The Blog

Digital Marketing News & Updates from January 2023

From new products to strategic partnerships, this month has been a busy one for digital marketing.

During January, the social media updates definitely caught up our attention. On one side, Twitter is introducing a new model of membership to earn the verification status (A.K.A. exclusivity has a price point in today’s world). 

On the other side, there’s a big controversy towards privacy data and cookies settings with the two giants, TikTok and Meta. We’ve said it multiple times before and is that the cookieless future is approaching sooner than we might think, and this recent news is proof of this.

With so much going on in the industry, it can be difficult to keep up with the latest news. That’s why if you wish to stay up to date with the latest news, keep on reading to find out how is the year starting off in the digital marketing world.

Digital Marketing News & Updates from January 2023

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

Updates from Frizbit

 

Search Marketing Updates

  • 1. Microsoft Bing comeback with the partnership of the year with ChatGPT

microsoft-bing-chat-gpt-frizbit

Source: Real answer from OpenAI’s ChatGPT. Credit: Shane Burke

Generative-AI comes strong as mentioned at top digital marketing trends for 2023, and the recent news is just proof of it. Aside from the controversial conversations, AI is bringing to the table for digital marketing professionals, it now has entered the search marketing landscape.

In a blog post, Microsoft said that it planned investments in the deployment of specialized supercomputing systems to accelerate OpenAI’s AI research and integrate OpenAI’s AI systems with its products while “introducing new categories of digital experiences.” 

How would the integration between Microsoft Bing and ChatGPT work? 

By including artificial intelligence from OpenAI, it would allow Bing to answer search queries with complete and structured sentences rather than the traditional listing of links. By doing this, users would finally get more humanlike answers to questions, competing directly with the widespread knowledge directory that Google is known for. This partnership comes as no surprise, given that since 2019 Microsoft has been a solid investor in the AI business. 

One thing is certain is that this new update will improve the user experience by proving more accurate results by understanding the context the user is searching from.

Although it is unclear whether the service will be powered by the current version of GPT, this new feature might actually represent a threat to Google and impose a significant competitive advantage on Bing.

  •  2. An answer from Google on how long it takes to recover from algorithmic penalties

search-marketing-news-google-penalties-frizbit

Source: Deposit Photos

Google has revealed how long it takes for a site to become eligible to rank again after content quality issues are fixed. However, as enlightening as it sounds, the new office-hours format from Google doesn’t allow for follow-up questions, resulting in ambiguous answers.

The original question quoted: 

“…if a website gets algorithmically penalized for thin content, how much of the website’s content do you have to update before the penalty is lifted?”

With the new helpful content guide, the addition of experience to the E-A-T ranking system and other recent search updates, it is only natural for content owners to worry about new penalties and restrictions. And although this concern might be the same one that other thousands of creators have, it lacks context. And there, is exactly where the interpretation of the response from Google becomes critical.

The answer Google provided was:

“Well, it’s generally a good idea to clean up low-quality content or spammy content that you may have created in the past. For algorithmic actions, it can take us several months to reevaluate your site again to determine that it’s no longer spammy.”

The short answer we get from that question is that it takes months for Google to reevaluate the quality of a site. As a result, fixing all low-quality content should be a priority. Following that, it may take a few months to regain visibility in the search engines.

The main big whole about this penalty lies in the fact that assessing quality, in general, is not very easy, as the judgement needs to come from a place of impartiality comparing that website in regard to other sites online.

As a reminder to watch the quality of your content, in this video, Aurora Morales, transparent policy responsible at Google, indicated that:

“ The sites that don’t meet the monetisation or organic search guidelines might face being removed from the Search index and have their ads disabled”

  •  3. Twitter launches a beta Search Keywords for ads to all advertisers

search-marketing-news-twitter-keyword-ads-frizbit

Source: Deposit Photos

Twitter is introducing a new ad unit called Search Keywords Ads, which allows advertisers to pay for their tweets to appear in search results for specific keywords. The company has been testing the ad unit for a few months now and has seen an increase in click-through rates over standard Promoted Tweets.

Search Keywords Ads are similar to promoted tweets, but with the added benefit of appearing in search results. Now, as we see it from a digital marketing point of view, the biggest advantage for businesses is that by exposing sponsored tweets to users searching for specific keywords, advertisers can reach a wider audience.

Advertisers can find Search Keywords Ads as a new campaign objective within the Twitter Ads interface. As the company states in the tweet above, the new Search Keywords Ads objective is designed to drive conversions to advertiser websites.

Twitter says that this new ad unit is designed for advertisers who want to reach people searching for specific keywords on its platform, rather than just those searching for anything in general. 

With this specific approach to promoting ads, Twitter Search Keywords will become soon the new favourite platform to advertise. This can potentially be a significant revenue generator for Twitter, which the company needs as its user growth slows down and it struggles financially. 

Marketing Tech

  •  1. The number one marketing channel for business leads remains email 

marketing-tech-email-leads-frizbit

Source: Deposit Photos

If you were thinking about ditching email marketing in 2023, here is your reminder to remain cross-channel starting with this medium.

Email remains the top marketing channel for business leads, as revealed by Sopro’s new white paper The State of Prospecting 2023.

The white paper also reveals that 77% of B2B buyers prefer to be contacted over email – more than double any other channel. This preference for email is consistent across all industries and regions, with 90% of respondents stating that they prefer to receive communications via email, compared with just 3% who prefer social media channels such as LinkedIn or Twitter.

As Ryan Welmans, CEO and Co-Founder of Sopro states: 

“What this report does show is that the personal touch is still very much valued, whether that is a bespoke email, a face-to-face meeting or hosting a webinar or event to share information and knowledge. The personal approach is very much essential when it comes to marketing and engaging with new customers.”

Despite this high level of preference for email among buyers, marketers believe that other channels are more effective at generating leads than email: 59% believe that PPC (pay-per-click) advertising is twice as effective at generating new business prospects than email; 54% feel paid search ads are twice as effective; while 51% say the same about social media advertising in general.

  • 2. ChatGPT alternative, launched by startup Andi

marketing-tech-andi-generative-ai-frizbit

Source: Screen Shot of the author

The company building the next generation of search announced today that, following a months-long stealth period during which it attracted 50,000 users by word of mouth, Andi is now available to everyone.

If you’ve never heard of Andi, we are sure you won’t forget it, as Andi is the new chat GPT alternative app with Gen Z in mind. Targeting the same primary audience, the platform becomes then a direct competitor to TikTok and provides users with content that they can engage with directly through the app, without having to leave it.

As Andi co-founder, Angela Hoover said:

“Gen-Z hates Google. To us, search is broken. We live on our phones in messaging apps with visual feeds like TikTok and Instagram. Traditional search engine results are overwhelmed with ads, SEO, spam and clutter. We hate the invasive, creepy ads, and how Google is Big Brother and surveils everything. Gen-Z is so desperate for an alternative that we’re using TikTok as a search engine.”

What makes Andi different from ChatGPT?

As we mentioned before, this platform takes the interests of Gen Z, therefore it provides a much richer visual and conversational experience on mobile. It’s more human-like and has the full potential of becoming a strong competitor for other search engine platforms.

On the other hand, while some AI search tools deliver inaccurate information, Andi is different in this area too. Its generative AI searches for relevant information from multiple sources, filters out low-quality results, summarizes them into concise answers and even links back to those sources, so you can read more if you want (or not). 

Regarding data privacy, it is also quite progressive and aligned with the current trends as it currently doesn’t log or track the queries, giving users the power to remain completely anonymous. P.S. …don’t say we didn’t warn you about the cookieless future coming ahead!

As Gen-Z enters the marketplace as consumers, this app can become relevant if you want to rank higher for this type of user. The app is great as it is designed for those who tend to prefer mobile devices over other forms of communication and information gathering, this is a convenient way to get quick answers on the go.

  • 3. Twitter adds payment for Twitter Blue

marketing-tech-twitter-blue-payment-frizbit

Source: Twitter Blue

If you are a Twitter Blue Fan, now you can lock in your paid verification checkmark for a whole year. Exclusivity now is a price to be paid thanks to this subscription, where aside from getting verified, once you are approved, you can enjoy early access to new features from the app.

Although this surely has a positive impact on those accounts, creators and businesses dreaming about the blue verification, it also generates an overall feeling of discontent in regard to actually earning and becoming notable, rather than just paying for it.

Having said this, and to mediate possible objections, Twitter assures that all the paid subscribers will get early access to all the features, however, they claim to maintain the blue mark exclusive for those accounts that meet the eligibility criteria.  

Even though the company has made it clear that still eligible filters apply, there’s some ambiguity to this initiative. With this, now the blue mark might have two meanings, and there’s no way to distinguish between both.

After the update, it can mean that the brand previously earned it by standing out and being authentic, but it can also mean that the account applied and paid for it. 

Regarding its business model, prices differ from Android to iOS (in order to avoid the 30% increase in app fees in Apple) and by region, too. For the moment, the release is only available in the US, Canada, Australia, the UK, and New Zealand. 

marketing-tech-twitter-blue-payment-prices-frizbit

Source: Twitter Blue

The real question here is, is it really worth paying for a distinction that is no longer entirely exclusive? Does it really give you a higher status, not earning it by merit? 

 Social Media Marketing

  •  1. Meta launched their VR app which allows you to connect your heart rate (and collecting data about it)

social-media-marketing-updates-meta-frizbit

Source: Meta

Meta has launched a new feature for its Quest VR headset, allowing you to connect your heart rate.

The company is adding two new fitness-related features to the Meta Quest. The first is Health Connect integration, meaning Android users can finally sync their Quest workout data automatically.

The second new feature allows you to link your Quest Move VR workouts to Google Fit without having to do anything (it’s unclear if there will be an iOS version). This means that when you finish one of these workouts in the app, it will automatically export all of your stats into Google Fit where they can be viewed by other apps like Strava or Runkeeper. Say hi to indirectly unauthorised data sharing.

It all sounds great, more integration to keep everything connected and running smoothly. However, what happens with data privacy? 

Let’s mention that with these integrations you’ll also be agreeing with Google’s terms of service, as well as any other third-party fitness or health app you connect through Health Connect. You might be providing access rights so that these companies could potentially use personal information from the profiles of users.

  •  2. YouTube Shorts monetizing is (finally) being introduced in Feb of 2023

social-media-marketing-updates-youtube-shorts-frizbit

Source: Deposit Photos

YouTube is finally launching monetization for its short-form content. The program will launch in February 2023 and will be available to all creators with 1,000 subscribers or more and 10 million Shorts views 

As per YouTube:

“Starting February 1st, 2023, monetizing partners will be able to earn money from ads that are viewed between videos in the Shorts Feed. This new revenue sharing model will replace the YouTube Shorts Fund.”

The challenge with short clips is that you can’t directly monetize them through pre- or mid-roll ads like regular video uploads, so YouTube has been working on a solution. This is a significant development for creators in the space who have been waiting for this feature since it was announced last year.

On the other hand, this update also positions YouTube Shorts one step closer to TikTok competing to target content creators, as contrary to TikTok, the platform does share the revenue directly with creators.

  •  3. The EU is putting their foot down & questioning TikTok’s regulations

social-media-marketing-updates-eu-tiktok-ban-frizbit
Source: Deposit Photos

The EU is putting their foot down & questioning TikTok’s regulations. 

TikTok is causing speculation over security in the US for months now and has recently been fined by France for manipulative Cookie policies, the EU is putting their foot down & questioning TikTok’s regulations.

It is suspected that TikTok, whose parent company, ByteDance, is headquartered in Beijing, can provide sensitive data from private citizens to the Chinese government and spread communist propaganda through its algorithm of recommendation.

While TikTok has vigorously contested these claims, a relentless series of media revelations have added fuel to the fire, pushing the app into a national security realm.

A special revelation comes after TikTok admitted that several staff members had accessed the data of two journalists on the platform to contain a media leak. According to CNN, TikTok also stated that “the individuals involved misused their authority to access TikTok user data,” adding, “This is unacceptable.”.

Adding up to the previous statement, TikTok said in that same privacy update that certain company employees outside of Europe would be permitted “remote access” to European user data, including China within these regulations. This was justified since the company is operating a “global platform designed to share joyous content”.

As a solution, in addition to complying with strict security controls and approval protocols, workers will manage this data in accordance with the EU’s landmark General Data Protection Regulation (GDPR).

TikTok has certainly put its best efforts into managing the situation, but one thing is certain and is that with younger generations accessing the platform, it comes greater responsibility in managing the data protection and privacy of all the users.

Updates from Frizbit

  • 1. A renewed virtual home for Frizbit to launch soon!

about-frizbit-updates-january-2023-website

 

2023 has started with many things happening behind the scenes at the Frizbit backend.

We have started this year being quite busy and excited as we are refreshing our digital home (a.k.a. website) and we are sure you are going to love it. 

Our brand has evolved and with it, our capacity to impact different industries and our website will reflect just that. This new change is part of the many updates we have envisioned for this year, and as always keeping our customers in mind is the main motto behind our updates.

Stay tuned for more information about this project launching soon!

Top Digital Marketing Trends for 2023 for marketers and eCommerce Managers

Top Digital Marketing Trends for 2023 for marketers and eCommerce Managers

Digital marketing is the most effective way to reach potential customers and increase brand awareness. In 2023, brands will have to prepare for a global cost of living crisis as consumers become more discerning about the products and services they purchase. 

So, how to take advantage of the latest digital marketing trends in 2023?

Any marketer will need to make sure that their message and content marketing strategy exhibits as transparent, genuine, and stay relevant to the video and behavioural trends of the users. We will go more in detail, however for the 2023 digital marketing trends, we can see two clear tendencies. First, the usage of artificial intelligence for business development, and also we have identified that all the marketing efforts should take the direction towards influencer marketing, user-generated content and video content.

If you want to stay ahead of the curve this year and create a significant digital marketing strategy, then keep on reading.

Top Digital Marketing Trends for 2023

1. Artificial Intelligence and the launch of GPT-4

2. Video Trends in 2023

3. User experience and Machine Learning

4. Influencers & User-generated content

5. Say goodbye to third-party cookies

6. SuperApps

7. Conversational Marketing

8. Generative-AI

 

1. Artificial Intelligence and the launch of GPT-4

ai-gtp-4-launch-2023-frizbit

Source: Deposit Photos

There’s no doubt that AI is a game-changer for digital marketing. When it comes to content, you can use it to automate the process of generating ideas and creating new pieces. The technology has been around for quite some time now and can be used for everything from content curation to optimization. It also offers a lot of potential when it comes to assisting in the creation process itself. It can be especially helpful if you’re short on time but still want a high-quality result, or if you are hit by the famous writer’s block.

In 2023, it will be the norm to use AI to create content. This means that companies will be able to create videos, ads and other content with minimal human input, a valuable tool for marketing teams. While there is still room for development, here are some of the things that this technology comes in handy:

  • Content marketing: Producing graphics and media
  • Sales and Marketing: emails, drafts for blog posts and creating service or product descriptions 

Now, this trend comes in alignment with the launch of GPT-4. Let’s see what this is all about. GPT-4 (Generative Pre-trained Transformer 4) is an innovative tool that can automate many marketing tasks, making it a must-have marketing tool for any digital marketing agency or business.

