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.

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?”

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

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:

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

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:

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?

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:

In 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?

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 ?

We welcome September after a slower summer season with our monthly newsletter. During August, while most professionals enjoyed a well-deserved break or had a slower-business season (at least in Spain), the rapidly changing marketing landscape kept its usual pace.

Let’s start this back-to-school and back-to-business season with the most recent and relevant digital marketing news and updates.

Keep reading to find out the latest insights from the digital marketing world.

Digital Marketing News and Updates from August 2022

 

CONTENT

Search Marketing Updates

• Meet the new Helpful Content algorithm by Google

• Google sets the race for Local and Smart Shopping campaigns to shift into Performance Max campaigns

• Do you have an international SEO strategy in place? Google Search Console will remove its International Targeting report

   

Tech Marketing Updates

• Introducing Shopify Collabs: the new digital solution to connecting creators with Shopify businesses

• Canva gets one step closer to becoming the one-stop-shop for visual needs with Whiteboards

Social Media Updates

• LinkedIn introduces the ability to pin comments under posts

• Podcasts steps firmly into the YouTube platform

• Twitter is testing professional account options, which include shopping & link features

   

About Frizbit

• Save the date, a new workshop is coming up on September 22nd [Event held in Spanish]

   

Search Marketing Updates

• Meet the new Helpful Content algorithm by Google

 

As announced in the blog of the company, Google is rolling out a new algorithm for its search engines. While many eCommerce stores are still struggling with the recent Product Review Update, Google is determined to provide a more human approach to online navigation. And clearly, this update demonstrates so.

So far, there are many reactive opinions about this new update going around in the SEO industry. Most of them are implying that with this new update, the SEO era will come to an end. Some experts are arguing that the new algorithm will devalue the content written for SEO purposes. However, all that this update aims for is to favour the content written for people by people.

So, what can you expect from the new roll-out? Contrasting with the previous update, which only affected certain pages of a website, the new Helpful Content algorithm has the potential to impact all pages within a site. 

As Google describes it, this update aims to:

“Tackle content that seems to have been primarily created for ranking well in search engines rather than to help or inform people.”

What else do you need to know about the algorithm?

• A new signal ranking is coming out for both new and existing websites.
• It will start rolling out in September
• Google is prioritising expertise and added-value rather than simply summarising content from other posts.
• Undefined niche categories in publications might classify a site as unhelpful.
• If Google detects that users aren’t finding what they truly need, it might affect the ranking of the site.
• Writing about trends outside your niche or industry might get classified as an effort to classify higher in the rankings, rather than providing value.
• Removing unhelpful content will increase the possibility of ranking in a higher position

 

So what can we learn from this update?

First things first, the SEO era will not come to an end. It is definitely taking a new direction towards a more streamlined practice, connecting humans with humans. 

This new update isn’t either devaluing the SEO practices, but rather is an open invitation to content creators to incorporate conscious practices into creating content with people in mind.

 

Google sets the race for Local and Smart Shopping campaigns to shift into Performance Max campaigns

Earlier this year, Google announced that its Local and Smart Shopping campaigns would embrace changes and turn into Performance Max campaigns. In their announcement, Google provided clear deadlines for this placement, with it being September 2022. 

To understand the relevance of this update, let’s get back to the basics: what exactly are the benefits of the Performance Max campaigns?

Performance Max campaigns use Artificial Intelligence combined with automatisation to maximise the performance based on a specific conversion goal. 

So conversion, performance, AI, and automatisation are in one place? Yes! And the benefits don’t just stop right there. These campaigns encompass all Google properties such as YouTube, Gmail, maps, search discovery, and display. Ultimately, you are able to track the customer journey a client does when searching for a product or purchasing online.

Now that we’ve covered the basics and we are well aware of the tight deadlines Google is giving, let’s break down the official news.

In August, Google released a tool to self-upgrade both Local and Smart Shopping campaigns with just one click. The trick with this update is that although you can do it with a simple configuration setting, it won’t be available for all the merchants yet. 

So, how can you know if you’re eligible for the self-upgrade?

If your campaigns were compatible with the upgrade, it is likely you have received a notification with a link or that you are able to find the option through the Google Ads Dashboard. If, on the contrary, that wasn’t your case, your Local campaigns won’t update to Max Performance until 2023.

Now, the next big question is: What happens with the old campaigns?

We do recommend that you use the self-upgrade option as soon as you are eligible. The reason is that all the old self-upgraded campaigns will keep all the historical performance data and your chosen settings.  

Although having this option is great for analysis and reporting purposes, all old campaigns will be automatically set to “Removed” status. This means that no edits, nor reactivation, will be allowed.

 

• Do you have an international SEO strategy in place? Google Search Console will remove its International Targeting report

 

The International Targeting report has been deprecated, and will be removed from Search Console soon. We continue to support hreflang and our recommendations for managing multilingual and multiregional sites still stand. https://t.co/yz4lsHhXhO

— Google Search Central (@googlesearchc) August 24, 2022

If you own a multilingual or multi-regional website, stay tuned because Google has officially announced that its International Targeting report will be removed from Search Console by September 22nd.

Many are the questions that have arisen with this announcement, such as:

• Where will the hreflang-tags errors be found?
• Can you target a specific country manually with a .com domain?
• Will hreflang continue to be supported?

While Google hasn’t announced what will happen with the hreflang errors found in websites through the report, they have stated that hreflang tags will continue to be supported by Google Search Console. In fact, as they quoted in their tweet, Google will continue to support multilingual and multi-regional sites with their standard recommendations still. 

So, how can you help Google understand your site if you support different languages or locations?

1. If you are managing a multilingual or multi-regional site, you can optimise Google Search results directly from your website
   
2. If you manage multiple sites for different languages, make sure you are reporting and telling Google about each of these variations. By doing this, Google will appoint the corresponding variation to the right user.
3. If your website shows certain content based on the location or language of the user, Google might not be able to crawl, index or rank all the content for the specific locale.

With this update, certainly, manually targeting countries or the preference of the language from users might become a harder practice. We believe that by doing this, Google continues to strive in its fight against SEO-done content and keeps moving towards a more human navigation experience.

 

Marketing Tech

• Introducing Shopify Collabs: the new digital solution to connecting creators with Shopify businesses.

With creators and brand experiences in mind, Shopify has rolled out its Collabs. It’s a win-win for both creators that can sustain their activities with brands they love, and for brands that can reach new audiences.

Influential marketing has played a big part in the development of brands. In most cases, it helps to boost the awareness of a brand or increase the sales of a product or service. We can agree that nowadays, it is a crucial part of any digital marketing strategy.

This is a free initiative in which brands can:

• Communicate that they are open to collabs
• Detail the brief and description of the brand to match with the perfect creator
• Build stronger and real partnerships with creators
• Announce specific products to be promoted by collabs 
• Send gifts to creators
• Track reports and analytics by the performance of the influencer

Collabs will work on an application basis to ensure that brands connect with the right audience. 

As stated by Kabbara, its Director of Product, in the article of the company:

“For Shopify merchants, Collabs is a new way to find potential customers at a time when it’s never been more difficult or expensive,” Kabbara continued. “By giving merchants the ability to discover and partner with creators that align with their brand, they can tap into the power of community-driven commerce to reach consumers in new and meaningful ways.” 

For the time being, Shopify Collabs will be available only in the US and Canada.

 

 Canva gets one step closer to becoming the one-stop-shop for visual needs with Whiteboard

Canva is living up to its name with its newest product release. The online visual and creative platform surprised everyone with the brand-new feature Whiteboards.

This feature includes pre-made templates to brainstorm and express ideas visually by non-designers. It’s bringing creativity to the fingertips of the day-to-day user. 

One of the most loved features is the possibility of collaborating online with others. This property comes in handy nowadays that remote working is more common. 

From Kanban templates to all types of diagrams and mapping options, Canva is building limitless spaces to bring your ideas to life.

What are some of the best usages you can have with the new rollout?

• Create dynamic presentations that expand in a limitless space.

• Conduct workshops with experience and timing in mind.

• Create Customer Journey and general mind-maps while collaborating online with others.

As Canva states in their blog:

“Great things happen when people come together to bring their ideas to life. There’s truly no limit to what you can do with Canva Whiteboards, which is free for our global community and available on the web, desktop and mobile.”

 

 Social Media Marketing

• LinkedIn introduces the ability to pin comments under posts

LinkedIn has rolled out a new feature that enables all users, both company pages and personal profiles, to pin comments under a thread. To pin a response, simply access the three dots menu, and become ready to place the best responses on the top.

How can this update be useful to you?

With LinkedIn being a social media platform in which getting awareness and visibility tends to be easier than other channels, this new functionality has the potential to elevate the engagement of your publications and get seen by many others.

We firmly believe that this new update will boost interactions and can become a great tool to build personal branding in this social network.

 

Podcasts steps firmly into the YouTube platform

 

The long-format video platform is slowly introducing a dedicated section for podcasts. YouTube is updating itself to provide podcasts with its own dedicated section. 

YouTube has decided to make the best out of a common malpractice of users publishing static content on a dynamic and video-based platform (A.KA. Podcast videos on YouTube). Truth be told, most podcast producers would update their episodes despite sometimes displaying only a picture with the audio behind it. 

Although YouTube hasn’t formally announced the new platform changes, many users have found it while navigating within the platform. Some have even documented how to access the dedicated section.

To access the update, just go to the Explore tab, which will display the menu options, including the podcast. Then click the option of ‘Podcast’ and get ready to support your favourite content creators. 

 

Does this mean YouTube will also raise the fight for podcasts in the industry? 

What we know about this update is that it is slowly being tested and rolled out by countries. It is also known that podcasts are being displayed by subcategories to ease the navigation of the user.

There are 9 podcast categories to suit the need of the customers and help them explore the vast content. These categories are:

1. Popular episodes
2. Popular podcast playlists
3. Recommended (Based on your Subscriptions and History)
4. Popular podcast creators
5. Comedy
6. True Crime
7. Sports
8. Music
9. TV & Film

It does seem that this rollout is the start of something bigger than merely performing changes in the layout of the platform. YouTube knows its market advantage and has taken the first steps into the podcast industry.

 

• Twitter is testing professional account options, which includes shopping & link features

 

These sure are exciting times for professional accounts on Twitter. The platform has announced that a new set of features are being unlocked exclusively for professional accounts. 

Twitter is committed to helping businesses, brands, and creators to have a strong online presence and this new shopping and custom links functionality seems to be hitting off the ground.

