Digital Marketing: latest News from the World – November Part 3
Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
TIKTOK
TikTok launches AI video generation tool for marketers
TikTok is determined to make content creation easier for brands with the launch of Symphony Creative Studio, its new artificial intelligence tool that promises to generate TikTok-style videos based on a simple product description or URL.
How Symphony Creative Studio works
The tool automates the creation of dynamic, TikTok-optimized content. Symphony Creative Studio allows brands to:
- Upload product information or assets, such as images, text or simply a website URL.
- Generate multiple video options using licensed assets from partners such as Billo and Getty Images.
- Get commercial-ready content tailored to popular TikTok trends.
Thanks to this automation, even companies with no prior experience in video production or trending on the platform can take advantage of TikTok’s huge audience.
Notable features of Symphony Creative Studio include:
- Digital Avatars: An innovative feature that uses customizable AI avatars to narrate brand stories. These avatars are already a hit in the Chinese market, especially for live sales.
- Multilingual support: Enables the creation of videos in multiple languages, opening the door to global markets.
- Full customization: Although the videos are automatically generated, brands can edit them to suit their unique style.
Today there are brands that do not control the language of TikTok and do not know how to reach the new generations that consume content on this platform. Therefore, the emergence of this new tool lowers the barriers to entry for these companies. This democratizes content creation and offers a unique opportunity to connect with a massive audience without the need for large investments or advanced technical knowledge.
One highlight is that TikTok is focusing its AI efforts on practical tools, such as script generation, idea suggestions and image creation. This sets it apart from competitors such as Meta, which have relied more on experiments with chatbots.
The big picture and next steps
With Symphony Creative Studio, TikTok is not only betting on simplifying content creation, but also on positioning itself as a leader in AI-based marketing tools. Although the quality of the generated videos may vary, this technology offers a scalable solution to increase brand engagement.
If the tool is successful, it could attract more companies of different sizes to the TikTok ecosystem, allowing them to compete on a level playing field.
artificial intelligence
AI shopping search in Perplexity
Perplexity, the artificial intelligence-based search engine, has decided to experiment with e-commerce. The company on Monday debuted a new AI-powered shopping feature for its payments customers that offers shopping recommendations within Perplexity’s search results, as well as the ability to place an order without having to go directly to the website.
This functionality seeks to optimize the shopping experience by reducing intermediate steps and offering greater convenience, marking a clear commitment by Perplexity to integrate artificial intelligence into the eCommerce ecosystem.
New ecommerce features
- One-click checkout to save time. For Perplexity Pro users in the U.S., we’ve created a one-of-a-kind AI-powered commerce experience, Buy with Pro, which allows you to seamlessly checkout directly on our website or app for select products from select merchants. Just save your shipping and billing information through our secure portal and select “Buy with Pro” to place your order. We’ll take care of the rest. Plus, you’ll get free shipping on all Buy with Pro orders as a thank you for shopping at Perplexity. If Buy with Pro is not available, we will redirect you to the merchant’s website to complete your purchase.
- Snap to Shop, a visual search tool that shows you relevant products when you snap a photo of an item. Now, you can easily find what you’re looking for, even if you don’t have a description or product name.
- Discover the best product, when you ask Perplexity a shopping question, you’ll get the accurate, objective answers you expect, plus easy-to-read product cards that show the most relevant items, along with key details presented in a simple, visual format. These cards are not sponsored: they are unbiased recommendations, tailored to your search by our AI.
This new discovery experience is powered by platform integrations including Shopify, which provides access to the latest and most relevant product information on global companies using Shopify that sell and ship to the US.
You no longer have to scroll through countless product reviews. Perplexity gives you comparisons in clear, everyday language, so you can make the best choices quickly and securely.
We will be expanding the Perplexity shopping experience to new markets after our US launch. Stay tuned for more features and special offers.