The model was developed by OpenAI, based on online content that is used to train deep-learning models. It can be used for a wide range of tasks, including answering questions, summarizing text, translating texts, generating codes, and generating conversations. OpenAI hasn’t revealed yet a launch date for GPT-4, but one thing is for sure and is an update and trend for marketers to be excited about.

2. Video trends in 2023

video-trends-2023-frizbit

Source: Deposit Photos

Videos were already a big thing for social media marketing since 2021, but in 2023 they’ll be even more important than they are today. We predict that short-form video will dominate all other types of content because of its high engagement rates, cost-effectiveness for marketing budgets and the ability to reach multiple platforms (including TikTok, YouTube Shorts, and Pinterest). 

As one of the consumer trends is for users to keep looking for more immersive customer experiences, we can expect the 2022 live shopping social media marketing trend to continue to grow in 2023. This automatically positions the needle towards content creators and influencer marketing, which can help brands to convey the so-desired authenticity value. It is no secret the power of influencers over brand engagement: Reviews from creators are trusted, and engagement is often higher than for brands. 

Another way for B2B marketing professionals to adjust their social media strategy is to pay close attention to the number one social media platform for b2b: LinkedIn. The platform is seeing huge success with video and is launching new ways to create long-form within. In fact, in 2023, LinkedIn Live will become a more accessible tool as B2B video content improves in quality.

What are some of our tips?

  • Keep your content short in the 15–30 seconds
  • Make your users rewatch your content: surprise twists, magic tricks, transformations and reveals, and of course fast-paced content strategy
  • Use captions including “Wait for it” or “Reveal at the end” to retain attention throughout the video
  • For brands to become closer to their users in 2023, we advise them to use original sounds such as a voiceover or remixed song that becomes popular

3. User experience and Machine Learning

customer-experience-machine-learning-frizbit

Source: Deposit Photos

Sales and marketing teams should incorporate artificial intelligence into their strategies. In 2023, users are craving personalised experiences. As a matter of fact, most algorithms and AI in digital marketing are designed to optimize for one thing alone-creating a better user experience. 

In 2022, the search engine optimization (SEO) updates were focused on providing users with the most useful content with the roll-out of the helpful content update, and even enhanced their search engine through a powerful visual search with Google Lens. In 2023, we expect nothing less than a more human approach to search results. By focusing more on customer experience, you can beat the algorithms and delight your customers.

What can you do?

  • A great tip is to incorporate into your marketing ways to address customers by their names, previous purchase behaviours and preferences. You can achieve this by retaining customer data via cookieless strategies such as web push notifications.
  • Create a digital marketing strategy that is cross-channel. For this, we advise the usage of marketing automation solutions to enhance your marketing channels such as email marketing to target the right user, at the right time, through the right channel with the right message.

4. Influencers & User-generated content

influencers-user-generated-content-trend-frizbit

Source: Deposit Photos

One of the marketing trends to watch is the marketing campaigns that focus on using user-generated content. We said it before and is that with the current global and economic crisis, customers will be more intentional with how they spend their money. Therefore, one of the new ways to get that desire to be relevant to consumers is through content that engages, and what better way to do it than with influencers?

Many platforms like Shopify, Pinterest, and TikTok are working hard to create opportunities in which intentional and quality content is created through creators. This year, valuable content will be created only if the influencers are aligned with the values of the brands to create content.

What can you do?

Look for new opportunities to incorporate influencer marketing into your marketing plan. Focus on experts that provide value and substantial knowledge to make the content relevant. Study your competition and decide which influencer can carry the messaging of your brand in the right direction.

5. Say goodbye to third-party cookies

goodbye-third-party-cookies-2023-trend-frizbit

Source: Deposit Photos

During 2022, we talked heavily about Google phasing out third-party cookies and what it could mean for businesses and marketing professionals. This was one of the marketing trends that made the marketing world tremble. We are sure this trend will keep on existing in 2023 and beyond, as privacy and data protection are becoming relevant matters of consumer trends.

Digital marketers will be affected by this development this year, as it will limit the ability of companies to send personalised advertisements. Consequently, many business marketing strategies will have to be modified.

Paid advertisements have benefited significantly from cookies because they make it possible to target audiences based on very specific user interests. However, it will be much harder to provide personalised ads if 3rd-party cookies stop being used.

Instead, start implementing first-party cookies strategies or also known as cookieless strategies instead. These are great mediums to develop more personal strategies and one-on-one marketing tools.

This shift also means that Google Analytics will switch from Universal Analytics to Google Analytics 4. Consequently, if you use Google Analytics, you should start migrating to the new version now before July 1, 2023, when Universal Analytics will be retired.

6. SuperApps

superapps-trends-2023-frizbit

Marketers in 2023 should pay attention to superapps. This is a concept of apps that combine multiple features into one. They simplify your life by making it easier for you to manage different aspects of your life, be it for business or personal use.

The WeChat ecosystem is an example of a superapp, as it combines chat and cashless payments with taxi booking and even telecom services under its umbrella. What’s more? It also has games!

Superapps have allowed companies to go beyond their traditional verticals (for example, retail), which makes them more flexible and adaptable in today’s rapidly changing world. In addition, they can use the data collected through the app to improve their products or services – which will eventually contribute positively towards consumer satisfaction levels too.

7. Conversational Marketing

conversational-marketing-trends-2023-frizbit

Source: Deposit Photos

One of the top marketing trends in 2023 is conversational marketing. In the online marketing landscape, people are craving closer relationships with the companies they purchase from. Conversational marketing is a type of marketing that reduces the gap between customers and brands by creating the possibility of instant communication.

One of the most common ways that business and digital marketers are implementing is the usage of chatbots or WhatsApp buttons directly on their sites. This opens the door for companies to remain closer to their users by supporting and assisting customers when they need to.

It is common for people to complain that their bandwidth isn’t sufficient to respond to conversational marketing messages. Fortunately, automated chatbots and their marketing can help with this problem by providing pre-programmed responses to common user questions. Conversational marketing allows companies to connect better with their audiences, you just have to adapt and make it relevant.

What to do if you wish to incorporate Chatbots in your digital strategy? First, make sure that the content is relevant. Prototype and test multiple times until the customer journey is smooth. Remember to give easy access to a human representative to avoid frustration for users.

8. Generative-AI

generative-ai-lexica-frizbit

Source: Lexica Homepage

With generative AI and other foundation models, assistive technology is taking on a new level, application development time is being reduced, and non-technical users are gaining powerful capabilities.

Generative AI is poised to change the game for businesses in a big way. By learning from existing data, this technology enables companies to create original content and revolutionize industries. With generative AI, many previously human tasks can be automated, thereby increasing efficiency and productivity, decreasing costs, and creating new opportunities. Technology can therefore be leveraged effectively by businesses in order to gain a significant competitive advantage. 

One great example is Lexica, the generative-ai platform that is capable of creating eye-catching images from desired keywords. Its power and potential are truly amazing and for the sake of this post, we decided to create our cover image using it. The results? We loved how well-aligned was created. What we liked the most is that you can receive a tailored and unique product according to your preferences in just a matter of seconds.

Using data ingested and interactions with users, they can produce original content in response to queries. There are many possible activities generative-AI can engage in, from writing blogs to sketching package designs, writing computer code, and even theorizing about the cause of production errors.

Conclusion

The marketing world changes constantly, so it’s essential to stay on top of the latest digital news. With this blog post, we hope you’ll be able to do just that! We covered various trends in today’s post —from consumer behaviour to social media platforms and more—.

You can use these trends to bring in more revenue, boost your brand awareness and create a stronger customer base. As always, we’d love to hear from you! What are some of the digital marketing trends that resonated with your business? How are you using them to increase sales or improve brand recognition? Let us know in the comments below!

Digital Marketing News and Updates from December 2022

With a new month incoming, the last digital marketing news and updates from December are here. Without a doubt, in the search marketing area, we saw the most interesting marketing news, which comes in handy as we start a new year, and it’s the perfect timing to readjust our SEO strategy.

If we had to highlight one of the updates, it would be the newest addition of an extra “E” to the E-A-T Google quality raters guidelines. We are only going to tell you here that it stands for “Experience” and that it has been placed above the other parameters.

Social media doesn’t step behind, as our favourite newsletter tool, Get Revue, is shutting down in the upcoming weeks, and there’s a whole theory behind it. If you want to find out this, and all the updates, keep reading everything that happened in December 2022 in the Digital Marketing landscape.

Digital Marketing News and Updates from December 2022

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

Updates from Frizbit

Search Marketing Updates

  • 1. From E-A-T to E-E-A-T: Google updates its quality raters guidelines

Digital Marketing News & Updates December 2023 EEAT

Source: Deposit Photos

The Google search quality raters guidelines had a major update, by adding a new “E” to the current E-A-T system. The new “E” is for “Experience”, something that website owners can’t ignore anymore.

In fact, the way it is structured, Google is placing experience on top of expertise, authoritativeness, and trustworthiness.

According to Google, they want to know if every time a user publishes content, that content also demonstrates that it was produced with some degree of experience. Examples of this are having actually visited a place, the actual use of a product, or communicating the experience of a situation lived by someone else.

Google explained the update by making reference that there might be some situations where really what people value most is content produced by someone who has first-hand, life experience on the topic at hand.

Source: Google

Source: Google

As Google stated: 

“If you’re looking for information on how to correctly fill out your tax returns, that’s probably a situation where you want to see content produced by an expert in the field of accounting. But if you’re looking for reviews of a tax preparation software, you might be looking for a different kind of information—maybe it’s a forum discussion from people who have experience with different services.”

What does this mean for business owners?

Producing generic and not valuable content is no longer viable, if you are looking to rank high in SERPs. One action that you can take to certainly add value to your readers is bringing on board guest experts that can truly create meaningful and insightful content.

The following document is already being updated by Google: http://services.google.com/fh/files/misc/hsw-sqrg.pdf  

  •  2. Google rolls out the December 2022 Spam Link Update

Google has rolled out a December 2022 link spam update, just when we thought the Google Search updates were finished for the year. The update is expected to roll out in two weeks and its effect will have a global impact.

As Google, mentioned: 

“Our launch today, which we refer to as the December 2022 link spam update, will take about two weeks to fully roll out. Ranking may change as spammy links are neutralized, and any credit passed by these unnatural links are lost. This launch will affect all languages.”

SpamBrain, the AI-based spam prevention system launched by Google, not only detects spam directly, but it also detects both sites buying links, and those sites used for passing outgoing links.

What does this mean to you?

This new link spam update might cause ranking declines in Google over the next two weeks. It is important that your links are natural and that they comply with Google’s webmaster guidelines. Invest in improving your site so that it naturally attracts new links over time.

  •  3. Google rolls out a new update for its Helpful content impacting globally

Source: Stock Adobe

Source: Adobe Stock

There has been an official announcement from Google about ranking regarding the release of the second version of its helpful content system. The incident began on December 5th, but became noticeable on December 6th, according to Google. 

What is new? 

The helpful content update is now a global feature, which makes the system focus on all the languages rather than doing it only in English, as it was a few months ago. Let’s remember that this system was created to detect content that was created for the search engines and not for the real people.

With this, the new algorithm aims to help searchers find relevant, high-quality content. And for this, Google is rewarding content written by humans for humans, especially at a time when AI writing is on the rise.

Regarding the rollout, as is usual with the updates from Google, it should take around two weeks to completely be released.

What to do if you’re affected? 

If this update impacted your content, the first thing to consider is that it might take several months to recover, take in mind that we’re talking about a site-wide algorithm. This means that if Google determines your site is producing a relatively high amount of unhelpful content, primarily written for ranking in search, then your whole site will be impacted.

Having said this, one of your options is to revise the content to see if it matched the guidelines. You can do this through the questions in this post. The other advice Google gives is to remove unhelpful content as if it could help the rankings of the other content.

According to Google:

“Sites identified by this update may find the signal applied to them over a period of months. Our classifier for this update runs continuously, allowing it to monitor newly-launched sites and existing ones. As it determines that the unhelpful content has not returned to the long-term, the classification will no longer apply.”

Marketing Tech

  •  1. Canva unveils Magic Write

Digital Marketing News & Updates December 2023 canva magic write

Source: Canva

Canva keeps taking it to the next level, now with its new copywriting assistant for Canva Docs. It’s an AI-based writing assistant called Magic Write, and as it says, it “will help you to get to your first draft, fast”.

Let’s take a look at those words. We should highlight that Magic Write knows its limitations and is offering a solution to ease the so-called “Writer’s block”, and not completely bragging about being able to offer a polished and ready-to-go post.

To use it is just as simple as going into the Docs option, clicking on the “+” option and selecting Magic Write. All you have to do is write a short headline of what it is you want the tool to write about. The AI-based copywriting tool is even capable of rewriting a whole text.

As Canva states:
Business owners and teams of every kind will be able to supercharge their content. Magic Write excels at brainstorming initial ideas, or drafts for social media posts, press releases, business plans, customer support responses, product descriptions, and proposals which can all be generated at the touch of a button, ready to be proofed and edited. You can even include tone of voice in your Magic Write “brief.”

  • 2. Disney+ with Ads rolls out in the U.S.A.

Digital Marketing News & Updates December 2023 disney plus ads

Source: Disney

The Disney Plus Basic tier, which is ad-supported, is now available. What’s driving the focus this time isn’t precisely having to watch ads while watching content, but rather its price point and advertising restrictions. As well, unlike Netflix Basic with Ads, at least you are entitled to get access to all the same shows and movies that are on the no-ads tier.

So what does this mean for marketers and companies wanting to advertise in this channel?

Let’s begin with the target audience. Disney has made it clear that despite being mainly family-oriented, the ads can target the adult audience. This happens primarily because the company also mentioned that for shows for preschoolers and profiles of kids, no ads will be shown to protect the younger ones. 

Who can advertise on Disney Plus?

There is no specific information, but it is confirmed that the companies able to advertise will be selected intentionally. More than 100 companies — including P&G, Target, and Starbucks — have agreed to advertise on the platform as well as all the major agency holding companies, including Dentsu, Havas, Horizon, IPG, Omnicom, Publicis, RPA, Stagwell and WPP.

One thing is sure, and it is that Disney has crafted a way to position itself as the number-one choice for families, and has built a reputation for it. This means that they won’t disturb their brand image by adding inappropriate content to the displayed ads. And if we look deeply, it also means that advertising would come with many restrictions, as well as selectivity.

How will it work?

As opposed to other brands that use demand-side platforms (DSPs) or supply-side platforms to automate ad sales, Disney requires companies to purchase ad slots directly from them. 

Our intake is that this new update will be helpful and relevant for those family-friendly brands. This is causing many companies to be excited about the possibility of advertising on Disney+ due to its strong brand identity and loyal user base. Advertising on the streaming platform is particularly beneficial to companies that fall under Disney’s family-friendly brand image. 

Having said this, the pros are clear at the moment. However, what about the cons of advertising on this new platform? Definitely, the limitation of ad slots and ads per show makes it extremely costly to advertise, which could put this channel out of reach for some companies.

 Social Media Marketing

  •  1. Twitter shuts down Revue Newsletter: coincidence or consequence?

Digital Marketing News & Updates December 2023 revue shutsdown

Source: Revue

The controversy continues as Elon Musk is stepping stronger as the new CEO of Twitter. On December 14th, less than 24 hours after the former CEO, Jack Dorsey published his first-ever article in Revue, Twitter emailed all of its users announcing the shutdown of the platform.