 

? We’re going global! Now, any professional around the world can add a Location Spotlight to their profile to help customers find their biz location and get in touch faster. And☝️it has a new Google Maps integration to help customers with directions. pic.twitter.com/Uw5oLdJWXU

— Twitter Business (@TwitterBusiness) August 4, 2022

 

Let’s review what these two new profile spotlights are about. The first one would be the Location Spotlight has rolled out globally. This update aims to help any business owner to become visible to their customers with even a Google Maps integration for directions. 

 

But this isn’t all this new spotlight feature can do for your business. It also includes updates such as displaying business hours and direct contact methods to bring customers closer to businesses. Among the contact options, you can set up to be contacted by phone call, text message, direct Twitter message, and email.

 

 

Last but not least, the Shopping Spotlight is perhaps the most exciting update for professionals and their sales goals. Unlike the previous update, this functionality is available only to qualified accounts, mainly in the US. 

So what’s exciting about this update?

Those qualifying accounts will be entitled to a dedicated section at the top of their account profiles to display their products. The spotlight will act as a catalogue for easy access to purchase products without having to leave Twitter.

As Twitter describes this update:

“This is a feature that allows us to explore how shoppable profiles can create a pathway from talking about and discovering products on Twitter to actually purchasing them. “

The update doesn’t stop here. Twitter is actually developing a product management platform to create a seamless experience in showcasing products. This development will mainly assist business owners to create their own catalogues in-line with the right display in the app.

 

About Frizbit

• Save the date, a new workshop is coming up on September 22nd [Event held in Spanish]

 

We are delighted to announce that we are back with our offline events in Barcelona after a well-deserved summer break. In this event held in Spanish, we will review the strategies to perform retargeting without using third-party cookies.

Despite the delays from Google in fully implementing the cookieless era, we know the change and upcoming challenges are imminent. So, what better way than to actually get your hands on a theory-practical workshop to get ahead of the game?

If this event already sounds like you, keep reading to find out the details about this exciting workshop. 

During the event, you will learn what these types of alerts really are, and you will discover everything they can do for your e-Commerce to bring your customers back. 

In addition, you will explore this channel, which besides being innovative, is aligned with the new data privacy restrictions and third-party cookie limitations that will come into force by 2024.

Of course, after-work, and networking could not be missing in this workshop, so besides learning about best practices and tips to implement them, you will also be invited to enjoy some free beers on a nice terrace in Barcelona.

If you are not in Barcelona but still would love to attend the event, we got you covered! For those who can’t make it physically to the event, we will have a live broadcast for the workshop. To access the broadcast, register through the link below and choose “Watch Online – Remote”.  We will email you the live link on the day of the event.

The details:

When: September 22nd

Time: 18:30 (registration opens) until 21:00 

Where: Aticco Verdaguer, Barcelona

Workshop Facilitator:  Ata Gur, CEO & Co-founder of Frizbit

 

You can register for free here

Summer is mostly a slow-work season for most businesses, but it doesn’t mean that changes and new dynamics aren’t going on in the digital marketing landscape.

If you are experiencing less workload, it might be a good time to revise and adjust your marketing strategy with the latest updates. Marketing can be as amusing and effective as we want it to be.

So, are you ready to start off a great month ahead with the latest digital marketing updates?
We sure are! Let’s dive into the content.

Digital Marketing News and Updates from July 2022

Content

Search Marketing Updates

 

• Google reveals the strategy behind the Title Tag

• Google shares six tips for a better eCommerce searchability

• Google rolls out a product review algorithm update

   

Tech Marketing Updates

• Google to delay the cease of third-party cookies to 2024 (again!)

• Squarespace introduces Fluid Engine

• Shopify allows eCommerce stores to sell on YouTube

   

Social Media Updates

• YouTube spills the tea on its Shorts format 

• Say hi to reels stepping strongly into Instagram.

• “Follow me”: the new TikTok update aiming to help small businesses

   

About Frizbit

• The Dream Tech-Stack for eCommerce Roundtable Recap

• Save the Date! A new workshop is ready for you on September 14th. [Event held in Spanish]

   

Search Marketing Updates

 

• Google reveals the strategy behind the Title Tag

 

Google made an announcement in its Central Search documentation guiding users on how to use title tags for better rankings. No changes were introduced, but what’s better than getting more clarity on this demanding topic?

If you work in the marketing field, you might be well aware of the relevance of the title tags and SEO as they display directly on the search results pages. 

Previously, there was a big confusion about the word “headline” that Google used in its previous guideline. The usage of this word caused a lot of confusion among users, as it wasn’t clear whether Google was making reference to the HTML components (H1-H6) or the title of the page. 

 

Let’s review some key changes:

 

Title tags are essential for anyone trying to position their content in front of the right audience. As Google mentions, this piece of content is often the first one people see and use for deciding whether they want to visit a website or not.

We are certain this renewed, and clarified documentation will be of good use. Hooray Google! 

• Google shares six tips for a better eCommerce searchability 

  

  Google Search Console / Adobe Stock

If you run an eCommerce business, then this news is just right for you. Google recently published a video on its official YouTube channel sharing six tips for enhancing searchability. 

Standing out from other sites is often one of the main pain points for eCommerce sites. In its video, Google suggested three main pillars to pivot your content strategy:

• Use visual resources to engage the customers with your product
• Display prices and availability, so it is easier for users to compare sellers
• Get social proof that increases trustability

 

Now, let’s dive into the six pieces of advice Google announced to be eligible for special presentations in the search results.

1. Pay close attention to how you are writing the Title Tag, so Google doesn’t overwrite it.
2. Include high-quality images to ease the decision purchase process.
3. Structured data helps Google better classify websites and makes them eligible to be displayed as rich results. Make sure your product has the essentials: Product title, description, images, ratings, price, and availability.
4. Be transparent with your pricing. If dropping prices and availability might incur in the product page to be eligible for a special price drop presentation in the search results.
5. Identify products that you sell with product identifiers, such as the GTIN identifiers. Applying this advice increases the chances for a product to make it eligible for listings like the carousels.
6. Make the best out of the Google Business Profile. If your business also moves into the offline space, this is a must for your business.

Increasing your chances of being eligible for special listings was never so accessible to everyone. Make sure to implement the given tips by Google to make the best out of this online tool.

 

• Google rolls out a product review algorithm update

 

Today we released the July 2022 product reviews update. We’ll update our ranking release history page when the rollout is complete: https://t.co/sQ5COfdNcb

— Google Search Central (@googlesearchc) July 27, 2022

Social proof has never earned so much relevance for business as it has today. A good review might boost your sales and even get you sold out. On the other hand, what can a bad review do to your business? The harm is unimaginable.

If that’s the latter is your case, keep on reading because there are still chances to improve in the ranking lists.

In July 2022, Google confirmed their new product update – part of the fourth series of updates – targeting low qualities reviews has rolled out. This update will be ongoing for three weeks, starting out on July 27th.

What are the new updates for search rankings?

The new update includes a change in its algorithm, which is designed to reward reviews that truly stands from a point of view instead of just showing descriptive information.

Google is now looking out for the reviews, and they want to see they are transparent, that the product has indeed been tested before, and that it is real.

How does this affect you? If you are a website that has reviews on its product page, focus on giving incentives to create user-generated content. Rewriting the content that already exists on the web won’t make it anymore. Google is prioritizing reviews that can truly help to build a more trustworthy online space.

Some of the elements that reviews can include are original photos, specifics about the usage benefits of the products, and comparisons, among others.

If you are interested in learning more about this update, see the developer’s Google page.

 

Marketing Tech

• Google to delay the cease of third-party cookies to 2024 (again!)

               Google Chrome / Pexels

Third-party cookies have been a trendy topic this year. At first, the online world trembled with the announcement of the cookieless era approaching soon. Many platforms started preparing for it to be still able to provide businesses with aligned retargeting solutions. So, you’ve been there, informed yourself properly, done your part, prepared your cookieless strategies, but when is this so-called cookieless era coming along?

The original announcement indicated that the cookieless era would start by 2022, and back then, it got pushed back to 2023. We get it, life happens, and perhaps they needed a bit more of time to readjust this large update. Now, six months away from the fearly date, Google announced on the company blog that they are postponing it and phasing them out in 2024.  Hmm, Google? What’s going on here?

What’s the main reason behind this new extension?

Google is still testing out its Privacy Sandbox initiative -the new solution for delivering retargeted ads in a more conscious way.

The Vice President of Google’s Privacy Sandbox stated:

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

It almost seems as if despite this new regulation, Google is still having in mind not to affect the large number of businesses relying on cookies to thrive their businesses. The current testing phase has been ongoing for a few months. However, testers, developers, and marketers agree that it is still far from being efficient and ready.

How can this update benefit you?

The good news is that now Google is considering performing a gradual transition from third-party cookies to implementing the Privacy Sandbox settings. A trial version of the Privacy Sandbox API is currently available to developers. Starting from August, the API, and trial phase, will be available to millions of people globally.

What’s our advice?

Despite the new extension and delay in the roll-out, the change is imminent. We advise you to stay ahead of the game and start implementing cookieless strategies in your digital marketing approach. The sooner your business and company adapts, the sooner you will be able to get results. 

If you are interested in testing out digital marketing strategies using first-party cookies, you can apply for a demo trial at Frizbit here. 

 

•  Squarespace introduces Fluid Engine

The website design platform is doing efforts to stay up in its game with other competitors such as WordPress or Showit. This month, they started rolling out the controversial Fluid Engine tool available for Squarespace 7.1 version.

Squarespace has been known as a platform that does offer many possibilities, from a blog to even offering an eCommerce set-up for business owners. However, many users were experiencing that if they did not have coding experience, the platform, as useful as it was, wouldn’t make the cut from a design perspective.

On the other hand, Showit has been gaining traction of users with its easy-use web editor with a completely free motion range.

What’s included in this new Fluid Engine update?

Squarespace users will be able to:

• Design a separate page for the mobile version.

• Enjoy an improved drag-and-drop editor experience
• Create dynamic layouts, easing the need for coding

As the CEO and Co-founder of Squarespace,  Anthony Casalena mentioned on the company blog:

“Fluid Engine provides our customers with maximum freedom to easily play with, experiment, and stretch creative limits through an unrestricted canvas, which is guided by an advanced smart grid. Regardless of how you experiment with Fluid Engine, our guidelines and design system will ensure that your website looks good no matter what. “

 

• 
  

  Shopify allows eCommerce stores to sell on YouTube

 

Shopify has partnered with YouTube to bring online shopping to a whole new level. The two leading platforms are joining forces to give merchants and creators more ways to tell their brand stories and successfully sell more authentically.

