We’re wrapping the week up with exciting new developments and interesting takes on marketing. From the latest in AI to an intriguing (but expected) shift in consumer trends, we’ll keep you in the loop on what’s new in the industry.

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1. AI-Driven Marketing

There are not a lot of things more divisive than AI, but when it comes to digital marketing, the numbers don’t lie. In the recently concluded Advertising Week, it was mentioned that 71% of marketers use generative AI to predict trends, optimise campaigns, and automate routine tasks.

On that note, Meta has rolled out a new batch of AI models, including a “Self-Taught Evaluator” that is designed to reduce the need for human input in AI training. The goal? An AI model that can evaluate other AI models accurately and autonomously.

Meanwhile, Adobe has just officially launched GenStudio, an AI-powered ad-creation platform that also allows marketers to launch campaigns directly on mega platforms like Meta, TikTok, and Google.

In the midst of discussions around the legality of AI-generated content, Adobe ensures its generative AI tools are securely licenced and safe for companies to use.

What this means for you:

With rapid developments in AI, don’t be afraid to use it to your advantage, especially if it frees up more time so you can focus on strategic work. That said, if you have to use AI-generated content, be selective and don’t forget to keep your standards high.

2. What’s New With Google

You can’t discuss digital marketing trends without an update on what Google has been up to. In case you haven’t seen them yet, Google has been testing a new ad format: expandable and collapsible carousel search ads.

For users, this means more control over their ad experience. For marketers? This might boost user engagement…provided you’re able to intrigue users enough to expand your ads.

On the developer side, Google has also launched Google Ads API v18, which brings more features like budget recommendations and better segmentation options.

Lastly, in an attempt at data privacy protection, Google has also started restricting access to information collected over 11 years ago. Most see this as a way to protect advertisers from the risks of privacy violations—and expensive lawsuits that follow—as well as an attempt to stay in US and EU regulators’ good graces.

What this means for you:

You may know this all too well, but Google updates will always have a significant impact on advertising strategies. New ad formats and tools promise increased engagement, but most of the time, they will also require you to rethink your approach. So, be on your toes and stay updated.

3. Emerging Patterns

Finally, we’re ending this week’s wrap-up with some interesting marketing trends.

In case you didn’t know, commerce media may have just officially surpassed traditional retail media. Instead of just selling products in the retail setting, commerce media focuses on using data to study people’s overall consumer behaviour. It analyses how a consumer engages in multiple activities—like shopping on Amazon and using a specific online bank—to gain a clearer understanding of their purchasing habits.

Similarly, a study from July reveals that digital marketing now outperforms traditional referrals, especially among younger consumers. Granted, the study was conducted among clients looking to hire financial advisors, but it’s reasonable to believe this trend is relevant across industries.

That said, clients over the age of 60 still prefer personal referrals, so keep this in mind when designing your campaigns.

What this means for you:

The customer is a multi-faceted person, and this should be clear in your marketing strategies. Understanding your consumer—while adapting to new trends—is not a revolutionary approach to marketing, but it is a reliable method that will consistently drive engagement and loyalty.

Nothing is constant in this industry, and it’s crucial to know what’s new to stay relevant, adjust your strategies, and effectively connect with your audience. Keep an eye out for future weekly digests to be informed about the latest trends and insights in digital marketing.