Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest news, updates, and exciting developments in the world of digital marketing. This week, we delve into the future of digital marketing and how to tackle some of the biggest challenges marketers may be facing today. We also take a closer look at some of the insights and latest updates from Google’s parent company Alphabet, who have reported exceptionally strong financial results for Q2 – driven by the progress in their AI efforts.
Plus, for those who are doubting Elon Musk’s Twitter rebrand – you’re not alone. Experts from Marketing Week believe the rebrand is a big mistake as it “throws away” brand equity – especially with Threads gaining momentum as a “Twitter replacement”.
Let’s dive into some of the biggest stories in marketing this week…
Table of Contents
Google Ads Performance Max Upgrade Tool Now Available for Dynamic Search Ads (DSA)
Google has introduced a self-upgrade tool for advertisers to transition their Google Ads to Performance Max campaigns in Dynamic Search Ads and Google Display campaigns. This upgrade offers new features such as inventory-aware ad serving, utilising product inventory data to optimise ad displays. Additionally, Google AI uses campaign creative assets to find more converting search queries, especially beneficial for landing pages with minimal content. The automatic upgrade process will be initiated for Local campaigns and gradually completed in September for most advertisers. Eligible advertisers can access the upgrade tool through the recommendations page for a guided process.
The 4 biggest data challenges facing digital marketing
Ben Savva of Earnest discusses the future challenges of tracking, reporting, and ad delivery in digital marketing, all down to changes in privacy policies by Apple iOS 17. With Safari removing UTM tracking, Google is adapting by suggesting tracking parameters Gbraid and Wbraid to counteract these changes.
Reporting concise data might become more challenging as data accuracy and granularity are affected, leading to potential discrepancies in recorded data. Ad targeting and delivery will also need to evolve, as traditional data sources might not be available. Future strategies may involve demographic and probabilistic attribution, bucketing users into segments, and rethinking audience targeting approaches. Emphasising privacy-centric and consent-based approaches will be essential in navigating these changes.
Google’s AI Innovations Drive Search & Ad Performance: Q2 2023 Insights
Parent company of Google, Alphabet, have reported strong financial results for Q2 of 2023, driven by progress in their AI efforts. Alphabet put their strong performance down to:
- Search Generative Experience in beta is getting positive user feedback.
- Nearly 80% of advertisers use AI-powered ads with more innovations coming.
- Significant potential to enhance search and ads with advancing AI.
Alphabet is leading the way in applying AI to improve its products and services, with Search being transformed by advanced AI capabilities.
Google updates its Product Rating policies to warn of spam in automated content reviews
Google has updated its Product Ratings policy to clarify their existing stance on spam and add a new policy to warn of automated content in reviews.
Google’s new policy reads: “Automated Content: We don’t allow reviews that are primarily generated by an automated program or artificial intelligence application. If you have identified such content, it should be marked as spam in your feed using the is_spam attribute.”
Google is keen on emphasising that content should benefit users, rather than just boost SEO, hence the policies that aim to reduce spam and stresses the importance of genuine and unbiased reviews.
12 reasons why the Twitter rebrand to X is a mistake
Experts from Marketing Week discuss the biggest branding move of the year: Twitter’s sudden transformation into X. They discuss how it’s a mistake because Twitter is throwing away brand equity. While the debate rages over distinctiveness and differentiation, no one doubts that a significant – and dominant – aspect of brand equity is derived from a brand’s ability to be recognised by its target market and to come to mind in buying/user situations.
Plus, the rebrand from Twitter to “X” reduces searchability and is not unique enough to be able to use on its own when searching for content – rebranding from a unique name to a single generic letter is, evidently, not the smartest move.
How did Barbie do it? Warner’s head of marketing on creating a ‘pink movement’
Greta Gerwig’s smash summer hit took the doll where nobody expected it to go, and banked hundreds of millions in return. Josh Goldstine, the president of worldwide marketing at Warner Bros, spoke to the Guardian about the film’s unconventional marketing strategy, the rise of Barbenheimer, and what the power of the pink purse may teach other film studios.
He says: “It broke the mold in terms of the images that first come to mind when thinking about a Barbie movie. That scene from 2001: A Space Odyssey is the dawn of man, and the idea of using Barbie as a replacement for the iconic monolith – it was sophisticated, in that it was a reference to a Kubrick movie from the 60s. It was saying, “We’re going to boldly go where you don’t expect a Barbie movie to go.” There were people in the department, colleagues, who said: “Woah, movie marketing doesn’t usually challenge you in that way.”
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