The article gave declarations of Dorsey regarding the recent topic development of the #TwitterFiles, in which he specifically wrote: “The current attacks on my former colleagues could be dangerous and doesn’t solve anything.”

Coincidence or consequence, the truth is that the shutdown of the platform came as a disappointment for all the writers and newsletters held there. 

As per Revue:

“From January 18, 2023, it will no longer be possible to access your Revue account. On that date, Revue will shut down and all data will be deleted. This has been a hard decision because we know Revue has a passionate user base, made up of people like you.”

As more profiles that feel like a threat to Elon Musk are getting banned, it is difficult to believe that this action was a mere coincidence. Let’s take a look at the @ElonJet account, which scraped data about the movements of Elon’s jet and tweeted every time it moved. Just before the ban, the account had tracked Musk taking a 48-minute flight from Oakland to Los Angeles. All after he publicly announced he wouldn’t, in doing efforts to support free speech on the platform. 

As Revue shutdown, we advise you to take action before the data is deleted permanently. The platform is currently allowing its users to export all the data from their newsletters, including subscribers and past editions of the newsletter. You can export your Revue data after signing in here.

  •  2. Instagram launches notes in the DM’s consisting of 60 characters to share your thoughts with your close friends
Digital Marketing News & Updates December 2023 Instagram notes

Source: Instagram

In order to help users stay in touch with their real-world friends, Instagram introduced a number of new features, among them the new Notes feature. The new addition threatens to become a direct competitor of Twitter. 

Notes allow users to update friends with just text and emojis, adding a different format for social updates beyond images and videos.

Among all the new features being announced, Instagram Notes is perhaps the most interesting since it allows users to communicate with others using only text. Even though that sounds a lot like Twitter, the current implementation has a much different user interface. 

The Instagram Notes function lets users leave notes by going to the top of their inbox, and then selecting the followers who follow them back (aka mutuals) or those in their “Close Friends” list. After that, they will type out the note itself using only 60 characters of text or emojis. For 24 hours, the note will appear at the top of friends’ inboxes and replies will arrive as direct messages.

Digital Marketing News & Updates December 2023 Instagram notes 2

Source: Instagram

According to Instagram, people appreciated having a lightweight way to start conversations during testing. Could it also mean a lighter touch for brands to approach customers?

Although the format of Notes is different from Twitter’s real-time feed, its use case may overlap with Twitter’s, since the company describes the feature as a way for users to share “what they’re up to” or ask for recommendations. Today, Twitter asks users for similar input. In the Twitter app, for example, you are asked to share “What’s happening?” Like Notes, there is a limited amount of text you can type. (However, Elon Musk, the new owner of Twitter, has said it will grow substantially.)

  •  3. Pinterest ends its Creator Rewards Program for Idea Pins

Digital Marketing News & Updates December 2023 Pinterest content creator

Source: Deposit Photos

The creator rewards program was an effort to keep the content fresh and rotating within the platform. By using monthly prompts from Pinterest, creators were motivated to create content using the idea themes in video format in compensation for direct payments.

As stated by Pinterest:

“The Creator Rewards program will end on November 30, 2022. To all the creators who participated, thank you for your partnership. We’re committed to exploring more ways to help you find success on Pinterest, and we’re looking forward to finding more opportunities to work together in 2023,”

Pinterest is closing the program “to focus on other creator programs and features.” When Pinterest launched Creator Rewards last year, it announced a $20 million investment. The company also invested $1.2 million into its Creator Fund this year, which was launched last year with $500,000 in investment. As part of this program, the social network offers cash rewards and ad placements to help underrepresented creators.

By converting Idea Pins into ads, Pinterest is still running programs like the Creator Fund, “shoppable” Idea Pins, and paid partnerships.

Updates from Frizbit

  • 1. We hosted our annual holiday dinner

Digital Marketing News & Updates December 2023 Frizbit Team

At Frizbit, we’re all about the team.

We work hard every day to make sure that our clients get the best possible product and service, and our team is instrumental in making that happen. That’s why, in December, we celebrated our annual holiday dinner with the Barcelona team. We went to one of the best rodizio in town and enjoyed good food with an even better company.

We hope you had a wonderful holiday season, and we wish you all the best for 2023 from all of us here at Frizbit.

  •  2. We are switching to Substack

Digital Marketing News & Updates December 2023 Substack

Source: Substack

This is just a brief notice that our monthly newsletter is changing its virtual home from Revue, that as we mentioned earlier is shutting down, to Substack. This means no changes for you as a reader, and as usual, you will still receive our monthly newsletter with the latest Digital Marketing updates and insights. 

We wanted to give you the heads-up as you might experience a new layout and platform. We are excited to see what 2023 is holding for us, but in the meanwhile, if you miss it, you can find our intake on the 15 trends for eCommerce in 2023.

You can access the previous editions and subscribe at this link.

 

15 eCommerce trends for 2023 & online shopping insights

15 eCommerce trends for 2023 & online shopping insights

In the past few years, the e-commerce market has evolved from being merely a brick-and-mortar counterpart to an ecosystem that involves several devices and innovative store concepts. Customers are offered a wide range of new approaches to shopping that have managed to adapt to the new habits and preferences of the consumers.

According to the Statista 2022 eCommerce report, this is a growing field, just by 2022, the worldwide eCommerce sales volume with $3,590 USD billions was higher than the GDP of France, with $2,778 USD billions. By 2027, this figure could reach a total of $6,395 USD billion in sales volume, which by that time is predicted to be even higher than the GDP of the UK region.

Now moving on to the revenue, the total eCommerce revenue forecast from 2022 to 2027 in billion US$ is stated as following:

  • China is expected to grow +5.8% according to the compound annual growth rate
  • The U.S. is expected to face the largest growth with +18.3%
  • The rest of the world is expected to grow by +5.5% 

This understandably positions the U.S. and Europe regions to be those that are expected to grow more than other regions like China from 2022 to 2027.

Having said this, it is clear that the eCommerce industry shouldn’t be taken lightly. In this article, we’ll examine 15 key trends predicted for 2023 that are already changing how customers shop today. 

For 2023, we can expect to see how inflation making consumers research more before spending less, live and social shopping experiences, new payment options like cryptocurrencies and gift cards; cross-border online shopping; on-site personalization powered by AI, the relevance of bringing subscriptions back, how customer service is one of the key strategies to differentiate in 2023, and so much more. 

Without further ado, let’s dive right into the 2023 eCommerce trends and online shopping insights.

15 eCommerce trends for 2023

  1. Inflation will make consumers research more and spend less

  2. Omnichannel presence will be key to being part of the lifestyle of consumers

  3. Live and social shopping is the next big thing

  4. New and emerging payment options

  5. Cross-Border Online Shopping is on the rise

  6. E-commerce will become more personal and in-store shopping will become a social experience

  7. Personalised experiences can be used to improve customer loyalty and retention

  8. Subscriptions are a great way to keep customers coming back

  9. Your Customer Service will be the key differentiator factor

  10. Sustainability will become more important

  11. Faster and more efficient shipping is a must for eCommerce businesses

  12. User-generated content & reviews will become more important in decision-making

  13. New generations of consumers enter the marketplace

  14. AI will be more important

  15. Privacy Settings & Cookies

 

1. Inflation will make consumers research more and spend less

Inflation ecommerce trend 2023 frizbit

Source: Deposit Photos

As the rise of inflation exceeds the forecasts, it will make consumers be more cautious and price sensitive. This means that they will be more likely to research products before buying them. In fact, in 2022, 45% of online shoppers in the U.S. researched online when planning a major purchase. 

Another consequence that inflation might bring is that consumers may choose to buy less expensive brands than the ones they would have purchased otherwise.

Which preferences do customers have when purchasing online? How can you align with the concerns and likings of your customers?

  • 44% indicated customer reviews help them achieve their last decision
  • 32% said they prefer to purchase goods from various resellers through the same marketplace
  • 25% prefer express shipping
  • 21% make major purchases directly via their smartphone or tablets

The data stated above are clear actions that you can implement in your eCommerce store to increase customer loyalty and stay in the top of mind of your clients.

It’s also important for retailers to look at ways of engaging with their customers through content marketing so that they can build trust and loyalty with their brand.

This shift toward content marketing will require companies to rethink their strategies for running online ads, as well as how they use email marketing.

2. Omnichannel presence will be key to being part of the lifestyle of consumers

Omnichannel ecommerce trend 2023 frizbit

Source: Deposit Photos

As mentioned above, adapting to the lifestyle and new habits that customers are facing is crucial to stay relevant. That’s where incorporating omnichannel strategies is a tactic that can change your game for 2023. 

What does being omnichannel mean? It is, in other words, activating the synchronization of business data between channels. Its main representation in eCommerce stores is connecting a physical store with its online operations. 

A great example of this is the worldwide beauty store Sephora. The store manages to transfer their online experience and tailored customer practices through their eCommerce apps. Through the app, a customer is able to shop online and retrieve the products in the store within two hours or have an entirely online shopping experience. The store has managed to keep the count of loyalty points gained, whether it was in the store or through the app. It doesn’t stop there as they have also incorporated email marketing and app push reminders for abandoned carts, product deals and offers and restock reminders. They know how to fit into the busy lifestyle of their customers.

But are there other means that we can achieve this? What if I don’t have a physical store? 

Running an entire online store isn’t any inconvenience. For this, playing and incorporating digital customer journeys is the key strategic game plan for your company. If you have been dreaming about reaching your customer through the right channels, at the right time, with the right message, then strategically creating digital flows is your option to go.

Imagine the possibilities of reaching your customer since they merely visit your store. Now picture being able to reach them through their web browsers through type of web push notifications for e-commerce, sending strategic email marketing reminders, and getting even closer through SMSs and WhatsApp messages. This is precisely what Frizbit specializes at, and the results confirm it. By having an omnichannel presence, Frizbit can manage to level up by 8% of your revenue. 

So whether you choose to have a mix of online and offline practices or merely online strategic tactics, being present in the customer journey of your client will be the key in 2023.

3. Live and social shopping is the next big thing

Live and social shopping ecommerce trend 2023 frizbit

Source: Pinterest Newsroom

Throughout the year, we have seen and reported various social media updates featuring social media platforms like YouTube, TikTok, and Pinterest to bring to life the newest shopping trend of Live and Social Shopping. 

Social media has provided a platform to help consumers share their experiences with friends, family, and followers. Today, consumers can watch videos of products in action and connect with other shoppers in real-time. This allows users to be able to engage with products before they buy them, in order to gain more information about what they’re purchasing.

Live video is also becoming increasingly popular on e-commerce sites as well as social media platforms like Facebook Live or Instagram Stories—both owned by Facebook – which give users the chance to interact with brands through live Q&As or tutorials from influencers such as bloggers or celebrities. Other channels like TikTok and YouTube are connecting fans with content creators and offering special deals for specific products. Pinterest, on the other hand, has even created a weekly series featuring well-claimed content creators featuring their favourite brands, as you can read more on our digital marketing news of October 2022.

As more people start using these features, it’s expected that we’ll see an increase in consumer demand for this kind of interaction between brand owners/retailers and their customers who want personalised advice before making purchases online.

4. New and emerging payment options

New payment methods ecommerce trends 2023 frizbit

Source: Deposit Photos

As new behaviours arise, adding alternative payment methods can be an excellent option to add on facilities to your customers. It is likely for a customer to abandon a website if he or she can’t pay in their desired way. 

For this reason, offering a wide range of ways to pay can increase conversion rates, especially on mobile devices. For recurring customers, allowing them to save their payment information for a faster purchase experience can also lead to more purchases. 

What trends can we expect?

    • Blending online and offline payment methods: paying online but retrieving the product offline
    • Virtual currencies for social media platforms: Content creators or accounts with large followings can receive in-apps tips from followers
    • Digital wallets are here to stay: Clearly Apple Pay, Google Pay and Shop Pay are leading examples in this area. Don’t limit your customers’ methods of payment by not offering them the option to pay with a digital wallet.
    • Emerging superapps to run a one-stop shop for lifestyle: The Chinese superapp is the most lively example of this new concept, in which aside from messaging, bank accounts are connecting making it easier to connect day-to-day life services.
    • BNPL (buy now, pay later) companies should be a must in your eCommerce: With the current inflation situation, offering this facility might ease the burden of a one-time payment for your clients, such as Klarna or Afterpay. It’s a win-win for brands and shoppers.
    • QR Codes everywhere: After the pandemic, interacting with QR Codes got more popular in the West. From menus displaying to placing and paying an order, QR Codes are the new online self-service payment option.
    • Other mobile payment solutions: A nice example would be Bizum in Spain or PayPal worldwide.

5. Cross-Border Online Shopping is on the rise

Cross-border ecommerce trends 2023 frizbit

Source: Deposit Photos

The pandemic led to a big development in online shopping. It forced the lives of people to undergo a much-needed update to find new methods to reach customers. It is precisely the growth of eCommerce possibilities that has incentivized buyers to shop beyond their national borders.

As per a global eCommerce research report published in 2021, three out of four online shoppers (76%) will have made purchases outside their own country in 2021, which represents a significant increase from 69% two years ago.

The main reason customers are keener on cross-border shopping is finding lower prices of certain goods, accessing products unavailable locally, and discovering trending and new products.

How can you adapt to the cross-border trend? 

Cross-border eCommerce has benefited from marketplace efforts to establish an international infrastructure, including efficient online payments, logistics, and warehousing. Online marketplaces focus on building platforms that fit local customer needs. By providing qualitative services, online marketplaces increase trust and act as an important driver for cross-border purchases. 

6. E-commerce will become more personal and in-store shopping will become a social experience

Online and offline shopping ecommerce trends 2023 frizbit

Source: Pexels Anete Lusina

We talked about omni-channelling for 2023, but how to get it right if you want to thrive in the online and offline space at the same time? Let us begin with a spoiler alert: mimicking one another won’t be sufficient. 

The reasoning behind this is that customers have identified the pros and cons of each shopping mode and want to get the best of each of them intentionally. The pandemic left shoppers with both feelings of wanting to leave their homes, but at the same time, it changed the behaviours of customers. 

Ultimately, e-commerce will become more personal, efficient and time-saving, and in-store shopping will become a social experience where personalisation doesn’t play a key role. The former will be used as a research tool and the latter as a means of interacting with others.

The one thing that’s certain is that e-commerce will continue to grow in popularity. With more people having access to the internet, it’s becoming easier than ever before to purchase things online. However, we must not forget that online and in-store shopping has come to serve different purposes, and this is an ongoing trend.

7. Personalised experiences can be used to improve customer loyalty and retention 

Example of a Frizbit Web Push Notification for cart abandonment

Example of a Frizbit Web Push Notification for cart abandonment

The market has reached a stage where differentiation by price, product selection or quality is very difficult to achieve due to the strong competition. Therefore, to increase customer engagement and purchase frequency, merchants are developing strategies to build strong and loyal customer relations. 

Great examples of this are Amazon Prime and Netflix. Through AI, both manage to create personalised interfaces targeting what their customers are likely to prefer. These platforms have managed to create a dialogue with the customer beyond sending out newsletters, which helps to bring loyalty. Actions such as being addressed by your name, and predictions on items that are based on your behaviour, can create an impact. Also, giving exclusive benefits, such as expedited and free shipping, are all effective ways to generate a sense of belonging in the digital landscape.

