Marketing highlights and updates – June 24

As of June 2024, digital marketing has seen some significant developments across various channels and platforms, including SEO, PPC, social media, and regulatory frameworks in the UK. Here’s a summary of the major updates over the month so far.

Search Engine Optimisation (SEO)

AI-powered search evolves

Google and Microsoft Bing continue to integrate AI into search results, with Google’s Search Generative Experience (SGE) now offering more nuanced, context-aware answers. This integration has led to changes in how SEOs approach content creation, focusing on conversational and contextually relevant content to align with AI-driven snippets and summaries.

Enhanced indexing for video and audio content

Google has improved its indexing capabilities for multimedia content, particularly videos and podcasts. By using advanced AI to transcribe and understand spoken content, Google now includes more of this material in search results. SEOs are advised to optimise their video and audio files with clear metadata and structured data to benefit from these updates.

Core web vitals update

Google’s recent update to Core Web Vitals places even greater emphasis on user experience metrics, including interaction to next paint (INP). Websites with faster load times, minimal layout shifts, and smooth interactivity are being prioritised in rankings. This shift has led marketers to further optimise site performance and UX design .

Pay-Per-Click (PPC) Advertising

Google Ads enhanced targeting

Google Ads introduced an advanced AI-driven targeting tool that uses real-time data to optimise ad placements. This feature leverages machine learning to predict which audiences are more likely to convert, improving ROI for advertisers. The AI also adjusts bids dynamically based on predicted user behaviour, refining ad spend efficiency.

Expanded Performance Max campaigns:

Performance Max campaigns, which allow advertisers to access all Google Ads inventory from a single campaign, have been updated to offer more granular insights and better asset performance reporting. This enables marketers to understand which creative assets drive the most engagement, thus improving their creative strategies.

Privacy-first tracking solutions

With increasing regulatory pressures, Google and Meta have introduced new privacy-first tracking solutions. Google’s Privacy Sandbox, designed to replace third-party cookies, is now in active testing. Meanwhile, Meta is rolling out aggregated event measurement to improve ad tracking without compromising user privacy.

Social Media Marketing

TikTok’s commerce features

TikTok has further integrated shopping capabilities directly into its app. The platform’s “Shop Now” feature allows brands to create seamless e-commerce experiences, leading to an uptick in social commerce strategies among marketers. TikTok also introduced enhanced ad formats like Interactive Add-Ons, which allow users to interact with ads through various gestures, boosting engagement.

Instagram’s AI-powered recommendations

Instagram has rolled out AI-powered recommendations for users’ feeds and Explore pages, making it crucial for brands to create highly engaging and visually appealing content. These recommendations are based on user behaviour, making targeted content more critical than ever for visibility and engagement.

LinkedIn’s new B2B features

LinkedIn has expanded its suite of B2B marketing tools with advanced lead generation forms and enhanced analytics. These tools allow marketers to better capture and analyze leads, improving the efficiency of their campaigns and providing deeper insights into audience behaviour.

Regulatory updates in the UK

Digital Markets, Competition and Consumers Bill

The UK government is advancing the Digital Markets, Competition and Consumers Bill, aimed at promoting fair competition and curbing anti-competitive practices by major digital platforms. This legislation includes provisions for increased transparency in online advertising and stricter controls on data usage by large tech firms.

New advertising standards

The Advertising Standards Authority (ASA) in the UK has updated its guidelines to address misleading influencer marketing and hidden ads. Brands and influencers must now provide clearer disclosures about paid partnerships, ensuring compliance with new transparency requirements.

GDPR enhancements

The UK’s Information Commissioner’s Office (ICO) has introduced new guidelines for GDPR compliance, focusing on data minimisation and user consent. These guidelines require businesses to adopt stricter measures for data protection, impacting how marketers collect and process user information.

Wrapping up

There we go. As you can see, the latest developments in digital marketing reflect a dynamic and rapidly evolving sector. AI advancements in search and PPC, enhanced social media capabilities, and stringent regulations are shaping how we as marketers strategise and operate. As a result, staying informed and adaptable to these changes is essential for leveraging new opportunities and maintaining compliance in this competitive field. Our recommendations are to sign up for newsletters from websites like Moz, Ahrefs, Hubspot, and SEJ so that you’re always at the forefront of these developments.