Shimona Mehta, Managing Director, Shopify referred to these new partnerships on the company blog:

“YouTube has been integral in building the creator economy over the past decade. Shopify has helped millions of merchants quickly start, run, grow, and manage storefronts. By partnering together, we’re accelerating the next evolution of social commerce. Giving creators and merchants more ways to sustainably monetise and build successful businesses, while still authentically connecting fans and buyers.”

How can this new partnership benefit you?

Shopify merchants use YouTube to promote and sell their product offerings in three ways:

• YouTube Live: Merchants can tag and pin products at specific frames during a livestream. Picture-in-picture playback offers the possibility, so consumers can keep watching while they check out.
• Store tab: A new tab will be added to a merchant’s YouTube channel, acting as a product listing to their entire products or selection of them
• On-demand videos: Merchants can show a curated list of products on a product shelf below on-demand videos.

With this update, merchants will be able to seamlessly integrate their online stores into the leading content video platform. This results in being able to reach +2billion monthly logged-in users.

How the future of eCommerce shopping will change? We can’t predict much. However, one thing is certain, and it is that the C2C era is here to stay. Authentically engaging with customers is a necessity for any online business. 

 

 

Social Media Marketing

• YouTube spills the tea on its Shorts format

 

The newest format Shorts in YouTube is bringing lots of conversations to the table. Creators are experiencing confusion as it hasn’t been clear how the algorithm works.

Luckily, in July, the video content platform demystified the Shorts algorithm in a Q&A video that addressed several of the most common questions creators had regarding this new format.

The main questions and topics were:

• What’s the impact of publishing both long and short content formats under the same channel
• Whether it was advisable to separate the Shorts from the long-form video
• If the engagement of the Shorts format has any impact on the longer-form videos

The key takeaways:

• Could Shorts hurt long-form video channels?

YouTube indicated that it represents no harm to your channel engagement. They affirm the demand for shorter form videos is here to stay. Hence, introducing the Shorts formats can actually help to boost channel growth.

• Will YouTube recommend long-form videos if Shorts are part of the strategy?

The short answer is no. Both algorithms work independently of each other. This means that, in the same way that Shorts doesn’t hurt long-term video engagement, it doesn’t have either a positive impact on boosting long-term video recommendations. 

YouTube explains that the main reason behind this behavioural pattern is that users that might prefer shorter videos might not be keen on longer formats, and vice versa.

• Should we create separate channels for Shorts and long-form videos?

Although the company doesn’t state mixing both formats can represent a real problem, they do suggest creating separate channels. The reasoning is simple: create the right content format for the right audience.

As a YouTube representative states:

“Try to group your channels around similar audiences who enjoy the same or similar content. Separate them out when your viewers have totally different interests… If you start building up different audiences with different interests, then consider making a separate channel.”

 

• How many Shorts do I have to publish before the algorithm starts recommending the content?

The company stated that there isn’t an exact number for Shorts to start being recommended. Actually, they mention even the first Short can appear in the suggested videos. 

They clarified that the algorithm for Shorts works similarly to other short-form videos. This means that if your audience shows a preference for the video, it will reach more people. The engagement, as we know, is built over time, and here is no different.

 

• Say hi to reels stepping strongly into Instagram

As is usual now, Adam Mosseri, the Head of Instagram, announced the latest update about the video format content on the platform.

View this post on Instagram

A post shared by Adam Mosseri (@mosseri)

In the post, Mosseri clearly announces that the king form content of the platform will now be reels. Does that mean that other formats, such as the IGTV’s are disappearing? 

This is also not the first time the platform has done this kind of merge. However, with all the dramatic changes Instagram is trying to implement and with the controversy around the format of the reels, a dramatic response was expected.

Back in 2021, Instagram merged the feed videos with the IGTV videos into Instagram Videos. With Carrousels and single posts, we experienced a similar action, with a merge resulting in static posts. Now, did it mean that any of these formats is fully gone? The answer is no, mostly all these changes have had an impact on the app layout, but not on how it functions.

 

 

The new update is merely a consequence of Instagram replying to the counterpart actions coming from TikTok and Shorts from YouTube. Does it mean long-form videos can’t be published from now on?

According to the company, “new video posts shorter than 15 minutes will be shared as Reels.”

Ultimately, this means that all video formats will be gathered under the same tab and name. However, it doesn’t mean that the option of nurturing your audience with longer-form videos will completely disappear. Actually, it might have a more positive effect given that the IGTVs – that were stuck in your account – now can actually reach a broader active audience.

 

• “Follow me”: the new TikTok update aiming to help small businesses

 

Earlier in July, TikTok announced its new initiative to help small and medium businesses to thrive in real sales and results through the power of storytelling on their platform. 

“Follow Me” it’s a 6-week multichannel educational programme to provide small and medium business owners with the right tools to build a strong community and drive real-world results.

Smaller businesses and entrepreneurs have founded TikTok a fun and easy way to connect with their audiences, build a loyal fanbase and ultimately drive more sales aligned to the new C2C era.

As TikTok explains in their blog:

“We created the Follow Me experience to empower more small businesses to dive into TikTok, so that they can also share their story with the TikTok community and reach their goals.”

The “Follow Me” programme will include:

• Different learning roadmaps based on the goals and visitors
• 6-week email series to outline the essential steps to run a TikTok campaign
• A how-to-guide for integrating their brand’s story into their videos
• A guide for setting up a free Business Account
• Access to the Creative Center
• Insights from the Ads Manager and promotion features 

As more entrepreneurs and small businesses integrate digital content strategies, this certainly seems like a winning action from TikTok to give back to their users and community. 

 

About Frizbit

• The Dream Tech-Stack for eCommerce Roundtable Recap

 

The Dream Tech-Stack roundtable is over, and we are proud to announce it was a success. 

During the event, we discussed the trends, industry changes, consumer patterns and behaviours within the eCommerce industry.

For this roundtable, we wanted to create a more enriching experience for the attendees, which is why we brought together two other marketing tech automation startups: Vidjet and Spitche, with their corresponding CEOs and co-founders Baptiste Nicolas and Kevin Markowski. Representing Frizbit, we had our CEO and co-founder Ata Gür on the stage. 

Did you miss out on our latest roundtable or want to grasp the key insights and learnings? You can find a full article disclosing the key takeaways from this lively discussion panel. 

 

• Save the Date! A new workshop is ready for you on September 14th. [Event held in Spanish]

It’s no secret that the future of retargeting as we know it is at risk. That’s why we have created this workshop, where you will learn everything you need to know about web push notifications and how to do retargeting in a ‘cookieless era”,

During the event, you will learn what these types of alerts really are, and you will discover everything they can do for your e-Commerce to bring your customers back. 

In addition, you will explore this channel which, besides being innovative, is aligned with the new data privacy restrictions and third-party cookie limitations that will come into force by 2024.

Of course, after-work, and networking could not be missing in this workshop, so besides learning about best practices and tips to implement them, you will also be invited to enjoy some free beers on a nice terrace in Barcelona.

Register here 

 

On the 20th of July, we organised our last event before the summer break. Aside from the dynamic roundtable discussions, thanks to our moderator Tim Çakir, we also enjoyed a thriving networking session with some mandatory cool beers. 

For this roundtable, we wanted to create a more enriching experience for the attendees, which is why we brought together two other marketing tech automation startups: Vidjet and Spitche, with their corresponding CEOs and co-founders Baptiste Nicolas and Kevin Markowski. Representing Frizbit, we had our CEO and co-founder Ata Gür on the stage. 

Keep on reading if you want to grasp the key takeaways from this event.

Spoiler alert: Our moderator, Tim Cakir, did not hold back in any of his questions!

Previously, we stated we wanted to provide value to our audience, which is why throughout the roundtable, we discussed the future and trends for eCommerce, the changes they had faced in the customer journey, and how the solutions of each of the speakers add value to any online store owner.

“The right time, the right place and the right audience.” quote by Tim Çakir.

If we were to highlight a key phrase to get the core of the event, this would definitely be it. Any marketer, eCommerce manager, or anyone involved with digital businesses will agree to the veracity of this quote. The tools and answers from the roundtable will help you accomplish this goal, so without further due, let’s dive into the main insights from the event.

 

Quick guide: Essential Tools for eCommerce Automation

Pexels/ Andrea Piacquadio

 

Answering the question of “how any of these tech solutions can help the industry”, the main insights were the following:

 

• If you are looking for ways to humanize and make more “tangible” your products/your brand in the online space, then a shoppable video app like Vidjet is your way to go. This tool will also help you get closer to your customers in the crucial purchasing decision moments through honest video content.
• If you are looking for ways to improve trustability and boost your engagement with social proof, this is what you need for your business. Spitche works with brand ambassadors from your own community in a win-to-win environment.
• Last but not least, if you are looking for a way to engage with registered and non-registered customers without ads and bring them back to your site, then the Frizbit automation system is the tool you require. Its hyper-personalisation, multi-device communication, cookieless operation and consumer-behaviour patterns are what make this tool so attractive for online business owners.

 

If you haven’t started to automate your business with the marketing tech available at the moment, you are losing on ways to scale and be more profitable. Each of these solutions targets a different pain point that normally an online consumer can face. By addressing and acting at the right moment, we are sure your online business will get the push to reach the next level.
At the moment, at Frizbit, we offer a demo of our retargeting solution. You can apply directly here and be eligible for a one-month free trial.

What is changing in the customer journey scenery?

 

Constant changes and a fast-paced lifestyle are the new normal. Therefore, we should expect that customers are changing their patterns and behaviours too in their purchase journey. 

During the event, this was one of the questions that Tim asked the speakers, and from it, we can take that there are changes from the pre-purchase to the post-purchase. Let’s see what this is about.

Consuming less is the new trend, and from the pre-purchase phase, users want to be sure of what they are purchasing. If we have an eCommerce, it isn’t enough to only display pictures of our products anymore. It simply might not be enough.

So, what can you do to reassure your customers? 

Try implementing dimensional strategies such as on-face preview tools and videos showcasing the different textures -if that’s the case. And why not? Integrate the usage of augmented reality to create more real-life-like experiences.

 

 

The second change we can experience in the online customer journey purchase is the announced C2C era. It stands for “Connect to Customer”, and the truth is, it couldn’t be more accurate. 

The new C2C era stands for more sustainable and long-lasting relationships, which ultimately translates into finding tools to engage with customers on deeper levels. 

