Digital Marketing News | May 2023

Welcome to our latest marketing news update, the ultimate destination for marketing professionals seeking the latest updates, trends, and strategies in the ever-changing world of digital marketing. Whether you’re an SEO expert, a paid media guru, or a social media enthusiast, this blog is your go-to resource for staying ahead of the game.

In this edition, we’re reviewing all of the biggest digital marketing headlines; from Google’s groundbreaking Search Generative Experience (SGE) to Twitter’s withdrawal from the EU’s Code of Practice on disinformation. Let’s dive into the latest and most seismic developments that landed in the marketing industry throughout May.?

SEO News

Google Debuts Generative Search Experience

At this point, we’d be surprised if you haven’t already caught of glimpse of the new Search experience at the Google I/O Conference. Since its reveal, Google has now given access to the new Search Generative Experience (SGE) to a limited number of users. The SGE is a new search method that uses artificial intelligence to generate more comprehensive and informative search results.

The SGE works by first understanding the user’s query. Once the query is understood, the SGE generates a list of possible results. The results are then ranked based on their relevance to the query. The SGE also generates a summary of each result, which can be helpful for users who are not sure which result to click on.

The SGE is still under development, but it has the potential to revolutionise the way people search and the way we carry out SEO. The SGE can help users find the information they need more quickly and easily. It can also help users learn more about the topics they are interested in.

Overall, SGE is a major change for SEO. SEOs who are able to adapt to these changes will be well-positioned to succeed in the future.

Here are some tips for SEOs who want to prepare for SGE:

• Create high-quality content that is relevant to the user’s query. This is the most important thing that SEOs can do to prepare for SGE.
• Use natural language in your content. SGE is designed to understand natural language, so using natural language in your content will make it more likely to rank well in the SERPs.
• Focus on user experience. Make sure your content is easy to read and understand, and that it provides users with the information they need.
• Stay up-to-date on the latest changes in SEO. SGE is just one of the many changes that are happening in SEO. SEOs who want to stay ahead of the curve will need to stay up-to-date on the latest changes.

Google will Depreciate Cookies for 1% of Users in Q1 2024

Google announced that it will begin phasing out third-party cookies in its Chrome browser in the first quarter of 2024. The company said that the move is part of its commitment to protecting user privacy. Third-party cookies are small files that are created by websites other than the one you are currently visiting. They are often used by advertisers to track users across the web and target them with ads.

Google has said that it will provide advertisers with alternative ways to target users. The company is working on a new technology called Federated Learning of Cohorts (FLoC). FLoC will allow advertisers to group users together based on their interests. This will allow advertisers to target groups of users, rather than individual users.

However, without third-party cookies, advertisers will have a harder time tracking users and targeting them with ads. This could lead to a decrease in the effectiveness of online advertising. Marketers and advertisers will need to find new ways to track users and target them with ads. Some of the ways that they can do this include:

• First-party cookies: First-party cookies are created by the website that you are currently visiting. Marketers can use first-party cookies to track users and target them with ads.
• Contextual advertising: Contextual advertising is a type of advertising that is based on the content of the page that you are viewing. Marketers can use contextual advertising to show ads that are relevant to the content that they are viewing.
• Retargeting: Retargeting is a type of advertising that shows ads to users who have previously visited your website. Marketers can use retargeting to show ads to users who have shown an interest in your products or services.

The depreciation of third-party cookies will be a challenge for marketers and advertisers, we’ll need to adapt to this change. By using first-party cookies, contextual advertising, and retargeting, you can continue to reach your target audiences and achieve your marketing goals.

Google Updates Data Retention Options for GA4

It’s been a very busy month for Google. Google Analytics 4 (GA4) has a new data retention policy that differs from what we’re used to with Universal Analytics. Currently, in Universal Analytics, data is stored for 26 months, however, with the GA4 transition coming up, the data, including conversion data, will only be stored for a maximum of 14 months. It’s also worth noting that 2 months is the retention period that is automatically applied to age, gender, and interest data.

The GA4 data retention policy is based on the following principles:

• Privacy: GA4 is designed to be more privacy-friendly than Universal Analytics. This is because GA4 uses a different data model that does not rely on cookies.
• Transparency: GA4 is more transparent about how data is collected and used. You can see exactly what data is being collected and how it is being used.
• Control: GA4 gives you more control over your data. You can choose how long data is stored and who has access to it.

Overall, the reduction of data retention options in GA4 will make it more challenging for marketers to track performance over extended periods of time. We recommend adapting your strategies to account for the shorter data retention period and finding new ways to collect and use data to achieve their marketing goals.

Google is yet to confirm exactly when it will be removing data from Universal Analytics, however, we know that the UA properties will stop processing new data from July 1st 2023.?

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