Digital Marketing: latest News from the World – November Part 4
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
OpenAI enhances GPT-4o with new features for creative writing and working with files
OpenAI has released a new update for its GPT-4o artificial intelligence model, introducing enhancements focused on creative writing and the ability to analyze files uploaded by users. These features are available exclusively to users of ChatGPT Plus, the paid version of the service.
GPT-4o, introduced in May 2024, allows working with text, audio and images in an integrated manner, providing responses in an average of 320 milliseconds. With the upgrade, the model can provide more detailed and accurate analysis of uploaded documents, as well as generate more understandable and organized text. According to OpenAI, these improvements are aimed at facilitating tasks ranging from content creation to complex information processing.
The company announced these new features on its official X (formerly Twitter) profile, highlighting that the goal is to offer more complete answers when working with text documents or images uploaded to the platform. In addition, the model is designed to respond more naturally, adapting to the needs of users.
New methods for security testing and automated teamwork
On the other hand, OpenAI has published research on new strategies for evaluating and improving the security of its AI models. This research covers manual and automated methods for testing risks and vulnerabilities in systems.
A white paper details how OpenAI collaborates with external experts in the formation of red teams, which are groups dedicated to identifying potential flaws in the models. These teams simulate inappropriate behavior to detect potential bugs and areas for improvement.
Moreover, the company has developed an automated approach for large-scale safety testing. This method uses advanced models to generate attack simulations that help identify vulnerabilities in AI systems. The simulations include examples of behaviors that a model should avoid, such as inappropriate responses or impermissible advice, and allow systems to be improved through adjustments based on the results obtained.
The research also includes techniques to diversify the simulated attacks, ensuring that they are more representative and effective. According to OpenAI, these automated tests can be performed on a large scale and complement the work of human teams. The company says that this methodology aims to ensure that its models are secure and reliable.
Google Ads adds conversion action on WhatsApp
WhatsApp has become one of the preferred channels for users when communicating with a company due to the ease of use. In this sense, we see that in our user flow WhatsApp is one of the main channels of interaction.
For this reason, Social Media tools, websites and Paid Media have integrated the option to connect directly through instant messaging applications. Google Ads, of course, has not been left behind.
What is click to WhatsApp in Google Ads
It is the ability to place a WhatsApp link in your ads in Google Ads. This gives the possibility to users to start a conversation directly with that business after seeing your ad to solve some doubts or directly buy.
Click to WhatsApp is an extension of Google Ads ads as well as site links or calls. This extension has the name “Messages” and according to the platform it is in BETA. So you may not see it in all ad accounts.
Just like the other Google Ads extensions, the “Messages” extension has some special features, for example, it is an extension that will only appear in your ads on mobile devices taking care of the user experience.
Benefits of click to WhatsApp in Google Ads
This extension generates countless benefits for companies that advertise on Google, but we want to highlight the main ones:
Eliminate Friction
By allowing the user with a single click to be able to communicate with the company and thus easily resolve doubts and/or provide personalized information based on the ad from which the user arrives.
Personalized experiences
As we commented above, one of the benefits is the possibility of offering personalized experiences with WhatsApp chatbots. The extensions we can configure them at the Account, Campaigns or Ad Groups level; this way you could provide the specific information about a product or service.
Traceability
Until now in Google Ads we only had the possibility to set up conversions such as filling out a form, making a registration or a purchase. Now this messaging extension helps us understand how many conversations were started on WhatsApp from ads.
Requirements for Google Ads accounts to activate the extension
From what we have reviewed in the Google Ads documentation in this regard, the requirements for accounts are:
To use message assets, make sure you have:
- A good policy compliance history.
- A Google Ads account in an eligible vertical or subvertical. Sensitive verticals or subverticals, e.g., campaigns and elections, are not eligible for message ads.
- Have completed the advertiser verification program.
Click to WhatsApp metrics in Google Ads.