What does it look like from an eCommerce perspective? 

Now more than ever, placing your products in front of the best customers is imperative. One of the ways to achieve this is by enhancing the UGC. The biggest lesson we take from the roundtable is that within your existing customers, you can find superfans hidden in your audience, and they can boost your conversion rates through values such as honesty, trustability and transparency. These are all values that the now-a-day consumer demands.

 

Lastly, one of the biggest shifts the online space is facing is undoubtedly related to the privacy of users. This is imminent, and the biggest challenge we are facing is undergoing the ‘cookieless’ era. Reaching and accessing your customers could get really tough if you are not prepared for it. 

If you are not allowed to conduct retargeting with ads any more, how will you be able to boost your sales? Using cookieless strategies such as web push notifications will not only allow you to stay in line with the new data regulations. It will also allow you to talk to your customers in real-time, even if they are not on your site. So, say hi to multi-device messaging!

 

How does the future of eCommerce look like?

Two words: harmonisation and humanisation.

Creating in-sync customer journeys is essential to any online business that wants to thrive in the digital world. Nowadays, customers have more dynamic and complex behavioural patterns. This is why, if you run an eCommerce business, being present at different touchpoints and devices along the journey is crucial. 

Automation tools can become your best ally, helping you display the right message to the right customer at the right time. We hear this constantly, but it is true, and what’s best is that you don’t need to figure it all out on your own. There are already existing tools that track behavioural data for you to connect to your customers in a timely manner.

With automation, we always face the risk of losing the spark of the human touch. This is why, for the future of eCommerce, it is now necessary to find ways that resonate with users and speak directly to them. Some of the ways we learned at the event are the usage of video messages created by people for people, hyper-personalised messages and peer-to-peer connections. 

 

 

Key takeaways:

• The future of eCommerce is changing within 3 pillars: privacy, authentic online experiences, and the appearance of the C2C era.

• Connecting to a deeper level with customers is essential. Some great tools to do it are hyper-personalised messages, human and kind video messages, and enhancing your UGC.
  
  
• If used correctly, the tech marketing tools can help you boost your eCommerce. Using marketing automation tools isn’t equivalent to delivering cold messaging to your audience.
  
  
• Harmonisation is crucial to any eCommerce that wants to adapt to the dynamic and fast-paced environment

 

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

 

If you missed the event and want to catch up with the latest digital marketing strategies and tools using first-party data, the replay of the session is available here.

 

We hope to see you at our next event ?

 

With the first semester and Q2 of the year coming to an end, it is a great idea to review the latest digital marketing updates from June. We hope these new features and news can support you in adjusting your digital strategies to kick-off to a great start in the second semester of the year. 

Are you ready to see what’s been happening in the digital marketing industry? Let’s begin!

 

Content

Search Marketing Updates

• Google Chrome prioritises browsing experience
• Google Ads Manager rolls out new features
• Google reveals only the first 15 MB are indexed and crawled for ranking

Marketing Tech Updates

• iOS 16 to support Web Push Notifications in 2023 on Safari
• Shopify rolls out their Shopify Editions empowering the C2C era
• WordPress 6.0. Arturo is finally here

Social Media Marketing Updates

• The Creative Marketplace: the new Instagram feature to support creators
• Snapchat+: the new paid subscription with new features
• Finding trends on TikTok has never been easier
• Longer content on Twitter might become possible

 Frizbit Updates

• Save the Date! A new roundtable on July 20th is coming up.

 

 

Search Marketing Updates

• Google Chrome prioritises browsing experience

Source: Google

Starting in March, Chrome started making changes that could improve the navigation of users. They had been working on identifying potentially malicious websites and phishing attacks to enhance safety. 

With the purpose of further elevating the browsing experience, Chrome has rolled out a ML model affecting the web push interaction requests. So, what is this all about?

Currently, the subscription to push notifications works under a permission-prompt basis, which might interrupt browsing navigation, based on the time and trigger set on this prompt. Chrome has recognized this risk and taken action to lower the risk of downgrading user experience.

The new update aims for seamless navigation and will use machine learning properties to display the permission prompt appearance. The algorithm will be based on previous behaviours and patterns of users to determine preferences for denying and silencing undesired permission prompts. Based on these patterns on each Chrome user, new push notification subscription requests will be blocked or shown to be granted permission by the user.

Google has announced on their blog that we can expect this feature in their next Google Chrome release, with an ML model that would make these predictions fully on-device.

 

• Google Ads Manager rolls out new features

Google Ad Manager / Prima91

New updates and tweaks are coming to Google Ads Manager. Some of them are exciting, such as the integration with Google Analytics 4 (GA4) and optimised pricing.

Details and changes were listed in their Q2 releases notes, and we have gathered 5 of their most relevant updates here: 

 

• Optimised Pricing:
  This update will help to reflect and protect the value of inventories by increasing action floor prices. This option comes enabled by default, but can be easily disabled via network settings.
• Google Analytics 4 Integration in its beta version: The integration of GA4 and Google Ad Manager is now open for web data. This means that any website that decides to pursue this change will make the best out of the analytics tool. To enable this integration, you just need to follow the steps Google provides to link your Ad Manager account to the Google Analytics 4 properties.
• Video Experience Protection: The opt-in “Allow video ads” has been enabled under a block called “Block non-instream video ads”
• Bid rejection: More clarity was added to the “Bid rejection reason” in both reporting and data transfer.
  

• WebView API for Ads: This feature is now ready and will help app developers to unlock the monetisation opportunity in the WebView content. 

It seems as if this year will be an exciting one for Google Ad Manager, given that the company has also revealed it will be introducing new features in the near future.

 

• Google reveals only the first 15 MB are indexed and crawled for ranking

  

  Pexels/Lukas

 

A help documentation guide has revealed that Google’s web crawler only optimises the first 15 MB of the HTML of a page to determine rankings. This means that anything after this cut-off won’t influence the rankings calculations. 

This confirmation certainly left a feeling of uncertainty within the SEO community. However, Google also specified in their documentation their position regarding heavier components such as images and videos. Specifically, they stated:

“Any resources referenced in the HTML such as images, videos, CSS and JavaScript are fetched separately.

After the first 15 MB of the file, Googlebot stops crawling and only considers the first 15 MB of the file for indexing.

The file size limit is applied on the uncompressed data.”

What does this mean for SEO practices?

This update supposes changes both in content and coding placement. To ensure Googlebot can do its job, the important content should be placed in the upper position of web pages. 

It also affects the coding structure, as now the SEO-related information should be placed within the first 15 MB of an HTML. Lastly, videos and images should be compressed and not encoded directly into the HTML.

 

Marketing Tech Updates

• iOS 16 to support Web Push Notifications in 2023 on Safari.

  

PEXELS / COTTONBRO

 

Earlier this month, Apple announced one of their most long-awaited updates for the digital marketing industry: Web push notifications will be supported in their operating system update!

This update is a game-changer for the whole internet industry, as it will enable website owners to reach the missing portion of their web users (up to 20% on a global level and higher in the US and Europe) coming from iOS users that couldn’t be reached before. This actually means that now the 100% capacity of web users is at the tip of our fingers. 

As expected with the history of Apple and privacy settings, this too comes with a trick, but overall we are excited to announce that web push notification clients can expect a 50-100% uplift in the sales generated through this cookieless remarketing channel in the eCommerce industry.

If you want to learn more about this update and other interesting iOS 16 marketing updates, keep reading here. 

 

• Shopify rolls out their Shopify Editions empowering the C2C era

Shopify / Picsmart

Shopify is one of the most preferred and trusted eCommerce platforms for business owners. They have had a busy year working on new updates that are expected to have a crucial impact on the eCommerce industry by introducing the new C2C era.

The “Connect to Customers” or C2C era is the way Shopify describes the upcoming consumer and market trends within the eCommerce landscape. As the company states on their website:

“We know that brands need new ways to engage with their customers—and that means creating new connections.“

With this in mind, Shopify has decided to bring to life new features that will revolutionise the digital shopping ecosystem. The company has understood the relevance of creating meaningful connections and experiences for clients.

 

Source: Shopify

Having said this, the new updates include +100 changes in:

Finding customers: Within this segment, they have included features such as Shopify audiences, shop cash, Twitter shopping, Dovetale, Linkpop and Marketplace kit.

Converting shoppers: We will experience tweaks and functionalities such as B2B on Shopify, Shopify point of sale, Shopify markets, checkout, shop pay enhancements, discount combinations, and pre-orders. 

Enhancing branding storytelling: Updates within this section are easing the ways business owners can convey their branding on Shopify sites. The updates will enable you to accelerate the development phase by introducing pre-built components and templates. In addition, the new updates enable building products and experiences with NFTs and Tokengated Commerce

Building relationships: Aiming to increase customer loyalty, the new changes will facilitate gathering more accessible commerce insights, one-place marketing automation tools, push notifications, among others.

Tools to better run your business: Shopify has built improvements to enhance the logistic aspects of an eCommerce store. Features will impact supplier-to-buyer logistics, order and inventory management, and global shipping, among others.

Scale and build: Building high-quality stores was never easier. The new updates include third-party apps integrations, functionalities personalisation, an enhancement to data protection, apply and request capital and Shopify balance.

 

• WordPress 6.0. Arturo is finally here

Source: Pexels

One of the most expected releases from WordPress this year is here. This release did not only fix +600  bugs, but it also elevated the CMS experience in the platform.

The 6.0. Arturo version aims to position WordPress as a user-friendly platform to create Open Source websites. With this in mind, the main updates are implemented in enhancements of the FSE editor, which is currently in its beta version. However, there are other relevant tweaks that will result interesting for anyone working with this tool.

The main updates include changes in:

• Styling switch editor: colours, fonts and layouts curated by theme authors.
• Expanded template creation: customising posts, index, headers, pages and other elements will be faster now. They added options such as front page, author, date, category, and tags to build tailored templates.
• Writing improvements: This update will enable users to select multiple text blocks at once to edit them, users will enjoy using keyboard shortcuts to add links, and lastly, typographic styles will persevere through changes in the block.
• Flex-based containers: This feature eases building layouts with dynamic columns and blocks.

We believe these updates will create better experiences for users building websites and also represent great changes, stepping up the game for WordPress among its competitors.

 

Social Media Marketing

• The Creative Marketplace: the new Instagram feature to support creators

Source: Instagram

Instagram remains committed to supporting creators to monetize their content through the app. With this in mind, Instagram has developed multiple tools to help creators build businesses. 

