Digital Digest
Marketing Intelligence Weekly
Weekly updates on the digital marketing news you need to know, including data reform, AI, cookie deprecation and platform updates.
Platforms
Another Google core update is rolling out now
- Google has initiated its fourth core update of 2024, the December 2024 core update, which began rolling out on December 12 and is expected to take about two weeks to complete.
- This update follows closely on the heels of the November 2024 core update, which concluded on December 5, indicating Google's ongoing efforts to enhance search result quality.
- Google wrote: “The Dec. 2024 core update is rolling out, and we expect it will complete in two weeks. If you’re wondering why there’s a core update this month after one last month, we have different core systems we’re always improving.”
- As with previous core updates, significant fluctuations in search rankings are anticipated.
- Read more
AI in digital
Platforms
Google DeepMind unveils new products
- Google DeepMind has unveiled a new suite of AI tools, including an updated Project Astra and Gemini 2.0.
- Gemini 2.0 has been updated around the ability to control agents.
- Astra uses Gemini 2.0’s built-in agent framework to answer questions and carry out tasks via text, speech, image, and video, using existing Google apps like Search, Maps, and Lens.
- Gemini 2.0 and Astra are joined by Mariner, a new agent built on top of Gemini that can browse the web for you; Jules, a new Gemini-powered coding assistant; and Gemini for Games, an experimental assistant that you can chat to and ask for tips as you play video games.
- Last week DeepMind also introduced Veo, a new video generation model; Imagen 3, a new version of its image generation model; and Willow, a new kind of chip for quantum computers.
- Read more
Platforms
TikTok seeks emergency pause to US ban for Jan 2025
- TikTok is seeking an emergency injunction to prevent a potential US ban scheduled for 19 January 2025, following a law requiring its sale or prohibition due to alleged links to the Chinese government, which TikTok denies.
- The company plans to appeal to the Supreme Court after losing its initial appeal against the law. TikTok argues that a ban would cause "irreparable injury" by silencing both the platform and its 170 million American users, leading to significant revenue and user losses.
- The situation remains dynamic, with potential implications for marketers relying on TikTok's extensive US user base.
- Read more
Platforms
Google Search Console launches ‘24 hours’ view
- Google has announced that Search Console now provides more recent data, with a typical delay of only a few hours, enhancing the ability to monitor site performance almost in real-time.
- This improvement allows marketers to swiftly identify and respond to emerging trends, issues, or opportunities, facilitating more agile and informed decision-making.
- The fresher data can be particularly beneficial during time-sensitive campaigns or events, enabling prompt adjustments to optimise outcomes.
- Read more
Marketing by numbers
Global advertising market to surpass $1 trillion
- The global advertising market is set to surpass $1 trillion in revenue for the first time in 2024, with tech giants like Google, Meta, ByteDance, Amazon, and Alibaba projected to capture more than half of this total.
- Digital advertising continues to dominate, with digital ads (including streaming, online news, and magazines) expected to comprise 82% of total revenue by 2025
- The U.S. remains the largest ad market globally, anticipated to reach $379 billion in revenue by 2025, while China's ad market is forecasted to grow by 13.5% in 2024, hitting $204.5 billion.
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AI in digital
Platforms
“Search will profoundly change in 2025”
- According to Google CEO Sundar Pichai “search will profoundly change in 2025”.
- Interviewed during the New York Times DealBook Summit, Pichai stated: “Search itself will continue to change profoundly in [2025]. I think we are going to be able to tackle more complex questions than ever before. I think you’ll be surprised even early in [2025] the kind of newer things search can do compared to where it is today.”
- “If you look at the last couple of years, we have, with AI overviews, Gemini is being used by over a billion users in search alone. I just feel like we are getting started.”
- Read more
Marketing by numbers
Platforms
148 keywords make up 15% of all Google searches
- A mere 148 keywords account for 15% of all Google searches, with most being navigational queries like "YouTube," "Gmail," and "Amazon."
- Branded searches make up 44% of Google queries, while 51% are informational, 33% navigational, 14.5% commercial, and just 0.69% transactional.
- The 'long tail' of unique queries (those with fewer than 11 searches per month) represents only 3.6% of search demand, indicating a concentration towards popular terms.
- This trend suggests that organic search traffic is increasingly directed towards fewer websites, making it more challenging for smaller brands to gain visibility.
- Marketers are encouraged to diversify their strategies beyond traditional SEO and PPC, exploring platforms like YouTube, TikTok, podcasts, and LinkedIn to capture audience attention.