Just as we can review metrics by ad extensions such as site links, calls, etc; we will be able to find the same metrics for message extensions
Standard metrics
- Impressions
- Clicks
- Cost
- CTR (click-through rate)
- CPC (Cost per click)
- Conversions
- Visitor conversions
It will also automatically create a new conversion called “Conversations Started” which will be reporting how many conversations were started from the ads.
Regarding the metrics that can be generated from the message extension in Google Ads. We have been running some tests in the last 30 days on our ads and we see that we have a conversion rate close to 5% of conversations initiated.
Step-by-step guide to activate the message extension (click to WhatsApp)
- Log in to your Google Ads account.
- In your Google Ads account go to “Campaigns”.
- In the menu at campaign level you go to “Extensions”.
- Click on the add a new extension button.
- Select the message extension.
Configure your click to WhatsApp
- Define if it goes at account, campaign or ad group level.
- Indicate if you want to create a new extension or use an existing one.
- Select the country and enter the phone number.
- Write the message with which users will start the conversation.
- Select a “Call to action” for your ad.
- Add a description of your “call to action”.
- Save your extension.
Once you do this setup it could take a couple of hours for your extension to be approved to start appearing in your ads.
Conclusion
WhatsApp Click in your Google Ads is a great opportunity for B2C companies where WhatsApp is one of the most used channels by their users to improve conversions and provide their users with personalized experiences.
Start testing this new Google Ads extension today.
YouTube
What is Dream Screen, the new feature for Shorts creators on YouTube?
The charms of Google’s video generator, Veo, are starting to pay off. The Mountain View company has just announced a new feature for YouTube Shorts, called Dream Screen. Basically, it relies on the power of that Generative Artificial Intelligence to create backgrounds for short videos.
This is good news for YouTube creators who opt for this format, which competes with TikTok and Instagram’s Reels.
What is Dream Screen, the AI feature added to YouTube Shorts?
It should be noted that Dream Screen was already available for Shorts, although until now it only allowed the creation of image backgrounds, i.e. static images. The announcement is, strictly speaking, an evolution of the function, which now also serves to place videos in the background of the clips.
As noted by the TechCrunch site, the new capability is possible thanks to the integration with Google Veo, a video generator based on written instructions, which the US company has not yet launched on a general level. As we previously detailed in TN Tecno, this AI generator is capable of creating video clips in 1080p quality, in different styles, from animations to realistic scenes.
Dream Scream and Veo: how is it used in Shorts and when is the feature launched?
How do I use Google Veo and, consequently, the new Dream Screen capability for YouTube Shorts? Users must type in a prompt – “prompt,” in AI parlance – for the model to turn that request into a video.
To access this feature on YouTube, one must go to the Shorts camera, tap the green screen icon and then choose “Dream Screen.” In that section it is possible to write the prompt, then choose the animation style and finally tap on “Create”. Then, the tool will generate some options, which the user can review and make his choice to use in the Short as background.
In the future, Google plans to give creators the ability to generate standalone six-second-long video clips for Shorts through Dream Screen. Following the source, this addition for Shorts establishes a favorable difference for YouTube over TikTok, which so far only allows creating backgrounds with images (without motion).
The detail to note: the first rollout of the Shorts feature is for users in the United States, Canada, Australia and New Zealand.
Digital Marketing
KFC and Burger King team up to launch limited edition burger in France
The burger chain Burger King France and the flagship fried chicken brand, KFC France, have put rivalry aside to join forces and create the BFF burger (Best Friends Forever), which will be sold exclusively in restaurants owned by the brands in France up to and including December 16.
To promote the product, the accounts of both companies changed their Instagram profile pictures and posted an image with their logos joined by a small heart, as a symbol of their temporary “truce”.
The campaign was developed by digital marketing agency Buzzman, with the collaboration of media agency Havas Paris. Media coverage was provided by the agencies Wavemaker and Havas Media.
An enigmatic launch
The campaign was developed through a teaser strategy, which sought to attract the attention of customers with strange little clues that both Burger King and KFC let them see within the same premises in the days leading up to the launch, such as incorporating KFC buckets and placemats in Burger King stores, or putting Burger King cups and containers in KFC restaurants.
