Digital Marketing: latest News from the World – October 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
NotebookLM : The tool that allows you to create content easily and quickly
NotebookLM is a text to audio artificial intelligence tool, developed by Google Gemini, which allows you to convert, with its Audio Overview function, any document, even a pdf, into a podcast or audio file, creating a conversation between two speakers.
What is NotebookLM
NotebookLM is a research and writing assistant powered by artificial intelligence, specifically by Google’s Gemini 1.5 Pro language model. Its main features are:
- It is a free tool that allows you to create digital ‘notebooks’ on different topics.
- It allows you to add and organise various types of content such as PDFs, web page URLs, text documents, Google Slide presentations, etc.
- Uses AI to analyse, summarise and work with the information added to the notebooks.
How NotebookLM works
The basic operation of NotebookLM is as follows:
- The user creates a new notebook and adds content (documents, URLs, notes, etc).
- The AI analyses and processes all the aggregated information.
- From there, the user can interact with the tool in different ways:
- Ask questions about the content
- Generate summaries
- Create timelines
- Create study guides
- Convert the content into an audio podcast
NotebookLM converts pdf into a podcast with two voices (hosts)
One of the newest features of NotebookLM is the ability to convert the content of documents into an audio podcast. This works as follows:
- The ‘Audio Overview’ function is activated within the notebook.
- The AI generates an audio file of about 9 minutes in length.
- The audio simulates a conversation between two speakers (a male and a female voice) who discuss and summarise the key points of the content.
- The speakers use a colloquial and natural tone, making the information more accessible and entertaining.
- This feature is currently only available in English, although more languages are expected to be added soon.
Limitations and areas for improvement
Although it is a very promising tool, NotebookLM still has some limitations:
- The generated audio is only available in English (for the moment).
- It has a limit of 50 documents per notebook.
- Audio generation can take several minutes for large notebooks.
- Being a developing technology, there may be some inaccuracies or ‘hallucinations’ in the generated content.
As we can see, NotebookLM is a powerful tool from Google’s AI, Gemini, which allows you to work intelligently with large amounts of information, offering innovative functionalities such as converting content to podcast format.
social network
TikTok Shop postpones its launch in Spain ‘to the end of the year’.
New delay for the launch of TikTok Shop in Spain. The beginning of October was the date that was being considered for the definitive launch of the platform in our country, but last week the company informed several of the partners with whom it is already working of a new delay, according to Ecommerce News. ‘October will not be the launch month, the new date will be postponed to the end of the year’, was the brief message sent by the ByteDance group.
We will have to wait until November or December, at least. The sources consulted by this newspaper even point to the possibility that the premiere may even be delayed to 2025, in order to do it in a season with less urgency and tension than the imminent Christmas campaign. In any case, the landing of TikTok is becoming more and more palpable after the initial announcement that dated the opening of TikTok Shop Spain to February/March 2023.
First there were legal problems, then compliance problems and then technical problems that the Chinese company has been solving and which seem to have been almost all resolved. From Ecommerce News we have been able to access the seller registration portal, which is now in perfect Spanish, all translated and ready to operate. In fact, according to what we have been able to verify, several agencies and brands have already opened their own shops, ready for users to enter and buy.
As far as we have been able to find out, the platform is already in Spanish, it works by invitation only from TikTok, which means that nobody individually and openly can open a shop without the prior consent and invitation of TikTok Spain, which wants to control a lot of what is sold on its platform, at least in the first phase.
In addition to China, where the platform was launched in 2016, TikTok Shop is already available in the United States, the UK, Malaysia, Indonesia, Thailand, the Philippines, Vietnam and Singapore. Ireland, like Spain, is in the launch phase and the news also talks about the beginning of October for its premiere in that country. It is not known whether Ireland will follow the same fate as Spain or whether it will be launched on the planned October release date.
TikTok Shop’s impact: $4 billion worldwide
Since its launch in China (where it operates under the name Douyin) in September 2021 TikTok Shop has not stopped growing, estimating its annual revenue at $4 billion, according to sales figures from YipItData, an analytics company, buoyed mainly by the Southeast Asian market (TikTok Shop is present in China, Malaysia, the Philippines, Thailand, Indonesia, Vietnam and Singapore), where GMV turnover exceeded $20 billion in 2023. The company expects to quadruple its worldwide turnover in the short term.
In the closest markets where TikTok Shop already operates, the US and the UK, the impact of the platform has been very positive, helping brands to earn up to 30% of their revenue through the platform. In the US (where it launched in September 2023), for example, TikTok grew by 13% in the number of orders from April to May 2024. In addition, TikTok Shop has attracted more than half a million sellers in the country, according to Forbes. US sales are expected to reach $17.5 billion by 2024.
YouTube
This month's news on YouTube
YouTube has once again released a video compiling all the new features of the month. Most of these will be implemented in YouTube Studio later this year.
Learnings from the video:
00:13 Communities
Communities are a new destination on YouTube where creators and fans can come together and create deeper connections.
00:42 New ‘Comments’ tab in the mobile app.
It will be renamed ‘Community’. This will help you interact more easily with your fans: suggested responses to AI-generated comments in your style, new audience metrics…
01:17 Hype
Hype, a new way to reach new audiences. Viewers can hype your latest videos up to 3 times a week. The more viewers ‘hype’ a video, the more likely you are to land on the new ‘Hype’ leaderboard.
01:57 Automatic dubbing
They are expanding the automatic dubbing feature, with artificial intelligence. This way you’ll be able to reach any audience around the world.
02:27 Gifts powered by Jewels
Jewels are digital items that unlock new ways for your viewers to engage with your channel. They purchase these items to show their support for you.
02:46 Inspiration
They’re launching AI-powered ideas for your content, outlines, hooks, titles and thumbnails to kick-start your creative process.
Latest Tech and Digital Marketing Updates
📌Google has updated Search Console with permanent filters in the performance reports, making it easier for you to analyse your data. They’ve also added a button to reset filters and improved navigation between tabs such as Queries and Pages.
📌The Spanish Association of Amazon Sellers has been working to help brands and manufacturers on Amazon and other marketplaces. They have opened a YouTube channel with interviews with ecommerce leaders, an informative media for news and an international learning programme.
📌TikTok’s new Stories. TikTok has introduced Flip Story, where you can create a second version to each story, which is unlocked with a flip, like flipping a card.
📌Advertising investment is growing every year, especially digital and social media advertising. According to InfoAdex data, in July and August there has been a 4.7% increase in Digital and an 8% increase in Social Media.
📌Ireland fines Meta heavily: 91 million euros for storing user passwords without any encryption or protection. This means that the passwords were stored in ‘plain text’, a risk for someone to access them.
