Your Month in Marketing and eCommerce - October
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Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns.
Social Media Platform Fragmentation and Community Focus
Social media continues to evolve in 2024, with platforms like TikTok and Instagram expanding their offerings in short and long-form video content. Smaller, community-driven platforms like Mastodon are also growing, providing niche spaces for audiences who prefer more intimate interactions. For marketers, focusing on audience segmentation and understanding specific content needs across different platforms will be critical
McDonald's Japan has launched its first AI-generated commercial to highlight its iconic French fries.
The 16-second ad, created in collaboration with AI artist/influencer Kaku Drop and using the Luma Labs tool, features the AI-generated influencer posing with fries in a McDonald's setting, accompanied by a playful rendition of the musical Carmen.
The advertising approach attracts a tech-savvy, younger audience, while AI-powered content reshapes digital advertising with easily scalable solutions.
Google's New Focus on Recognising Content Creators
To spotlight authoritative voices, Google has started labeling content creators directly in its search results, adding tags like “Content Creator (Travel)” within Knowledge Panels. This update is part of Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) initiative, which connects creators with their specialised topics, boosting visibility on search results and AI-driven tools.
For marketers, it means enhancing SEO by optimising profiles across about pages, author bios, social platforms, and trusted third-party sources like Wikidata. As Google’s knowledge evolves, maintaining these digital platforms & pages is key for ongoing credibility and improved rankings in an increasingly competitive SEO landscape.
TikTok Rolls Out Keyword-Based Search Ads
TikTok has introduced a new ad format that allows advertisers to reach users directly through search, targeting high-intent keywords on its search results page. This new campaign type lets brands capture attention in those key decision-making moments when users are actively exploring relevant content. By aligning ads with user curiosity and intent, TikTok’s keyword-targeted search ads offer brands a unique chance to reach highly engaged audiences as they navigate the platform with purpose, expanding their reach and impact in the buyer journey.
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