These anomalies were compounded by a cryptic 6-second TV spot that aired on Sunday night, in which employees of the two brands could be seen dancing together. These actions aroused great curiosity among customers, who expressed their doubts through posts with questions and speculations on social networks.
“The collaboration of the century”
At this point – and having achieved the initial objective of the campaign – the spot announcing a joint action, which they called “La collab’ du siècle” (“the collaboration of the century”), was unveiled. It is a humorous 60-second video, which begins with a customer entering a Burger King store and looking confusedly at a giant screen showing the logos of the burger restaurant and KFC joined by a heart. At that moment, War’s theme song “Why Can’t We Be Friends?” plays, and several employees wearing uniforms from both companies appear, singing and dancing with each other, in a tone of joy and friendship.
At the same time, the brands made a joint post on their respective Instagram accounts, which accumulated more than 4,200 likes, 100 shares and dozens of comments in the first three hours of posting.
In addition, the omnichannel marketing strategy was completed with national display (OOH and DOOH), social media content and point-of-sale activations.
A burger combining grilled meat and crispy chicken
But let’s get down to the nitty-gritty: what’s in the BFF?
The limited edition burger comes in two versions and combines the classic ingredients of a burger (bun, lettuce, cheese) with the most characteristic of each brand: KFC’s crispy fried chicken or Burger King’s grilled meat.
- BFF Burger King version: sesame bread, exclusive White BBQ sauce (created especially for the BFF), onion rings, melted cheddar cheese, iceberg salad, tomatoes, crispy onions and grilled meat.
- KFC version BFF: sesame seed bread, signature White BBQ sauce, onion rings, melted cheddar, iceberg slaw, tomatoes, crispy onions and Colonel’s crispy chicken.
A meatless version is also available for vegetarian customers. The price of any of the combos is 9,95€ (with fries and drink).
Latest Tech and Digital Marketing Updates
📌OpenAI’s move speaks volumes…. They have hired Darin Fisher, former key Chrome engineer. This reinforces rumors of developing a browser to compete with Google Chrome. Read the following news to understand more….
📌The mess against Google continues. The U.S. Department of Justice accuses Google of controlling 91% of the digital ad market, while they defend themselves by saying it is only 10%. If the accusation were to be confirmed, they would have to sell parts of their business, and rumor has it that it could be Google Chrome.
📌Coca-Cola’s controversial Christmas ad. This brand is well known for its Christmas ads, and this year it has decided to launch one created with AI. Many users have complained about the visual quality and replacing something so traditional with AI.
📌McDonald’s welcomes bicycles and scooters. The McAuto will no longer just be a space for cars. On the occasion of World Sustainable Transport Day, they have announced that now users with bikes and scooters will be able to use this service.
📌Third edition of the TikTok Ad Awards in Spain. The main winner was Jumpers with its “Storytime” campaign, which will compete in the European Grand Prix in Lisbon. In the Greatest Branding category Telefónica won, in Greatest Performance the winner was Samsung and in Greatest Creative the winner was Worten.
📌New tool on YouTube. Its “Inspiration” tab brings new AI-powered tools to help you with creativity. These features allow you to generate custom ideas, titles, thumbnails and outlines based on audience interests.
📌Google ends Ads Creative Studio. They have announced the closure of their platform for creative campaign management in March 2025. If you use this tool, you’ll need to explore new ones and prepare for the change.
📌Watch out for this from WordPress. A serious vulnerability in the CleanTalk Anti-Spam plugin affects more than 200,000 sites, and allows unauthenticated attackers to load and install malicious plugins. Upgrade to version 6.44 or higher to protect yourself.
📌To create content on Instagram. To create collages in stories, you will no longer need to use the Layout function, which didn’t let you customize anything. Now, you will be able to select them from your gallery and put them how and where you want.
📌Vicio Burger Club is born. Vicio launches a loyalty program where users accumulate points for purchases in their app or Glovo, and can redeem them for tickets to events, festivals or a Cupra car. Business vision, people.
