Marketing News This Week: YouTube updates, AI regulations, and the "Near Me" brand name experiment.

In this marketing news digest, you'll get the rundown on social media and SEO updates worth knowing and learn tips for getting the most out of them.

This week, we have new AI rules, Gmail announcements, a TikTok and HubSpot collaboration, dozens of new YouTube features, and a cool look at the “Near Me” local SEO trick (and whether or not it actually works).

Table of Contents (Article Navigation)

• What’s going on with AI rules?
• Gmail Introduces New Bulk Email Rules
• TikTok and HubSpot Partner to Streamline Lead Generation for Advertisers
• YouTube Updates: New look, new features!
• Does the “Near Me” Brand Name Really Trick Google?

You can use the links below to watch or listen to this digest or jump to the blog post for deep reading.

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Read on Blog: Marketing News Digest: New YouTube Features and Local SEO Tips (kattwagner.com)

Let's crunch and get up to speed on what's happening in the marketing world this week:

What’s going on with AI rules?

G7 leaders recently announced an 11-point international code of conduct for artificial intelligence (AI) and guiding principles for AI governance. This coincided with the release of a US executive order on “safe, secure, and trustworthy artificial intelligence” by President Joe Biden. The G7 code aims to promote safe, secure, and trustworthy AI worldwide and provide voluntary guidance for organizations developing advanced AI systems.

Key Takeaway: As expected, regulations are tailing after AI technology. As you use AI technology in your work and life, you should be aware of capabilities, risks, and policy evolution.

Gmail Introduces New Bulk Email Rules

FINALLY! Gmail says they are going to give us a SOLID spam rate threshold number.

Starting February 2024, Gmail will roll out new requirements for bulk email senders:

1) Authentication Requirement: Bulk email senders must strongly authenticate their emails to enhance source verification and prevent email-based attacks.

2) One-Click Unsubscription: Large senders must provide Gmail recipients with a one-click option to unsubscribe from commercial emails, with a requirement to process requests within two days.

By the way, if you use Gmail, you can already see this one-click unsubscribe next to the send field!

3) Spam Rate Threshold: Gmail will enforce a clear spam rate threshold for senders to ensure less unwanted messages in users’ inboxes.

Key Takeaway: Marketers need to pay attention to these new rules, especially if they are using the Gmail and Workspaces in their tech stack. You don’t want to end up behind a spam filter!?

TikTok and HubSpot Partner to Streamline Lead Generation for Advertisers

Marketers can now integrate their TikTok for Business account with HubSpot in real time, no coding required!

• Seamless Integration

• Real-Time Lead Sync

• Multi-Channel Engagement

• Sales Hub Integration

• AI Data Insights

My question is whether or not we will see more integrations from TikTok in the near future. For now, this is great news for HubSpot users!

Key Takeaway: This partnership makes it easy for HubSpot marketers to take advantage of TikTok's super-affordable advertising and get leads into funnels quickly and easily.

If you are a HubSpot Integration Specialist or Consultant, please introduce yourself in the comments! You never know who is looking to hire.

YouTube Updates: New look, new features!

YouTube has 3 dozen new updates for users and creators.

Here are some of my faves:

• Easy 2X Speed: Big fan of 2x listening speed? Now you can speed videos up (or down) by pressing and holding your screen.

• Improved Video Seeking: Larger preview thumbnails and a new seek function make it easier than ever to navigate within a video. Also, there’s a new haptic vibration when you are scrubbing back to where you last left off!

• Lock Screen Feature: Ever turn your video off trying to put your phone in your pocket? The new lock-screen mode will prevent butt shutoffs.

• Voice and Song Search: (Coming soon!) Users will soon be able to search for a song by playing, singing, or humming the song! If you hear me doing this in public, mind your business ??
• Interactive Visual Updates: Visual cues appear on buttons when creators prompt actions like “like” or “subscribe,” such as by saying“Smash that LIKE” button.” Top comments can now rotate automatically, and real-time animations show view and like counts for new video uploads. This means you don’t need to rely on third-party software or extra stream management effort to have cool features in your streams.

• Formatting in Descriptions: You can now use bold, italics, and strikethrough text in your YouTube video descriptions.
• Social Media Links are Now Nice, Clean Buttons: Tip: if you're a YouTube creator, now is a good time to go back and refresh your social links in descriptions! Here's how they look now (and how I refreshed mine quickly)

Key Takeaway: YouTube’s latest updates make it easier to find new content, revisit content you’ve already watched, and jump right to the parts of a video you want to watch. For creators, new features make it easier to bridge your audience to social channels, manage live interaction, and create visually appealing video descriptions. This might be a good time to refresh your existing content and get comfortable speaking CTAs into your video content.

Does the “Near Me” Brand Name Really Trick Google?

The Verge dove into the unconventional naming strategy of a New York-based Thai restaurant called “Thai Food Near Me.”

And this is far from the only business that’s done the “near me” trick… It's becoming somewhat of a meme:

That’s how influential Google Search and online discoverability are on businesses today.?

In a world where viral videos and online presence can make or break a restaurant, businesses that capture attention online can bring in new customers.?

But, as far as the SEO benefit? Not so much. To rank in local searches, you should focus on factors like relevance, distance, and prominence. Those are the three factors Google prioritizes for searches with local intent.

Some additional tips to reach a local audience, even when your own page isn’t ranking for a certain keyword search, are:

• Encourage Yelp and TripAdvisor Reviews: These sites often take the top slots in search results for local business searches. By having reviews on them, you can be seen.

• Collaborate with Local Social Media Influencers: Not only will you reach the influencer’s audience, but their post can show up on on-platform and off-platform search results when someone searches for the keywords used in the content.

• Share your business in local groups: Nextdoor, Reddit, and Facebook are all great places to find local community groups. Get in there and start meeting your neighbors so they can also meet you! If you’re shy about self-promoting, just make sure your business is visible on your profile (your name, description, about me, etc).

Anyway, that’s my roundup of social media and SEO news this week. I hope at least one thing here gives you inspiration for building and growing your own business.

Cheers for now!

Katt

Connect with Katt on LinkedIn, Facebook, and YouTube.

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