- Read more
Platforms
TikTok and Nielsen partner up
- TikTok and Nielsen have partnered up to provide cross-platform ad performance tracking.
- The partnership will enable advertisers to measure and compare ad performance across digital, connected TV, and linear TV platforms.
- The partnership helps validate TikTok's evolution into a mainstream advertising platform, bringing its measurement capabilities in line with established players like YouTube and Roku.
- Read more
Marketing by numbers
China’s digital ad sector grows 12.1%
- Despite broader economic struggles, China’s digital ad sector is expected to grow 12.1% this year, accounting for 85% of the country’s total media spend.
- This will push total media expenditure up just over 10%, more than in the US.
- This growth is expected to slow in the coming years.
- Read more
Platforms
Personalisation toggle in Google Search
- Google now lets users easily toggle between personalised and non-personalised search results via a new button at the bottom of search pages.
- This feature aims to improve clarity on how search results are tailored and provides flexibility to users.
- This update accompanies other changes, such as removing personalisation details from the "About this result" section.
- Read more
Data privacy
Data privacy in travel
Platforms
Platforms in travel
Google going back to blue links for hotel searches in EU
- To comply with the EU's Digital Markets Act (DMA), Google is trialling a "blue link" format for hotel searches in Belgium, Estonia, and Germany, mimicking its earlier search styles.
- Google reports that DMA-driven changes have reduced direct clicks to airlines, hotels, and small businesses by approximately 30%, causing tension with travel aggregators.
- The changes will enable clearer formatting in search results, offering equal visibility for comparison sites, direct suppliers, and other competitors in various verticals, including travel and retail.
- Read more
AI in digital
Data privacy
Platforms
New privacy measures and email updates for Apple
- Apple's December release includes new privacy measures that limit email tracking, affecting metrics like open and click rates for marketers.
- Emails will feature AI-created content summaries in place of traditional pre-headers, requiring engaging and clear messaging.
- Apple Mail will sort emails into categories (e.g., Primary, Promotions), similar to Gmail, impacting email visibility and engagement strategies.
- Building direct relationships and consent-driven data collection are key to counteracting tracking limitations.
- Read more
Platforms
Recommendations in Search Console now fully rolled out
- Google has fully rolled out the 'Recommendations' feature in Search Console, offering tailored optimisation tips to enhance your site's presence on Google Search.
- These recommendations, found on the Overview page, provide actionable insights into areas like indexing, crawling, and serving, helping you prioritise your SEO efforts effectively.
- The feature updates regularly, so the suggestions may change or expire over time. If no recommendations appear, it indicates that Google currently has no specific advice for your site.
- Read more
AI in digital
Platforms
High error rate in ChatGPT Search attribution
- A Columbia University study revealed a high error rate in ChatGPT Search’s attribution of news sources, highlighting frequent misquotes and misattributions.
- The Tow Center evaluated ChatGPT Search’s ability to identify sources of quotes from 20 publications. Of 200 queries, 153 responses were incorrect.
- The tool often links to syndicated or plagiarised content instead of original publishers, affecting brand visibility and trust in AI’s reliability.
- Identical queries on ChatGPT yield differing outputs, raising questions about consistency and accuracy in information retrieval.
- Read more
AI in digital
Platforms
TikTok launches Symphony Creative Studio
- TikTok has launched Symphony Creative Studio, an AI-driven tool for creating TikTok-ready videos from product descriptions or URLs, lowering the barrier to entry for brands new to the platform.
- The tool uses licensed assets (e.g., from Billo and Getty Images) and includes features like customisable AI avatars, multilingual support, and easy editing options for brand alignment.
- Symphony Creative Studio aims to democratise content creation for businesses of all sizes by simplifying and scaling TikTok marketing efforts.
- Read more
Marketing by numbers
Australian’s cutting holiday budget by 75%
- Australians are tightening their belts this holiday season, with many slashing their non-essential shopping budgets by up to 75% compared to last year.
- Millennials are expected to outspend other generations, with 22% planning to allocate between $1,000 and $2,000 for non-essential items, while Boomers are more conservative, with 25% aiming to spend between $250 and $500.
- Sales, discounts, and promotions are key drivers this season, influencing 62% of shoppers. Additionally, 30% plan to purchase secondhand items on platforms like eBay and Depop, and 32% are leaning towards smaller, independent retailers.
- Shipping and return costs are critical factors for consumers, with 60% stating that high shipping fees deter them from completing purchases, and 55% avoiding retailers with complicated returns.
