Digital Marketing: latest News from the World – October 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!
Google Analytics launches real-time reporting
Attention, friends and lovers of digital marketing! According to the source, Google has introduced a new real-time page report in Google Analytics 4, and it promises to revolutionise the way we monitor the performance of our websites.
Discovering the GA4 real-time report
Google has launched this new report to provide instant insights into page views, user engagement and overall website performance. It is a tool that will allow webmasters and marketers to see what is happening on their site at this very moment.
The report is accessible through the reports menu in GA4 and provides an overview of current site activity. This includes key metrics and visualisations to help you better understand your users’ behaviour.
Key features you need to know
At the top of the report, you will find two very useful summary cards:
- Key metrics card: here you can see the total number of views and active users in the last 30 minutes. It’s perfect for a quick overview of recent traffic.
- Bar chart card: this chart shows the number of active users per minute in the last half hour, all in real time. It is ideal for spotting spikes or drops in traffic
Below these cards, there is a detailed table that breaks down active users by page path and screen type. This information is invaluable for identifying which content is performing best.
How to access and make the most of the report
To access the real-time page report, simply follow these steps:
- Sign in to your Google Analytics account.
- From the menu on the left, select ‘Reports’.
- Click on ‘Real-time pages’ in the left sidebar.
- Once there, you can explore the different metrics and adjust your strategy based on the data you observe.
Artificial intelligence
Firefly AI is integrated into Premier Pro
Adobe announced the launch of Firefly Video, its first artificial intelligence (AI) model capable of generating audiovisual content. The new approach is being integrated into Premiere Pro and promises to outperform similar systems such as OpenAI’s Sora and Google’s Veo. The company also unveiled new features for Photoshop, Illustrator and InDesign.
The company revealed it was working on a video engine earlier this year. The development is now part of its multimedia production and editing suite. It has been initially adopted in Premiere Pro through a new version of the Generative Extend tool. This is useful for extending the end or beginning of a film. It also makes it easier to edit in-between shots to correct shifted lines of sight or unexpected camera movements. Footage can be extended by only two seconds at a resolution of up to 1080 pixels (p) and a playback speed of 24 frames per second (FPS).
Firefly Video is also supporting two web tools for generating AI video. ‘Text-to-Video has similar features to Sora. Interested parties can enter a text description and the system will generate a video based on the details automatically. Adobe claims it can produce a wide variety of characters and environments. It claims to emulate a variety of animation styles and techniques. A ‘camera controls’ panel is available for creatives to fine-tune the results generated by the algorithm.
Image-to-Video’ allows a reference image to be added alongside a text prompt to improve control of responses. It is suitable for creating background materials or displaying scenes. Both options are available on the official Adobe Firefly website in beta phase. They can produce videos up to five seconds in 720p resolution at 24 FPS.
The trio of Firefly Video-powered assets have a response time of 90 seconds. The Adobe team says it is working to improve the speed of the process. It emphasises that its media engine is ‘commercially safe’, because it was trained on licensed data. Clips created or edited with the new AI model will incorporate security tags to reveal their provenance and protect the intellectual property of their authors.
Use Google Trends to create successful strategies
Two Google greats explain how to use Google Trends to leverage trends and search data to make strategic decisions in digital marketing, advertising and branding.
Learnings from the video
1:16 Understanding broad vertical trends
Explores how Google Trends can identify broad trends across industries, providing insights into user behaviour and market demand.
3:08 Benchmarking against competitors
Shows how to compare your brand’s performance against competitors using search trends to fine-tune strategies.
4:33 Analysing Brand Awareness and Sentiment
Explains how to use Google Trends to measure the popularity and sentiment of your brand compared to others.
5:33 Researching keywords for advertising campaigns
Teaches how to use the tool to identify the best keywords for your campaigns, maximising impact and relevance.
7:23 Conclusion
The main applications of Google Trends are summarised, highlighting its value for marketing, sales and market analysis.
