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Google's August 2024 core update, currently rolling out and expected to take a month, addressing feedback from previous updates that negatively impacted these publishers. The update aims to improve search result quality by prioritizing genuinely useful content, while Google encourages creators to continue focusing on people-first content. Publishers affected by previous updates are closely monitoring this update for potential recovery. The August 2024 core update could significantly impact the industry, particularly benefiting small and independent publishers by boosting their visibility in search results. This is positive news for advertisers targeting niche audiences, as more high-quality, relevant content is expected to surface. Read more about this at: https://lnkd.in/dgG8JJQq

This back-to-school season, marketers are navigating a challenging landscape of limited consumer spending and heightened economic concerns, particularly as the upcoming election adds to financial uncertainty. To capture attention, brands are doubling down on value, with major players like Amazon emphasizing discounts and affordability. At the same time, there's a strong focus on engaging younger generations, as studies show that Gen Z and Gen Alpha significantly influence parental spending. Marketers should prioritize value-driven messaging to resonate with budget-conscious consumers this back-to-school season. Leveraging influencers and inclusive content can effectively engage younger generations, who play a crucial role in shaping parental purchasing decisions. Additionally, brands should focus on building flexible, multichannel strategies to reach consumers across various platforms and focus on building brand loyalty. Read more at: https://lnkd.in/eUkQMt_8

A federal judge has concluded that Google’s practices in the search engine market are anti-competitive. The court found that Google has abused its dominance by manipulating search results and using exclusive deals to stifle competition. This ruling could lead to major changes in how Google operates and could affect its relationships with partners like Apple, which has a deal to make Google the default search engine on iPhones. The decision marks a critical point in ongoing efforts to address big tech's influence and its impact on competition and consumer choice. Social Media platforms, like Meta, could also be more vulnerable to similar lawsuits and rulings. More options of Search Engines and Social Media Platforms could emerge as a result, giving more choices to consumers as well as new avenues of advertising for brands. Read more about this at: https://lnkd.in/gBpNcA5a

OpenAI launched SearchGPT, a prototype search tool limited to 10,000 users, integrating AI models with web information. Future enhancements to the tool will focus on local information and commerce. The launch follows OpenAI's strategy to innovate in search without emulating Google. It's currently in a limited test phase, but you can join a waitlist to try it out. The launch of SearchGPT signifies potential competition for Google’s search engine as it looks to create an easy-to-use, user-friendly search experience. While it’s too early to tell the impact of SearchGPT on user behaviors, or how widely it’s adapted, this news is something marketers will want to keep their eye on in the coming months. Read more about this at: https://lnkd.in/eJVWU_R5

The wait is over. Google announced that they will no longer deprecate third-party cookies, but rather introduce a “new experience in Chrome that lets users make an informed choice across their web browsing, which they’d be able to adjust at any time.” As expected, there is no timeline as Google continues to discuss this pivot with regulators. While advertisers now have more time to prepare, we recommend that brands continue to prepare for future changes - whether that’s testing Google’s existing Privacy Sandbox or exploring other options. One thing remains clear, though: the push for ever-increasing user privacy is here to stay and advertisers need to adapt regardless of how it is rolled out. Read more about this at: https://lnkd.in/evMNDMin

In the first half of 2024, creativity in marketing has shown signs of resurgence as brands shake off budget constraints from the past few years. This revival is marked by a renewed focus on brand building, responding to an overemphasis on performance marketing since the pandemic. As companies consider adopting generative AI—a technology that has led some to reduce their human workforce—marketers are eager to demonstrate their value. This year has already seen innovative campaigns like Pop-Tarts' “The First Edible Mascot,” which set a bold tone for the industry and won accolades at Cannes Lions. Similarly, Lay’s “Groundhog Lay’s” campaign cleverly used ad frequency to create buzz, while CeraVe's Super Bowl ad with Michael Cera highlighted the power of guerrilla influencer marketing. Even purpose-driven campaigns, such as E.l.f. Beauty's “So Many Dicks,” have managed to stand out by addressing corporate diversity. These examples underscore the importance of brand building and creative risk-taking. As Chris Bellinger from PepsiCo. aptly put it, in a saturated market, creating ads that evoke no reaction is not worth the effort. Brands that dare to innovate and engage meaningfully with their audience are those that will thrive in this evolving landscape. Read more about this at: https://lnkd.in/eDcSNPpQ

With Google’s recent partnerships with Reddit, user-generated content on Reddit is now highly favored over branded or sponsored content on Google’s results page. This is especially true for longer-tailed keywords, questions, and AI searches. GPT and Google’s Gemini will also reference Reddit threads directly, effectively dominating the top of a user's search. Managing your Brand's online presence in Google search can be a challenge, for both established and new businesses. Establishing your brand’s online presence on Reddit, by posting high-quality content in relevant subReddits and replying to comments, will allow the search engines to recognize your authority in the topic quickly. Investing resources into Reddit is now a necessary part of a brand’s SEO strategy as its presence at the top of the SERP grows. Read more about this at: https://lnkd.in/gRk4rkFu

TikTok's Symphony suite, unveiled at TikTok World 2024, introduces cutting-edge AI-driven tools to enhance creativity and engagement. The suite includes Stock Avatars, featuring paid actors who have licensed their faces for commercial use, akin to the widespread presence of AI stock voices, and Custom Avatars, where creators can construct multi-lingual avatars that translate content into over 10 languages, ensuring broad audience accessibility. It's crucial for brands to use AI responsibly to prevent the dissemination of misleading information, with stringent oversight, especially regarding Stock Avatars. Given that users generally trust content created by humans more for its authenticity, this responsibility is paramount. This innovation signifies significant advancement for influencers and social commerce, facilitating streamlined content creation across multiple languages and enhancing overall efficiency and innovation. Read more about this at: https://lnkd.in/eVRPnfUW 

Meta has introduced a new Messenger feature that aims to enhance its position in the marketing landscape, specifically targeting SMS marketing. This feature allows businesses to engage with customers through rich, interactive messages on Messenger, offering a more dynamic alternative to traditional SMS marketing. Meta uses AI to determine the right subset of users to reach with images, videos, and interactive content. Meta's Messenger feature represents a new opportunity for businesses to enhance their marketing campaigns by delivering more personalized messaging to their target audience, like they do through SMS and email marketing. Leveraging this feature can provide brands with more impactful customer engagement for users, since AI can help find the right message for the right audience. As a result, it could prove to have strong potential for conversion-focused marketing campaigns. Read more about this at: https://lnkd.in/et-zdcuC

The most recent Google SEO leak has provided unprecedented insights into the inner workings of Google's search algorithms, highlighting key ranking factors, outlined below. This kind of transparency is new for Google and emphasizes the importance of high-quality, well-structured content that demonstrates topical authority. Key takeaways from the leak: Title Match Scores: Accurate, relevant titles are crucial for higher ranking Link Freshness: Fresh links from new or updated pages carry significant value User Engagement Metrics: Higher click-through rates and user engagement positively impact rankings Content Clusters: Structuring content into thematic clusters enhances topical authority Content Refresh: Regularly updating content maintains its relevance and improves rankings Data Utilization: Google’s use of user interaction data emphasizes the importance of positive user engagement Websites should focus on creating comprehensive content clusters, ensuring both short and long articles are valuable and relevant. Regular updating and fresh link-building efforts are critical for maintaining high rankings, and understanding specific ranking factors can help SEOs refine strategies to align more closely with Google's criteria. We are turning these learnings into actionable strategies by refining content creation processes, focusing on topical authority, and enhancing user engagement across our platforms. Read more about this at:  https://lnkd.in/eiGxVYN3