In an attempt to target audiences in a cookie-less way, eBay have launched a new set of programmatic targeting capabilities, where the shopper is assessed by their shopping behaviour at the exact time of the ad. Alongside this, research by Getty Images has found that consumers still feel it’s important that brands portray authenticity in their communications and ads using visual storytelling.
Here’s our 5 to watch in digital marketing…
Why you should use search intent in your content marketing strategy
When it comes to SEO, marketers are constantly having to keep up with search engines’ updates. One key focus is using search intent to get more visitors from search results and capture the right audience. Using search intent in your content marketing strategy means that you are satisfying the motive of the user in response to their search queries. Effective content marketing is formed by quality content, with proper use of keywords that have the right intent. Read more here.
Are Google testing product image rotation on their ads?
Shopify’s Jackson Lo recently shared an animated video from Google Shopping Ads, which saw the product change and rotate when he hovered his mouse over the ad. This led to a Twitter discussion, where it was revealed to be tested in early August and was previously mentioned on Search Engine Journal’s marketing podcast, Marketing O’Clock. Will Google be making this image carousel official soon? You can see the video here.
Instagram launches suggested posts feature at the end of your feed
Since the launch of their ‘You’re All Caught Up’ notice in 2018, the Facebook-owned app is now using the space after the notice to suggest posts and ads that the user may be interested in. The notice was initially introduced to reduce the amount of time spent online, as social media platforms were becoming ‘too addictive’ and having negative consequences on mental health. Instagram’s director said that the new suggested posts feature will offer users the option to continue exploring once they’d caught up on their own feed. Read more here.
eBay introduces cookie-free advertising capabilities
eBay advertising has launched a set of new programmatic targeting features to allow businesses to target on a larger scale without the need for cookies. Using shopper data, the eBay Advanced Audience Technology (eAAT) produces dynamic audience segments which are based on observed and intelligently predicted behaviours that are updated between ad calls in real-time to prevent waste. Each user is assessed by their shopping behaviour at the exact time the ad is called. You can read more here.
Why visual storytelling is so important in brand trust
The Drum has unveiled the results of Getty Images’ Visual GPS research in South East Asia, which has found that consumers still feel it’s important that brands portray authenticity in their communications by capturing people’s true lifestyles and cultures. Kate Rourke, head of creative insights for APAC at Getty Images said: “In order to establish brand trust through visual storytelling; truth, tolerance, and transparency are key.” Read more here.
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