In a fast-paced world where marketing is as much about staying updated as it is about strategy, knowing the latest updates in the digital realm is crucial. From Google still letting Universal Analytics run despite warnings of its sunsetting, to LinkedIn’s insights into shifting B2B budgets, this blog post encapsulates essential news that a marketer should know.
Transitioning to GA4
Google had previously announced that Universal Analytics would stop processing data by June 30, 2023. However, two months after the deadline, it seems Universal Analytics is still up and running. It is good news for marketers who have been reluctant to migrate to Google Analytics 4 due to various complaints like a difficult user interface and lag in data. The catch, however, is that Universal Analytics could be retired at any time. Although it’s still functioning, it’s risky for businesses to rely on it for long-term data tracking or analytics. It’s evident that while the continued operation of Universal Analytics is a relief to many, it’s a ticking time bomb that could disrupt data tracking at any moment.
Limited Ads Serving
Google is implementing a new policy, “Limited Ads Serving”, designed to reduce scams and misleading ads. The policy involves a get-to-know-you period for unfamiliar advertisers, limiting the number of impressions their ads receive. This policy will especially apply to cases where the relationship between the advertiser and the brand targeted is unclear. The new policy aims to improve the ad experience for users by ensuring that they understand who they are dealing with when they interact with an ad. This is a step forward in ensuring a transparent and safe digital ad landscape.
TikTok’s Top Tracks
TikTok has released its “Songs of the Summer 2023” list, featuring the songs that received the most engagement throughout the season. The list reflects a wide range of artistic talent, from Doechii’s “What It Is” to Myke Towers’ globally trending song “LALA” to France’s Jain with “Makeba”. The list is not just a celebration of popular music but also a reflection of cultural trends and the platform’s global reach. With over 5 billion views for the hashtag #SongOfTheSummer, TikTok proves again that it’s a significant cultural force in the music industry.
Meta’s: User Privacy and Ethical AI Practices
Meta has introduced new measures to protect user privacy, particularly focusing on how user data is utilized in generative AI training sets. A robust internal review process ensures that the data used aligns with core values such as privacy, security, fairness, and inclusion. Meta’s responsible AI approach signifies the commitment to ensuring that AI will benefit society at large. In an era where data misuse is a rising concern, Meta’s steps toward ethical AI practices are commendable.
Meta ads: A three-year low
The cost of Facebook ads has hit a three-year low, which may sound like great news for marketers. However, the cost variability is influenced by a multitude of factors, including industry, competitors, time of year, and ad content, among others. This low cost can be an excellent opportunity for brands to invest in ads but requires careful strategizing based on metrics and performance. Knowing your numbers is key to making data-driven decisions that could lead to higher ROI.
LinkedIn Report: B2B Budgets are changing
Budget allocation in B2B marketing is a hot topic, especially given the current economic conditions. LinkedIn’s latest data reveals changes in how organizations are planning their budgets, which is invaluable context for marketers. As we move into the latter half of the year, marketers must know the latest trends in budget allocation to make informed decisions. For those strategizing on the upcoming quarters, an understanding of the current state of B2B budgets could be a game-changer.
In conclusion, staying informed is staying ahead. As the landscape of digital marketing is ever-changing, being updated on the latest trends and policies is not just advisable but essential for anyone in the field. So, whether you’re figuring out your analytics or planning your next big ad campaign, be sure you’re doing it with the most current information at your fingertips.