We’ve already mentioned that one of the expectations and benefits of the eCommerce space is its personalisation possibilities. One of the main differences to brick-and-mortar retail stores is the possibility to provide customers with style advice and inspirational content, as well as a wide range of different products and their versions.

In the hyper-personalization field, Frizbit has great capabilities as seen in the example above, thanks to our AI software development through our web push notifications we are able to create relevant alerts to users addressing them by their first name and target each phase of the funnel. In the example, we have placed a cart abandonment notification, which also manages to remind the user about a specific product. 

Bringing personalised experiences to your eCommerce will influence the purchase decisions that users might take. 

8. Subscriptions are a great way to keep customers coming back

Subscriptions ecommerce trends 2023 Frizbit

Source: Deposit Photos

The idea of subscriptions is not a new one, but the way in which we consume and purchase products has changed dramatically in the last few years. By using subscription services, companies can plan for inventory and sales that are already locked in.

Subscriptions were once reserved for services like magazine delivery. Still, now we see them pop up everywhere: streaming services like Spotify and Netflix are subscription-based, as are fitness apps like ClassPass, and meal kits like Blue Apron. 

While these are all different types of subscriptions with varying price points and benefits, they have one thing in common: they convince users that they need or want something regularly enough that it’s worth paying for on an ongoing basis (or at least until you cancel). This makes subscriptions an excellent way to boost sales for companies.

9. Your Customer Service will be the key differentiator factor

Customer Service ecommerce trend 2023 frizbit

Source: Pexels / Picjumbocom

With such a saturated market in the eCommerce space, to stand out from worldwide standards, offering a personalised and genuine customer service experience is crucial. Not only will it keep customers happy, but it is a great way to build loyalty and drive sales through positive word of mouth.

With such growing customer service expectations, how can your eCommerce business keep up? According to a study presented by PWC,  73% of consumers prioritise customer experience (CX) when making a purchase decision.

Here are some actions you can take to improve the customer service experience in your eCommerce:

  • Adopt a mobile-first approach: Through a website widget or even an app, being present for customers from their mobile devices can allow them to find solutions on the go.
  • Personalise your customer service: AI tools could help you address customer service through a personalised approach. Examples of this are addressing consumers by their first name, acknowledging their past purchases, and sending alerts tailored to their preferences.
  • Offer omnichannel support: This is a must-have for 2023. Omnichannel support opens up the possibility of reaching wider audiences. A Forrest research points out that around 4 out 5 customers perceive the world as “fully digital” in 2022. Ultimately, this means that customers are expecting your eCommerce to be where they are or where they found you. Some of the most common touch-points are phone calls, social media messages and live chat options embedded in websites.

10. Sustainability will become more important

Recommerce ecommerce trends 2023 Frizbit

Source: Deposit Photos

The rise of the new shopping trend, “recommerce” will bloom in 2023. This trend refers to a shopping model that includes buying and selling pre-owned goods. Sustainability has been playing a key role in consumer preferences and this gives brands the option to tap into this developing market, offering the chance to stand out with their ethical and environmental values and beliefs.

If you are still on the fence about whether this could be a good trend for your eCommerce, a study conducted by ThredUp indicates that C2C and B2B recommerce are expected to grow up to $64 billion dollars by 2024. These numbers indicate the huge potential of the market itself.

Who could be a great match for this trend? 

Such purchases are most often made by the youngest consumers in the age group of 16-24 (81%) and 25-34 (80%) years old, according to a report released by Cuchman & Wakefield. Young people are the fuel that drives recommerce platforms and resale programs. This younger generation is aware of and considers the need to buy sustainable products produced from recyclable materials.

Some big industry leaders tapping into the recommerce trend are Back Market, which offers refurbished technology products by different levels or Vestiaire Collective, which offers a platform for buying and selling designer second-hand fashion goods.

11. Faster and more efficient shipping is a must for eCommerce businesses

Efficient shipping ecommerce trends 2023 Frizbit

Source: Deposit Photos

As a result of increased competition, consumers are becoming more demanding when it comes to the delivery time of goods, as we are getting used to express delivery services such as Getir or Gorillas. Before placing an order, customers are expecting to know with certainty when the package is arriving. In other words, customers are demanding transparency and reliability in regard to their shipping dates.

According to Shopify, 22% of users abandoned their carts because “there was no confirmed delivery date”, while 32% did so because “the projected shipping time was too long”.  A brand that can’t keep up with its deadlines or provides accurate information, is a brand that risks reputation and might lose customers and sales. 

One of the strategies you can take on to improve your shipping experience is to revisit your supply chain strategy, from how goods are being produced to how goods are being shipped. 

Some actions you can take are:

  • Increasing the manufacturing capacity of goods
  • Increasing the speed of the supply chain in general
  • Improving the collaboration with supply chain partners 
  • Decreasing associated supply chain costs

As Leon Hughes, associate partner of Piper Private Equity, states:

We’ve seen brands opening up distribution centres in alternative countries to help with last-mile delivery and to reduce the travel between manufacturer and doorstep.”

12. User-generated content & reviews will become more important in decision-making

UCG ecommerce trends 2023 Frizbit

Source: Pexels / Andrea Piacquadio

With the current economic situation and over-saturated market, genuine reviews and UGC (user-generated content) will be the key factors for boosting sales. In fact, according to StoryStream, 91% of consumers are more likely to remain loyal to brands they perceive authentic in their marketing.

We’ve already seen above the importance of how reviews are a relevant asset that can move the needle to make customers purchase more. In what regards specifically UGC, 62% of users reported feeling impacted by this type of content, compared to 38% for brand-created assets.

As, Alex Vidya, CEO of StoryStream stated:

User-generated Content offers key social proof at crucial points of a consumer’s decision-making process – and is something online buyers proactively seek out to inform their purchase decisions.”

Having said this, including these assets in your content strategy and website isn’t an option anymore, but rather a must if you want to appeal to and retain customers.

13. New generations of consumers enter the marketplace

Gen Z Ecommerce Trends 2023 Frizbit

Source: Pexels / Mirosmichenko

If millennials entering the market already made the world tremble, the newest Gen Z is no different. This generation is shaping the future of eCommerce and online shopping.

This completely changes how eCommerce and marketing strategies should be designed in order to thrive with this arising pool of potential customers. One of the biggest shifts is that they’re looking beyond tangible products and actually trying to understand what it is that makes the company tick. They are looking for aligned values that connect with them and the company they want to support. 

For this generation, luxury has been redefined as they are no longer looking to slap big fancy brands onto their bags or shirts. Luxury is redefined as unique goods to stand out from the crowd. This is definitely different from what millennials have shaped over the years. While millennials seek that kind of showcaser status, Gen Z’s seek items that demonstrate their uniqueness and differentiation

Regarding their shopping patterns, they do enhance omnichannel shopping as they are no longer thinking of separate shopping formats, but rather they shop across all types of formats: pop-up stores, social media shopping, live shopping, traditional eCommerce shopping. 

In other words, in every moment, they interact with the brands they are keen on, therefore being present on different channels and adjusting your content marketing strategy to communicate your values and authenticity is a must to appeal to this younger generation.

14. AI will be more important

AI ecommerce trends 2023 Frizbit

Source: Deposit Photos

In this increasingly fast-paced digital environment, eCommerce businesses strive to improve customization, personalization, and operational efficiency. Using AI is the easiest way to achieve this. 

A report by Mckinsey & Company found that implementing AI can boost eCommerce revenue by 20%. The same report highlights that 27% of respondents saw at least 5% of earnings before interest and taxes to AI. This states that, clearly, the eCommerce sector is the leading adopter of this technology in 2023.

Let’s take a look at Amazon as an example. The company has reported that its AI-powered recommendation system drives 35% of its annual sales.

So what are some changes you can implement in your eCommerce partnering with AI to boost your sales?

  • Enhance personalisation with hyper-personalisation in your messages and alerts.
  • Introduce the usage of ChatBots to cut down the query resolution time of customers
  • Incorporate a recommendation system in your checkout or product page
  • Enable voice-shopping
  • Intelligent visual research

15. Privacy Settings & Cookies

Privacy and cookies Ecommerce Trends 2023 Frizbit

Source: Deposit Photos

As you might have heard, third-party cookies have been a hot topic during the last few years as Google has announced stepping away from them in Google Chrome and introducing GA4. What does it mean for your eCommerce? 

A report by Statcounter revealed that 65% of the worldwide population navigates using Google Chrome, so this is definitely an important matter for your company. 

Businesses would have difficulty tracking the online behaviour of potential customers if third-party cookies were removed, which could affect remarketing and retargeting techniques.

We have listed some cookieless strategies for your business could tap into to avoid being affected by this:

  • First-party cookiesThey are set by a website a user is currently browsing. Due to their local storage and non-sharing, they enable personalization of the content on that website and adhere to data privacy regulations.
  • Google Privacy Sandbox. It protects people’s online privacy while giving businesses the tools they need to market effectively
  • Google’s Publisher Provided Identifiers: By using the functionality, publishers can create unique target segments, deploy campaigns using programmatic guaranteed deals or conventional reservations, and increase their advertising revenue.

Conclusions:

As many of you know, the eCommerce landscape is changing faster than ever before. With so many trends taking shape and new ideas emerging, it can be hard to keep up with what’s happening in the industry.  If we had to summarise what 2023 will bring to the eCommerce industry, it would be to become a genuine omnichannel store for customers. 

The future of the retail industry is bright and exciting. With the help of new technologies, retailers are able to go beyond their brick-and-mortar stores and into the digital sphere. For your eCommerce business to succeed and increase sales, you must adapt to one or more of the above trends.

10 Holiday marketing campaign examples & ideas for Ecommerce [2022/23]

10 Holiday marketing campaign examples & ideas for Ecommerce [2022/23]

Black Friday & Cyber Monday had just passed, and although it might seem that the peak season for sales had just passed, don’t let your guard down as the holiday season continues through Christmas and New Year’s Eve. 

If you are looking to make the most out of seasonal sales and want to give your customers a memorable shopping experience, then this blog is for you. We’ve compiled 10 of the best holiday marketing campaign ideas from some brands that are delighting their customers through their campaigns.

What to expect this holiday season?

What to expect this holiday season in digital marketing

Source: Deposit Photos

Before we go any further with the examples, let’s break down what this holiday season might look like for marketers. 

According to the 2022 Consumer Insights report from Google, customers are being more intentional about how they are spending their money. 80% of the customers had researched before making a purchase, while only about 20% had made the purchase on impulse. This might reflect in your campaigns by highlighting the emotional and physical benefits of your offer and showing reviews and comparisons to boost confidence.

The report has also shown that balancing pricing and quality has become a decisive factor when purchasing during the holiday season. In fact, 80% of them also stated that it is important that the products purchased are of the best quality too or that guarantees such as displaying high ratings or offering free delivery and returns also played a key role. 

Now, let’s get to some examples of great holiday campaigns rolling out in 2022

10 Examples of great Holiday Marketing Campaigns

  1. Apple: Share the joy
  2. Coca-Cola: Christmas always finds its way 
  3. Amazon: Joy is made
  4. Puma: Email Marketing Example
  5. Disney: The Gift
  6. Macy’s Holiday 2022 – Speechless
  7. Erste Group Bank  #BelieveInChristmas
  8. Aldi Christmas Advert: #KevinTheCarrot
  9. Lidl Christmas: ‘The Story of Lidl Bear’
  10.  Spotify: Your year Wrapped

1. Apple: Share the joy

 

Every year, Apple’s holiday ads are well-awaited, and this year was no different. For 2022 they decided to focus entirely on AirPods Pro using the slogan “Share the joy”, after the roll-out of the Audio Sharing feature.

Historically, the company has been known for releasing ads that lean more towards the emotional side, however this year they’ve decided to stand out. The ad is upbeat, fast-paced, more dynamic and even less cold than the typical ads.

Why it works: Definitely, this ad goes against traditional and emotional marketing selling, and although it doesn’t bring up tears to our eyes, it surely makes a difference from its competitors.

2. Coca-Cola: Christmas always finds its way 

Coca-Cola is well-known for its emotional holiday ads. During the ad for 2022, they decided to capture one of the most nostalgic yet beautiful feelings of missing a mother during the holiday season.

Why it works: Coca-Cola is keeping loyal to its marketing direction, which sets them as an industry leader in holiday ads. The ad also managed to convey such a range of emotions in just 30 seconds, and finally, the way nostalgia is brought up is done through careful actions that make it heart-warming. 

3. Amazon: Joy is made


‘Joy is made’ is the newest holiday ad from Amazon. It recounts the story of a father’s love for his child and his desire to create a memorable experience for his daughter. He recognises the special attachment his daughter has developed to a snowball, and he then decides to recreate a life-size version of it in the backyard.

Why it works: Undoubtedly, the emotional factor plays a crucial role in this ad. Contrary to Coca-Cola, in this ad, Amazon showcases their platform directly as one of the means to create joy. It links their services with positive emotions.

4. Puma: Email Marketing Example

Puma Holiday Email Marketing Campaign

Just like any other email marketing mail campaign, this one is well-branded for the holidays. It is an incredible campaign as it has everything embedded in one layout showing the discounts available and offering gift cards, gift guides and even a holiday FAQ.

Why it works: Besides the great design and clear offering, it truly understands one of the biggest pains, and it is not having enough time for holiday shopping. The email was designed with a clear audience in mind, one that isn’t hunting deals but simply was too busy during December.

5. Disney: The Gift

#FromOurFamilyToYours is the slogan Disney chose for its Ads series of The Gift. As every year, Disney remains loyal to its style and main audience. This company is the king of emotional marketing, highlighting the joy and magic of being surrounded by family during this season. 

Why it works: It has been using storytelling since 2020 and engaging the audience in a series that is expected year after year. Another relevant point is the powerful vocal support, which yet again, brings the classic Disney flare. On top of that, this ad doesn’t remain digital and emotional, but also follows a social cause. Disney is encouraging fans all over the world to join and donate to ‘Make-A-Wish’ with the promise to match all donations up to $100,000.

6. Macy’s Holiday 2022 – Speechless

The ad relates the classical story and scene for Christmas: a family gathered exchanging gifts next to Christmas gift. The story of just under 30 seconds starts with the husband giving the last gift to his wife. To her surprise, it was a diamond necklace, which left her speechless.

Why it works: The cast is inclusive, giving visibility and representation to minorities, and the company wants to present itself as the best option for choosing gifts. At a time when the economic recession is impacting consumption and discretionary spending, the ad is straightforward and precise.

7. Erste Group Bank  #BelieveInChristmas

This year’s animated advert continues the success of Erste’s previous ads, such as “Henry Hedgehog”. In this spot, the message is clear: togetherness ensures that no one and nothing can steal our joy this Christmas! When it comes to creating such holiday offerings, Erste Group, based in Vienna, has become one of the world’s most successful brands with 225 million views.

Why it works: It is appropriate and takes into mind the current global situation, conveying sympathy and emotion in the same ad. As a society, we are facing a lot of challenges in the present day, and the advert this year addresses how we are all dealing with these challenges.

8. Aldi Christmas Advert: #KevinTheCarrot

For the seventh consecutive year, Aldi has unveiled its Christmas advert featuring Kevin the Carrot from the hit 1990 film, Home Alone. 