Within the new features, we want to highlight the Creative Marketplace as a channel designed for brands and partnerships to collaborate on branded content partnerships.

The proposal feature will be rolled out as a beta version, and it includes features such as:

• In-app payments
• Discover and search creators based on profile segmentation
• Sending specific project guidelines
• Creators will be able to express their topics of interest for making branded content

Within the statements on helping creators, Instagram also mentioned they have extended their commitment of not taking any fees for any monetisation happening through Subscriptions, Badges, Paid Online Events and Bulletin until January 1, 2024.

 

• Snapchat+: the new paid subscription with new features

Source: Snapchat

Snapchat reappeared with a new announcement: they are adding to their portfolio of products: a new subscription-based service.

The company stated in their blog their reasoning and some details about the update: 

“Today, we’re launching Snapchat+, a collection of exclusive, experimental, and pre-release features available in Snapchat for $3.99/month.  This subscription will allow us to deliver new Snapchat features to some of the most passionate members of our community and allow us to provide prioritized support,”

The membership will include exclusive and pre-release features such as being able to see who rewatched your stories or personalising the icon of the app. The new release didn’t come with many details. However, we know for now that it will be launched in specific countries, starting with the United States, Canada, the United Kingdom, France, Germany, Australia, New Zealand, Saudi Arabia and the United Arab Emirates.

With this release, Snapchat is joining other social media platforms that are experimenting with subscription-based models for earning revenue, such as Twitter and Telegram.

 

•   Finding trends on TikTok has never been easier

 

✨ TikTok has launched a NEW Trends Discovery tool ?

A new tool to discover the hottest hashtags, sounds, creators, and videos on TikTok pic.twitter.com/Xv94xcTKH2

— Matt Navarra (@MattNavarra) June 3, 2022

TikTok has announced that they have developed a trends discovery tool to help content creators and marketers to stay up to date with the latest trends and topics on the platform.

The tool is located within the Creative Centre of the app and is designed to help users analyse which content performs better than others to get inspired and have a guide when creating content. This new tool can also be used as a medium to increase engagement.

Users will be able to explore trending audio, hashtags, videos and even creators. The update comes with a useful filter search by industry and country, making it relevant for marketing purposes too. 

The new tool seems promising for content creators who will be able to be contacted by brands through a simple click on the platform connecting them through TikTok Creator Marketplace.

 

• Longer content on Twitter might become possible

 

✨ Introducing: Notes ✨

We’re testing a way to write longer on Twitter. pic.twitter.com/SnrS4Q6toX

— Twitter Write (@TwitterWrite) June 22, 2022

 

Twitter has released their beta testing for Notes: a new feature that will finally allow selected users from selected countries to be eligible to publish longer content. 

As mentioned by the company, “The purpose of the tool we are testing is to provide an additional experience for writers on Twitter outside of Tweets,”

The details Twitter has revealed include a length of up to 100 words for titles, while the body of the Notes content is limited to 2,500 words. This is certainly a stark difference from their current 280-character limited posts. With this new update, the edition after publishing would be finally possible too.

This new release aims to be as accessible as possible, which is why Notes will have a unique URL that users can reach regardless if they are logged into the platform or have a Twitter account. 

 

  Frizbit Updates

• Save the Date! A new roundtable to discover solutions for eCommerce from leading experts on July 20th is coming up

 

In this roundtable, we have gathered 3 experts from the most innovative tech startups in Barcelona: Vidjet, Spitche, and Frizbit to come together in this lively event.

Tim, one of the best Growth Consultants and our moderator for this occasion, will take you through a thriving experience to unveil the industry secrets, insights, challenges, solutions, and future consumer trends from these leading experts. We assure you, you wouldn’t like to miss this event.

Staying up to date and learning the latest theories is always one of the best practices, but we can agree that often theory is misleading from practice. That’s why this roundtable will bring so much value to you, revealing knowledge that we can’t find in books.

Naturally, after-work drinks and networking could not be missing from this thrilling roundtable, so in addition to learning about the best day-to-day practices and tips, you will also be invited to enjoy some free beers on a beautiful terrace in Barcelona.

 

The Details:

Topic: Dream Tech Stack for E-commerce with top eCommerce tech startups of Barcelona

Moderator: Tim Cakir

Speakers: Ata Gur – Co-founder & CEO of Frizbit; Kevin Markowski – Co-founder & CEO of Spitche and Baptiste Nicolas – Co-founder & CEO of Vidjet

When: Wednesday, July 20th, registration starts at 18.30h

Where: Aticco Verdaguer, Barcelona.

Language: English

FREE ENTRY

 

Book your spot here!

 

Earlier this month, the new updates from the iOS 16 operating system came to life during the WWDC 2022. Besides the innovative personalisation features, a big announcement made its breakthrough: Web Push Notifications on iOS will be a reality through Safari Beta 16. 

So, what does that mean to you if you work in the marketing field?

The operating system has significant updates, mainly on how notifications will interact with users. With seamless communication in mind, iOS 16 unlocks a whole new level to reach potential customers. We are excited to announce that Safari Beta 16 will be able to support push notifications for web apps, extensions, API integrations, and so much more.

This great news means potential for the websites to increase their push notification subscriber base by 50-100% on average as almost 20% of overall web traffic comes from iOS on a global level and opt-in rate on mobile devices is 4 times higher than desktop.

Keep on reading if you want to learn more about the innovations that web push notifications on iOS 16 and iPadOS are bringing to the table.

A brief introduction to Web Push Notifications

Web push notification example  / Frizbit

 

Often, web push notifications are confused with app push notifications, like those seen in the media and news industry. They might seem similar at first, however, in reality, they offer endless marketing possibilities to conduct retargeting displaying an open rate of 5% to 6% on desktop only.

Web push notifications are clickable alert-type messages sent by a website to the users navigating through it. After the user authorises them through a click, they will display on the user’s device screen, even if the user is not on the website any more.

What are many of its great advantages?

 

With web push notifications, you can:

• Communicate with users in real-time without having a mobile app
• Be present in a multi-device customer journey
• Notify them even if they are not on your website
• The user doesn’t need to register or fill any type of personal data
• Comply with the latest privacy regulations as it doesn’t require third-party cookies

 

They are the latest and most powerful digital channel for websites to re-engage and communicate with subscribers while enhancing conversion funnels. They have the full capacity to bring your customers back.

 

Web push notifications and iOS operating systems

Pixabay / Pexels

 

After reviewing the relevance of web push notifications, let’s dive into the nitty-gritty of things.   Let’s find out what it means that Apple has decided to support web push notifications on iOS 16 in 2023 on Safari browser.

At the beginning of this year, Apple started testing new functionalities regarding push API on its iOS 15.4 Beta. It was an unexpected update as after seven years, it was the first time to see changes on Safari on macOS. Now that the beta testing is concluded, we are excited to announce that push notifications support on iOS and iPadOS isn’t a long-time expectation any more. They are expected to be launched in early 2023.

So, how can we interpret the appearance of this new feature?

According to SemRush, web push notifications can have up to 80% of reach and CTR seven times higher than other traditional retargeting channels such as email marketing. This comes as no surprise, given that push notifications are widely preferred by users reporting x10 higher engagement. As we mentioned before, they are also in compliance with the privacy regulations, making it the perfect marketing tool.

With the announcement of the web push support on iOS 16, many are celebrating the long-awaited update. However, as expected with Apple’s history and privacy data, this too comes with a trick.

 

iOS is stepping up against its competitor with Web Push Notifications

Android vs Apple / Tada Images

 

Web push notifications have been existing on almost all operating systems (Windows, Linux even macOS on desktops and Android on mobiles) and almost all browsers (Chrome, Firefox, MS Edge, Safari, Opera, etc.). The only major operating system which didn’t enable web push notifications was iOS. It had been always an expectation for years that Apple would enable them on iOS, as it already had them enabled on macOS. As a result, Android had been the only mobile OS with web push notifications activated. That’s why the field of web push in mobile had been completely taken by Android by now. On the contrary, Apple had no participation in the mobile market share by not having this implementation. The fact that they have decided to go ahead with this implementation will mean big changes in the market. 

Currently, Android is the one software that enables push notifications on web apps. This represents an additional way to communicate messages for web users who don’t prefer to install mobile apps.

This update sets a new direction for Apple in the tech and marketing industry. But would the company be able to step firmly against its biggest competitor?

Only time will tell whether this comes as another successful step by Apple or not. For now, although web push notifications support is a reality, it might not display to users as easily as we would want to.

Where’s the trick?

During the testing phase on iOS 15.4 beta, test users experimented with safari push notifications on mobile devices. Testers found out that the new feature is disabled by default, requiring the user to activate them through the settings tab.

Having said this, predictions expect this feature to function under a toggle basis with a new settings tab. They are expected to work not only on Safari on iOS but also on other browsers such as Chrome,Firefox, Opera etc.

 

Other marketing features unlocked in iOS 16

iPhone Screen / Wachiwit

Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

As we know on iOS 15.4, the privacy settings were greatly targeted as part of the operating system updates. On iOS16, we can expect an increase in the protection of the data of users. This is given that Apple wants to minimise as much as possible the data needed by apps to function properly.

The biggest change on iOS 16 privacy settings is related to accessing private data. With the new update, companies won’t be able to retrieve the name that users give to their devices. It means that organisations will no longer be capable of sending notifications or advertisements using the first name gathered from devices.

Let’s move on with the second-biggest change. Apple is coming up with tailored options for the home screen and lock screen. The new release features suggestions on the home screen with pages, apps, and widgets relevant to the focus mode the user chooses.

New focus modes?

Yes, new modes for users to disconnect more frequently from their devices. And as a side effect, we will experience a restricted impact in the interactions of apps. This certainly complicates, even more, the digital marketing scenery of strategies using opt-in notifications.

Lastly, the other outstanding update Apple is performing on iOS 16 is their “buy now, pay later” feature for Apple Pay. Implementing payments through instalments comes as more optimistic news for eCommerce owners, especially after limiting the usage of ads. This update is expected to increase the average ticket size and conversion rates on mobiles.

 

What all of this means for your marketing campaigns

Apple Pay / CDPic

 

We have seen that Apple will continue to enhance the privacy of the data app developers can access from the app store. It is clear that reaching users in the traditional ways will only get more complex with time. Therefore, new technologies should be implemented.
On the bright side, there’s finally support for web push notifications on iOS and iPadOS. And it couldn’t come at a better timing, considering the cookieless future in marketing. This new step means for the websites to increase their subscriber base by 50-100% on average, as 18% of overall web traffic comes from iOS.

