will see results that are more aligned with their preferences and specific search context. The result? A more personalised and satisfying search experience.
More accessible results: Google is committed to inclusivity, and as part of the SGE enhancements, accessibility features are being integrated. These features will make SGE more accessible to users with disabilities, including support for screen readers and improved keyboard navigation. By enhancing accessibility, Google aims to ensure that all users can benefit from the power of SGE.
Google envisions these improvements to make SGE an even more helpful and informative tool for users. While the enhancements are currently being rolled out to a limited number of users, Google plans to make them available to everyone in the coming months. The goal is to empower users with a seamless and enriching search experience that caters to their unique needs.
PPC & Paid Media News
Microsoft Unveils Predictive Targeting, AI-Based Advertising Tool
Microsoft is making waves in the advertising world with the announcement of Predictive Targeting, an innovative AI-powered advertising tool. Leveraging the capabilities of machine learning, Predictive Targeting aims to revolutionise how advertisers connect with receptive audiences, resulting in enhanced conversion rates.
By harnessing a range of data points, including past purchase behaviour, website activity, and social media engagement, Predictive Targeting constructs detailed profiles of potential customers. These profiles provide valuable insights that enable advertisers to precisely target ads that are most likely to resonate with individual users, ensuring a higher level of relevance and engagement.
Google Launches AI-Powered Ad Campaigns
In similar news, Google is also revolutionising the advertising landscape once again with the introduction of two powerful AI-powered ad campaigns: Demand Gen and Video View. These campaigns are poised to empower businesses by facilitating more effective connections with consumers and driving demand throughout the customer journey, from mid-funnel engagement to final purchase.
The Demand Gen campaigns leverage the capabilities of machine learning to precisely target users who are likely to exhibit genuine interest in a business’s products or services. This versatile campaign format opens up opportunities to generate leads, drive website traffic, and increase brand awareness, enabling businesses to foster connections with their target audience at crucial touchpoints.
The Video View campaigns harness the power of machine learning to effectively target users who are more inclined to engage with a business’s video advertisements. This dynamic campaign format facilitates the amplification of brand awareness, drives website traffic, and facilitates lead generation by presenting captivating video content to the right audience at the right time.
While both the Demand Gen and Video View campaigns are currently in beta, early results indicate promising outcomes for businesses that have already embraced these innovative advertising solutions.
Microsoft Store Ads Go Global
Microsoft has made a significant stride in its advertising ecosystem as it expands Microsoft Store Ads to over 150 regions worldwide. This expansion brings forth a range of new features meticulously crafted to streamline the advertising process and maximise audience reach for developers and businesses.
Among the notable additions is the introduction of ad groups, enabling advertisers to efficiently group together related ads. This feature empowers advertisers to organise their campaigns more effectively, optimising their messaging and creative assets to engage target audiences seamlessly.
Furthermore, Microsoft Store Ads now offers the capability to target ads based on user intent, ensuring that ads are presented to users seeking specific app or game downloads. By leveraging user intent data, advertisers can align their promotional efforts with the precise needs and interests of potential customers, resulting in enhanced engagement and improved conversion rates.
Social Media News
LinkedIn Retires a Number of Features
In an effort to optimise its platform and cater to user preferences, LinkedIn has announced the retirement of three features: native carousels, profile videos, and in-image links. Effective June 26, 2023, these features will be removed from the platform due to low usage rates and a strategic decision to prioritise other areas of focus.
LinkedIn’s decision to retire these features stems from their limited adoption among users. A recent survey conducted by the platform revealed that only 2% of users utilised native carousels, while a mere 1% engaged with profile videos. Recognising the low utilisation rates, LinkedIn aims to reallocate its resources and efforts toward enhancing other aspects of the platform.
Twitter May Allow Content Creators to Access Subscriber Emails
Twitter CEO, has put forth a proposal to introduce a new feature on Twitter that would grant content creators access to their subscribers’ email addresses, providing them with an option to maintain contact with their audience even if they choose to leave the platform. Similar to features offered by creator-focused subscription platforms like Substack and Patreon, this proposal aims to empower content creators and offer them more control over their subscriber base.
The proposal has sparked discussions among Twitter users. Supporters of the idea believe it would provide content creators with valuable tools to maintain direct communication with their subscribers and foster stronger connections outside the constraints of a single social media platform. However, concerns regarding privacy implications have also been raised, emphasising the need for clear guidelines and safeguards to protect users’ personal information.
LinkedIn Reveals AI Image Detection
LinkedIn has unveiled a cutting-edge AI image detector aimed at identifying and flagging fake profiles. Leveraging the power of machine learning, this advanced detector examines profile photos and employs a range of criteria to identify potential indicators of fraudulent activity.
While the detector is still in the development phase, initial results are highly encouraging. In recent testing, the AI image detector demonstrated an impressive accuracy rate, correctly identifying 99% of fake profiles. This success underscores the potential of AI-driven solutions in combating deceptive practices on social media platforms.
Technology News
ChatGPT Data Leak
In a concerning turn of events, a significant leak of ChatGPT credentials has recently come to light, posing a severe security threat to users of the popular AI-powered chatbot. The leak, which includes more than 100,000 usernames, passwords, and email addresses, has raised alarm bells among cybersecurity experts.
The stolen credentials were reportedly obtained by notorious info stealers like Raccoon, Vidar, and RedLine, well-known for their targeting of large companies and organisations. This unauthorised access to ChatGPT accounts presents a potentially grave situation, as attackers could gain entry to sensitive personal information. The leak is believed to have occurred between June 2022 and May 2023, exposing users’ credentials to potential misuse for an extended period.
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Mel is our Partner Strategy & Delivery Manager and also a CIM Chartered Marketer, a testament to her commitment to excellence in the field. But Mel’s contributions don’t stop at the office door. Beyond her professional endeavours, she leads an active life as a qualified run leader and dedicated volunteer. Her experience in these roles has streamlined her leadership and teamwork skills, making her an invaluable asset when it comes to collaborating on projects and ensuring their success. Her sharp insights, strategic thinking, and knowledge have made her a backbone in our team’s ability to drive results for clients in this industry. Mel will make sure that we can approach marketing challenges from all angles and deliver outstanding results for our clients.
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