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Digital news to watch: How brands should launch Pride-related products

Welcome to this week’s digital news roundup by Modo25, where we bring you the latest updates and trends shaping the ever-evolving landscape of marketing and technology. In affiliate marketing, data has unveiled the top four trends of 2023 so far, shedding light on the strategies driving success in this dynamic field. On the social front, brands are launching pride-related campaigns, highlighting their commitment to inclusivity and celebrating diversity.

Meanwhile, the integration of generative AI has sparked a lively debate among PR practitioners, with opinions divided on whether it is a friend or foe to the industry. Google has also been making waves with its search generative experience, offering users a unique and immersive way to explore information. Lastly, we delve into the challenges faced by Google’s AI search generative experience as it grapples with performance issues. Join us as we uncover the exciting developments and controversies shaping the digital landscape this week.

Google now treating .ai domains as generic top-level domain

Google updated their international guidance to make site owners aware that .ai sites will now be treat as a top-level domain, such as the likes of .com and .org, rather than being seen as a domain that is geo-related to Anguilla. This means if you were previously using a .ai as a ccTLD to target users in Anguilla, this will become a little bit harder, but it’s unlikely most sites using this were trying to do that. But on the whole, with the rise of new ai tools and sites being built, this means site owners don’t have to be concerned about the geographical implications of using this domain.

Google’s AI-powered search experience is way too slow

By utilising AI, Google aims to provide users with a richer and more immersive search experience. However, the use of generative models has shown to slow down the search process due to the computational requirements. Google is working on addressing this challenge and optimising the performance of AI-powered search features. The goal is to strike a balance between providing high-quality search results and maintaining fast response times. Overall, Google’s integration of generative AI in search has the potential to revolutionise how users interact with search results but requires careful optimisation to ensure efficiency.

How brands should launch Pride-related products

It has been a busy June so far, with brands tapping into Pride Month – but how can it be done right? Brands all over the globe are launching Pride-relate products or pledging their support to the LGBTQIA+ community – but some have faced backlash – from accusations of just piggybacking off the month for profits and from people who are homophobic. It’s important for brands before launching into Pride they understand their own brand values and if they want to support the LGBTQIA+ community it isn’t empty support that disappears when the month ends.

Early findings from Search Generative Experience test

From a Search Engine study ran over 30 queries, the following early findings have been discovered:

  • SGE not providing responses yet in a lot of cases – they do provide a disclaimer for this to remind users that SGE is experimental and info quality may vary.
  • In other cases where Google is willing to provide an SGE response, the user is asked to verify if they want an AI-powered overview first.
  • Google also incorporating SGE into local searches to provide more information for searchers deciding between restaurants.
  • Answer quality varies between responses with some suggesting that SGE is having trouble sourcing the most up to date information for some queries.

Read the SGE study in more detail here and see exactly which queries Google did and didn’t provide AI overviews for.

Is generative AI a friend or foe to PR practitioners?

Is 2023 the year of AI? Tools like ChatGPT have taken the world by storm with an estimated 100 million people using them in their day-to-day lives. As PR practitioners jump to utilise AI and the tools available – will AI make communications specialists obsolete? Don’t hang up the PR tools just yet predicts experts.

Top 4 affiliate marketing trends of 2023 so far

Awin have pulled together their top 4 trends in affiliate marketing for 2023. Firstly, there is a rise in influencer partnerships, with more brands leveraging influencers to promote their products and drive sales. This trend is driven by the authenticity and trust that influencers bring to their audiences.

Secondly, content publishers are diversifying their revenue streams by incorporating affiliate marketing into their strategies. This allows them to monetise their content effectively. Thirdly, mobile devices continue to dominate the affiliate marketing landscape, with mobile transactions and engagement on the rise. Marketers need to optimise their campaigns for mobile to capture this growing market. Finally, there is an increased focus on personalisation and customer segmentation, enabling marketers to tailor their affiliate marketing efforts based on individual preferences and behaviour. These trends highlight the evolving nature of affiliate marketing and provide valuable insights for marketers looking to maximise their impact in 2023.

For more information on any of these digital updates or if you’d like to discuss how we can help your digital strategy, get in touch with our team by sending us an email to 

Matthew Fraser - Modo25
Matthew Fraser
Matthew Fraser - Modo25
Matthew Fraser

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