- This shift in spending habits reflects the broader economic pressures Australians are facing, including inflation and rising interest rates, leading to more cautious and value-driven consumer behaviour.
- Read more
Help desk
Platforms
Missing data in GA4
- Some GA4 properties experienced data collection problems on November 13 and November 14.
- During this period, certain properties did not capture data properly, potentially leading to incomplete or missing insights for those dates.
- The issue appears to have been intermittent and is currently under investigation by Google.
- If your GA4 property is affected, the reports for November 13 and 14 may show discrepancies in data.
- Read more
AI in digital
Platforms
The difference in LLMO and SEO results
- On LinkedIn, Marcus Tober, SVP Enterprise Solutions at Semrush, shared insights into how different LLMO and SEO results are based on a study using hundreds of informational and transactional queries.
- Perplexity results overlap 46% with Google top 10 organic rankings, but only 32% with Bing.
- ChatGPT (4o with RAG) results overlap 69% with Bing top 10 organic rankings, and 48% with Google.
- “Interesting is, the top Google ranking appears in 72% of Perplexity results which means top rankings in Google can result in top rankings in Perplexity. The same top rankings from Google only appear in 22% of cases in ChatGPT (4o with RAG).”
- Read more
Cookies
Data privacy
Platforms
Google introduces Customer Match
- Google Analytics has introduced 'Customer Match' in beta, enabling advertisers to enhance remarketing by utilising first-party customer data, such as email addresses and phone numbers.
- This feature is designed to improve ad targeting, especially when traditional identifiers like third-party cookies are unavailable.
- To implement Customer Match, advertisers need to set up user-provided data collection, link their Analytics property to Google advertising products, and enable personalised advertising settings.
- Currently, Customer Match integrates with Smart Bidding campaigns on YouTube, with plans to expand to Search and in-feed ads soon.
- Read more
AI in digital
Platforms
Perplexity launches AI-powered shopping assistant
- Perplexity has introduced an AI-powered shopping assistant, enabling users to research and purchase products directly through its platform.
- The "Buy with Pro" feature offers U.S.-based Perplexity Pro subscribers a seamless one-click checkout experience, complete with free shipping.
- The "Snap to Shop" tool allows users to upload photos of items to find relevant products, enhancing the visual search experience.
- The company has also launched the Perplexity Merchant Program, enabling retailers to share product specifications, increasing the likelihood of their products being recommended.
- Read more
AI in digital
AI in travel
Marketing by numbers
Platforms
Platforms in travel
Travel by numbers
Google AI Overviews appear for 30% of travel-related queries
- Google's AI Overviews now appear in 30% of travel-related searches, marking a 700% increase from September to October.
- This surge is particularly notable for queries about seasonal travel, local events, and neighbourhood-specific activities.
- YouTube citations within AI Overviews have stabilised after a previous spike, indicating the platform's ongoing importance in travel content.
- Overall volatility of AI Overviews decreased by 42% compared to September, suggesting a more consistent user experience.
- Read more
Platforms
DOJ wants to break the Google monopoly with Chrome sale
- The U.S. Department of Justice (DOJ) plans to propose that a federal judge require Google to sell its Chrome web browser, potentially valued at up to $20 billion.
- This move aims to dismantle Google's dominance in online search and advertising by reducing its control over user access points.
- The DOJ also recommends that Google provide web publishers with more options to exclude their content from Google's AI offerings.
- Additionally, Google may be compelled to license its search results and data to competitors, promoting a more competitive landscape.
- These proposed measures could significantly impact Google's business model and the broader digital advertising ecosystem.
- Read more
Platforms
Google November Core Update Rolling Out
- Google's November 2024 Core Update commenced on 11 November 2024 at 3:30 pm ET and is expected to take about two weeks to fully roll out.
- This global update aims to enhance search result quality by promoting genuinely useful content and demoting content created solely to perform well in search rankings.
- Early observations indicate minimal movement in search rankings for most sites, though some have reported significant changes.
- Google advises that sites negatively impacted should focus on improving content quality, adhering to their core update guidelines.
- This is the third core update of 2024, following the August and March updates, continuing Google's efforts to refine search algorithms.
- Read more
AI in digital
Platforms
Perplexity AI testing ads in search results
- Perplexity AI has started testing sponsored follow-up questions in its search results, marking its initial foray into advertising.
- These ads appear as follow-up questions labeled "sponsored" and are displayed alongside regular search answers.
- The answers to these sponsored questions are generated by Perplexity's AI, not by the advertisers themselves, ensuring content consistency.