A new solution for brands
With the goal of improving and scaling the shopping experience on its platform, Perplexity has announced the launch of a new free program designed for large retailers to easily share their product specifications. This program allows the platform to access up-to-date information on the best products available, optimizing recommendations to users.
Unlike the sponsored question ads that the company has also launched, this program is focused exclusively on facilitating the inclusion of products in its index and improving their visibility on the platform.
Retailers who join the program will enjoy benefits such as increased visibility of their products in Perplexity’s index, increasing their chances of becoming “recommended products” by having more complete and relevant data for user queries. In addition, they will be able to integrate into the one-click shopping experience for Pro users, simplifying transactions.
Google strengthens its policy against website reputation abuse in search results
Google continues to strengthen its fight against deceptive practices in search results with an update to its website reputation abuse policy. This adjustment, announced on November 19, 2024, seeks to combat manipulative strategies used by third parties to profit from host site ranking signals, ensuring that users find useful and trustworthy information.
What is website reputation abuse?
Site reputation abuse occurs when third-party content is posted on a host site for the purpose of exploiting that site’s already established ranking signals. This allows the manipulated content to rank higher in search results, even though it alone lacks the necessary quality or relevance. This practice creates a negative experience for users by distorting the intent of Google’s search algorithms.
For example, imagine that a reputable website allows a third party to publish questionable or irrelevant content. Although the content does not meet quality standards, it ranks well because of the reputation of the host site. This tactic not only hurts the quality of search results, but also undermines trust in legitimate platforms.
Policy changes
Since the initial launch of this policy, Google has reviewed various situations where there are varying degrees of collaboration between the host and third parties, such as licensing agreements or partial ownership. Following this analysis, Google determined that any type of host involvement does not justify abusive use of the site’s ranking signals.
The new policy wording makes clear that:
Site reputation abuse is the practice of posting third-party pages on a site with the intent to manipulate search rankings by taking advantage of the host site’s ranking signals.
In addition, Google will not simply evaluate statements from site owners about how the content was produced, but will use a combination of methods to identify abuse. Sites that violate this policy will receive a manual spam action and will be notified via Search Console. They will then be able to request reconsideration after fixing the issues.
What content is allowed?
Not every third-party post is automatically considered reputation abuse. Google provides more details on its spam policy page about what practices are acceptable, such as legitimate collaborations that do not seek to manipulate rankings.
On the other hand, Google is developing systems to treat specific sections of a site as separate entities, especially if they are radically different from the main content of the site. This means that subsections will not automatically receive a ranking boost due to the site’s overall reputation. While this may lead to changes in traffic to certain areas, it does not imply a penalty, but rather a more accurate measurement of the quality of each section.
Implications for site owners
Owners should focus on ethical SEO strategies, prioritizing user experience over tactics to trick search engines.
We recommend content creators familiarize themselves with these new guidelines and review any practices that could be considered manipulative. Transparency and quality are essential elements in maintaining a good relationship with Google and, more importantly, with users.
Google continues to work to ensure that its systems prioritize the most useful and relevant information, leveling the playing field for all sites. Ultimately, this not only benefits creators who follow fair practices, but also users who are looking for reliable information on the web.
Google launches AI shopping tools for physical stores
Google Maps launched a new update to simplify the lives of its users when looking for a place to go, finding a new restaurant to take the family to or new ways to find out the best route that does not have a lot of traffic to reach a destination.
In its most recent renewal, Google has incorporated several free features that combine technologies such as artificial intelligence and augmented reality, which aim to transform the way a user interacts with their environment in real time.
From tools that display detailed information by simply pointing the cell phone camera, to systems that help decongest urban traffic, these new features are designed to be easily activated from the phone.
How Google Maps incorporates artificial intelligence
Google Maps conversational search, which is powered by artificial intelligence, allows users to interact directly with the app through an AI-powered chat.
Instead of typing in specific search terms, one can ask questions such as “Which nearby restaurants have a terrace?” or “Where is a pharmacy open now?”
