Digital Marketing: latest News from the World – December 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 plans to launch the Orion AI model in December: What can we expect?
According to the specialized media Ther Verge, OpenAI plans to launch its next artificial intelligence model, called Orion, next December. This new model is expected to be 100 times more powerful than GPT-4, OpenAI’s current flagship model.
However, unlike previous releases, Orion will not be immediately available to the general public through ChatGPT. Instead, OpenAI plans to provide early access to key partners, allowing them to develop products and features based on the model.
What is Orion and why is it so special?
Orion is considered the successor to GPT-4, although it has not yet been confirmed whether its official name will be GPT-5. This model is designed to offer broader and more advanced AI capabilities, targeting a general audience. Unlike the o1 model, which focuses on improving logic and reasoning, Orion is aimed at a broader range of AI applications.
The development of Orion has involved the use of synthetic data generated by the o1 model, known internally as “Strawberry”. This strategic approach has enabled OpenAI to create a more advanced and capable model. According to The Verge’s sources, engineers at Microsoft Azure, OpenAI’s cloud services provider, are set to launch Orion on the Azure platform starting in November.
Orion’s arrival coincides with OpenAI’s transition to a for-profit entity, following a funding round that raised $6.6 billion, valuing the company at $157 billion. Also, it comes on the heels of the launch of the ChatGPT app for Windows.
Although OpenAI has not given any additional information or officially confirmed the launch, Orion is expected to have a significant impact on the field of artificial intelligence, improving the accuracy and responsiveness of current models.
Google AI Overviews in more than 100 countries
Google has announced the launch of AI Overviews in more than 100 countries and with support for more languages, including Spanish, bringing the feature to more than a billion users globally each month.
The tech company introduced AI Overviews in May this year as an option for quick answers in the Google search experience, with Gemini AI-powered summaries. This search feature was initially launched for users in the United States through Search Labs.
Now, Google has rolled out AI Overviews smart answers to more than 100 countries in the Americas, Europe, the Middle East, Africa and Asia, and expanded support for more languages, including Spanish, regardless of where the feature is being used, to make it easier for more users to search globally.
In other words, users in the United States are no longer limited to using only their local language for questions and answers; now, they can also obtain results in Spanish.
As the company explained in a statement on its website, with AI Overviews in the search results, users will be able to more easily find the information they need, as well as discover relevant sites on the web, regardless of the questions they have in mind.
These AI-summarized answers appear at the top of the page, and respond to questions with concrete information. They also offer suggestions for organizing events, vacations, show food recipes or serve as a tool for finding new content.
With all this, with this expansion, Google has advanced that it expects the AI Overviews function to be used by more than one billion users globally every month. However, it should be noted that, although Spanish is included as a language supported by the feature, AI Overviews is not available for users in Spain at the moment.
Since its launch in the United States, users who have used AI Overviews search report that their search results “are more useful”, according to data provided by Google. The company has also stressed that, with its latest updates, in which it introduced more prominent ways of displaying links to websites within AI Overviews, it has managed to generate “an increase in traffic to the supporting websites”.
Google has updated its Core Web Vitals documentation
In an increasingly competitive digital environment, web page loading speed and user experience are critical factors for the success of any site. Google as of March 12, 2024 has updated its Core Web Vitals with new metrics that allow to evaluate and improve web performance with this approach by replacing FID with INP.
The importance of speed and interactivity has never been so decisive in the perception of quality that users receive when browsing. Here we will see all the information and how to optimize this new metric on a website.
What is INP?
The INP (Interaction to Next Paint) is the metric that reports the response time it takes to respond to a user interaction on the page. Its value corresponds to the time of the interaction that has taken the longest to respond of all the interactions performed by a user on the page.
It is considered a good optimized INP if it responds less than 200ms, later we will see how to optimize if a website does not have this metric below the optimal range.
What is the difference between INP and FID?
The FID only measured the response time of the first interaction of the page to the user while the INP is an improvement taking into account all the interactions that a user makes on a page and then take as a measure the one that has taken the longest to respond.
As we can see in the image, the FID would collect only the first click and the INP would indicate the latency of the second click because it collects both. We can say that this metric updated in the Core Web Vitals:
- It is more accurate.
- Its evaluation is continuous and more representative
- It measures the visual response of the page
- It gathers better information according to the user’s experience on the page.
- We notice that all the updates being made by Google are always focused on improving the user experience, including page load speed.
As an SEO expert you are your mind always has to be focused on this line of thinking about the user and when optimizing a website you should not only see the response time of the maximum interaction of a page. You have to see and optimize the path that a user makes within the web.
For example, if the website is an ecommerce we must optimize all the steps until the end of the purchase, not only the category or product page but also the cart and checkout in case there is a high loading time.
But what is meant by interaction?
In the INP, only these 3 types of interaction are observed:
- Clicking with a mouse
- Pressing a touch screen device. For example clicking on a cell phone.
- Pressing a key on a physical or on-screen keyboard.
- Key point: Cursor scrolling and scrolling do not influence the INP. However, if keyboard scrolling involving a key press can trigger other events that the
- INP does measure. The resulting scrolling is not taken into account in the INP calculation but the response time from the time you click until the interaction occurs is.
What is not considered interaction that the INP does not measure:
- Zooming with your fingers on mobile
- Scrolling the page on mobile or desktop
Latest Tech and Digital Marketing Updates
📌The outlook for digital advertising investment. According to InfoAdex, from 2023 to 2024 search engine advertising has increased by 2.7%, on web pages (display and video) it has grown by 4.6% and on social networks it has increased by 8.4%.
📌Google is working on Project Jarvis, an advanced autonomous AI based on Gemini 2.0, which performs tasks from your mobile. It will allow you to manage online shopping, coordinate appointments, book flights, and control home automation devices autonomously (among other things).
📌LinkedIn releases free Artificial Intelligence certification courses. They focus on recruiting, HR, and learning development. They claim that companies should invest in AI skills or they will be left behind.
📌Google announces this news: it expands its Travel Feeds feature for search ads. This update allows hotel advertisers to directly include more detailed information from their feeds in search results.
📌Control which ads appear on your YouTube channel. The social network has added ad category blocking controls. This gives you greater control over the types of ads that are displayed while viewing your content.