If you are interested in web push notifications for your eCommerce, you can request a demo with Frizbit and may qualify for one month of everything that web push notifications have to offer.

On the other hand, we have seen that Apple is taking firm steps to enhance consumers’ purchasing habits with mobile devices. If you run an eCommerce, this means you will be able to expand your audience and reach a higher ticket one coming from Apple users.

We are sure that Apple Pay and its instalment system will be beneficial for eCommerce stores by simplifying the purchase step. We are also optimistic that boosting this online purchase practice with push notifications can bring excellent results for business owners.

 

This is all from us with these iOS 16 updates and new features. Which one was the one you are looking forward to? Which one didn’t resonate with you and your business? Let us know in the comments down below!

 

The term affiliate marketing has become more popular over the years. It might even seem as if it is the jackpot only a few reckon. In this article, MyLead will reveal everything to be known about this hot topic, and why you should jump into this digital marketing immediately – if you haven’t already.

 

Affiliate marketing: the passive income source you need

 

If you’ve never heard of affiliate marketing before, you need to get on this digital marketing latest trend. This market has blown up in the last couple of years, and it’s predicted to grow by 10% every upcoming year. It’s time to get involved and figure out how to monetize your website, apps, and social media accounts effectively and legally.

 

Affiliate marketing is all about promoting an offer to your audience and making money when someone uses your recommendation. You sign in to an affiliate network and choose an offer you want to promote. Then, you generate a unique affiliate link and post it online. You can then promote it and get paid every time a user takes a particular action with it.

 

Affiliate marketing is a great way to make money online. You don’t need any investments, and you can do your work whenever you want. All you have to do to get started is sign in to a network and learn how to monetize your content online.

Getting started

Get the info

How to get started in affiliate marketing? Like in any other job, you need to know more about the subject. Read up on articles and blogs to learn all the tricks and tips and figure out what methods will work best for you. Some affiliate networks, like MyLead, offer you 24/7 support, ebooks, and tutorials, so there’s a lot to choose from.

 

Find a niche

A great way to promote your links with success is finding a niche audience who could be interested in a particular product or service. You’re looking for a group of people who share a specific interest or feature that makes them more likely to use your recommendations. You can either find a niche and then pick partner programs that match it or the other way around.

 

Internet users have different needs and preferences. Once you choose a group with a shared feature – it gets easier to shape your affiliate marketing campaign in a way that will reach them.

 

For example, if you know a lot about sports, you could look online for communities that love a specific sport discipline. Once you find them, do your research and determine what kind of products or services could interest them.

 

 

It could be a VOD platform to watch new games, sports equipment, or a website to place bets. If you promote these kinds of offers, your chances of making a profit will grow!

 

Tip: Choose a niche topic that you are passionate about! It will be easier to stay consistent and regularly post content.

 

Choose a partner program.

While choosing a partner program, consider what you know most about. If you feel comfortable with a topic, it will be easier to make creative content about it to attract an audience. Remember that unique texts, posts, videos, and graphics you make are much more likely to appeal to Internet users than direct links posted in random places.

 

Your audience is not the only thing you need to consider while choosing the best offer. It would be best to think about a payment model, which will work for your strategy. Affiliate networks usually have a few different models to choose from.

Some of the available models include:

• CPS – your commission comes from every sale that is made with your affiliate link,
• CPA – you get paid once a user takes a specific action (usually one that requires a payment)
• CPL – money comes from every lead you make, so every time you get another client interested in a specific product, it could be filling out a form, registering on a particular platform, etc.
• PPI – commission relies on the number of people who downloaded an app.

 

Every affiliate partner program has an assigned payment model with specific details. When choosing an offer, pay attention to that element, as it predominantly affects your profits.

 

The tools you’ll need

So, you know what audience you aim your campaigns at, and you’ve chosen a partner program that could interest them and make you profit. What’s the next step? Well, you need to figure out where to post your affiliate links!

 

Building your strategy is not a one-time action. Even when you’ve selected the platforms you want to use, you have to be flexible. The goal is to find a mix of tools that work best for you and your audience. Setting up a strategy is essential, but maybe an even more critical step is evaluating it and changing what needs to be changed for your campaign to be successful.

Social Media

The first essential step is using social media accounts. No matter who you are and where you come from, you probably have at least one of them. Facebook, Instagram, TikTok, Pinterest – you can use all those platforms in affiliate marketing with excellent results.

 

The tools that might come in handy are mainly programs that allow you to make your own content – texts, graphics, videos, etc. There are hundreds of them available online for free. If you post your affiliate link as an additional part of your posts, not the main component, it will seem less spammy to the users. You have to build trust, as everyone is more likely to take a recommendation from someone who seems reliable and informed.

 

 

Another thing you might need is link cloakers. This tool is used to fool social media platforms’ bots and prevent them from deleting your links. Real users get redirected straight to the site of the offer without having to take any extra steps. Not only that, but many link cloakers also have other functions – they analyze your traffic, block fake entries and take geo-marketing factors into account. Even though this tool is not free, it’s worthwhile and practical if you want to make money from affiliate marketing on social media.

 

Your website

If you have your own blog or a website, there are even more possibilities for you to make money with affiliate marketing. You can use tools like content lockers, which allow you to block a premium part of your content to the user until they take a certain action. If you’ve ever read an article online and been stopped by a message that you have to pay to read more – that’s a content locker. Some affiliate networks, like MyLead, give you access to make one of your own. There are a few types available, but they all work on both mobile and desktop devices and allow you to make more money on your campaign.

 

 

You can also use paid methods, like banner ads, to promote your link online. There are templates available in affiliate networks for you to use. They can be posted on your own website, or you can pay to have them displayed on other platforms. Of course, it will take away some of your profit, but it will also increase the chances of earning more money, so make sure you plan your finances well.

An example of a banner ad that you could use!

Apps

Affiliate marketing can also help you monetize your apps. If you own a mobile game or any other type of app, you can use tools such as Mobile Rewards. It’s made exclusively for mobile devices and allows your users to complete tasks and get benefits within your app in turn. The tasks can be connected to your affiliate account and make you profit! It’s a win-win situation. You earn money on an affiliate program, and your users get extra benefits that you can design! It can be an additional feature or a different level in a game – whatever your audience will enjoy most.

 

Imagine your user ‘dies’ in your mobile game, and they’re disappointed and frustrated that they didn’t manage to complete their level. In comes Mobile Rewards – they can complete a task and get a chance to continue the game.

 

Push Notifications

Most people do not use more than half of apps they have on their phones. Push notifications are a great way to remind people about your content. They look a lot like text messages, but shorter. Of course, the user has to give their consent for you to show them push notifications, but once they do, it’s a great way to keep users updated and involved in your offers.

 

You can set up your own push notifications for both mobile devices and websites once you’ve signed up to MyLead. In case of your push notifications not working, you can always rely on the support of experts, who will help you set everything up perfectly.

 

Digital Marketing News and Updates | May 2022

The digital marketing industry as we know it is ever-evolving. And this month is no different. So the relevance of staying up to date is essential for any digital marketing professional.

 

Today, we want to present you with the latest news, trends and updates from May 2022. Let’s dive in!

 

Content:

1. Search Marketing Updates

   • Google enables users to delete their information from Google Search.

   • Google aims to conquer the eCommerce space. 

   • Google Search Console tracks new desktop features in its experience report.

2. Marketing Tech Updates

   • Meta rolls out Whatsapp Cloud: a monetisation strategy for Whatsapp. 

   • Stripe supports Bitcoin payments.

3. Social Media Updates
   

   • Instagram introduces a new Feed.

   • Twitter launches Twitter Circle. 
   • TikTok Pulse. 

4. About Frizbit

   • Frizbit at the datathon of @Reach Incubator

1. Search Marketing Updates
   

   • Google enables users to delete their information from Google Search.

      

Pexels/PhotoMIX Company

 

Nowadays, as users, navigating through the internet means having to share our personal data. Users are exposed to revealing their full name, email address, phone number and even more personal information such as banking details. We can say that maintaining one’s privacy gets more challenging by the day.

With the recent events regarding the privacy of users, it isn’t surprising that Google is making changes to protect its users. To tackle this issue, the search giant is expanding its options to enable users to be in control of their personal information.

If you do not wish for your information to appear on the google search page, there’s only one action you need to do. You must complete the request on this form, and after the corresponding approval, the platform will take down your personal information.

Now, what does this mean for marketers?

As we have perceived, getting closer to potential customers is getting tougher. As marketers, it is clear that relying on third-party cookies to reach users isn’t a streamlined solution anymore.

Having said this, we advise marketers to start looking out for different strategies. These new tactics should be aligned to the preferences of the users, and the better way is using first-party cookies. 

 

1. • Google aims to conquer the eCommerce space.

     

     Unsplash / Austin Distel

     
     As Bloomberg states, Google is putting efforts again to step strong in the eCommerce landscape. And this time, it seems that Google is willing to step up against its biggest competitor: Amazon.

     What is Google doing differently this time to overcome its competitor?

     While retailers at Amazon are required to pay the company for using the platform as a storefront, Google has started offering free shopping ads and product listings for its users.  

     With a 43% increase in search revenue in eCommerce advertising, statistics forecast success for this new initiative from Google.

     How can retailers prepare to position themselves in the upcoming eCommerce takeover successfully? 

     We suggest retailers start by being present at the Google Merchant Center. At this time, it won’t represent an extra cost for eCommerce businesses, presenting itself as a compelling opportunity. Then, we suggest setting up the product feed using the free product listing feature.

     Once the product feed is set up, the retailer will be able to display free shopping listings and run free shopping ads.

     Developing spaces and conditions that benefit online retailers is undoubtedly a leading step for Google to conquer this landscape.
     
     

   • Google Search Console tracks new desktop features in its experience report.
   • 
     

     Google Developers

     Google has announced that its Google Search Console will start tracking additional desktop features. As stated by the company:

     “Search Console now logs impressions in the Page Experience report for additional desktop features, such as Top Stories. As a result, you may see an increase in your desktop impressions in the Page Experience report and the Search and News performance reports when filtering by the “Good Page Experience” search appearance.”
     
     What does this mean for website owners?
     
     With the new log, you may see an increase in the desktop impressions on the experience report page. This change might also affect the performance reports when using the “Good Page Experience” filter.
     
     Possible spikes or increases should be visible after May 13th in your reports. Look out for any drastic changes and evaluate through the “Good Page Experience” if the rise shown is related to the new logging of the additional desktop features.