YouTube
YouTube changes (almost) completely
Google has set out to fill the YouTube app with exciting new features, and it’s started with one of those features you’ve been wanting for years. It’s the kind of thing that everyone has thought ‘I wish it was here’, but never quite got around to. Well, today you can celebrate the arrival of the app’s acclaimed video pause timer.
Yes, YouTube has just implemented Sleep Timer, a feature that has been on your TV for years and was implemented some time ago on platforms like Netflix, but wasn’t available on Google’s service. What’s it for? It’s a simple setting to determine a period of time for the app to pause playback. It’s similar to the function that turns off your TV when you don’t use it for more than an hour.
The good news is that YouTube allows you to go further, setting various time slots that you can configure depending on how long it takes you to fall asleep. In fact, activating this feature couldn’t be easier: just click on the settings icon while watching a video, tap on Sleep Timer and choose one of the options. You can choose from 10, 15, 20, 30, 45 or 60 minutes.
If you activate it, the playback will continue for that time and then stop, allowing the video not to continue and then more and more to come later while you are completely asleep. This ensures that your phone won’t continue to consume battery and data if you don’t have WiFi.
And it’s not just something that’s being tested or will be rolled out in the future – the feature is already live and rolling out across the globe. In fact, you may already be able to view it in your YouTube app. And no, you don’t need to pay Premium to have it enabled.
YouTube now lets you customise your playlists
Another feature you should already have on your mobile is the customisation of playlists. From now on, YouTube allows you to change the cover of the playlists you have created in the app, encouraging each user to have their own playlist and making them easier to identify.
What’s more, not only will you be able to upload an image from your gallery, but YouTube has provided a tool to create a photo of the playlist with AI, allowing the description of the cover to be given according to the songs in the playlist.
Finally, and also related to playlists, YouTube is activating a new button to allow you to vote for songs in public playlists. In this way you will help to improve the position of certain songs so that the algorithm plays them in a more favourable order.
The new Google Shopping powered by AI
Google Shopping has launched a radical transformation of its platform, marking a milestone in the way consumers and merchants interact in e-commerce. This change, driven by the incorporation of artificial intelligence (AI), aims to deliver a more personalised and efficient shopping experience.
The new version of Google Shopping focuses on personalising searches. Thanks to AI, the system can now offer recommendations that are more tailored to users’ interests and previous behaviour. This not only improves the consumer experience, but also allows merchants to highlight their products more effectively.
In addition to AI capabilities, Google has redesigned the user interface to make it more intuitive. The new platform makes navigation easier and allows users to find what they are looking for more quickly. This simplification is crucial to attract both new users and merchants who want to optimise their online presence.
With this transformation, Google Shopping becomes more accessible for small and medium-sized merchants. The elimination of listing fees, implemented since 2020, remains in place and allows businesses to showcase their products without additional costs. This democratises access to e-commerce, making it possible for even those with limited budgets to compete effectively.
To maximise the impact of these new features, retailers must adapt their strategies. It is essential to optimise product descriptions and titles to align with improved search algorithms. In addition, keeping inventory data up to date is essential to avoid mismatches that can affect visibility.
This transformation not only benefits consumers by offering a more personalised experience, but also represents a significant shift in the e-commerce landscape. The integration of AI will allow Google Shopping to continuously evolve, adapting to market trends and user needs.
Apple
Apple releases new tools for businesses
Apple has announced a new business caller ID feature, designed specifically to combat phone spam and scams. The feature will also be available in the Mail app and, through simple logos, will offer a safer experience when receiving calls or messages from businesses.
Phone spam and scams through calls, emails and messages have been a growing problem in recent years, affecting both customers and businesses. With this new feature, Apple aims to provide a simple yet effective solution. By integrating directly into the core of our operating systems, we will have more elements to judge whether a communication is truthful.