As the company states:  it wouldn’t be the festive season without Kevin the Carrot on our TV screens, and this year’s Yuletide performance is sure to get the nation shouting ‘KEVIN!’

Why it works: It brings consistency year after year. People are expecting to see the main character and await an entire year for him. In addition, it doesn’t have a realistic approach but plays with a fantasy element, creating a truly warm and festive sensation. 

9. Lidl Christmas: ‘The Story of Lidl Bear’


The ad tells the story of a Lidl Bear that, without looking for it, became famous through a Lidl jumper and lost its way home with his owner, an adorable little girl. The expressionless Lidl bear has caught the attention of the viewers as it completely breaks the stereotype seen before in other ads.

In the last clip, we see Lidl Bear realise that his fame makes him miss his family. He leaves everything behind, takes his parachute, and surprises his loved ones by making it back for Christmas Day lunch.

Why it works: During the ad, there are also lots of Lidl’s favourite dishes to be seen in the clip. Among other things, the family eats British turkey, Christmas pudding, sausages in a blanket, parsnips, potatoes, cheese, and champagne. This ad remains culturally relevant while evoking emotions through a new way of displaying characters.

10. Spotify: Your year Wrapped

Spotify email marketing campaign

In regard to the new year’s celebration, Spotify never goes unnoticed with its yearly wrapped personalised playlists. One of the most popular end-of-year items this year (and in many recent years) is Spotify Wrapped, where the music service compiles an overview of everything you have listened to this year in various statistical formats, wrapped (yes, that’s what it’s called, is not it?) in colourful, fun graphics. You can see which music categories you followed, get a playlist of your top 100 songs, see where you stand compared to others, and find out what your listening personality is.

Why it works: Year by year it is expected and has huge success in all the social media channels. The reason is simple, it engages users through personalisation reminiscing great memories throughout the year, as a way to celebrate the end of the year. A bespoke summary email evoking good memories is definitely a great strategy to engage with users during the holiday season.

Frizbit recommendations for crafting successful holiday campaigns

How to plan holiday marketing campaigns

Source: Plann / Pexels

Creating goals and objectives for your holiday marketing campaign is essential in order to ensure success. Goals provide direction and motivation, while objectives give you measurable results that can be used to assess the success of your efforts. The real question is how to increase sales in the holiday season without losing the spark.

Next, creating a promotional calendar is an essential step to ensure your business’s success during the holiday season. A promotional calendar outlines all the marketing activities you plan to undertake during specific holidays and helps you stay organized and on track with your goals.

During this stage also make sure to define and select which channels are you going to use. Analyse your audience and which channels typically perform best for your business industry.

Email marketing tends to be the number one chosen channel during this season, and crafting engaging holiday email marketing campaigns can be a challenge too. However, if you are looking to stand out from the crowd, considering alternative channels to (re)target your audience can make a difference in your sales. 

For this, we are talking about incorporating web push notifications in your marketing strategy during the holiday season. We have created a dedicated guide on web push notifications, and we have also created a quick reference guide featuring 7 Christmas campaigns and tips using this channel.

Conclusion:

When it comes to creating a successful holiday marketing campaign, make sure that it accurately reflects your business’s brand and message. For this, defining a clear holiday marketing strategy is essential. If you wish to look further into it, we have a dedicated blog post on Christmas marketing ideas and strategies to build a solid marketing strategy.

Overall, be creative with your content and focus on what sets your business apart from others in the industry. Appealing to emotions, memories, and nostalgia certainly plays a crucial role in most of the best campaigns. Don’t forget to track the success of each promotion so that you can adjust as needed throughout the season if something isn’t working as expected.

Digital Marketing News and Updates from November 2022

The marketing insight and news from November are here! As we head into the last month of the year, there has been a clear trend for a new channel for eCommerce powered by interaction and emotion. Any clue of what we might be talking about? 

During this month, the topic of social media as a new eCommerce channel was definitely relevant. Both giants TikTok and YouTube shorts are taking the leap in this field. Could it be too much of a coincidence that channels with similar content types are trying to incorporate a direct sales experience into their customer journeys?

Keep on reading to find out more about this new trend and, of course, about the other search marketing, tech marketing, social media news and updates from Frizbit.

Digital Marketing News and Updates from November 2022

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

Updates from Frizbit

Search Marketing Updates

  • Google releases the ultimate guide to understanding current and retired ranking systems

Digital marketing insights search marketing frizbit

Source: Adobe Stock

Good news from Google, just in time before the end of the year! Get ready to readjust your SEO strategy as the company has rolled out the ultimate guide to understanding the current ranking system and discarding old practices.

In the new ranking guide, Google explains which ranking systems it uses to rank search results as well as introduces new terminology, such as highlighting the difference between “ranking systems” and “ranking updates”. In this case, the word “system” stands for a constant concept that is always functioning. And on the other hand, “updates” stands for a one-time specific change to the ranking systems.

With that being said, we will go first through some of the current ranking systems in alphabetical order.

  • BERT: Short for Bidirectional Encoder Representations from Transformers. It allows Google to understand different combinations of words to create different meanings and intent.
  • Exact domain system: It ensures that Google doesn’t give higher punctuation to websites with domain names that exactly match a query.
  • Helpful content system: A system developed to rank better content created to add value rather than content created to gain or increase traffic.
  • Neural matching: A system that aims to ensure Google understands representations of concepts of queries and pages to match them accordingly.
  • Reliable information systems: It ensures that reliable information is shown by elevating authoritative pages, demoting low-quality content, and rewarding quality journalism.

Now let’s move to the retired Google Ranking systems.

  • Hummingbird: Rolled out in 2013, it represented a significant improvement in Google’s rankings system.
  • Mobile-friendly ranking system: It preferred the content rendered specifically for mobile experiences. It has since been incorporated into Google’s page experience system.
  • Panda system: Introduced in 2011, this system preferred high-quality content and original content. It is now part of Google’s core ranking system in 2015.
  • Secure sites system: Introduced in 2014, this system preferred websites secured with HTTPS. It is now part of the page experience system.

With this update, Google isn’t implying those older ranking systems, such as page speed, rewarding original content, or secure navigation, are obsolete. On the contrary, Google has transformed most of the retired rankings to be part of their essential needs to be met through their core ranking system or Google’s page experience. This ultimately means that meeting these requirements is no longer optional, but a must when creating content to improve the search experience of the users.

  • Google finally rolls out their new Local search features

Digital marketing insights local search marketing frizbit

Source: Google Blog

The time has come, and Google is finally rolling out the local search features that were briefly introduced earlier this year. We believe the timing couldn’t be better as well, as it can increase the positive impact for local businesses during the holiday season.

As a local business in the hospitality industry, this update brings to life the feature of searching a restaurant by dish, as well as incorporating new search capabilities built into Google Maps Live view. This means having a possible increase in both visibility and reach results. 

If you own a local store, keep on reading to find out the new functionalities available to elevate your search possibilities.

  1. Live view search: For the moment, it is only available for London, New York, Paris, San Francisco, Los Angeles and Tokyo on Android and iOS. This feature allows you to find information around you through the lens of your camera. Information includes if a business is open, how busy it is, star rating and even price range.
  2. Search restaurants by dish: In the case of restaurants, this update brings up two ways of being found. Restaurants can be found by either the user manually typing their desired dish or conducting a visual search through Google Lens.
  3. Accessibility search: Available worldwide, now users can search in Google Maps for wheelchair-accessible, stair-free places.
  • Drive traffic to your eCommerce with the new Google Shopping tab

Digital marketing insights google shopping tab frizbit

Source: Google Blog

With the goal in mind of supporting merchants to achieve growth, Google Search Console is introducing the new Shopping tab listings. This new feature aims to help online store owners to showcase their products with ease on the shopping tab on Google.

Through merchant listing reports and product structured data, among other features, Search Console is making it easier for merchants to display their products across Google. The company is then helping merchants drive more traffic to their online stores and connect with customers who already have a need/search in mind.

With this update, merchants can easily create a Merchant Center account and ease the process of having to re-verify the website ownership or submitting a product feed. All that is required from you as a business owner is to keep the product structured data up-to-date. The company hopes that speeding up processes will get products quickly on the Shopping tab on Google.

The roll-out will be deployed gradually and only to eligible businesses.

Marketing Tech

  •  The new era for ClickUp and Hubspot: the strategic partnership

Digital marketing insights martech clickup hubspot frizbit

Source: Adobe Stock

One of the most remarkable CRM platforms: Hubspot, meets productivity with ClickUp. This partnership aims to help customers create more efficient processes and workflows while collaborating across multiple team members.

Yamini Rangan, CEO at HubSpot, mentioned: 

 “Building deeper relationships with customers starts with having a team that’s aligned and working together towards creating a better customer experience. That’s why I’m so thrilled about our partnership with ClickUp, the power of HubSpot + ClickUp enables growing companies to create strong connections at every point in the buyer journey.”

How will ClickUp contribute to Hubspot?

The productivity app enables teams to achieve their deadlines and goals by creating a seamless and collaborative experience that ultimately reflects delightful experiences for its customers. It will be achieved through:

  • Two-way-sync between ClickUp and HubSpot. This creates more efficiency in teams as it saves time on some manual tasks, therefore accelerating the customer success workflow.
  • Seamless Automations: By collaborating, if a project needs to be handed off, now it can be done automatically while ensuring the best experience for the users.  Also, stakeholders will get to know the status of the project at all times.
  • Special deals for Users: If you are a client of either of the platforms, you can enjoy a 20% discount on the previously unused software during implementation.

We believe that by joining forces, the results will be a game-changer for creating powerful results in the experiences for both the front-end and back-end parts when managing and delivering different projects. 

  • Get ready for Notion AI and all its possibilities

Digital marketing insights martech notion ai frizbit

Source: Notion AI

 

Recently, Notion has been the number one tool for productivity, planning, and organization. From simple planning to complex tracking, Notion has become the platform to do-it-all in one place. 

In its most recent update, the company has announced that now the tool is putting all its efforts into developing what seems to be the most dynamic and powerful writing artificial intelligence assistant.

They state that its development is able to generate any type of content. What can you achieve?

  • Blog post: Write the page title, and Notion AI will do the rest
  • Press release: Become an expert in PR.
  • Poem: Inspired by the Japanese haiku, Notion AI promises to write poems about all topics
  • Meeting Agenda: Provide a topic, and Notion AI will outline the agenda
  • Job Description: You only need to add the basic requirements
  • Pros and Cons list: Consider and evaluate different scenarios 
  • Social media posts: The tool provides specific copy for different channels while providing multiple options.
  • Sales emails: It can help you to be persuasive and increase your revenue
  • Outline: Create structures while staying in your creative flow. 

Besides generating any type of content, the tool has also announced its great capabilities to work as an editor by translating in real-time, summarizing and fixing grammar and spelling.

As Ivan Zhao mentions: 

“For many users in this space, it solves the cold start problem. And even more than that, it saves time.” Notion AI won’t write you a publishable blog post, but it can help you skip the crappy first draft phase and go straight into improving and polishing.”

Zhao also envisions Notion, further than a mere writing assistance tool. As he describes it, the platform already has the potential to be able to answer questions and act as a knowledge database. Could it be the next Google, powered with AI and productivity tools?

The alpha private version started rolling out in mid-November and will gradually release to more users on a waitlist basis.

 Social Media Marketing

  • TikTok Shop begins rolling out in the United States

Digital marketing insights social media updates tiktok frizbit

Source: Adobe Stock

TikTok keeps being controversial, as now the social media platform has decided to broaden its lists of competitors and enter the eCommerce and ads space, competing directly with one of the biggest retailers: Amazon.

Having said this, TikTok is rolling out its shop feature in the United States. For the time being, the feature is only available to a limited number of merchants that have been invited to test the social commerce solution.

TikTok is slowly building fulfilment centres in the US, which might indicate that the platform is serious about making it big in the social commerce space. With this, TikTok has also established the benefits that brands are entitled to by selling on the platform:

  • A built-in payment system that creates a streamlined customer experience to buy products
  • A rich user base that connects merchants with potential customers in a more trusted space
  • An algorithm designed to match brands and content with users who find it relevant, which means that products will be visible to people who are most likely to buy.

This new approach isn’t surprising, as TikTok knows the potential it has, the growth it has achieved through the years, and the capabilities of its algorithm that connect people with their interests. This makes it the perfect space for promoting online shopping dynamics.

 

  •  YouTube Shorts has rolled out product shopping features in videos

Digital marketing insights social media updates youtube shopping frizbit

Source: Deposit Photos

Following up with the new social media eCommerce selling trend, Shorts from YouTube is adding shopping functionalities to this format. The shopping features allow users to purchase products while scrolling through the app.

Is it available to everyone yet? Unfortunately, it isn’t. For the time being, it is being rolled out only to eligible creators in the United States, who are able to tag products of their own shops. 

Who can shop, then? Viewers in the United States, India, Brazil, Canada, and Australia. YouTube has stated that it plans to continue expanding its shopping features to more creators and countries in the future.

The eCommerce social news doesn’t stop here. YouTube is also experimenting with an affiliate program, in which creators can earn a commission for products they recommend through their content, both regular and Shorts formats. 

As the company stated:

“We firmly believe YouTube is the best place for creators to build a business, and shopping is a piece of that” 

 

  • Tumblr is back. How can you use it for your marketing strategy?

Digital marketing insights social media updates youtube tumblr frizbit

Source: Deposit Photos

 

Tumblr is back, and although its interface hasn’t changed in more than 10 years, they have understood what it is that its audience wants to get from them, and they are not holding back.

In times when we are overwhelmed by how the algorithm is trying to work on other platforms, Tumblr still works with a reverse chronological feed, you see only what you’ve followed, there’s no pressure and feels absolutely free.

Tumblr invites users to post freely, diversely, and as creatively as they’d like to. Currently, there are 135 million monthly users who are enjoying the freedom and feeling relief from traditional social media channels.

With this rapid resurge, how can marketers take advantage of Tumblr?

Although the social media platform might not be suitable for every brand, here are our takeaways for you to audit if your brand is a good match.

  1. Tumblr is defined by its culture, not its content type.
  2. Understand its chaotic nature and use it to your benefit
  3. Be open to a less structured way of selling 
  4. Organic marketing is everything, making your user really see more of your posts
  5. Be authentic and content relevant

We are sure Tumblr isn’t for every business, but if your industry fits into this platform, we encourage you to take the leap. Connecting with customers has been one of the biggest pillars of eCommerce this year. It’s a natural and organic way of functioning, making it perfect for brands to show authenticity.

Updates from Frizbit

  • Frizbit exhibited at WebSummit

    Frizbit at websummit 2022 lisbon

From November 1st to November 4th, Frizbit attended one of the most claimed events, WebSummit, in which +2000 companies redefining the global tech industry gathered in just one place.

Representing Frizbit, our co-founder & CEO, Ata and our business developer for Spain, Oscar, let the participants at the Summit learn more about Frizbit and how we can help bring your customers back through cookieless remarketing strategies.

From the Frizbit team, we are deeply thankful to Eureka for the opportunity of participating in the startup Alpha track this year under the category Advertisement, content & marketing.

  •  Hello, Helsinki: Frizbit was present at Slush

Frizbit was at slush 2022

November was a pretty dynamic month, and Frizbit travelled all the way to Helsinki for this.

