Issue #20: Start Using Google’s Gemini AI Model, HubSpot's New Source Property (RevOps rejoice), and What's Circle to Search?

I'm back again with another collection of three impactful headlines from around the inbound marketing world. As always, I try to cut through the noise to deliver only the things that you need to know, like new tools, big announcements, and important changes.

Marketing is constantly evolving and my aim is to make it easy for us all to stay connected and informed.

So, what's up this week?

Here's what we cover in this week's issue:

• How to Start Using Google's Gemini AI Model
• HubSpot's New Source Property on All CRM Records
• What's Circle to Search? Why should you care?

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How to Start Using Google's Gemini AI Model

Gemini is Google’s next-generation AI model, developed to replace Google Bard. It represents a significant leap forward in AI capabilities.

What Makes Gemini Different?

Multimodal Power: Gemini can seamlessly understand and process different types of information, including text, code, audio, images, and video.

Understanding Long Text: It can process your long-form prompts, up to 1 million tokens.

Access to Real-time Data: If you've ever asked ChatGPT about recent news and events, you've likely seen the disclaimer that its dataset is limited to January 2022. With Gemini, you have access to real-time data.

How to Use Gemini:

Just click here to get started.

HubSpot's New Source Property on all CRM Records

HubSpot has released a new default source property, "Record Source," on all CRM records that provide insights into their original creation method.

Trust me, this is a bigger update than it sounds on the surface, and here's why:

Before this update, identifying the exact source of a contact record within HubSpot posed challenges, especially when the source was from something like a previous import. Without a "Record Source" property available at the time, many marketers resorted to using the "Original Source" property as a substitute.

The problem? These properties were primarily designed for traffic analysis - therefore "Original Source" often lumped these various creation sources (including imports) into a nebulous category called "offline sources."

And I'm sure we've all run into that frustrating category of "offline sources" in our HubSpot reporting. Now, we don't have to do that any longer!

How Does it Work?

HubSpot's new "Record Source" property can be used throughout your HubSpot portal for comprehensive data filtering and reporting.

To view this property, click the "view all properties" option on a record page and search for the property name.

?? Important Note from HubSpot on this Update ??

The property has been retroactively populated with four years' worth of data. Instances where records exceed the four-year mark may lack a defined value for this property.

Who Is This Update For?

The new "Record Source" Property was added to CRM Records starting on February 12, 2024. This new property is available across all hubs and tiers.

What's Circle to Search? Why should you care?

It seems every week I'm writing about new changes to the future of searching for information online. This week is no different as Google has recently introduced two interesting updates to enhance your search experience.

First, meet Circle to Search:

With Circle to Search, you can search directly on your phone screen without switching apps (currently available for Android). Think about how easy that search experience is!

How Does It Work?

When something catches your interest while scrolling on your phone (like a cool monument in the back of a picture, or a nice pair of shoes), you can use a simple gesture to select what interests you, using images, text, or videos.

Just circle, highlight, scribble, or tap on the content of interest. The information you need will appear right where you are, without disrupting your current activity—whether you’re texting friends, browsing social media, or watching a video.

"But wait - there's more!"

AI-Powered Multisearch:

With Multisearch, Google's other new AI-powered search tool in Lens, you can ask a question about an object in front of you or refine your search by color, brand, or a visual attribute.

You may already be familiar with Google's Lens technology, designed to deliver relevant information related to objects it identifies using visual analysis of your image. It's what powers the image search feature on Google.

This is powerful on its own. But, it gets even more powerful with Multisearch, enabling you to add additional search text to your visual search.

How Does it Work?

Let's look at a few examples:

• You can screenshot a stylish blue shirt and add the query “green” to find it in another color
• You can take a photo of your dining set and add the query “coffee table” to find a matching table
• You can take a picture of your orchid plant and add the query “care instructions”

Easily search multimodally using both images and text.

A future where you can search anyway, anywhere you want."

Google’s ongoing advancements in AI continue to redefine how we search, making it more natural, intuitive, and versatile. The introduction of these two tools is another step for Google in the direction of visual search, a market projected to grow to nearly $33 million by 2028 based on estimates from Data Bridge Market Research.

Google has said it's dedicated to "a future where you can search anyway, anywhere you want."

What Does the Rise in Visual Search Mean for Marketers?

It's still yet to be determined how these updates will impact how consumers buy and research online. Rest assured that we'll be following these developments here on WIN-Bound to keep you in the loop.

In the meantime, you may be asking, "What strategies should content marketers adopt to adapt to visual search?"

For now, think about what this all means for your current strategy. What small steps can you take now to prepare for a more visual future? I recommend that you:

• Invest in High-Quality Visuals: Make sure to include high-quality visuals throughout your content. Update older images and find content that could benefit from additional visuals.
• Use Relevant Tags and Descriptions for Images: If you're using visuals, make sure to follow the best practices like using relevant tags and descriptions.
• Incorporate Visual Search into Your Website: How can this new technology help your users? Could your online eyeglasses company benefit from a visual search where users can upload and search pictures of the frames they want? I can say as a glasses wearer, I'd love that! What could visual search do for your website?
• Use Visual Search for Advertising: Utilize the visual search technology for advertising by creating image-based ads that are optimized for visual search.?
• Consider How Your Products or Services Can be Visually Represented: Think creatively about your products and services and how they can be visually represented online.
• Follow Visual Search Trends: One of the most important things to do is monitor visual search trends to stay up-to-date with the latest developments in the technology. When you stay in the loop, you can be more strategic and thoughtful on how to adapt your marketing strategy accordingly.

Although we don't yet know how strongly users will adopt these new search tools, we do know that the future of search is becoming more visual, therefore we need to find new and creative ways to show that visual element of our products and services online.

What’s Next?

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Keep an eye out for next week’s issue, where we’ll highlight more digital marketing trends and news.