Apple Business Connect expands with new functionality
The starting point for this new feature is the expansion of the Apple Business Connect programme, which will allow companies to register detailed information about their business to be visible in various parts of the Apple ecosystem. This programme already existed for businesses with physical locations, but will now include virtual businesses, online services and companies without a physical space.
When this feature is available, we will be able to clearly see the identity of the business calling us directly on the iPhone lock screen. Business Caller ID will display key information such as the company name, logo and the department or area from which the call originates. An extra layer of identification that will help us distinguish between legitimate business calls and possible fraud or phishing attempts.
Apple has not limited itself to calls. Other improvements for businesses will also be implemented, such as the ability to display logos and names in the Mail application. In addition, these identities are coming to Apple Maps, Siri and progressively more parts of the system.
Finally, for now, there is also the personalisation of contactless transactions. Businesses will be able to display their personalised logo on the Tap to Pay interface, adding a new layer of branding to one of the most sensitive touchpoints.
When will it be available?
The new Business Caller ID feature, which will display information on incoming calls, will be available from 2025, while the other features, such as logo emails and Tap to Pay personalisation, will start rolling out earlier, with the arrival of iOS 18.2 in late 2024.
Businesses looking to take advantage of these features can sign up to Apple Business Connect for free from today, giving them access to these new tools to improve their customer relationships and provide more secure communications.
The simplicity of this solution is a real highlight. In a few weeks’ time, the logo accompanying a communication will be one more element in judging whether it is legitimate. While Microsoft takes out the battle axe against spam in Outlook and WhatsApp works to protect its users against the same, with Apple’s we are faced with a simple system with which both companies and we will be able to enjoy a more secure and efficient communication environment.
Latest Tech and Digital Marketing Updates
📌X allows premium users to interact more with each other. Launches a new feature that offers an opportunity to improve engagement and create more active communities within the platform, boosting marketing and personal branding strategies.
📌PayPal launches a new advertising business based on its transaction data. It leverages its vast database to connect advertisers with potential buyers. This represents a great opportunity to target ads more effectively based on actual buying behaviour.
📌Canva will not raise the price of the ‘teams’ plan. Canva announces that it will maintain pricing for the ‘teams’ plan in 2024, despite new features. This decision is beneficial for businesses and marketing teams that use the platform to create collaborative content without increasing their operational costs.
📌Reddit introduces automatic translations in more languages. Allows content to be automatically translated into multiple languages, opening up new opportunities to reach international audiences. Ideal for those looking to expand their brand or community globally with greater accessibility.
📌Spotify adds support for music videos in 85 new markets. Expands support for music videos, allowing artists and content creators to reach a wider global audience. Excellent opportunity to maximise the visibility of your campaigns.
📌OpenAI hires Microsoft’s AI research leader. OpenAI has brought on board Microsoft’s generative AI leader, a move that strengthens its Artificial Intelligence capabilities. This news suggests significant advances in automated content generation and more efficient strategies.
📌Google makes it easier to find cheaper flights. It has launched a new feature that helps you identify the cheapest flights for your travels. Using AI, it gives you predictions about when the best time to buy will be, maximising your savings. In other words, the better the user experience, the more business.
📌Amazon Ads has launched ‘Audio Generator’. A new tool that allows you to create audio ads with AI. With this new feature, you can generate a 30-second script based on the product and customise it with voice, tone and music.
📌Glovo adds social features to its food app. It integrates social interaction options, allowing users to share recommendations and experiences. This new feature not only enhances the user experience, but also fosters loyalty and connection among the user community.
📌The best times to post on TikTok, according to Sprout Social: for hospitals and healthcare on Mondays from 5pm to 8pm, restaurants on Wednesdays and Thursdays between 3pm and 6pm, educational institutions on Thursdays from 10am to 1pm, and travel and hospitality on Fridays at 2pm and 4pm.
📌Bing Webmaster Tools improves its data and recommendations. They have updated their webmaster tools, offering more detailed data and recommendations through their integration with Copilot. This will allow SEO professionals to improve the visibility of their sites more accurately.