Digital Marketing News from February 2022

Google shopping creates a ranking of businesses that offer excellent customer service.

Google will now offer a reward to e-tailers who provide an excellent customer experience. There will now be a ranking in Google Shopping, so businesses that offer a good customer experience will have a higher ranking and therefore higher visibility in Google Shopping.
This ranking will be based on different criteria:

If you score well on these metrics, Google indicates that your ad may benefit from the following

Scores range from “Excellent”, “Comparable” or “Opportunity” for each indicator. All metrics are calculated daily and will help monitor the experience these stores offer to customers.

2.Marketing Tech Updates

The first developer preview of Android 13

Today’s users want an operating system and applications they can trust, which respect their personal information and privacy.

That’s why Android 13 has focused primarily on building a responsible, high-quality platform with privacy and security at its core. Android 13 will offer a more secure environment on the device and more controls for the user.

There are new features regarding aesthetics, security, privacy and general usability.

Google is adopting the Privacy Sandbox on Android

Android follow Apple to stop tracking :

Google has announced that it will create the Privacy Sandbox, to introduce more private advertising solutions. This multi-year announcement aims to limit the sharing of user data with third parties and will work without cross-application identifiers or advertising identifiers.

This change will have a huge impact on companies whose main revenue is based on advertising, such as Meta, the parent company of Facebook, whose main source of revenue is based on the database of user information it owns.

Google’s goal with this change is to develop privacy-friendly advertising solutions where users’ information is protected to improve privacy while giving developers and businesses the tools they need to succeed, so it’s about creating new digital advertising tools to find an alternative to third-party cookies.

For those who are not aware of, there is an alternative retargeting method without third party cookies, you can read more on this article “Web push notification retargeting”.

The privacy changes to Android, like Apple, “will limit sharing of user data with third parties and operate without cross-app identifiers,” google said in its blog.

This change is expected to take effect in at least two years.

Amazon creates immersive shopping experiences using 3D substance

You will be able to shop virtually and buy your furniture by comparing different tables from the site in your dining room thanks to augmented reality.

Amazon has set up 3D digital studios in the Amazon Development Center. This new feature would bring shoppers closer to the products as customers will be able to rotate a product 360 degrees to inspect it from all angles.

“They will also be able to use Amazon’s View in Your Room feature to see what furniture will look like in their home, or the Showroom feature to create virtual showrooms by mixing and matching products online.” says Amazon

“The future of shopping lies in 3D.” said adobe in its blog

Pinterest is introducing a trial feature for furniture items.

Pinterest has launched an augmented reality app for home decor and furnishings called “Try On for Home Decor”, this new feature allows users to virtually place items to see what a piece of furniture looks like in their home before they buy it.

How does it works ?

Users simply select the different furniture or decorations they would like to see, to the right of the pins they select “try on enabled” and then “try on in your space” to view the furniture in their home.

3.Social Media Updates

TikTok impacts every stage of the purchase journey

Tiktok is a platform that stimulates purchases enormously.

This platform does not use the traditional marketing funnel method. Consumers today tend to enter and exit a site at different stages of the purchase journey, they rarely go from the top to the bottom of the funnel to make a purchase.

Tiktok tracks and is inspired by the behaviour of its users based on their interests and preferences, allowing brands to create brand-loyal communities, leading to more purchases.

The tiktok community, through its various contents, creates not a funnel but an infinite loop and therefore encourages immediate purchase. Phases of the loop include Discovery, consideration, review and participation.

A study conducted by tiktok showed that “TikTok users are 1.5 times more likely to immediately buy a product they discovered on the platform than users of other platforms” as mentioned in their blog.

What are the reasons for this phenomenon:

Instagram’s various changes

 

With the addition of likes, Instagram is not only giving users more ways to interact with stories, but also hopes to make the inbox of creators easier to manage.

The parent company of facebook and instagram saw its value fall by 20% in the fourth quarter which could be one reason why Meta’s growth teams are looking at what levers they can pull to boost user engagement.

Indeed, letting Instagram users choose a 30-minute limit on their usage would deliver far more advertising than a 10-minute minimum.

LinkedIn makes it easier to find leads on Sales Navigator

You get a new, larger and more intuitive view that shows all available filters (company, role, staff…) and additional options (headquarters, team connections…).

You can also report directly in Sales Navigator with all contacts that have left open opportunities generated by your CRM data.

The goal is to help users more easily identify the right prospects and accounts.