In this week’s digital news, marketers are neglecting ROI measurement, with nearly 40% rarely or never evaluating the impact of campaigns on pipeline growth, according to Marketing Week’s 2024 Language of Effectiveness research. A Clear Channel UK study reveals a generational divide in views on inclusivity in advertising, with Gen Z pushing for better representation of various groups.
Google has updated Search Console to streamline the management of shipping and return policies, now prioritised over structured data methods. Urban Outfitters’ “Shift Happens” back-to-school campaign integrates physical and digital elements through immersive events and pop-up stores to engage Gen Z. Honda’s new partnership with Twitch and the launch of “Honda DreamLab” and “Hondaverse” signal a strategic pivot towards gaming and esports to reach younger audiences. Lastly, Google’s Gary Illyes highlights the limited trust in site-controlled signals like author profiles, advising SEOs to manage expectations regarding their influence on search rankings.
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Why are marketers ignoring ROI?
Despite a desire within the industry to push marketing effectiveness up the corporate agenda, measurement remains a tension point. Over a third (39.7%) of the more than 1,200 marketers taking part in Marketing Week’s 2024 Language of Effectiveness research, supported by Kantar, say their company rarely or never measures the extent to which a campaign has driven pipeline growth.
Clear generational divide emerging in attitudes to inclusivity, survey shows
Gen Z would like to see better representation and accessibility in advertising, reveals new research from Clear Channel UK, which further highlights a growing divide between generational, and gendered, views on diversity and inclusion. According to the research, 42% of Gen Z believes race and ethnicity is greatly underrepresented in advertising, followed by people with disabilities (40%), plus size models (36%), older age groups (30%), neurodivergent people (30%) and LGBTQ+ groups (27%). By comparison, only 24% of the total 2,000 survey respondents think that race is underrepresented in advertising, while 31% think the same for disability and just 16% for LGBTQ+ groups.
Update shipping & return policies through Google Search Console
Google have updated Search Console to allow site owners to provide shipping and return policies and details directly through the tool, taking precedence over structured data methods. Whilst shipping details are automatically approved immediately, the return policies are manually verified and can take 10-13 days to be approved. If you’ve previously been using other methods to show this data, Search Console should now make this easier to manage and will override anything previously set through structured data markup.
Urban Outfitters blends physical, digital with back-to-school campaign
Urban Outfitters has launched a new back-to-school campaign titled “Shift Happens,” aimed at blending physical and digital experiences. The three-phase campaign includes a two-day immersive event in collaboration with Pinterest, featuring rooms curated by creators and influencers. Additionally, Urban Outfitters will set up 20 pop-up stores near major college campuses and initiate the UO 100 youth ambassador program to connect with Gen Z consumers. This initiative seeks to showcase the brand’s home products and foster deeper relationships with college students through innovative and interactive engagements.
Honda has announced a new partnership with live-streaming platform Twitch, marking a significant shift in its gaming strategy. This collaboration includes the launch of a dedicated lifestyle channel, Honda DreamLab, and the creation of the “Hondaverse” on Twitch, featuring immersive virtual worlds within Fortnite. These initiatives build on Honda’s previous gaming engagements, such as sponsoring Team Liquid and the League of Legends Championship Series, aiming to strengthen its connection with younger, multicultural audiences by leveraging the growing popularity of esports and gaming.
Google downplay the importance of authorship
Google’s Gary Illyes answered a question at a recent search conference to explain why Google has less trust for signals that are under the control of the site owner. Signals that we as SEOs can influence, such as author profiles or data markup, can be manipulated and tends to become spammy, which is why Google are wary about relying on these signals too much for ranking purposes. Similarly, Illyes referenced that this is why canonical tags are hints, not directives, and meta descriptions are something they may consider, but not a directive, and so on. Whilst these elements are still all worthwhile paying attention to for all round SEO health and best practice, Illyes comments provides guidance on not overestimating the importance of data controlled by a site owner.
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