January Digital Newsletter

We're back and ready to blow away the cobwebs with the first tmwi newsletter of the year, bringing you the latest from the digital marketing industry.?

Discover the best insights and updates from the digital landscape that will be sure to cure any January blues. If your digital activities are in need of a spring clean, don't hesitate to get in touch!

Google launches new 'circle to search' and advanced AI multi-search experience

These two features allow consumers to highlight sections of images to search for certain products, take and upload photos and ask questions about the images in a search box, and Google will use generative AI to give an answer. As Google continues to adapt search and change the user experience, this may impact how searchers discover and interact with search results.

Google tests new nearby events and deals with local search feature

Google has been testing the new search box features showcasing nearby businesses and events and is only available for local searches.?These new feature boxes offer a chance for local businesses to boost conversions. It is worth keeping an eye on these tests and posting regular, optimised content.?

5 biggest Google Ads predictions for 2024 and beyond

• Google Ads will release more AI-powered features
• Automation and smart bidding will become more popular
• More emphasis on broad match
• Video advertising will grow
• Search will take on a more visual experience

The landscape of paid search is undoubtedly shifting towards a future where AI and automation play dominant roles. While some may lament the loss of granular control and transparency, there’s no denying the efficiency and effectiveness these advancements bring - especially when teamed with vital human expertise to ensure campaigns are running efficiently driving results.

Putting Google AI to work with search ads

Google announced that Gemini, their largest and most capable AI model, will expand to Google Ads. Beta access to the conversational experience in Google Ads is now fully available in the US and UK. The conversational experience workflow is designed to help build better Search campaigns through a chat-based experience. It can generate relevant ad content, including creatives and keywords.?

Social media platforms planning significant transformations for 2024

• Facebook will focus on messaging and Reels, emphasising AI tools in marketing strategies
• Instagram will prioritise Reels and Notes, targeting younger audiences and new platform features
• X will highlight its Premium subscriptions and video content, offering unique advertising opportunities
• TikTok will trend towards in-stream sales, live-streaming, and creator partnerships
• LinkedIn will see growth in newsletters and collaborative articles, integrating more video and events
• Snapchat will lead in AR development and creator collaborations
• Pinterest will concentrate on catalogue ingestion and new ad types, catering to retailers.

These evolving trends indicate a shift towards more immersive, personalised, and platform-specific strategies. Understanding and adapting to these changes will be crucial for businesses and marketers to effectively engage their audiences and stay ahead in the dynamic digital landscape.

Industry panel reveals journalism and PR trends for 2024

• Truth and accurate reporting will be absolutely necessary and true journalism will become more important than ever.
• There will be a rise in independent creators partnering with legacy media brands - For example, Pat McAfee partnering with ESPN to air his YouTube show.?
• Themes of AI, sustainability and inclusivity will be central focus areas for publications.

Understanding the emerging trends in journalism will give PRs an advantage over their competitors when crafting stories and creating press releases.?

Marketers uncover AI's power to craft personalised, enjoyable ads at CES 2024

The absence of cookies in the digital landscape has prompted marketers to explore the potential of machine learning, including generative AI and large language models. Instacart, a popular grocery delivery app, stands out as an early adopter, using AI for contextual recommendations in its advertising approach. The goal is to use AI to revolutionise digital and programmatic advertising, providing highly personalised content that enriches rather than interrupts consumers' activities.

How programmatic targeting is entering its contextual era in 2024

The concept of "contextual audiences," combining contextual signals with audience attributes using AI and privacy-friendly data assets, is proposed as a way to bridge the gap left by the deprecation of third-party cookies. Contextual audiences may have the potential to exceed KPIs and respect consumer privacy in ways that traditional cookie-based solutions may not have achieved.?

If you have any questions or would like any further support on these or any digital activities, reach out to [email protected]

Thanks, the tmwi Digital team