In this case, our CEO & Co-founder, Ata Gur was at Slush 2022, representing our AI-based SaaS startup Frizbit and our solution helping the e-commerce industry to bring customers back, revolutionising retargeting without ads or third-party cookies.

The event was a great opportunity for connecting startups with relevant potential stakeholders or even just other startups, their unique solutions and proposal. Thanks to ACCIO for the opportunity to join their delegation as a part of the selected Catalan startups.

It was a great opportunity to connect, inspire, and be inspired!

 

  •  Client Spotlight!: We welcome Zelucash on board!

regargeting without ads frizbit

We are thrilled to announce that the Argentinian number one reconditioned devices retailer, Zelucash has decided to join the Frizbit family.

Zelucash knew the potential they had with the service and products they were offering, but was also aware of the need for them to expand their reach and be present in a multichannel customer journey. It was then that the solutions Frizbit introduced were the perfect match for them, and after the one-month free trial, they took the leap and incorporated web push notifications into their strategy.  

During this first month, they have generated a database with more than 20000 push notification subscribers. Our platform multiplied their reach as we are capable of targeting both registered and non-registered users.

Happy to have you on board!

If you wish to experience what retargeting without ads can do for your business, get in touch with us for a personalised demo.

Digital Marketing News and Updates from October 2022

The marketing updates from October are here, and as we approach the end of the year, the industry keeps rapidly changing. 

This month, in particular, we want to highlight the updates from Search Marketing as some interesting shifts are taking place. Let us start with the search bar itself, it’s getting an upgrade and becoming more powerful than ever. And we are only talking about surface level here; wait until you read all about the technical changes that are happening now.

If you’re here, you’re open to learning and adapting, so let’s get into it!

Digital Marketing News and Updates from October 2022

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

Updates from Frizbit

 

Search Marketing Updates

  • Google is replacing title tags with site names for homepage results

Frizbit Search Marketing news and updates october 2022

Source: Adobe Stock

In the last months, we have seen how Google keeps putting all its efforts into improving online navigation, making it either more human or simplified.

This time, having in mind the simplification of the navigation of users, especially for mobile search, Google has removed title tags from the SERP results page. The results are a few words or one-word site name title, simple and easy to skim through. 

We have performed an example searching for “Frizbit” that illustrates the difference between mobile (site name) and desktop search (branded title tag) for you to make the comparison easily.

Frizbit mobile search update october 2022 digital marketing

Now, if we go further about this, it is clear that this completely changes the scope of mobile search. In most cases, if your site name doesn’t state clearly what it is that you do, it might have a negative impact on your search statistics. 

But why is Google applying these changes?

The reasoning behind this choice is that by removing any branded words and therefore leaving only the site name, users will identify easier the website they are searching for. Once again, Google opts for simplicity.

As explained by the company:

“Today, Search is introducing site names on mobile search results to make it easier to identify the website that’s associated with each result…”

For the time being, this update is only rolling out for English, French, Japanese, and German. More languages are expected to be covered in the upcoming months.

What do we recommend?

  1. Optimise the meta description with your value proposition
  2. Use keywords at the beginning of the description
  3. Learn more about the official documentation here
  • The search bar is more powerful than never before

    Frizbit Search Marketing news and updates search bar October 2022

Source Adobe Stock

Google Chrome has developed some new interesting features for its search bar, including price tracking and search in the side panel. This means a great advantage for both searching, and online shopping as users continue to develop more and more online behaviours. 

Shopping:

 

Frizbit Search Marketing news and updates shopping bar October 2022

Source Google

This feature is a game changer for users who tend to shop online and, of course, for eCommerce stores, too. This update aims to help users save money and time when shopping through the search bar. 

What does it do?

  • When users are online shopping, the search bar will now be able to track the price across different online stores at once.
  • Email users when the price drops in any of the visited sites

How does it work?

  1. When in an online store and after finding the desired product, users will have the option to click on “Track price” at the address bar.
  2. Users need to click on “Track price” to start tracking the item
  3. When the prices drop, the users will receive an email to the Google Account they are signed in to.
  4. To stop tracking a product, users need to deactivate the option manually in the address bar.

Side Panel Search

Frizbit Search Marketing news and updates side panel bar October 2022

Source Blog

When you click on one of the results in the SERPs, you will now see this feature in the search bar. Basically, this will display a sidebar in the same navigation window, so users can check the other results of the search while navigating on the website where the user originally clicked.

In summary, this new feature aims to help users compare results in a much faster way through the new side panel, avoiding the use of the back button.

The real question here is, how are these searches going to be measured?

  • Google has revealed the ultimate AI SEO Guide.

Frizbit Search Marketing updates Google AI october 2022

Source: Adobe Stock

With all the constant changes within the SEO landscape, many doubts constantly arise. However, we finally have some answers related to the use of AI for content creation purposes.

In October, Google has finally decided to be more specific about the behaviours to be avoided when using AI, and shed the light with its ultimate guide. 

Here you can find the most relevant points from their update and what’s there to avoid:

  1. Writing content that has no meaning when put together, but yet is full of keywords.
  2. Translated content without any revision before publishing
  3. Content generated through automated processes without having in mind the user experience or quality
  4. Generated content from source skimming or SERP results
  5. Use and combine content from other sources without adding enough added value

What do we recommend when using AI?

  • Revise the written content and try to amplify its extension further. In most cases, content written implementing AI is surface-level and brief. Adding more content will add value to the users who are reading.
  • When applicable, add an element of personalisation or personal storytelling. People love to hear stories and read about personal experiences.
  • Make your content fresh. Normally, IA uses old data to create new content; however, when looked at properly, the content might seem old-fashioned. Therefore, add new statistics and data to make it relevant.

So should you use or not IA when writing content for your brand?

The short answer is, of course, you should use it if it helps you save time and resources. Technology is out there to be used, and Google knows it. In fact, they aren’t banning its use. However, it shouldn’t be an excuse to provide poor user experiences, which is what the company wants to avoid at all costs.

Marketing Tech

  •  Google to delay Universal Analytics 360 sunset to 2024

Frizbit Search Marketing updates Google UA october 2022

Source: Adobe Stock

The migration to Google Analytics 4 continues to be a controversial topic, as the company has set up deadlines for when Universal Analytics will cease to operate. However, what happens to those who have acquired its premium version of Universal Analytics 360?

Although undergoing migration is a must for any enterprise that wants to thrive in the digital marketing landscape, many are still resisting to take the shift. Having those in mind who are already paid users, Google has decided to push the cease of operation for UA 360 from October 1, 2023, to July 1, 2024. In this way, the company aims to give enterprise marketers more time to switch to GA4 and transition smoothly. 

We believe that as the new tool is operating but still under development and some bugs need to be fixed, Google Analytics 4 is taking advantage of this extra time to offer a better product suite built for enterprises. 

If you’d like to learn more about what GA4 is, what are the key differences between UA and GA4, key metrics and how to migrate with ease, you can find all the necessary information at the Frizbit blog here.

As Google announced:

“We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024.”

  • Amazon Ads to roll out video and streaming features for ads

Frizbit Marketing Tech updates Amazon Ads october 2022

Source: Adobe Stock

The power of video and live-streaming has arrived to Amazon Ads, and is available from brands of all sizes. As announced by the company during the unBox 2022:

“Our video ad solutions work together and make it simpler for brands to reach relevant audiences at scale, so they can deliver their creative work alongside popular content, engage viewers with delightful experiences and measure and optimise their impact,” said Tanner Elton, VP of US sales for Amazon Ads. “We want to bring the power of video advertising to more brands, no matter their size or level of resources.”

With small brands in mind, this new solution empowers merchants to finally be able to enhance their level of trust by creating easy-to-make campaigns using creative video formats.

If you are a merchant, what type of content can you create using Amazon video ads?

  • Live demos
  • Testimonials
  • Tutorials
  • Unboxing
  • Product showcase
  • Live Q&A

If you are worried about tracking the performance of these new campaigns, this roll-out is easily measurable through the standard Sponsored Display metrics.

Alongside this new launch, Amazon is testing its public beta software Video Builder, in which brands can create with ease videos for their Sponsored Display campaigns from the available templates. The software also includes ready-to-use products and lifestyle photography. 

We are well-aware of the high importance that video formats have been acquiring recently, so we are sure this update will help more brands using the platform to share their stories and products with their customers.

 Social Media Marketing

  • IG will start allowing you to add “topics” to your Reels

Frizbit Social Media updates Instagram october 2022

During the last months, the video format of Instagram Reels has been the main-featured format by the company. As its popularity grows steadily and more users are eager to implement reels into their content strategy, some accounts have experienced a decrease in the expected reach results.

In order to refine and tailor the content to the interest of the users, Instagram has rolled out the “Add topics” feature, which started being tested in September. This categorisation aims to better classify and nurture the recommended content to users. 

As the chief of Instagram stated, the AI for the content recommendation wasn’t working up to the expectations: 

“When you discover something in your feed that you didn’t follow before, there should be a high bar — you should be delighted to see it. And I don’t think that’s happening enough right now.”

With this new functionality, Instagram is clearly adding efforts to compete against the solid TikTok recommendation algorithm. Having said this, classifying the clips by specific topics will certainly allow the content to reach more engaged audiences, bettering the visibility of the accounts. 

  • Pinterest is adding the ability to live-stream shop soon

Frizbit Social Media updates pinterest tv october 2022

 Source: Pinterest Newsroom

The iconic visual search platform has leaned into the rising eCommerce trend of live-stream shopping in China. Featuring live shopping events, Pinterest is launching ‘Pinterest Tv’

As explained by Pinterest:

“Today we’re announcing Pinterest TV, a series of live, original and shoppable episodes featuring creators right on Pinterest. Pinterest TV episodes are refreshed each weekday and will be recorded and available for Pinners to view on-demand, and save and rewatch later.”

How will it work?

  • Set of live and shoppable episodes
  • Creators will be featured on Pinterest itself
  • TV episodes are refreshed each weekday and will be able to watch later 
  • Streaming Monday to Friday on Android and iOS in the U.S.

This new initiative will change the scope of the eCommerce landscape as it brings immediate interactions and shopping activity to the platform. In addition to the human-to-human experience, ‘Pinners’ will also enjoy exclusive deals and discounts in the app while broadcasting from their favourite creators.

Some of the brands participating are Patagonia, All Birds, Crown Affair, Melody Ehsani, Outdoor Voices, Mented and more.

We are sure this roll-out could be the next big shift in the eCommerce world, as shown previously in China, it has a huge traction and engagement. It isn’t only immediate and real, but it touches the emotional bases of consumers, sparking the impulse buying behaviour.

  •  Big brands have started coming to BeReal, but BeReal doesn’t have a monetization plan in place

Frizbit Social Media updates bereal october 2022

Source: Adobe Stock

If we were to define the new social media platform BeReal in a few words, it would probably be spontaneity and naturality. And what happens is that when such a disruptive platform goes against all the rules, it truly creates an impact.

Some social media users believe that this platform and its use will remain mainly to share personal raw content. However, big brands such as Chipotle, Burrito Palace, Elf Beauty, and Trident, among others, have taken the leap and jumped into the social media channel.

For starters, you can’t buy any ads on the platform, which already makes it unique in comparison to all the other social media channels. Secondly, you can’t find a huge amount of businesses of all sizes trying to cold sell. This, altogether, makes it the perfect place to create connections with other users at an unfiltered level.

Up-to-date, BeReal already has registered over 20 million users, which clearly positions the platform as a possible threat to the now head-of-the-game channels. In fact, with the fear of staying behind TikTok, Snapchat and Instagram have replicated the dual-camera feature natively within the apps. In short, the competitors know the potential of the app and are willing to fight to retain the users.

Let’s set the reality here. The new social media channel is rapidly growing, and some brands are deciding to enter the market and appear honest and raw with their audiences. However, despite the incorporation of businesses in the platform, BeReal hasn’t made any statements about its monetisation strategies yet. Although the platform is still in its early stages and monetisation through ads is out of the table, if the platform continues to grow and more brands start to enter the market, the shift will be inevitable.

Updates from Frizbit

  • It’s a wrap: Google Analytics 4 Workshop!

    Workshop Google Analytics 4

On Wednesday, 26th October, we hosted our latest event, “Google Analytics 4: Migration, differences, metrics, and the future”. This workshop was led by Michele Sforza, SEM Account Manager at Jevnet and co-organised by Frizbit. Overall, the event was full of good energy and a lot of learning curiosity about this new tool.

At our workshop, we aimed to clarify some of the most frequent doubts and myths about this topic, and for this, we couldn’t have had a better panellist. Having said this, if you couldn’t join us at the event or would like to refresh what you’ve learnt, we have created two options for you:

If you’d like to learn more about what GA4 is, what are the key differences between UA and GA4, key metrics and how to migrate with ease, you can find all the necessary information here.

If, on the other hand, you are more of a visual learner and would like to learn first-hand, then the event session replay in Spanish is here.

Make sure to follow us on our Eventbrite profile to not miss out on any further events. 

  •  Product update: WhatsApp abandoned messages now can feature photos

Frizbit Whatsapp retargeting without ads example

In our previous monthly blog post, we mentioned that we had recently added WhatsApp as a new channel for abandoned carts to offer with our cookieless solutions.  

We believe that this opens the door to new ways to reach customers and keep delivering the right message to the right user at the right time and, most importantly through the right channel.

While hyper-personalisation was already in place, we knew that, just as the saying goes: “images speak louder than words”. Therefore, during the last month, our developers worked on the deployment of adding an image of the targeted product to the bespoke message.

The results? Even more powerful and relevant messages to consolidate omnichannel customer journeys while remaining timely appropriate, and closer to the audience.

  •  Client Spotlight!: We welcome Interior’s on board!

Client spotlight Frizbit web push FRANCE

We are proud to announce that the French premium boutique interior design shop, Interior’s has jumped on board into the future of retargeting with Frizbit. 

Interior’s, which is a brand of higher-end products, was hesitant at first to implement web push notifications to their eCommerce, as for them, it was relevant to respect, above all, their product image. We followed a one-month risk-free trial, in which they could see by themselves the possibilities of implementing new technologies to their online strategies. 

In their case, we listened carefully to the needs of their businesses and co-jointly worked on developing messages and funnel stages tailored to their niche.
This is only the beginning, and we can’t wait to see the great results that you will accomplish!

Welcome on board!

If you wish to experience what retargeting without ads can do for your business, get in touch with us for a personalised demo.

Google Analytics 4 (GA4) vs Universal Analytics (UA) – How to prepare for the future of analytics?

Google Analytics 4 (GA4) vs Universal Analytics (UA)

Last Wednesday, 26th October we hosted our latest event “Google Analytics 4: Migration, differences, metrics, and the future”. This workshop was led by Michele Sforza, SEM Account Manager at Jevnet and co-organised by Frizbit. Overall, the event was full of good energy and a lot of learning curiosity about this new tool.

If you were not able to attend the event, do not hesitate to stay and read through as we will summarise the most important ideas, conclusions, and key learnings of the event. Our main takeaway is that it’s not about unlearning a tool, but about getting to know a new platform almost from the ground up. 

Without any further ado, we hope you find it as useful as we have!

Watch the replay of the session in Spanish

What is Google Analytics 4?

