Welcome to our detailed analysis of June’s most significant digital marketing updates. If you’ve arrived here from our newsletter, you already have an overview of this month’s key developments.
We like to provide more information in our blog posts, answering some of the questions our clients ask us about each important topic.
In this blog post, we’re discussing Google’s recent changes to the search engine results page, why Reddit’s traffic jumped up 39% in June and what this means for user behaviour and significant advancements in UX and social.
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In our May round up, we discussed Google’s most significant AI advancement to date - AI overviews were launched in the SERPs in America.
This AI Overview feature was popping up above the typical search results, and providing a summary of results. For example, when you asked Google the connection between lighting and thunder, Google’s new AI overview would show this:
Naturally, this was a huge shift in the way in which Google would serve results.
It meant that measuring success would look a little different for marketing managers going forward. Google indicated that impressions and clicks from AI Overviews would be included in Search Console reports… However, they would not be distinguished separately from traditional search impressions and clicks.
This meant marketing managers had a harder time figuring out exactly how AI content was performing, as user behaviour might have shifted with the new content format. Strategies needed tweaking without clear-cut insights, making it essential to rethink how success was measured in this new search landscape.
Why did Google pull back on AI Overviews in June?
Google dialled back AI Overviews because they were generating lots of errors and misinformation. Users noticed some pretty wild mistakes, like suggesting glue for pizza or telling people to eat rocks for nutrients.
These blunders led to widespread criticism and plenty of jokes on social media. Here’s a few of our personal favourites…
Is it predicted to return?
Yep, Google intends to bring back AI Overviews. They’re working on making the feature more accurate and reliable before reintroducing it fully, although there’s currently no specific timeline yet for its return.
What does this mean for search engine marketing going forward?
You should adapt your strategies to the changes in search dynamics:
Monitor Search Results: Keep a close watch on how search results are evolving without AI Overviews.
Focus on Quality Content: Ensure your content is high-quality and optimised for traditional search.
Analyse User Behaviour: Pay attention to shifts in user behaviour and engagement metrics.
Stay Flexible: Be ready to adjust your strategies quickly as AI Overviews improve and reappear.
2. Surge in Reddit Traffic: Google Shifts Focus to User Options
In June, Reddit experienced a remarkable 39% increase in traffic. This surge is largely due to Google prioritising Reddit content in its search results, reflecting a significant shift towards valuing community opinions over traditional expertise.
Why Did Reddit’s Traffic Surge in June?
The increase in Reddit’s traffic can be attributed to changes in Google’s search algorithms and user behaviour.
Google’s recent updates have started to favour user-generated content and community discussions, making Reddit a more prominent feature in search results.
This shift indicates Google’s recognition of the value in diverse, real-time user insights and discussions that platforms like Reddit offer.
How can you use Reddit in your marketing strategy?
Engage with Reddit Communities: Start actively participating in relevant subreddits. By engaging in discussions and sharing valuable content, you can tap into the growing traffic and influence on the platform.
Leverage User-Generated Content: Utilise community-driven content to boost your visibility. User reviews and discussions can be powerful tools for building credibility and trust.
Monitor Search Trends: Keep a close watch on how search results evolve with this shift towards community content. Adapt your SEO strategies to ensure your content remains visible and relevant.
Focus on Authenticity: Reddit users value genuine interactions. Make sure your engagement is authentic and not overly promotional to build trust within the community.
3. Hyper-Personalisation is a Key Emerging Trend in 2024
Over the past five years, personalisation has become a staple in digital marketing.
Big names like Amazon, Netflix, and Spotify have led the charge. Amazon’s recommendations based on your browsing and purchase history, Netflix’s tailored show and movie suggestions, and Spotify’s custom playlists like “Discover Weekly” have set the standard.
These efforts have significantly boosted customer loyalty and engagement. Consumers like to feel recognised as an individual, not just a number. Hyper-personalisation is the future of customer experience.
What is Hyper-Personalisation?
Hyper-personalisation takes things up a notch by using real-time data and advanced AI to create even more personalised user experiences.
Unlike basic personalisation, which might just use your name or browsing history, hyper-personalisation digs deeper. It incorporates real-time interactions, behavioural data, and even predictive analytics to tailor experiences uniquely for each user.
Examples of Hyper-Personalisation:
TikTok: Every swipe, tap, and interaction is used to fine-tune the “For You Page,” ensuring users get the most relevant videos.
Amazon: Goes beyond basic recommendations by suggesting complementary products in real-time as you shop, acting almost like a personal shopping assistant.