- Early advertisers include Indeed, Whole Foods Market, Universal McCann, and PMG, who are participating in this new ad format.
- Perplexity aims to use this advertising model to generate revenue, which will be shared with its publisher partners, addressing the limitations of a subscription-only revenue approach.
- Read more
AI in digital
New standards to block AI crawlers
- New standards are being developed to extend the Robots Exclusion Protocol and Meta Robots tags, enabling publishers to block AI crawlers from using publicly available web content for training purposes.
- The proposal, drafted by Microsoft AI and Bing product managers, aims to simplify the process for publishers to prevent their content from being used in AI training by implementing a single rule for each crawler.
- Legitimate crawlers typically adhere to Robots.txt and Meta Robots tags, making this proposal a significant step for publishers seeking to control the use of their content in AI training.
- Read more
AI in digital
Marketing by numbers
Findings from ASICS AI report into Australian Financial Services
- Australian financial services are rapidly embracing AI, with 57% of AI use cases being under two years old. Generative AI is a significant area of growth, comprising 22% of AI projects in development.
- While AI enables more tailored and efficient services, it can also amplify risks, including bias, exploitation of vulnerabilities, and erosion of consumer trust. Governance gaps may exacerbate these risks.
- Currently, most AI applications augment rather than replace human decision-making, with minimal direct AI-to-consumer interactions. However, a growing reliance on AI raises concerns about governance keeping pace with innovation.
- Only 12 out of 23 licensees had policies addressing fairness or inclusivity, and just 10 included consumer disclosure of AI use. Governance changes are trailing behind the rapid AI adoption.
- With 61% of licensees planning to expand AI use within a year, industry competitiveness could lead to rapid, less controlled implementation of AI, heightening potential risks.
- Read more
AI in digital
Baidu’s CEO says only 1% of AI companies will survive
- Baidu's CEO, Robin Li, predicts that the current AI boom is a bubble, with only about 1% of AI companies expected to survive as the market consolidates.
- Li highlights significant improvements in large language models (LLMs), noting that issues like AI "hallucinations"—where AI generates false information—have largely been resolved.
- Read more
AI in digital
AI in travel
Platforms
Platforms in travel
Travel
The Future of Search at Mumbrella Travel Marketing Summit
- Last week Paul and Freddy were joined on stage by Google and TikTok to discuss the Future of Search in Travel at Mumbrella Travel Marketing Summit.
- From TikTok’s influence on travel discovery to Google’s advances in AI-powered search, our experts offered insights into the shifts shaping travel planning.
- Rory Clayton, Industry Lead at TikTok said: “We're seeing a rapid acceleration of search across TikTok. In travel, consumers are using video-based search to experience their Trip before the Trip through creators, community and brand-led content. We're so excited to partner with the Travel industry to reimagine their search strategies in light of these behavioural shifts in travel inspiration, planning and action.”
- Read more here and download the whitepaper to get the insights.
AI in digital
Data privacy
Help desk
We’re in Bali for TrustED Conf 2024
- The In Marketing We Trust team is currently in Bali for our annual TrustED Conf.
- The theme at this year’s TrustED Conf is “Reset and Realign: Harnessing AI and Automation to Propel Us Forward”.
- As we enter a period of rapid change, "Reset and Realign" encourages us to adapt, leveraging AI and automation to drive efficiency across In Marketing We Trust. This year, we have faced significant challenges, from shifts in SEO algorithms and paid media strategies to navigating tighter budgets and heightened data privacy standards. AI-powered tools like GPT offer transformative solutions, finding efficiencies in day-to-day tasks, helping us streamline data interpretation, improve campaign precision, and support sustainable growth.
- At this year’s TrustED Conference, we commit to embracing these technologies to overcome industry challenges, enhance client impact, and position In Marketing We Trust for future success. With "Reset and Realign," we are prepared to stay agile and lead confidently through change.
- Follow us on LinkedIn to stay up to date with insights on keynotes, client deep-dives, strategy sessions, and more.
Data privacy
The OAIC shares new advice for data privacy
- The Office of the Australian Information Commissioner (OAIC), which houses Australia's Privacy Commissioner, has published new advice on pixels and personal information.
- The new advice urges brands to focus on due diligence, data minimisation, and obtaining clear user consent, balancing data collection with data privacy.
- Talking to mi3, Carly Kind, Australian Privacy Commissioner, said: “If I can get one message out it’s don't take your foot off the gas, because we're going to be looking to take a more enforcement-based approach to regulation in the interim, even notwithstanding those reforms.”
- Read more.
