POV
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01.12.22
Katerina Iliaki
Digital Content Specialist
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In a nutshell
Google launches new search, shopping and maps features
Google has launched new search features in Google Maps, Google Lens and Google Shopping designed to make search easier and more fun for users.
Launching in a handful of major cities, including London, Google Maps live view search allows users to see overlays of what is near by, in real time. Plus, they can use in-app filters to search for electric vehicle charging points and wheelchair accessible buildings.
Launching later this year, Google Lens will be able to translate text on more complex backgrounds using its augmented-related translate capabilities. In the US only for now, users can take a picture and find specific food dishes through Google Lens and Multisearch. Google Shopping has added augmented reality search for shoes and beauty.
What does this mean?
iCrossing UK SEO Manager Kimi Brockley-Hatch says: “Marketers shouldn’t be afraid to engage with their content. As Google becomes more aggressive (and progressive) with its algorithm, helpful and relevant content is more important than ever. Strategies need to become explorative and innovative to match new features like these, that will enhance content visibility and user experience. Marketers needs to review their content to make sure it follows E-A-T (expertise, authoritativeness, trustworthiness) principles.”
In a nutshell
Advertisers will be able to develop more understanding of their TikTok audiences and target users more efficiently following the launch of Audience Insights in TikTok Ads Manager. The new feature allows users to drill down into specific audience demographic information, including interests, usage behaviour and hashtag interactions.
What does this mean?
According to TikTok: “Audience Insights can help you discover new audiences beyond those that you traditionally target. If any surprising or unexpected interest categories appear, you can try targeting these to see how they perform. For example, the data may show that the beauty advertiser’s audience is also interested in apparel and accessories, or in-app games. The advertiser may then consider targeting these interests to find new ways to scale.”
In a nutshell
WhatsApp users will now be able to search for businesses by category or name – direct in the WhatsApp user interface. The new function will include a mini-map to check out nearby businesses, as well as category filters and verified businesses, so you can easily access in-app shopping options.
Speaking at the first ever WhatsApp Business Summit in Brazil, Meta CEO Mark Zuckerberg also announced that the company will be expanding WhatsApp payments, aiming to enable its users to make a secure payment within a chat.
What does this mean?
iCrossing UK paid social director, James Mortimer, says: “Messaging apps have become increasingly more popular in the last few years as attention shifts away from sharing content publicly. This shift in behaviour has been matched with a shift in consumer expectations which makes this update from WhatsApp welcome news to small businesses.
“These new features also emphasise Meta's commitment to making WhatsApp a potential Super App like WeChat. In China, WeChat users use the app to make payments, shop and discover businesses. WhatsApp has a long way to go until it reaches that level of functionality, but this is a step in getting there.”
In a nutshell
E-A-T (expertise, authoritativeness, trustworthiness) greatly matters across all queries, not just YMYL (your money or your life), says Hyung-Jin Kim, VP Search at Google. Speaking at SMX Next, Hyung-Jin noted that, even though Google’s own quality guidelines indicate that E-A-T matters more depending on the nature of the query, this isn’t the case. He also emphasised the key role first-hand experience plays in good content.
What does this mean?
Hyung-Jin Kim said: “E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It’s pervasive throughout everything we do.”
In a nutshell
Cost per lead has increased for around 91% of industries, with arts and entertainment, travel, and furniture being the hardest hit. A new report from LocaliQ speculates that the reason for the increase is inflation, broad keyword matching and competition.
What does this mean?
Devon Anderson, VP of Media Delivery & Automation at LocaliQ points out that in addition to the removal of modified broad match: “We are also seeing phrase match and broad match keywords matching more broadly in general, leading ads to show for competitor searches and irrelevant search phrases if extra precautions are not taken proactively. To keep your ads appearing for the right searches, make sure to stay on top of your keyword performance, regularly maintaining your negative keyword lists.”
In a nutshell
Improving and investing in customer experience (CX) will be a main priority for over a third (40%) of all UK marketing decision makers in 2023.
A study, conducted by YouGov for iCrossing UK, explored the attitudes and intentions of more than 1000 GB marketing decision makers towards digital transformation (DT) projects in 2023. It revealed that a large proportion of respondents recognise how vital it is to invest in DT as a key driver for business success.
What does this mean?
Speaking in New Digital Age, Roger Barr, chief digital officer at iCrossing UK, commented: “It is perhaps unsurprising that investment in CX and personalisation are key priorities for marketing decision makers in 2023. Marketers recognise the importance of building and retaining strong customer relationships, and this is more important than ever as we head into a challenging financial period for consumers.”
In a nutshell
Retailers are facing a huge challenge this year to capitalise on Black Friday and Cyber Monday. In an article for MediaShotz, James Mortimer, paid social director at iCrossing UK, offers his Black Friday Retailer Checklist to help brands and retailers make the most of the festive season.
What does this mean?
James’s checklist includes standing out with genuine offers, making sure your logistics and shipping are up to par and reporting on lifetime value.
He also suggests: “One of the easiest ways to offer your customers more value right away is to offer buy now pay later at checkout. Another option, partnering with a brand like Klarna, could increase sales by up to 70%. Even if take up is low it could easily be the difference in converting users on high ticket items ahead of competitors that don’t have the option.”
In a nutshell
Personalisation and unlocking the power of data is top of mind for marketing decision makers in 2023, according to a new study.
The recent YouGov for iCrossing study reveals that 35% of marketers plan to prioritise personalisation, with 31% of respondents in large companies stating that a Customer Data Platform (CDP) will be an important technology investment for 2023. However, there is concern among decision makers that there are barriers to DT success. These include the fact that, although many CEOs buy into DT, they don’t necessarily understand the benefits.
What does this mean?
Speaking in Marketing Communication News, Roger Barr, iCrossing UK’s chief digital officer, said: “With such a high percentage of businesses seeing DT and CX as a priority, the fact that many CEOs don’t understand the benefit or have the willingness to invest is shocking and suggests marketers’ chances of success are slim.
“Outstanding leadership, people who can demonstrate and speak about the benefits to the business and make a compelling case for sustained investment will be key for marketers to deliver successful digital transformation in 2023.”
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