     2. Marketing Tech Updates

   • Meta rolls out Whatsapp Cloud: a monetisation strategy for Whatsapp.
     

     Pexels / Anton

      

     Whatsapp introduces its Cloud API to all businesses worldwide hosted in its parent company: Meta. This new feature becomes one of the key ways the app would finally start monetising itself.

      

     So, how does it work?

      

     Whatsapp Business Accounts will pay on a per-message basis. The rates will vary depending on the number of messages sent per month and your region.

      

     This new API targets smaller businesses and eases the third-party channel integrations process. This integration process usually would take up to weeks, and thanks to this tool, it would only take a few minutes.

      

     Through the Cloud API, businesses can have a better CRM experience. The tool will enable account owners to store private data through the app seamlessly. You will be able to integrate all tickets through one channel, increasing efficiency and productivity. This feature becomes relevant for larger businesses.

      

     The API is compatible with Zendesk and MessageBird, which truly facilitates communication operations for small and big businesses to connect with more people.

      

     Whastapp API Cloud isn’t the only change the platform will have. The regular Whatsapp Business app will also get an upgrade offering premium paid features.

      

     What’s included in the paid version?

      

     You will enjoy:

     • The ability to manage up to 10 chats across multiple devices.
     • Customised ‘Click-to-Chat’ links
     • Statistics

     More updates and features, as well as pricing information, will be available later during the year.
     This also enables online stores to send WhatsApp messages to their users who leave without completing a purchase via WhatsApp. If you have an e-commerce and are looking for a solution to run WhatsApp cart abandonment campaigns you can request a demo with Frizbit.

      

   • Stripe supports Bitcoin payments.
     

     Stripe
     

     Stripe is one of the largest online payment gateways in the world. It is known for revolutionising the eCommerce ecosystem, and this time it isn’t the exception. Now, the latest update the company wants to implement is partnering with Bitcoin and offering it as a payment method.

      

     The company valued above 100,000,000 USD has teamed up with the crypto startup OpenNode. This incursion into the cryptocurrency landscape will allow users to convert balances and payments directly into Bitcoin.

      

     What’s the impact on eCommerce owners?

      

     Thanks to millions of users, broadening the usage of cryptocurrencies can increase transactions. This is certainly a positive shift in the eCommerce landscape by easing the online purchase customer journey experience.

     3. Social Media Updates

   •  Instagram introduces a new Feed

     
     Instagram

   • As Adam Mosseri stated in his official publication, the video experience is taking more relevance in the future of Instagram. The ever-changing app has announced that it has started testing a more immersive layout in its visual feed.

     This change will take place for both images and videos with a 16:9 proportion. This new update makes the posts appear in a full-screen format on your device.

      

     In the light of creating immersive experiences, the app is elevating its reels consumption. The platform will start recommending more reels in its suggested section of the Home Page. This shift aligns with the so-desired trend of ranking video content at the front store of the app.

      

     How does this affect your content strategy?

      

     More and more, the platform is trying to stay upfront with its largest competitor: TikTok. They have been studying what makes TikTok so engaging, and this new shift comes as a consequence.

      

     Definitely, video content will keep being prioritised by the algorithm. Therefore, adapting your content to the Reels format is essential. Instagram has mentioned that the so-loved stories might start appearing in the home feed, similar to the current TikTok experience.

      

     Lastly, the platform has announced the option of pinning content to the feed to make the experience of the users smoother and more engaging.

   •  Twitter launches Twitter Circle.

     Twitter 

     Similar to the “Close Friends” Instagram feature, Twitter is rolling out its “Twitter Circle” feature to share exclusive content with a selected audience.

      

     This innovation allows users to select up to 150 profiles to interact with private content, whether they are followers or not. Twitter Circle is now in its beta phase. However, it will only be available for limited accounts worldwide when it is fully released.

      

     We will have to see how this new feature integrates with the app and its new owner Elon Musk, who didn’t include this in his new proposals for the platform.

   •   TikTok Pulse

     

     TikTok 

     TikTok has announced that they are launching a new programme called “Pulse” to bring brands closer to its customers through advertisement.

     Using the “For you” section, the platform plans to add advertisements that are relevant to the brands users consume the most. They have carefully designed the experience by placing the volume of advertisements in proportion to the usage of the app. The more time you spend in the app equals more relevant ads.

     TikTok Pulse allows advertisers to put their brand next to the main content of their feed. Specifically, TikTok highlights 4% of the posts to be shown in the ‘For you’ section. The advertising will be displayed within this range, becoming widely seen and relevant to users.

     “We are focused on developing monetisation solutions in available markets so that creators feel valued and rewarded on TikTok,” the company explained.

     The beta phase will begin with the participation of creators, public figures and media channels that should have at least 100,000 followers.

     4. About Frizbit

   • Frizbit at the datathon of @Reach Incubator

     
     Frizbit team

     The Frizbit team visited Paris earlier in May!

     Reach Incubator is a European incubator for startups specialising in AI & data management products and services.

     This year, the datathon took place at the École Polytechnique in Paris. For two days, more than 30 companies exposed their data management solutions. 

     Frizbit was selected to participate in the “Explore” phase of the program. 

 

‘Cookieless’ strategies for eCommerce and CMOs

 

On the 10th of May, we organised our very first on-site meetup of this year after a long 2-year covid-break. At this conference co-organised by Jevnet, Áticco Workspaces and Frizbit, we covered key ‘Cookieless’ strategies that eCommerce managers and CMOs should adopt to cope with the upcoming restriction of third party cookies, which will take place by the end of 2023.

The roundtable was composed of compelling digital marketing experts such as Oriol Cortejà, the head of SEM; Josep L. Dorsé, the senior BDM of Jevnet and our co-founder and CEO, Ata Gür. 

 

“How we adapt to this new reality will determine the success of businesses in terms of business and sales.  For those able to adopt new strategies, their results will improve in comparison to the eCommerce who are reticent” -Josep L. Dorsé.

 

With this quote, we dive into the main challenge and impact most digital businesses will face with these new changes regarding the privacy data of users. It is no secret that the way we develop digital marketing campaigns will need to change soon, and the faster we adapt, the easier it will be.

 

The moderator, Josep L. Dorsè and the panellists Ata Gür and Oriel Costejà

 

The roundtable aimed to provide the audience with the leading strategies and alternatives and explain the impact of this new regulation on digital businesses. 

Next, we will be discussing the main takeaways of this lively event.

 

What does the cookieless future mean for marketers?

The digital marketing industry is quite dynamic and in constant change. We have been exposed to different challenges in the past. However, our teams and strategies have been the key assets to help us overcome the obstacles. And in this case, it shouldn’t be any different.

From the point of view of a user, it is true that the privacy boundaries in the digital ecosystem have been crossing off-limits in recent years. As an ecosystem and as marketers, we should aim to create dynamics that reduce any potential threat to our users.

The cookieless future means for marketers that we will have to adapt and modify our existing strategies in the best interest of the users. Luckily for us, in the same way that the industry evolves, so do our tools to get closer to the users in the digital space, such as the first-party data cookies.

 

How will the new restriction affect the digital marketing industry dynamics?

There are three trends that are shaping the behaviour of the industry.

1. Privacy of Users: The expectations of users about privacy and transparency directly impact how we gather and collect data.
2. Platform & Tech Changes: All browsers are restricting the usage of mainly 3rd party cookies.
3. Regulation: Restrictions are more rigorous on the use of personal data, which ultimately results in implementing additional requirements in the way users give their consent.
   

Impact in the short and medium-term.

The consequences this will bring to the digital marketing ecosystem gravitate towards two main aspects: 

1. How brands can reach and measure new audiences to connect with them.

2. How publishers will be able to monetise their content through paid ads. 

Having said that, the restriction of third party data cookies will immediately result in:

1. The inability of digital businesses to track demographic information, customer behaviour or interests of their users.

2. The change in how we collect historical data (Welcome GA4)

3. Difficulty in tracking the customer journey.

4. As a direct result of the previous statements, companies will no longer be able to run personalised
   retargeting ads and effectively measuring their marketing efforts.

5. The loss of conversions and the decrease in the reach ratio.
   

And how does this look in the long term?

Source: Digital Marketing Transformation Presentation by Google

 

We have been undergoing a tendency in which users are more concerned with their privacy and the way their data is being handled. As it can be seen on the graph above, moving towards the cookieless future, there is a clear trend in which the usage of cookies to create conversions will keep decreasing over time. 

On the other hand, an apparent change is happening aligned to the preference of users and shifts within the industry. The modelled conversion model is a clear example of how digital businesses will benefit from adapting cookieless strategies. The trend shows a clear increase in the revenue ratio thanks to its features combining first-party data with machine learning algorithms. 

Alternatives and tactics for implementing first-party data strategies.

Now that we understand the impact and direct consequences for businesses, a question to be asked is: How can I manage to have a competitive business while still enduring the cookieless restrictions?

Generally speaking, marketers and advertisers will need to modify their actions under two principles:

1. Transparency profiling:

Independent of the platform used, being transparent and informing the user about what information is being collected will play a vital role in the navigation of users.

2. Reporting:

Report all the digital assets and the information gathered from campaigns to enrich audiences.

As mentioned before, every major shift also comes with an opportunity for evolution and growth. We will introduce you to 4 alternatives to third-party cookies that will help you thrive with success in your future marketing campaigns:

 

1. Meta Business:

   

   Example of Conversions API sharing data directly from Shopify to Facebook.
   Source: Rui Zhi Dong 

   
   The platform will still be an option for running advertising campaigns. However, they will operate under their own Conversions API to remain up to date with the new cookieless restrictions. It works by directly sharing with Facebook the data gathered from an eCommerce platform to reach the highest results. This alternative is excellent if you are familiar with the previous Pixel usage. This method will allow advertisers to develop successful campaigns, track conversions and make adjustments in the Ads manager when needed.

    

2.  Consent Mode:
   

   How Consent Mode works by Google

   
   It is an API compatible with Google Ads, Floodlight and Google Analytics, developed by Google. This feature aims to improve metrics and data reporting, modelling, and accuracy. It works using two new tag settings that will help to control ads and analytics cookie storage based on user consent status.
   
   For this feature to work under the cookieless restrictions, the user needs to enable the consent mode first. Once it is on, it informs the new Google tags that permission has been granted to use first-party cookies for ads and analytics.
   
   With these changes, and combined with the modelling conversion, Google is confident that they will be able to have a significant impact on digital businesses by providing users with more precise data.

