Digital Marketing: latest News from the World – November Part 1
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!
Artificial intelligence
Rufus, the AI assistant for Amazon shopping, arrives in Spain
Amazon has launched a beta version of Rufus, its generative artificial intelligence (GenAI)-powered virtual shopping assistant, in Spain, Germany, Italy and France. The conversational bot is designed to compare products, answer questions and recommend certain merchandise based on the consumer’s interests.
The company says, “Rufus significantly improves the ease for customers to find and discover the best products. Users can now shop alongside an AI-based advisor who knows Amazon’s selection in detail. [The system] brings together multiple sources of information to help people make more informed decisions.”
Rufus was unveiled in February. It uses a large language model developed by Amazon and trained on huge amounts of text from publicly available websites. Its operation was refined with a complementary algorithm fed with company data. An experimental version of the chatbot was made available to users in the U.S., India and the U.K. in recent months.
How to use the Rufus assistant in Spain?
The support team notes that Rufus will be available to “selected customers” who have the latest Amazon Shopping mobile app. In the bottom right corner of the smartphone screen, the assistant icon will appear. Selecting it will open a conversation box where requests can be entered. The tool integrates a section with default suggested questions. Its functions are divided into four groups:
- Searches: consumers can perform a general research of the products available on Amazon. The algorithm is able to analyze inventory by category, brand or product type.
- Discovery: Rufus makes it easy to find consumer items based on specific activities, events or purposes. Given requests such as “what do I need for rock climbing” or “I want to bake,” it suggests goods to satisfy the interest. It also displays related questions to expand knowledge of the topic.
- Comparisons: the bot can examine the characteristics of goods, compare them and deliver practical information so that users can find those that best suit their needs.
- Summaries: the virtual assistant synthesizes the opinions, reviews, and revisions that have been made to a specific product.
The corporation founded by Jeff Bezos stresses that “generative AI is still in its infancy and the technology will not always deliver the desired results. We will continue to improve our models and refine the answers to make them increasingly useful”.
Amazon and its vision for GenAI
Amazon is upping its GenAI ante with the launch of Rufus in Spain and other European markets. The firm notes that for more than 25 years it has used artificial intelligence to optimize its logistics mechanisms and bolster the capabilities of Alexa, its voice assistant. It admits that the next generation of the technology has the potential to revolutionize e-commerce and customer experiences.
Mark Chrystal, CEO of retail consultancy Profitmind, has told WIRED that “intelligent agents are a game changer in customer service.” He stipulates that large companies such as Amazon could benefit the most from the rise of GenAI, as they have a lot of data to feed their models. “This should lead to increasingly capable AI systems that not only improve customer service, but also lead to product and delivery innovations.”
Trishul Chilimbi, vice president of Amazon, has suggested that the online shopping giant is in the process of capitalizing on its position. He indicates that the big tech’s engineers are working on developing more powerful AI models and exploring more ambitious propositions, such as autonomous shopping algorithms.
Artificial intelligence
ChatGPT ahora busca en tiempo real
OpenAI, the company behind the well-known artificial intelligence assistant Chat GPT, has updated its functionality with a real-time search engine, ChatGPT Search. This new functionality will allow the AI to access up-to-date information on the web, a change that substantially improves its ability to answer questions with recent and immediately relevant data.
The new feature addresses one of the most important limitations of language models: the reliance on information they have been trained with that does not include events or data after that period. This changes with this new capability, ChatGPT will now be able to access up-to-date content and adapt to situations that require recent information, making it even more useful for constantly changing topics such as news, market prices, fashion trends, scientific breakthroughs and more.
How does the new functionality work?
When a user makes a query that requires up-to-date information, ChatGPT will activate ChatGPT Search to scan sources on the web and select the data that is most relevant. This will allow you to provide accurate and contextualized responses that reflect the current state of the art on the requested topics. This capability will improve responses and reinforces user confidence in AI-based solutions.
The integration of the functionality has been designed to operate quickly and without interrupting the flow of the conversation. Users will be able to ask complex questions and receive answers based on the latest evidence available on the web. This update marks a before and after in the use of AI to access information, making ChatGPT a more complete and versatile resource, combining the speed of a search engine with the functionalities of a digital assistant that understands and contextualizes information in a natural way.
An ally for users and professionals
The advantages of this advance will be significant for ordinary users as well as for companies and professionals. For users, it will allow them to obtain answers that go beyond general knowledge. There will be no need to open multiple tabs or search for sources manually, as the assistant will do it for you, synthesizing the information and presenting it in an understandable and orderly manner.
For companies and professionals, this functionality will be an invaluable resource for quick research, market analysis, product comparisons or even to obtain critical data for decision making in real time. In addition, communications professionals, such as journalists and editors, will find ChatGPT Search an effective tool to verify facts, supplement information and receive answers based on current events, facilitating the creation of accurate and relevant content.
