Digital Roundup: 008
?
In the ever-evolving landscape of the digital realm, where tech giants make bold moves and unconventional solutions emerge, this month's roundup delivers a mix of surprises and strategies that keep us all on our toes. From Google's unexpected decision to bid adieu to keyword forecasting, X's divisive approach to combating bots, and Marmite's saucy campaign to captivate Gen Z, to Arnold Schwarzenegger's AI transformation. Buckle up, as we dive into the whirlwind of the digital world in this edition of Digital Roundup.?
?
This month, GKP quietly dropped keyword forecasting for individual keywords and ad groups. According to Google's Ad Liaison, Ginny Marvin, these underutilised features were deemed expendable and have now disappeared into the digital ether. While individual and ad group keyword forecasting may not have been the life of the PPC party, it did offer valuable insights for advertisers looking to fine-tune their strategies. Without them, advertisers are now left in the dark, unable to foresee the future performance of specific keywords. While campaign-level forecasts and historical keyword-level data are still available, this move by Google serves as a reminder that in the fast-paced world of digital marketing, tools and features come and go, and it's crucial for advertisers to adapt.?
?
In a bid to combat the persistent issue of spam and bot activity, X (formerly Twitter) has unveiled a novel approach: a subscription program called "Not A Bot." New users in select countries, the Philippines and New Zealand, will be required to pay a nominal fee of $1 per year in order to post and interact with content on the platform. Those who opt not to subscribe will be relegated to read-only access.??
X has clarified that the $1 subscription fee is not intended to be a profit driver but rather a means to address spam and bot-related challenges while maintaining accessibility for genuine users. This unique approach reflects the platform's ongoing efforts to strike a balance between security and inclusivity.??
领英推荐
?
Most of us will have tried the opinion-splitting spread at least once in our lives before firmly declaring our position as a Lover or Hater. But it seems the number of people trying the condiment for the first time is in decline, and Marmite isn’t happy about it. Putting customer data to good use, the love-it-or-hate-it brand launched a provocative campaign this month in a bid to engage more Gen Z-ers, after learning that 43% of 18–24-year-olds have never tried the spread (*gasps in condiment*).? Inviting users to ‘lose their Marmite virginity’, the “First Timers” campaign hopes to entice a new generation of marmite lovers, with brand manager Laura Iliffe saying: “We’re proud to be divisive when it comes to taste, but you’ve got to try it to become a true lover or hater.”?
?
Actor, bodybuilder, 38th Governor of California, and now self-help guru.; Arnold Schwarzenegger’s worn many hats over his life. His debut self-help book, "Be Useful: Seven Tools for Life," released this month, and the campaign surrounding the launch has been anything but run-of-the-mill.??
An "AI" booth that seemed to house a machine replicating Schwarzenegger's voice was set up where visitors could enter the booth to seek advice from AI Arnold. Asking questions on topics ranging from motivation and marriage to becoming a bodybuilder, each query was met with Schwarzenegger's characteristic blend of seriousness and humour. But as wisdom-seekers left the booth, ready to put their newly gained knowledge into action, they discovered that they hadn’t been opening up to an AI tool, but to the real Arnold Schwarzenegger. This marketing stunt brilliantly showcases that even in the age of AI, nothing can replace the value of genuine human connection.?