What is Google Analytics 4 Frizbit

Source: Adobe Stock

The first thing our guest speaker emphasised was to recall that GA4 is not an accounting tool, but an analytics tool, so the data it provides is quantitative. 

Another key factor, before moving on, is to understand that although the name GA4 suggests that it is an update, in reality, it is an almost completely revamped tool.

So what’s going on with Google Analytics?

The irrevocable implementation of Google Analytics 4, which will make the traditional Universal Analytics obsolete, as well as its historical data, is getting closer and closer. In other words, the countdown to migration has begun.

The most important dates to keep in mind are:

  • July 1st 2023: Data collection by Universal Analytics stops.
  • October 1st 2023: Data within the tool will be deleted, and access to the platform will be restricted.

“But if I have until July 2023, why should I start now with the migration? While we’ll get into this in more depth later, we can tell you that the longer you take to start the migration, the less historical data you’ll have on hand to readjust your digital strategy next year.

Other considerations as to why the change needs to happen now:

  • Not only will Universal Analytics stop working, but all data you collect via Data Studio or from any Universal Analytics source is also going to stop working.
  • GA4 rejects third-party cookies. We’ve been saying it a lot, and the cookieless future is coming. That said, if you have remarketing listings, no data will be collected either, as they will stop receiving cookies.
  • You can’t compare apples and oranges, as they say colloquially. In this case, you can’t compare UA users with GA4 users.

Why Google Analytics 4?

Why Google Analytics 4? Frizbit

Source: Adobe Stock

This is perhaps one of the biggest questions surrounding this matter: Why, if UA was working well, does there have to be a new update? 

The change is nothing more than a prelude to what lies ahead for the future of Google and the privacy of its users. As we know, Universal Analytics is almost entirely based on the use of third-party cookies, something that is totally incompatible with the ‘cookieless’ future of web analytics that Google has been supporting. In other words, Universal Analytics is incompatible with the new interests and privacy policies of the users. 

Google Analytics 4 features

Google Analytics 4 features Frizbit

The cornerstones on which it is based are privacy, omni-channeling, and comprehensive data analytics.

In terms of privacy, GA4 is getting closer and closer to the ‘cookieless’ future and personal data protection. One of the most important new features is that it identifies users without the use of cookies, while relying more on machine learning. 

Regarding the omnichannel pillar, we can finally measure real customer journeys, i.e. multi-platform and multi-device, measuring each user touchpoint. In this way, we will finally be able to unify and measure more real interactions, adjusted to the lifestyle of our users, which allows us to act with even greater precision at the right time, whether it is through the web or through apps. 

Finally, the third major pillar is comprehensive data analytics. While UA allowed us to evaluate the sessions of each user, their navigation and the overall traffic very accurately that a website received, the analysis of interactions was lagging behind. With GA4, measuring events (actions and conversions) is possible in a more insightful way.

Having said that, the most visible changes within the platform are:

  • The ‘Views’ column has completely disappeared, and with it, the possibility to create filtered reports in a visual and intuitive way. We now have the new term ‘Data-Stream’, which is a flow of data from which we take the information and varies depending on whether it is from the web or an app.  
  • User measurement is much more accurate and multi-channel. GA4 is able to recognise the same user, even if they are using different devices, which is very different to how it worked with UA. This is why, when comparing users between UA and GA4, the measurement would be incorrect. It is very likely that you will experience a decrease in users in GA4 compared to UA. It is not that GA4 is not registering users; it just does it in a more accurate way.

Google Analytics 4 vs. Universal Analytics

Google Analytics 4 vs. Universal Analytics Frizbit

One of the key differences to grasp is the change of approach of the tool. It moves from being session-centric to user-centric, i.e. focused on interactions and events while respecting privacy.

Universal Analytics:

  • Session-based
  • Unlimited data retention
  • Complex user experience
  • Automatic page views and user data
  • Data taken from a sample (not accurate) – more inaccurate sessions
  • Structure: Category – Action – Tag
  • Bounce due to lack of engagement
  • Users: Cookies

Google Analytics 4:

  • User-centric and event-driven
  • Limited data retention 
  • Intuitive navigation
  • Automatic event tracking
  • More accurate data without sampling – less accurate sessions
  • Structure: Event name – Parameters
  • Bounce if a session is not of value*: does not stay at least 10 seconds, does not make two visits to two pages or does not make a conversion
  • Users: generate valuable sessions*.

What information should I keep?

One of the most important points is that you can’t compare UA data with GA4 data, because their measurement system is different. So if you want to collect historical data by 2023, the time to start migrating from UA to GA4 is now.

What’s new in GA4

What's new in GA4 Frizbit

Source: Adobe Stock

n addition to the features mentioned earlier, one of the new developments that we are most excited about is the almost automatic direct integrations available. 

Among them, we can highlight the following:
GA4 Integrations frizbit

Firebase: This platform is directly linked to the development and analytics of mobile applications. It is one of the most relevant integrations for GA4, as in fact, its structure and interface served as the basis for the development of Google Analytics 4.
It is relevant because: It creates an automatic data analytics flow to GA4, being able to track users entering both through the app and the web. 

Google Tag Manager: This tool is designed to make implementations and updates to our website easier.
It is relevant because: The integration with GA4 will reduce the time to measure results on the web, possible errors will be minimised by timely reporting them, and finally, it will be easier to update new implementations.

Search Console: This tool is totally oriented towards SEO, analysing what position each page occupies within the search engines, and how well the pages can be navigated, among others. Although it was already in Universal Analytics, some new features include the introduction of a new series of exclusive reports for Search Console within GA4.
This is relevant because: It will be possible to combine metrics and dimensions from GA4 and Search Console to make a joint analysis and create new reports based on this. 

Advertising platforms: GA4 is very well-prepared for the integration of Google Ads, Ad Manager, Display & Video 360 + Search Ads 360 (for its paid version).
It is relevant because: We will be able to visualise all the data of all the campaigns automatically and in a more complete way. We will be able to know which campaigns have had better conversions and results. On the other hand, we will be able to create audiences based on the campaign reports and export them to other ad platforms to maximise conversion and conscious retargeting. 

Why should I prepare for the future with GA4? 

GA4 Future Frizbit

The most straightforward answer is that the shift is inevitable, and the main reason is the advent of the ‘cookieless’ future. 

As a study by Pewreserach shows, 72% of people who use the internet report feeling watched and their privacy threatened after their online behaviour is tracked. This is why for several years now, the digital environment has been preparing for this with the elimination of third-party cookies and the validation of own cookies in browsers such as Firefox, Safari and soon Google Chrome. 

E-commerce and Google Analytics 4

Ecommerce and GA4 Frizbit

Source: Negative Space/Pexels

Perhaps one of the most important changes is for the e-commerce industry. While in UA, every step the user made was registered, in GA4 this code has changed radically, becoming incompatible with the previous version.

There is also a relevant change in the events. Previously in Universal Analytics, the events were named by each user as they saw fit. Now, in GA4, these events already have a recommended nomenclature, which will impact the reports and make their results more accurate. Again, this is one of the ways in which GA4 continues to demonstrate its accuracy.

Migration from Universal Analytics to GA4

Migration from Universal Analytics to GA4 Frizbit

Source: Stock Adobe

This is a phase from which we cannot simply run away. There may be many doubts; however, we have identified a number of key steps in the process. To do this:

  1. Audit the current Universal Analytics account: write down all events, goals, audiences, segments, and roles within the last year.
  2. Develop an implementation plan: migrate goals to conversion events, migrate custom dimensions, migrate custom reports to Explorer or Data Studio as well as permissions and roles, among others.
  3. Create and configure GA4: Configure data streams, integrate GA4 with tools (GAds, Search Console etc., activate Google Signal, leverage the new data-driven attribution model, internal IPs, cross-domain and exclude referral list. 

How can I export the data?

There are several options within it via the paid version of Google Cloud or manually by downloading report after report. 

Final recommendations:

In addition to migrating as soon as possible, the advice is oriented in four directions:

  • UTM: Monitor all UTMs, as they will change. 
  • Audiences: Start creating audiences as soon as possible.
  • Download reports: Download reports via Google Sheet and its Google Analytics extension.
  • Attention to details: This tool comes with default settings, so it is important to adjust your settings. We recommend:
  1. Change the value of Data retention 2 months to 14 months.
  2. Configure the domains if you have more than one to build a solid customer journey. 
  3. Define internal traffic for better metrics.
  4. Configure referrals that you don’t want to measure, such as third-party payment platforms.
  5. Adjust the time of engaged sessions to really measure if the sessions are of value or not. 

If you’ve made it this far, you’ve probably noticed that this specific workshop was loaded with valuable information about this great GA4 tool. 

On behalf of the Frizbit team, we would like to thank our great speaker Michele Sforza for delivering such an interesting and engaging workshop. Thanks also to all those who, either remotely or online, were able to join us during the event.

If you don’t want to miss our next events, we invite you to follow us on our Eventbrite profile, where we update information about upcoming workshops and meetings.

See you next time!

 

Digital Marketing News and Updates from September 2022

A new month is here, and with it, our monthly newsletter has arrived as well. As we enter the last Q4 of the year, it is even more crucial to keep up to date with the latest digital marketing news and start adjusting our strategies.

So, if you are ready to dive into this new quarter of the year with the latest trends and updates, keep on reading to get the latest insights and advice from us. 

Just a quick announcement for those living in Barcelona, our next event (in Spanish) is scheduled on October 26th, 18.00h @Aticco Verdaguer. For those who can’t attend on-site, we will also have a live-streaming option.

Without further do, we wish you a happy reading!

Digital Marketing News and Updates from September 2022

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

Updates from Frizbit

Search Marketing Updates

  • Mobile Search will experiment 5 new changes, according to Google

Search mobile experience is definitely getting an upgrade, according to the latest announcement from Google. The company has recently listed 5 upcoming changes worth learning to increase your search possibilities on mobile devices.

  1. Say hello to Google Search Shortcuts:

    Google Search Shortcuts Digital Marketing Updates Frizbit

    Source: Screenshot from Google Blog Post

    As we know, users can search on Google beyond typing their queries. However, although the possibility of this has always been there, few are fully aware of it. From searching through Google Lens uploading pictures to humming songs, the search experience is just so much richer nowadays.

    Well, Google has decided to amp up the experience and introduce more tappable solutions. For the moment, this update is only available for the Google app on iOS and is here to compete directly with the native Safari browser.

  2. Predicted results are coming from the results in the search bar:Predicted results are coming from the results in the search bar Digital Marketing Updates Frizbit

    Source: Screenshot from Google Blog Post

    This feature is expected to roll out in the upcoming months, but Google has shown that they are committed to improving the navigation for users. 

    The new feature aims to shorten the search time spent when doing a query by suggesting the most suitable solutions right away. This plays a significant role in SEO to match and guide the users in the right direction, working seamlessly with the algorithm.

     

  3. Refined queries:Refined queries Digital Marketing Updates Frizbit

    Source: Screenshot from Google Blog Post


    Following the previous update,
    Google is enhancing the search for queries with recommended words to tap on. Again, we believe having a clear SEO strategy can boost your company to be associated with the most common related searches.

    While the user types his/her query, Google with start recommending associated and common words to that search to make it more relevant and specific.

     

  4. Welcome to the Google Web Stories: Google Web Stories Digital Marketing Updates

    Source: Screenshot from Google Blog Post

    This update aims to make the mobile searching experience a more pleasant one through the integration of visual layouts. However, this rollout also gives credit to content creators and positions them as a valuable source for content search. 

    As stated by the company:

    So, we’re also making it easier to explore a subject by highlighting the most relevant and helpful information, including content from creators on the open web. For topics like cities, you may see visual stories and short videos from people who have visited, tips on how to explore the city, things to do, how to get there and other important aspects you might want to know about as you plan your travels.”

    This feature will be displayed as a widget in the search results, in which the users will be able to expand further, if interested.

  5. Visual Search Feeds will be a reality:With the clear goal in mind of enhancing searchability navigation, Google aims to bring a visually harmonic experience by combining text, images, and video in mobile searches. The feed is expected to look like the following example:Visual Search Feeds will be a reality Digital Marketing Updates Frizbit

    Source: Screenshot from Google Blog Post

    As aesthetic as it looks, the next big question is what happens with the traditional ranking system? This new search layout puts all media at the same level, so it will be safe to say that visuals and graphics will become as relevant as the main content for upcoming searches.

    Google has stated that creating aesthetic searches is going a step further into the mobile navigational experience:

    “We’re also reimagining the way we display results to better reflect the ways people explore topics. You’ll see the most relevant content, from a variety of sources, no matter what format the information comes in — whether that’s text, images or video.”

  • Google includes a new HTTPS Report in Search Console

    Google includes a new HTTPS Report in Search Console Digital Marketing Updates Frizbit

Source: Adobe Stock

 

Google has announced a new rollout to identify which sites are HTTPS and which ones aren’t, all accessible from Google Search Console. Unfortunately, the new integration will still need a few months to be completed, but it is undoubtedly a functionality that users have been requesting.

As the company stated in its blog: 

“One of the common requests we heard from you was to provide more information regarding the HTTPS status of the site and make it easier to understand which pages are not served over HTTPS, and why not,”

Why does this matter? How can it be useful?

Both marketers and SEO professionals can benefit from this new feature, given that it will help to map out which URLs from the same site are indexed as HTTPS or HTTP. 

HTTPS doesn’t only serve a secure navigation purpose, but also, as announced by Google in 2014, it is a recognised ranking signal. The report will also help to prevent common errors that prevent pages from being served as HTTPS by addressing the exact cause of failure. 

Lastly, this report will certainly come in handy as, according to the Core Web Vital from Google, using HTTPS increase the metrics ranking for UX. 

To recap, both in providing secure navigation to the users and for better ranking possibilities, this report is an outstanding addition to Google Search Console.

 

Marketing Tech

  •  iOS 16 has landed, and with it, the web push notifications for iOS (earlier than expected)

Earlier this year, we published an article highlighting what this rollout could actually mean for the ‘cookieless’ retargeting world. We finally have some dates to mark on our calendars for the release on MacOS Ventura in October 2022.

Let’s recap what web push notifications or browser notifications are: These are alert-messages types working on an efficient opt-in basis. Users get asked for permission to receive time-sensitive alerts without compromising their personal data.

What do we know so far about the update?

  1. It will be available for all users, regardless if they have or not an Apple Developer Program membership.
  2. Apple rolled out this update ahead of its original expected date, which was appointed to be in early 2023.
  3. It will use the same Apple notification service powering Native Push on all iOS devices.

If you want to be ahead of time and prepare for when push notifications are ready to be used on iOS (iPhone), get in touch with us for a personalised demo

  • Meet the new Flodesk Checkout

Flodesk Checkout Digital Marketing Updates

Source: Flodesk

Flodesk has slowly worked on its branding positioning as one of the most visually pleasant and straightforward email marketing platforms in recent years. By providing high-performance experiences to their users, they have partnered with Stripe to bring to live Flodesk Checkout.

What is it, and how can it benefit you?

It might be one of the simplest and most visually aesthetic ways to sell online. Their advantage is that you don’t need to create a fully operating website to sell.

With this rollout, you can:

  1. Build a sales page
  2. Build a checkout page
  3. Build a delivery page
  4. Publish a functional payment gateway page
  5. Integrate payment methods with Stripe.