The ability to access up-to-date information will impact productivity and efficiency in performing daily tasks. Automating searches and delivering context-sensitive answers will allow users to focus on interpreting and using data rather than manually gathering information. This will be especially important in a business environment, where quick, data-driven decisions can make the difference between success and failure.
Finally, this functionality will help democratize access to knowledge. Small and medium-sized companies, which often do not have the resources to hire complex research or data analysis services, will be able to benefit from this tool to compete more fairly in the marketplace.
artificial intelligence
Google Ads Update: Generative AI and new controls for Performance Max
Google has updated its crawl budget guidelines, stressing the importance of maintaining the same links on both mobile and desktop versions of a website. According to recent reports, this could have a significant impact on indexing and SEO for large sites.
Update to Google’s guidelines
Google has added a new best practice in its crawl budget documentation. According to the source, if your site uses separate HTML for mobile and desktop versions, it is essential to provide the same set of links in both versions.
The reason behind this recommendation is that Google only indexes the mobile version of pages. Therefore, limiting links on the mobile version may slow down the discovery of new pages.
What exactly has changed?
The new addition to Google’s documentation states, “If your site uses separate HTML for mobile and desktop versions, provide the same set of links on the mobile version as on the desktop version. If this is not possible, make sure they are included in a sitemap file.”
This means that if the mobile version of your site doesn’t include all the links from the desktop version, you should include them in a sitemap so that Google can find them. Otherwise, you could experience problems indexing your content.
Relevance for large sites
According to reports, this update is especially relevant for large websites that use separate mobile and desktop versions. If the mobile version lacks links present in the desktop version, the process of discovering new pages may be slower.
This could negatively affect SEO, as Google may take longer to find and index your new content, thus reducing your visibility in search results.
Recommendations for webmasters
To avoid these problems, it is recommended that webmasters ensure that all important pages are linked on the mobile version of their site. If this is not possible, including these links in a sitemap is a viable alternative.
In addition, considering the use of responsive design can simplify this process. A responsive design ensures that content and links are consistent across all versions of the site.
Why did Google make this change?
Google has explained that this update seeks to improve crawling and indexing efficiency. By ensuring that mobile and desktop versions have the same links, Google can discover and index new content more quickly.
This is especially important in the era of mobile-first indexing, where the mobile version of a site is the primary reference for Google when indexing and ranking pages.
artificial intelligence
Recraft's new AI becomes world's top-rated imager
Artificial Analysis is one of the platforms specialized in artificial intelligence, where developers (and the general public) can learn more about the latest advances in this field. Within its website there is a curious space, called Arena, in which image-generating AIs go head to head: for example, in the case of image generators, two different creations are shown, one from each AI, and the user has to vote which one best fits the prompt in each case.
In these digital battles, in the last few days a totally unknown model emerged that caught the attention of many and has risen to the top of the ranking, defeating the others. Its codename was Red_panda, and it had beaten established models in the market such as Midjourney, Black Forest Labs (Flux) and Ideogram.
Now, we finally know who was behind Red_panda: a new AI called Recraft.
Recraft, the name behind the success of Red_panda
Recraft, created in 2022 in the United States, presents itself as an image creation and retouching platform with a social touch that, in the tests we have done, stands out from other free AI-based tools.
In addition to achieving high-quality and consistent results, this AI also features outstanding capabilities in terms of generating text in images and generating vector art. In addition to this, it offers an infinite canvas and real-time collaboration capabilities.
According to data published on its platform, Recraft already has more than 1.5 million users from 200 countries, who have generated more than 200 million images. Among those who make use of this AI, there are also designers from large companies such as Netflix, Ogilvy, HubSpot, Asana or Airbus.
How Recraft works
A very positive point is that Recraft has a very functional free plan with which you will have 50 credits per day. According to the AI itself, generating or modifying an image costs between 1 and 2 credits, depending on the format.
It is important to note that Recraft’s blog explains that the images generated in the free plan do not grant ownership to the user, remaining under Recraft’s rights (although they can be used commercially if they were created before August 12, 2024). On the other hand, the works generated with any of the paid plans do grant ownership and full commercial rights, allowing their use in marketing, sales, or creation of NFTs. In addition, images generated under subscription remain the property of the user even after cancelling the plan.
To start using Recraft and create great works, the first thing you need to do is to access its platform and register. After that, you will access its creation screen, which is very intuitive.
The generation panel is located on the left side and offers direct access to some of Recraft’s tools. These can also be selected from the top menu located above this panel. In this case, let’s start with the “Image” option, which corresponds to the AI-driven image generator.
There you can select whether to create an image or a vector, enter the prompt that describes the artwork you are going to create, indicate which elements you want to exclude from the image, apply a specific color palette, select the aspect ratio, the number of images you are going to create from that print run and mark whether it will be public or private (in the free plan they are public by default).
In addition, the “Christmasize” option has now been added, which allows you to apply a Christmas effect to your images. Perfect to get you ready for this time of the year.