    

3. GA4 / Google Analytics 4:

Google Analytics 4 – Sample Demographic Report
Source: Google

 

Migrating to Google Analytics 4 as soon as possible is essential for any online business that strives to build strategies based on historical customer data.

In addition, by migrating to this analytics platform, website owners will be able to better understand the true customer journey in a cross-platform setting.

Within its benefits, the platform announces to provide intelligent business predictions and behavioural algorithm data to drive impact for companies. GA4 announces businesses will be able to scale through accurate data.

 4. Web Push Notifications Retargeting:  

Example of Web Push notifications by Frizbit

Following the cookieless trend, web push notifications are the only and latest available method to perform dynamic retargeting. It is simply a push notification sent through browsers on both mobile and desktop devices. This is becoming the only tool for running retargeting campaigns using first-party data.

 

It is a tool aligned to the new preferences of users. All that is needed for an eCommerce to send hyper-personalised push notifications in real-time is that the visitor opts-.in to push notifications from the website.

Web Push notifications opt-in process by Frizbit

 

With this channel, it’s possible to retarget users through every step of their shopping journey while respecting the privacy and data of users and also being competitive in the digital ecosystem.

 

We can conclude that collecting data from visitors and providing personalised experiences will represent a complex challenge. However, at Frizbit, we believe that adapting to the new strategies as early as possible will bring positive results to any business in the long term.

 

Lastly, we would like to thank everyone who took part in this experience and made it possible for the event to be quite insightful for everyone attending. Special thanks to our co-organisers Jevnet and Áticco Working Spaces for their collaboration and continuous support.

 

If you missed the event and want to catch up with the latest digital marketing strategies and tools using first-party data, the replay of the session is available here.

 

We hope to see you around next time!

Digital Marketing News and Updates from April 2022

    1. Search Marketing Updates

• Google Introducing multisearch

• Performance Max introduces new features to help you grow your business

    2. Marketing Tech Updates

• Pinterest Rolls Out Extension for e-commerce Platform WooCommerce

• Microsoft Advertising announces open beta for RSA ad customizers

• Migration to Google Analytics 4

    3. Social Media Updates

• Twitter Accepts Elon Musk’s $44B Purchase Offer

• Instagram changes its algorithm: original content favored

• Whatsapp announces communities

• Instagram expanding Product Tagging in Feed to Everyone

    4. About Frizbit

• Frizbit will be present at the E-show in Barcelona

• Frizbit event about the new era of digital marketing called “Cookieless”

 

    1. Search Marketing Updates

• Google Introducing multisearch

With the multiple search, you can now ask questions about an object by taking a picture of it. This makes it possible to find the answer to tricky searches that are difficult to put into words, simply by taking a photo of the object.

It is possible to use the multi-search to answer visual needs, for example decoration.

If you want to buy a sofa, just take a picture of your living room and add the query “sofa” and google will find you a sofa that will match your living room.

If you want to buy a t-shirt that you saw in the street but in another color, you just have to take a picture of the t-shirt and add the query “red” to find it in red.

If you want to know how to take care of a plant, you just take a picture of the plant and add a query “care” to know when you have to water it.

With multi-search in Lens, you can go beyond the search field and ask questions about what you see, you can refine your search with a color, an attribute or a question.

To use this feature, all you need to do is open the Google app, tap the Lens camera icon and take a picture.

Then, swipe up and press “+ add to your search” to add an attribute.

• Performance Max introduces new features to help you grow your business

The new Performance Max feature will help you to

• Understand campaign performance
• Find new customers
• Easily upgrade Smart Shopping campaigns

Performance Max allows you, through an optimal combination of inventory and Google Ads formats, to meet the customer at the right time, because it is difficult to always know where the customer is because people move quickly from one device to another so automation helps them meet their customers at the right moment.

Performance Max will help you understand how your text, images, and videos resonate with customer segments, but also understand automation-based decisions and find levers to improve campaign results. With this, you will be able to adapt your campaigns and marketing strategy.

For example, if you are running a campaign for tents, you may find that camping enthusiasts are more interested in images of people camping than images of the tent. This will allow you to adjust your strategy.

Once your Performance Max campaigns have been created, each problem detected will be accompanied by a proposed solution in order to launch your campaign.

Here is the example of the Dime Beauty case from Google’s blog:

“Dime Beauty, a natural beauty and skincare retailer, was looking to acquire new customers while driving online sales of its product inventory. Dime launched the new customer acquisition goal with Performance Max and set a higher value for new versus existing customers. The retailer increased sales by 64% and increased its return on ad spend (ROAS) by 50% compared to its campaign before activating new customer acquisition. With the new customer acquisition objective, Dime even saw a 462% increase in new customers while maintaining its cost per acquisition”. said Google in its blog

    2. Marketing Tech Updates

• Pinterest Rolls Out Extension for e-commerce Platform WooCommerce

Pinterest has released a new extension that allows merchants on the WooCommerce e-commerce platform to convert their product catalogs into buyable product pins. The extension also records when users interact with products on Pinterest, so merchants will be able to determine their best-selling or most-registered items.

Once merchants install the extension, their entire product catalog will be uploaded to the Pinterest platform, and users will see the merchants’ buyable product catalog appear in their news feed.

• Microsoft Advertising announces open beta for RSA ad customizers

RSA (Responsive Search Ads) customizers can help create more dynamic ads with more product information without requiring advertisers to manually edit text.

Microsoft Advertising announced that RSAs will be able to take advantage of ad customisers in this quarter’s open beta. Ad customisers were already available for Microsoft’s text ads and will now be available in the modern RSA ad unit.

RSA customizers can help create more dynamic ads with more product information in the ad text without requiring advertisers to manually edit the text. These enhancements allow marketers to create a huge number of ad variations in a single ad. These ads can be more targeted based on specific product details provided in the ad. This personalization can then lead to higher conversion rates.

Here are the custom attributes available for ad customizers:

• Text: Product categories, product names, descriptions
• Number: Number of products in stock, number of colors available
• Price: Product cost and discount
• Percentage: Discount rate and interest rate

• Migration to Google Analytics 4

Google has announced the end of Universal Analytics properties in July 2023 and is therefore launching a migration tool to Google Analytics 4. Historical data will be available until December 31, 2023, and will then be destroyed.

• Here are the highlights of GA4:
• A cross-device measurement 
• Flexible event measurement
• Greater integration with Google Ads.

Here are the arguments put forward by Google:

• Privacy and sustainability
• Intelligent use of machine learning to gain insights into the customer journey across platforms and devices
• Seamless and enhanced integration with Google’s advertising platforms to optimize campaign performance and increase marketing ROI

Here is the evolution of Google Analytics over time:

    3. Social Media Updates

• Twitter Accepts Elon Musk’s $44B Purchase Offer

Twitter announced Monday that it had agreed to sell itself to Elon Musk for about $44 billion. The world’s richest man would then be in charge of one of the world’s most influential social networks.

“Free speech is the foundation of a functioning democracy, and Twitter is the digital public square where issues vital to the future of humanity are debated,” Musk said in a statement Monday. “Twitter has enormous potential – I look forward to working with the company and the user community to unlock it.”

While Twitter isn’t the largest social media outlet, it is inordinately influential, as it is used by many politicians, public figures and journalists.

Musk is a heavy user of Twitter, he has over 83 million followers, he writes and shares many tweets all the time. 

In recent days, Musk has repeatedly emphasized that his goal is to support free speech on the platform and to work to “unleash” the “extraordinary potential” of Twitter, some people worry about misinformation, hate speech and other harmful content. He also said he wants to improve the platform’s functionality with new algorithms.

Overall, here are the main changes Elon Musk plans to make to Twitter :

• New options like an edit button for tweets,
• Less spam bots
• More flexible moderation rules
• An open source algorithm for more transparency,
• An exit from the stock market to make changes to the platform more easily

• Instagram changes its algorithm: original content favored

Adam Mosseri, the boss of Instagram, announces that original content will be given priority in the algorithm to existing content that is simply reposted.

The Instagram manager explains that, “If you create something from scratch, you should get more credit than if you repost something you found from someone else. We’re going to do more to try to value original content more, especially over reposted content.”

The latter explains that it would be a problem for creators to overvalue aggregators, and would therefore in the long run, be bad for Instagram.

The goal is to highlight the content of creators, so the aggregator sites could, them, face a decline.

The problem is that it will not, however, be easy to distinguish an original video from a republished video, so Instagram says it will “continue to refine its ranking algorithm in this direction over time.”

• Whatsapp announces communities

WhatsApp has announced a new Communities feature, the platform indeed wants to add new features such as emoji reactions, file sharing, group calls and many others.

The goal of the new community feature is to establish global communities with a description of what the community is for, which can then include a subgroup of a range of smaller chats.

As WhatsApp explains:

“Parents at a school, local clubs, and even small workplaces now rely on WhatsApp as their primary means of keeping people informed. These groups need a private means of communication, separate from social media, but offering more tools to facilitate real-time conversations than email or broadcast-only channels.”

WhatsApp has also added some new tools:

• A range of administration tools, as well as moderation controls.
• 32-person audio chats could be a good way to improve engagement 
• With people able to intervene at any time

• Instagram expanding Product Tagging in Feed to Everyone

How to add a product tag:

• Start to create a post
• Tap ‘Tag people’
• Search and tag the brand
• Tap ‘Products’
• Tap photo to start tagging products
• Hit ‘share’ to publish the post

“Today, we’re expanding the ability to add product tags in Feed posts to everyone in the U.S.” Said Instagram in their blog. Product sharing becomes much easier as anyone can put product tagging in their posts allowing you to introduce your family or friends to new products they might like

This can also allow designers and brands to share how they use their products and inspire their community.

    4. About Frizbit

• Frizbit will be present at the E-show in Barcelona

The E-show is one of the largest B2B and B2C trade fairs in Spain, dedicated to E-commerce that will take place on 4 & 5 May in Barcelona.

• Frizbit event about the new era of digital marketing called “Cookieless”

Frizbit is organizing an event that will take place on the 10th of May in Barcelona in person, but you can also watch the roundtable online if you wish via a link.

In this lively panel discussion, the head of performance and project manager of JEVNET and the CEO of Frizbit will introduce the new era of digital marketing called “Cookieless” that we will be facing from 2023 onwards with the disappearance of third party cookies.

They will explain the challenges, alternatives and strategies that e-commerce companies should start considering in their digital marketing. The event will be held in Spanish. You can register on this link.