POV
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31.03.22
Katerina Iliaki
Digital Content Specialist
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In a nutshell
Instagram creators can now tag specific contribution to a project, making it easier to get credit for their work. The tags will now show the creators’ self-designated profile category, as well as their account’s full name or title. Users will be able to see this information when tapping on posts to see tags.
What does this mean?
This is a potential game changer for marginalised and underrepresented creators and collaborators, whose contributions are often disregarded. Alexis Michelle Adjei, Cameryn Boyd and Alexandra Zaoui say in an Instagram blog post “Proper creative credit and recognition is a starting point for discovery, new opportunities and economic empowerment”. This means that underrepresented creators will get greater monetisation opportunities, growing their influence and partnering with brands more easily. The new initiative might also help Instagram stay ahead of TikTok, by becoming a more attractive option for creators.
In a nutshell
Microsoft now allows sites to index content quickly through SEOPress – an SEO plugin for WordPress that supports the IndexNow protocol. In fact, the new plugin allows more than 200,000 sites to index their most recent content immediately. And it’s automated, for those who don’t have the strongest technical skills…
What does this mean?
IndexNow enables website owners to easily notify search engines about content updates on their pages. So, when content is published, edited or deleted, search engines get an alert via the protocol. “It's an interesting plugin that appears to do the same thing as requesting indexing on Google Search Console”, says iCrossing UK SEO manager, Katharina Forchhammer. “It could help small sites get new pages indexed quicker, especially if they don't have an XML sitemap or don't want to create one (although they should!) It’s important to note that I don't see this being a replacement for XML sitemaps and a logical internal linking structure with no buried/orphaned pages. That’s because it only works with Bing and Yandex, which have a smaller market share than Google”.
In a nutshell
Pinterest is tiptoeing into e-commerce with a few more shopping updates, presented at its annual advertiser summit. One of the key features announced was ‘Your Shop’, described as “a new personal shopping concierge, powered by a taste-driven algorithm.” It offers users their own personalised shopping page, suggesting creators, products and brands according to their preferences and activity.
What does this mean?
The new feature, which is currently in beta in the US, will improve Pinterest as a marketing and shopping channel, offering more opportunities to retailers. Users will enjoy a customised shopping surface, as the platform strives to improve algorithms to offer them products that better match individual needs. Plus, together with the new ‘in-app’ checkout, it’ll be easier than ever to move from inspiration to purchase, without leaving the app. This could lead to more impulse buys, transforming Pinterest into a shopping channel that rivals Instagram.
In a nutshell
Google has launched a full version of the Google Ads scripts experience, which enables you to automate actions in your account, using a simple JavaScript code. As the company recently announced on its developer blog, all scripts will default to the new experience. This change won’t affect existing scripts until September 2022, so advertisers who have created scripts for new video ads must migrate their code by that date.
What does this mean?
“This new release is an encouraging step forward for a product that hasn't had a major update in years”, says Dan Williams, iCrossing UK’s media innovation director. “The faster processing speeds allow us to run scripts significantly quicker without having to worry about timeout issues. Ensuring your existing scripts work in the 'new experience' before they're automatically updated in September might be a hassle, but if you don't do this, you're risking scripts that you may rely on for campaign builds, reports, or optimisation breaking in the run up to peak”.
In a nutshell
Google has announced a Search Ads 360 integration for Google Analytics 4 (GA4). The company is terminating Universal Analytics, aiming to provide a better experience for users. GA4 operates across platforms, doesn’t rely on cookies and uses an event-based data model for user-centric measurement.
What does this mean?
To better understand their customers through valuable insights, marketers should upgrade their analytics tools as soon as possible, before Universal Analytics stops processing new hits. “If you’ve already set up GA4 to run alongside Universal Analytics, don’t sit back with a cuppa just yet. Revisit your measurement framework to ensure you’re ready to exclusively start using GA4 when the time comes”, advises iCrossing UK’s data & analytics consultant, Richard Robertson, in his analysis of Google’s update.
In a nutshell
Microsoft Advertising has announced a new ad type for service providers, named Professional Service Ads. Consultants, advisors, agents and other professionals who connect with consumers in the US and Canada will now have the chance to effectively reach their customers through this ad type.
What does this mean?
This solution aims to get consumers through the marketing funnel more quickly, helping them make their decisions faster. According to Microsoft’s recent blog post, Professional Service Ads are “intent-triggered placements that provide real-time information” about professionals, such as advisors or consultants. They don’t require keywords and are considered a cost-effective solution. In fact, this type of ad helped advertisers increase conversions and acquisitions by about 60% in the early stages of the pilot programme. They also decrease cost per acquisition by almost 70% on average. But performance will vary, so test to understand if they’re the right option for your campaigns.
In a nutshell
What are the most common branding mistakes? iCrossing UK’s senior strategy & insight director, Maria Bain, explains how you can develop and deliver a successful place branding strategy, focusing on distinctiveness and memorability over quick wins and ‘flash in the pan’ promotion.
What does this mean?
According to Maria, “By running place branding at segment level, you can drive distinctiveness through unique content, creative and messaging that’s personal to each audience segment. As a result, you’ll be more memorable across these audiences due to promotions that tap into their specific behaviours, needs, wants, and triggers. “Digital media allows us to segment audiences at a much finer level and build unique place branding experiences for each. The place is the same, but how you promote it to each audience is tailored to them.”
In a nutshell
Google recently announced the next generation of Google Analytics. So, how can marketers prepare for this update? Krishan Gandhi, iCrossing UK’s head of data and analytics, discusses the impact on businesses that don’t act fast…
What does this mean?
In a recent article from Performance Marketing World, Krishan comments “If you’ve not set-up a Google Analytics 4 properly to run alongside your Universal Analytics one, do so now. To maintain the ability to compare performance year on year when Universal Analytics is deprecated, you will need to ensure your new GA4 property is up and running before July 1st 2022 – or October 2022 for 360 customers".
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