YouTube
YouTube has launched “Data Stories”
YouTube’s latest update introduces experimental features to enhance creator analytics and community engagement. Additionally, YouTube is rolling out improvements to brand collaboration.
Data Stories
YouTube is testing a “data story” feature in its Studio mobile app that helps creators understand their video performance. This tool provides a visual breakdown of the first 24 hours’ metrics, making it easier to identify key performance drivers.
Data stories transform YouTube’s analytics for creators by offering a narrative format instead of the traditional multi-tab dashboard.
“Most Relevant” Filter
YouTube recently rebranded its Comments tab to “Community” and is now introducing a “most relevant” comment filter. This new feature, currently being tested with a select group, analyzes a channel’s comments to highlight potential engagement opportunities, such as viewer questions.
The introduction of the “most relevant” filter in the Community tab is timely, as YouTube aims to reinforce its position against competitors like TikTok and Instagram.
This feature:
- Utilizes AI to pinpoint valuable comments throughout a creator’s entire channel
- Prioritizes viewer questions and fosters meaningful interactions
- Assists creators in managing engagement more efficiently on both mobile and desktop platforms
Video Linking
YouTube is allowing eligible creators to initiate video linking requests with advertisers. This option is available to YouTube Partner Program members with more than 4,000 subscribers and focuses specifically on Shorts content.
Previously, only advertisers could start video linking requests sent through emails and YouTube notifications. The new system empowers creators to proactively connect with brands, as YouTube suggests tagged content to potential advertisers.
Once approved, these links enable advertisers to access organic video performance data through Google Ads and establish clear content reuse rights between creators and brands.
Looking Ahead
As YouTube continues to roll out these features, here’s what you need to know:
- Data stories are in beta – most creators won’t have access yet
- The new comment filter should help spot meaningful viewer interactions faster
- To use the brand linking tool, you’ll need 4K+ subs and YPP status
YouTube’s collecting feedback on all these features, so expect tweaks and updates. Keep an eye on your Studio dashboard for when these roll out to your channel.
Latest Tech and Digital Marketing Updates
📌The new thing from Netflix is really cool. The new Moments tool allows you to save those scenes from your favorite movies or series to save, relive and share them whenever you want. It will first be available on iOS, and then on Android.
📌LinkedIn helps you hire. With Hiring Assistant, the AI assistant supports you with administrative tasks, such as scheduling interviews and creating candidate lists.
📌It’s not all good news at Meta. Major private media in Spain, such as Atresmedia, Mediaset and radio stations, have sued Meta claiming €160 million for breaching data protection regulations by collecting advertising profiles without consent.
📌We continue with the salseo. Temu has only been in Europe for a few months. They are investing a lot of budget in promoting their products through influencers. However, the European Union has opened an investigation because many of those products could be counterfeit.
📌Google publishes its 3rd quarter results. They have reached $88 billion, an increase of 15% over the previous year. They have increased revenues from advertising and subscriptions on YouTube and Google Cloud.
📌The 5 most downloaded apps in October in Spain. It is noteworthy that 3 are Chinese ecommerce apps (Temu ranked 1, Hacoo ranked 3 and Shein ranked 5). At number 2 is ChatGPT and at number 4 is Mini Game: Calm and Relax (mini-games designed to calm your mind and eliminate stress).
📌Influencers are helping those affected by DANA. They are taking advantage of the number of followers they have to do their bit by informing and mobilizing, and streamers like Auronplay or TheGrefg are donating what they earn from their live shows.
📌Brands are also reaching out to those affected. Airbnb offers accommodation to affected people and emergency services, Inditex donates 4 million euros, BlaBlaCar eliminates management fees on trips, in McDonalds for every euro donated by a customer they put one more, telephone companies offer unlimited data…
📌Google Maps reinvents itself with Gemini. Google has taken advantage of Gemini’s Artificial Intelligence to improve Maps, which you can now ask it for plans and other suggestions. In addition, they have improved the navigation view, parking and warnings.
📌Amazon Prime also uses AI. Thanks to X-Ray Recaps, Prime Video offers you series and episode recaps, designed to help you catch up on your favorite content quickly.
📌Consumer habits this Black Friday. According to Idealo, Spaniards will spend more than 300€ on average on this date, and 43% will make their purchase exclusively online.
📌Shipments between Black Friday and Christmas. According to forecasts by the Logistics and Transport Business Organization, some 115 million shipments will be made in Spain until Christmas, 7.1% more than last year.
📌New brand customization options in Performance Max. This allows you to adapt logos, colors and fonts to better align your ads with your brand identity. For now it is only available in some accounts.
📌Coca-Cola uses AI in its holiday campaign. It is a digital experience in which you will be able to have a conversation with Santa Claus, who thanks to AI will have a voice and will be able to have a conversation with you.
📌They are going to put an end to account sharing in Max… they will start limiting password sharing this quarter, starting with “soft” messages for users to pay for sharing their accounts. This strategy, similar to Netflix and Disney+, will expand in 2025 and 2026.
