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December 2022 Digital Marketing News You Can Use

TWITTER TO EXPAND BLUE FOR BUSINESS AVAILABILITY

Topic: Social Media Marketing

Key Point: Twitter provided another reason for brands to secure a verified listing. The Blue for Business rollout is for a “select group of businesses” right now, but will be available to others in 2023. A primary advantage of the feature is the ability to link other Twitter accounts under one banner. Here’s how the Twitter Business blog puts it:

“As a Twitter Blue for Business subscriber, a company can link any number of their affiliated individuals, businesses, and brands to their account. When they do, affiliated accounts will get a small badge of their parent company’s profile picture next to their blue or gold checkmark.”

Other distinctions awarded to Twitter Blue for Business subscribers include a square-shaped profile photo and the gold “verified” checkmark. 

SEM TRENDS AND MUST-HAVES FOR 2023

Topic: SEO | SEM

Key Point: What hints did 2022 provide search engine marketers to help form 2023 strategy? One writer says Google’s 2022 updates clearly indicated the world’s most popular search engine is serious about user experience (UX). That conclusion was drawn by observing updates to the Google Search algorithm: safer searches, more useful searches, and considerations that heighten UX seemed to be at the forefront.

Privacy was a huge issue in 2022 and isn’t likely to leave the spotlight in the new year. Other concerns include personalization, predictive analytics, purposeful advertising, and direct-to-consumer interaction.

Read this Search Engine Land article for a closer look at the whats, whys, and hows of SEM today.

You’ll be presented that search engine marketing is no longer best served by focusing on keyword density. Marketers, according to Search Engine Land, should switch to “quality over quantity.” Does that mean you should forget about keywords altogether? Maybe not. It doesn’t take much thought to realize that quality content will necessarily include relative keywords. 

INSTAGRAM GETS NEW SHARING FEATURES

Topic: Social Media Marketing

Key Point: Instagram announced “new features that help you share and connect with the people you care about.” The current rollout is Instagram Notes — up to 60 characters of text and emojis. A message will appear at the top of the receiver’s inbox for 24 hours, and responses will come to the sender as direct messages. According to the Meta Newsroom, “Notes give people a casual and spontaneous way to express themselves and connect with each other.”

On the feature testing side, Stories users will have access to Add Yours nominations and Candid Stories. Additions coming to Groups include Group Profiles and Collaborative Collections. You can find out how these new Instagram possibilities might benefit your Instagram presence by getting the full scoop from Meta.

TUMBLR LAUNCHES LIVESTREAMING

Topic: Social Media Marketing

Key Point: Amazon has Twitch, Google owns YouTube, and ByteDance is setting records with TikTok. Throw in the excellent tools users can access via Instagram or Facebook, and you might conclude the last thing the internet needs is another way to live stream. 

But that’s not what Tumblr thinks. The company is partnering with The Meet Group to not only let their users create live streams — but to monetize the option. 

Once a mainstay of microbloggers, Tumblr hasn’t made much noise recently, but Tumblr Live — and a planned global rollout — may get the platform back in the game and draw new interest to the microblogging concept. The biggest obstacle? “User-generated live streaming is notoriously difficult to moderate,” according to Marketing Drive. Whichever way the dice roll, many of the once enthusiastic users of Tumblr may find reason to return to the platform and get in on the action.

CONSIDERING ChatGPT AND HUMAN CREATIVITY

Topic: AI | Content Creation

Key Point: If the past few years of advances in artificial intelligence (AI) haven’t made you wonder about the future of human creativity, the recent splash made by ChatGPT may have grabbed your attention. The new OpenAI platform is being touted as everything from “the end of Google Search” to “a creative’s worst nightmare.”

Teachers may no longer be able to identify plagiarism in student papers, marketers can instantly call up cutting-edge campaign ideas, and creative types may soon be out of a job. Can we really be close to the end of digital marketing as we know it?

Ogilvy Consulting’s Global CEO decided to test ChatGPT firsthand to see how close we actually are to the end of personal creativity. Here’s one part of the takeaway: “The best ChatGPT can do is spit out existing knowledge — knowledge that took humans thousands of years to acquire and a few decades to plaster all over the Internet.”

Get the rest of the story by reading this article from The Drum.

BONUS CONTENT

“Google Ads Updates in 2022: The Good, the Bad, the Jury’s Still Out.” (Search Engine Land)

“Google Debuts New Search Technology, Including In-video Search” (Search Engine Journal)

“WhatsApp Celebrates the 100bn Messages Expected to be Sent on New Year’s Eve” (The Drum)

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