The Google Maps app responds with detailed recommendations, offering a more intuitive and personalized experience for finding places and services
How not to get lost in a new city with the help of Google Maps
In case you don’t know a place or are traveling, Google Maps incorporates the ‘Live View’ feature that takes advantage of the cell phone camera to give details of crowded places nearby.
By tapping the camera icon on Google Maps, any user can access an interactive view that identifies nearby ATMs, restaurants, transit stations and parks.
In addition to locating them on the map, it provides hours, ratings and important details in one place. This tool is particularly useful for those who need to find services quickly without navigating through multiple menus.
What is Lens in Maps on Google Maps
Lens in Maps combines artificial intelligence and augmented reality to analyze the environment and provide instant information. By pointing the camera at a building, you can receive data about its history, the businesses it houses or its Google rating.
This technology transforms the act of exploring into a richer experience, ideal for tourists or curious users who want to learn more about their surroundings, without relying exclusively on textual searches.
What is the new 3D immersive view of Google Maps?
The new 3D Surround View takes urban exploration to another level by offering detailed three-dimensional models based on street-level imagery.
This feature allows you to virtually navigate streets, buildings and parks with an immersive perspective that resembles being inside a movie.
It is especially useful for planning tours in unfamiliar places because it provides a more complete and realistic visualization of the environment before you arrive.
How to know the traffic conditions and find the best route
“Project Greenlight” uses Google Maps data and artificial intelligence algorithms to optimize traffic lights in real time. This tool seeks to reduce waiting times at busy intersections by predicting and managing vehicle flow efficiently.
Although its implementation depends on collaboration with local governments, this technology aims to significantly improve urban mobility, reducing traffic jams and polluting emissions.
To access all these new features, it is essential to update Google Maps. To do so, open the application store of the device: Google Play Store on Android or App Store on iOS, search for “Google Maps” in the search bar and update.
Make sure you are connected to a WiFi network to avoid consuming mobile data. Once the update is complete, go to the app and explore the new tools.
Latest Tech and Digital Marketing Updates
📌The most important new thing on Facebook. Meta has announced that views are Facebook’s new main metric for reels, posts, videos or stories. They did the same with Instagram last August.
📌Black Friday data. 83% of Spanish stores will participate in this event with exclusive offers and promotions and 75% consider that it has a positive impact on their business.
📌Google could separate from Chrome. The US is considering legal action for Google to spin off its Chrome browser. This comes in the wake of a ruling that found Google guilty of having an illegal monopoly.
📌Domino’s formula for success. Innovate and know how to promote themselves. They have created a new pizza made with croissant dough, and to publicize it they are going to give away 10,000 of them. Giving things away for free sells.
📌The alternative to X is gaining strength. Bluesky is a social network created by the co-founder of Twitter. Just 30 days ago it had 11 million users and today it has already reached 19 million.
📌Trouble at Google. The U.S. Department of Justice has published the proposed final judgment in the case against Google forcing them to make major structural changes, the most important of all: selling Chrome. Google has been quick to release a statement saying it will appeal the ruling.
📌Threads reacts. Because some companies and users who are abandoning X, Threads wants to attract them with a new feature: create personalized feeds to organize content by interests. Just search for a topic, click the three dots next to the search bar and select “Create a new feed.”
📌AliExpress’ 11.11. More than 50 Spanish sellers surpassed €10,000 in sales during the first day of AliExpress’ 11.11 shopping festival. Local products such as food, electronics and household items stood out.
📌YouTube takes on TikTok with new tipping system. YouTube introduces “Gifts, Powered by Jewels” virtual tipping system for vertical live streams, allowing users to support creators.
📌Ikea and innovation go hand in hand. IKEA Spain is testing “IKEA Home”, an app that offers more than 30 home-related services such as carpentry, plumbing or painting. In January 2025 they will decide whether to launch it to the general public.
