Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest exciting developments in the world of digital marketing. This week, we explore Snapchat’s partnership with Microsoft in an exciting ad tech deal, how personalised texts will be fuelling Black Friday marketing and much more…
Let’s dive into some of the latest and exciting updates and news from the marketing world…
Table of Contents
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice and what it takes to build brands effectively. From Nike’s iconic Swoosh to the unmistakable Golden Arches of McDonald’s, the world’s most renowned brands possess unique identifiers instantly recognisable to the majority of consumers. Similarly, a consistent tone of voice across all touchpoints, embedded within the wider business, is essential.
One day after the announcement of the October 2023 Spam Update, and closely following both the September 2023 Core Update and September 2023 Helpful Content Update, the October 2023 Core Update was announced to be kicking off by Google on Thursday 5th. Coming so soon after the September Core Update has caused SEOs to question whether Google were still not happy with search results following the September update, or they wanted to fix something caused by it, but Google have not given anything away about this. Their advice around Core Updates remains the same and our recommendations can be found in our existing blog: Google’s Core Algorithm Updates: how to prepare for & recover.
US-based fast-fashion retailer Forever21 caters to Gen Z shoppers, many of whom are literally sleeping with their smartphones. So, it’s hardly surprising that texting is a major focus of the brand’s Black Friday marketing plans. But texting a discount code is no longer a sure-fire path to conversion. To better attract customer attention, Forever21 is changing up its texting strategy — using a platform that tracks store behaviour as well as online habits to help tailor messages. So how will other retailers use texting to target shoppers this Black Friday?
Google has made a significant change by discontinuing individual ad group and keyword forecasting in Keyword Planner. Previously, advertisers could receive specific keyword forecasts for each ad group, aiding in campaign planning and budgeting. Now, Keyword Planner only provides aggregate forecasts at the campaign level, making it more challenging for advertisers to estimate the performance of individual ad groups. This change may necessitate adjustments in how advertisers plan and optimise their Google Ads campaigns, as they will have to rely on broader estimates rather than precise forecasts for specific keywords within ad groups.
Snap Inc. is partnering with Microsoft Corp to enhance its generative chatbot, My AI. My AI will now utilise Microsoft’s Chat Ads API to expand advertisers’ access to Snapchat users. Previously, the chatbot could offer suggestions for queries like “What should I have for dinner?” With Microsoft’s technology, it can now respond with sponsored links to local restaurants or grocery stores, enabling partners to reach Snapchatters at the moment they express interest. This partnership coincides with Snap’s decision to shut down its AR Enterprises division and lay off 170 employees due to the growing accessibility of generative AI for try-on experiences and a focus on core advertising business.
Google announced the October 2023 Spam Update is rolling out in several languages in a bid to clean up search results and tackle cloaking, hacked, auto-generated and scraped spam content. Although these updates do happen periodically, this update has, according to Google, been prompted by community feedback who reported an increase in spam results in their languages. If you suspect your site has seen a change due to this update, we advise you to check out Google’s spam policies to ensure your site is abiding.
If you’re looking for some expert advice on how to keep your digital marketing strategies fresh and follow the trends in a rapidly moving market – get in touch with us. Our team of experts will be more than willing to discuss your requirements and offer their knowledge – just fire over an email to email@example.com and we’ll get back to you.