Retail Websites: Use AI-driven analytics to recommend products based on a combination of browsing history, purchase history, and real-time behaviour on the site.
Why is Hyper-Personalisation Important for Marketers?
Hyper-personalisation offers several key benefits:
Enhanced Customer Experience: By delivering content and recommendations tailored to individual preferences, you can significantly improve user satisfaction and engagement.
Increased Brand Loyalty: Customers are more likely to stick with brands that recognise and cater to their specific needs.
Higher Conversion Rates: Personalised calls-to-action and product suggestions can boost conversion rates and overall sales .
How to Implement Hyper-Personalisation
To successfully implement hyper-personalisation, consider the following steps:
Leverage AI and Machine Learning: Use AI-driven tools to analyse customer data and deliver personalised experiences. These tools can process large datasets to identify patterns and predict future behaviours.
Utilise Customer Data Platforms (CDPs): Integrate CDPs to collect and unify customer data from various touchpoints. This helps create a comprehensive view of each customer, allowing for more accurate personalisation.
Focus on Real-Time Data: Real-time data is crucial for hyper-personalisation. Ensure your systems can process and react to user interactions as they happen, providing immediate and relevant responses.
Ensure Data Privacy and Security: Be transparent about how you collect and use customer data. Obtain consent and provide options for users to manage their data preferences to build trust and comply with regulations.
Practical Applications
Retail: Personalised product recommendations, dynamic pricing, and tailored promotions based on real-time user behaviour.
Content Platforms: Customised content feeds like TikTok’s For You Page, which adapts to individual user preferences based on their interactions.
Email Marketing: Use dynamic content blocks to create personalised emails that address the recipient by name, recommend products they’re interested in, and provide localised offers.
4. Continuous Scroll Dropped by Google
As of 25th June 2024, Google has reverted to traditional paginated search results, discontinuing the continuous scroll feature it had previously implemented.
This shift means users are less likely to see results beyond the first page, potentially reducing traffic for websites that rank lower in search results.
Image: Screenshot from Google Search
Controversy Surrounding the Change
There has been considerable controversy surrounding Google’s decision to drop continuous scroll. Some believe this move is a strategy to push more organic results off the first page to increase ad revenue.
Glenn Gabe speculated on X (formerly Twitter), suggesting the change might be tied to how AI overviews are triggered. He stated, “I feel like this is tied to how AI overviews trigger”.
Other users echoed this sentiment, with comments like “Continuous scroll allows everyone to be on page one. We prefer to crush your spirit. It’s far more humiliating to be on page 6. Pagination in search allows this”.
Additionally, tech analyst Daniel Newman noted that this change could be part of a broader strategy to adapt to AI advancements, positioning AI-generated summaries more prominently.
Why is This Important for Marketers?
With fewer users likely to scroll past the first page, it’s more crucial than ever to improve your search engine rankings. This can be achieved through effective SEO strategies and possibly increasing your investment in paid search positions. Here are some key points to consider:
Optimise for the First Page: Ensure your content is highly relevant and well-optimised to appear on the first page of search results.
Use Paid Advertising: Consider boosting your visibility with paid ads to ensure your site appears at the top.
Monitor and Adapt: Keep an eye on your search metrics and be prepared to adjust your strategy as needed.
The recent passing of a bill by the U.S. House of Representatives requiring TikTok to separate from its parent company ByteDance or face a ban has created significant uncertainty among marketers. This potential ban, which could take effect by 2025, is prompting many agencies to develop contingency plans to ensure their marketing efforts remain effective.
Why is This Important for Marketers?
If you’re marketing to a U.S. audience, it’s crucial to start diversifying your social media strategy now. Here are a few key considerations:
Alternative Platforms: Begin building a presence on other short-form video platforms like Instagram Reels and YouTube Shorts. These platforms are likely to capture the audience and ad spend that might shift away from TikTok if the ban occurs.
Contingency Planning: Agencies are creating “kill clauses” to release financial commitments if the ban is enacted and considering budgetary shifts to other social platforms. Marketers should also prepare for the technical implications, such as removing TikTok tracking pixels and reconfiguring analytics tools to other platforms.
Risk Management: The potential ban highlights the need for a diversified social media strategy to mitigate risks associated with platform-specific marketing. This approach not only prepares you for potential bans but also helps in adapting to other regulatory or market changes.
By starting these preparations now, you can ensure that your marketing efforts continue to thrive regardless of the outcome of the TikTok ban.
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