Of course, while keeping the great CRM and email marketing functionalities from Flodesk.

 

  •  Canva Create 2022 surprises with its new features

Canva Create 2022 surprises with its new features Digital Marketing Updates Frizbit

Source: Canva

 

Canva Create 2022 came in with tons of new functionalities. It is positive to affirm that the platform is evolving and growing with its audience needs to become the new one-stop-shop for all visual needs. Yet, by remaining accessible to non-designers. 

From the Frizbit team, we have highlighted 3 of their recent updates:

 

  1. Video Background remover:Video Background remover Digital Marketing Updates Frizbit

    Source: Canva

    In the same way that removing the background from a picture was possible for non-designers with Canva, now the platform brings a whole new level to video editing. Video background removal is now possible, just under one click. This is an outstanding development, considering that not even professional tools can get done the same job with that ease.

     

  2. Creating websites is now accessible to everyone:
    Canva Websites Digital Marketing News and updates Frizbit

    Source: Canva

    This rollout allows users to create responsive websites with both desktop and mobile previews. Again, everything under the same mission of making design accessible to everyone. Choosing from beautiful templates and customising it was never so easy to bring a website to life

  3. Canva Docs (Beta Version coming soon):
    Canva Docs Digital Marketing updates Frizbit

    Source: Canva


    Canva announced their Canva Docs development, aiming to create visual docs in an entirely collaborative environment. The main standout characteristic is that
    these documents are meant to work on building richer media documents. As in opposite to the other existing text-based document with a difficult media integration option. The rollout already has a waiting list for when its Beta version becomes available.


 

 Social Media Marketing

  • Instagram announces that videos up to 60 seconds are available for stories

Instagram stories 60 seconds Digital Marketing Updates

Source: Instagram

The well-known video updates from Instagram continue their course over the last months. The newest announcement revealed that now videos of 60 seconds will no longer be split into 15-second segments in the app.

The new feature has already started rolling out in September by showing a pop-up notification to users. 

So, can this have an entirely positive experience for content creators?

  • Pros: Content creation through stories for promotions, selling content or engaging could be easier for creators, easing the work to split the content.
  • Cons: Users typically scroll through stories to get the information they are looking for as fast as they can, meaning that engagement might actually drop.

Instagram has confirmed the new Stories video expansion to TechCrunch, explaining that:

“We are always working on ways to improve the Stories experience. Now, you’ll be able to play and create Stories continuously for up to 60 seconds, instead of being automatically cut into 15-second clips.”

 

  • TikTok is competing to become the leading search engine social media platform

The video platform is clearly evolving into a wider version of itself, leaving behind being considered only as an entertaining social media platform. 

According to Matt Navarra, TikTok has increased the maximum length of its captions from 300 characters to 2,200. Although the company describes the update as a space to express more details about creations, the truth is that it leads the platform to become more competitive as a search engine social media platform, especially for Gen Z.

This update allows content creators to include keywords that will improve the discoverability of their content in search. If we take into consideration that TikTok is already recognised for having one of the most accurate algorithms, then this entitles TikTok as a leading search engine social media platform.

 

  •  Snapchat provides voter registration tools ahead of the US Midterms

Snapchat Digital Marketing updates Frizbit

Source: Snapchat

Snapchat has shown a history of educating its users and providing in-app tools to build youth engagement in political events. For instance, in 2020, the platform helped 1.2 million users to register to vote and play a part in what resulted in the largest youth turnaround in decades. 

The platform reaches 90% of the 13-24-year-olds, giving the opportunity to empower and educate the youth about the importance of participating in the democracy. 

2022 couldn’t be any different from previous elections periods aiming to build youth civic engagement, so they have developed some tools:

  1. Allow Snapchatters to register to vote
  2. Allowing 16- and 17-years-old Snapchatters to pre-register in selected states.
  3. Community building to reach out to friends who haven’t registered yet
  4. Creation of Voting 101 Hub: an in-app training on how to register to vote, becoming a poll worker, and so much more.
  5. Curated Map stories 
  6. Safeguards to review the content and prevent misinformation 

 

Updates from Frizbit

This monthly newsletter comes with some outstanding updates from the Frizbit team! 

We have a special invitation for those interested in evolving with Google Analytics 4, some product updates and past-events recap.

 

  • Mark your calendars. A new Workshop about GA4 is scheduled.

    Grow Your Business With Smart Marketing (8)

 

In partnership with Jevnet, Aticco Workingspaces and the Barcelona Growth Marketing Group, we have designed a new workshop to skyrocket your digital marketing skills.

As some of you might already know, the traditional UA (Universal Analytics) platform is phasing out in less than 9 months, meaning that data and traditional measuring will come to an end.

So what solution do you have at your fingertips? The answer is short: migrating into Google Analytics 4 as soon as possible.

We have come to realise that there is still some hesitation and doubts around the new platform. Having this in mind, we’ve created this event in Spanish to equip marketers with all the relevant information about the new software.

Event details:

Date: October 26th 2022

Where: Aticco Workspaces Verdaguer for our friends based in Barcelona and streamed online for those who can’t attend live.

Time: 18.00h to 20.30h

Workshop Facilitator: Michele Sforza, Senior Account Manager at Jevnet

Language: Spanish

Book your spot here

  •  New software updates to the Frizbit dashboard

In the last few months, we have been working on improving the experience and added value for our customers on the platform. Currently, our product could integrate different channels such as web push, email and SMS to provide seamless messaging strategies. However, in order to improve and reach a wider audience, we are developing the WhatsApp channel as a retargeting medium without ads.

The update is still under development, so elements such as images included in the message are not yet available. However, we have prepared an example as a preview of what is to come.

Frizbit updates whatsapp retargeting

Among the hyper personalisation possibilities, you can have the following:

  • User name
  • Name of the specific product
  • Price of the selected product
  • CTA
  • Product image (coming soon

From the Frizbit team, we are excited about this new launch as it will generate more possibilities to reach and bring back more users at different points of their customer journey.

If you’d like to know first-hand what these new software updates can mean for you and your business in bringing customers back, you can get in touch with us for a personalised demo.

  •  It’s a wrap! The replay of the session and event recap for How to Do Retargeting in the Cookieless World are up

how-to-do-retargeting-in-the-cookieless-world

 

On the 22nd of September, we hosted our first event after the summer break, and we must admit it felt like a great way to come back to the routine. As usual at our events, we enjoyed -which was maybe – the last open terrace networking session of the year with some mandatory beers.

If you work in/with the digital marketing industry, you might be aware of the constant changes that we frequently face. During the event, our main goal was to demonstrate to our attendees that entering the cookieless is less scary than what we could imagine. There are alternative ways to do retargeting without ads or third-party cookies.

Also, in the way things are shifting, leaving third-party cookies behind is no longer an option or a choice, but rather a necessity. In our event, we teach you how to do it seamlessly.

Having said this, if you couldn’t join us at the event or simply would like to refresh what you’ve learnt, we have created two options for you:

? If you’d like to learn more about the right strategies, channels and have a deep understanding of the cookieless world, you can find all the necessary information here:

Read all the info from the blog here

?If, on the other hand, you are more of a visual learner and would like to learn first-hand, then the event session replay in Spanish is here for you:

Watch the replay of the event here (In Spanish)

How to do retargeting in the ‘cookieless’ world?

 

how-to-do-retargeting-in-the-cookieless-world

Click here to watch the replay of the session in Spanish

On the 22nd of September, we hosted our first event after the summer break, and we must admit it felt like a great way to come back to the routine. As usual at our events, we enjoyed -which was maybe – the last open terrace networking session of the year with some mandatory beers. 

This time, the main topic of the event was the controversial ‘cookieless era’. And our main goal was to equip our attendees with the tools and strategies so that they could stay at the top of their game. Questions such as “Can I actually do retargeting without ads/third-party cookies?”, “What are the cookieless strategies I can implement?”, “What’s the difference between first-party and third-party cookies?” were answered by our host and CEO, Ata Gur.

So, if you couldn’t join us at the event, but still would like to learn more about the main takeaways, keep on reading to elevate your marketing skills.

Why retention matters by Ata Gur

Why retention is essential by Ata Gur

To start off, it is essential to understand the customer journey that a user usually does while navigating a website with a conversion purpose, whether that is a sales or acquiring leads goal. 

The usual journey has 5 stages that customers go through until they reach the intended purpose. It starts with a 100% conversion rate and ends up with a 1% conversion rate and an estimated value of $25 USD. 

The key takeaway #1 is that client acquisition is indeed an expensive process already, so why not look further into retention to maximise all efforts?

As shown in this graphic, returning customers frequently represent a higher conversion rate than new customers. So, if you have an e-commerce and your sales goals aren’t going as expected, perhaps your focus shouldn’t be on “how to acquire new customers?”, but rather on “how can I better nurture my returning customers?”

Returning customers vs new customers

At this point, you have seen why retention is crucial for any eCommerce business. Now, let’s move forward with the alternatives to the retention channels that you have:

  • Email, SMS, social media, app push notifications & web push notifications: Belong to the owned media category and work with first-party cookies.
  • Retargeting ads: Bring the customers back with third-party cookies, and a pay-per-click basis. The ROI is usually adequate, but the ‘cookieless era’ is their biggest threat. Many browsers are restricting its usage, such as Safari, Firefox and soon Google Chrome. This revolutionizes the way we are used to doing retargeting because every retargeting service provider like Facebook, Google, Criteo or other third-party providers will need to change or else become obsolete. 

You might be thinking: “Okay, but I still hear “cookies”, both first and third-party cookies. What’s the difference?”

To keep it short, the main difference is that with third-party cookies, our information can be accessible to all the ads network. Our information is available and shared with others who we don’t trust or know anything about. In fact, 72% of the users reported feeling observed and tracked for their online behaviour, according to Pewresearch.org. 

On the other hand, with first-party cookies, we can rest assured that our information will be stored safely, as it is directly anchored to the domain we are at. This means our information isn’t shared with others we aren’t aware of.

 

Alternatives to third-party cookies for retargeting

Cookieless-strategies-cookieless-funnel

Now, let’s dive deeper into what it means that we are moving into a ‘cookieless world’ and what actions you can take to minimise the loss.

The first thing to have in mind is that the cookieless world is nothing more than a new system that is here to stay and is here to protect the privacy of users. As it is an imminent change, there’s no reason to avoid it or delay its implementation.

The key takeaway #2 is that now we need to move forward with understanding and building new cookieless funnels. Our efforts should be focused on first-party cookies channels.

In the following graphic, you can find an example of what a cookieless funnel can look like:

cookieless-funnel

What are the main advantages of relying on first-party cookies, and what channels do you have at your disposal?

  • The channels you can use are: push web, push app, email, and SMS
  • The main advantage is that you can double your reach by attaining both registered and non-registered users (A.K.A. you don’t need a form to target users with push web and push app notifications)
  • You can hyper-personalise the experience, meaning that automatisation doesn’t have to feel cold and robotic.
  • You can interact with your audience before they even register with push web and push app notifications, even if they are not on the app or site.
  • The interactions can be intentional, meaning you can set them up according to the behaviour of the user. 
  • Users don’t stay in just one channel: maximise your marketing efforts so that you can target your users across their customer journey.

Key takeaway #3: Maximise your retargeting efforts by relying on first-party cookies channels.

Discover the benefits that Web Push Notifications can bring to your e-site

retargeting-without-third-party-cookies

In this case, we are going to revise further our starred channel: Web Push notifications. We found there was an industry gap for this particular channel and have specialised enough, which has led us to know the ins and outs of it.

Web push notifications are the newest retention channels for websites, in which messages are sent by a website and appear on the screen of a user’s device. As we mentioned earlier, messages can be sent even if the website is closed, and they can operate without personal data. It is the latest and a very powerful digital channel for websites to re-engage and communicate with subscribers who opt-in to receive them, providing useful/interesting information.

Where can you use web push notifications or browser push notifications?

The coverage you get by using these notifications is great.  

For browsers, they are fully operative on:

  • Safari
  • Chrome
  • FireFox
  • Microsoft Edge
  • Opera

On the other hand, in operating systems they work on:

  • Microsoft Desktop
  • MacOS
  • Android
  • iOS (coming soon with iOS 16 in 2023!)

Key takeaway #4: Web push notifications can bring a higher opt-in rate, increasing your reach and retargeting possibilities. Web push notifications have a 5% to 10% opt-in rate, whereas email opt-in ranks at a 2-4%. With the release of the web push notifications on iOS 16, it means the current rate is likely to increase by 50%.

 

What are the expected results? 

To make it clear, you can find in the following chart how all the different channels can be compared in terms of opt-in rate, click rate and reach rate:

first-party-channels-results

With these graphics, we can see clearly that, on average, web push notifications have better performance rates than other channels, including social media posts.

Emails, on the first hand, require that users confirm their opt-in, which can easily push back the users to complete the action. Social media, on the other hand, usually prioritise paid ads, meaning that organic posts are hardly seen by your audience. 

With web push notifications, the opt-in only requires one click from the user. The click rate can be completely personalised and tailored to the part of the customer journey your user is at, making it relevant. Lastly, the reach is definitely one of its strengths as typically you aren’t competing with other brands, opposite to what happens in social media.

Another great advantage of using web push notifications is that they are completely GDPR friendly, as they don’t require the usage of personal data for them to succeed.

How do we use web push notifications at Frizbit?

web-push-notifications-frizbit

We begin by analysing your sales funnel and creating hyper personalised notifications for each stage of the funnel. For instance, if in an e-commerce a user is interested in the category of the same product, but doesn’t add the product to their cart, they will receive a notification that helps them to go back and purchase a particular product. 

Key takeaway #5: Nothing is more relevant than sending the right message, to the right user, at the right time, through the right channel. And web push notifications can help to do this effectively. 

If at this point, you are wondering if the web push notifications can be beneficial for your business, you can apply for a free demo here.

First-party cookies retargeting strategies

We want to show you that moving on from third-party cookies is possible. You can do retargeting without relying on them while keeping in line with the newest GDPR regulations.

In the following graphic, you can see what an integral strategy, incorporating different first-party cookies channels, looks like:

cookieless-retargeting-strategiesIn this example, we are showing a retargeting strategy for abandoned carts. As seen here, you can combine different channels seamlessly, creating personalised flows with specific timing options. 

What are the expected results you can look for with each channel?

results-first-party-cookies-channels

Definitely, using all the channels strategically can represent an increase in sales or in your conversion goals. Each channel has a particular strength, and whether you should use one or another in a higher proportion depends on the purpose and industry of your brand. 

To summarise:

  • The cookieless world is approaching, and we are leaving behind the so-known third-party cookies, which can limit the way we know on how to do retargeting.
  • We recommend investing time and effort in developing strong owned media channels.
  • Start creating first-party cookies retargeting funnels using channels like web push notifications, email marketing and SMS
  • The key element of success for any retargeting strategy is to send the right message, to the right user, at the right time, through the right channel.

Having said this, we would like to thank everyone who took part in this experience and made it possible. Special thanks to Áticco Working Spaces for their collaboration and continuous support.

If you missed the event and want to have a deeper understanding on how to do retargeting without third-party cookies, the replay of the session is available here. 

Also, if you’d like to stay in the loop and attend our future events, make sure to join our Growth Marketing  Barcelona Meetup group.

We hope to see you at our next event ?