The year may be drawing to a close, but the marketing world shows no signs of slowing down. Keeping the industry on its toes this week are updates from Google and Meta, the curious rise of micro-communities, and why social media ethics is something marketers must study closely in the coming months.
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1. Upgraded Tech for Ads and Search
Meta has recently launched Andromeda, its machine learning (ML) system for better ad recommendations. Using NVIDIA’s Grace Hopper Superchip and Meta’s custom accelerators, the system can process millions of ad candidates with unprecedented speed and personalisation.
The system has achieved a 6% recall improvement and 8% ads quality boost across Instagram and Facebook through hierarchical indexing and a custom deep neural network. Advertisers have also seen up to a 22% increase in return on ad spend.
Meanwhile, Google has rolled out an option for those tired of overly personalised search results. At the bottom of the search, a new “Try without personalisation” option allows users to view results that don’t reflect your search history or preferences.
This update comes as an attempt to enhance transparency and give users more control over how they discover information.
What this means for you:
Andromeda aims towards smarter ad personalisation through precise targeting, which means your campaigns are more likely to reach the right audience more effectively.
On the other hand, Google’s non-personalised search engine results could result in less predictable user behaviour. While it may be better for transparency and overall user experience, it does pose a challenge to marketers who are relying on algorithm and customer-specific knowledge to identify their demographic.
2. Google Ads: A Declining ROI?
The future of Google Ads is now in question—an idea that would have seemed unthinkable just a few years ago. According to e-commerce expert Steve Chou, Google Ads is experiencing a rapid decline due to increasing costs and decreasing effectiveness. Businesses are losing money in this once profitable marketing channel, with ad costs rising 40-50% in just five years.
Chou also highlights how Google has quietly inflated prices and shifted focus from support to upselling, resulting in frustrated advertisers.
On the flipside, AI-powered platforms like ChatGPT that provide straightforward, ad-free solutions may be proving to be better alternatives.
What this means for you:
These are turbulent times, at least for Google. That said, the giant’s possible downfall would have massive ramifications on marketers, so better plan ahead. Diversify your advertising and PPC strategies, experiment with alternative platforms, and—as we always say—focus on creating genuinely relevant and compelling content that can survive through any channel.
However, many pundits are overly excited to announce the downfall of Google as often as possible. Whether Google adjusts its pricing or launches a new product in the AI space, it’s unlikely that Google will allow itself to lose out on market share.
3. The Rise of Micro-Communities in Social Media Marketing
A few weeks ago, we talked about the rise of micro-influencers. This week, we’re affirming the trend with news about the rise of micro-communities. These smaller, more engaged groups—often found on platforms like Reddit and Discord—usually connect over shared interests like niche hobbies and causes.
For brands, these micro-communities represent attentive audiences who are genuinely interested in what you might have to offer. So, instead of broadcasting to the masses (and hoping for the best), it’s more effective to pinpoint and engage with the right micro-communities.
What this means for you:
Micro-communities are tight-knit groups, so it is crucial to be authentic. Rather than pushing sales pitches, take time to cultivate relationships and offer value. This way, you can boost brand awareness, engage with a highly dedicated audience, and see long-term benefits like customer loyalty and retention.
4. Social Media Safety: A Growing Concern for Marketers
The growing recognition of social media’s effects on mental health needs to make marketers rethink how they engage with their audience, especially the youth.
Studies show links between heavy social media use and issues like anxiety and depression. Australia is already one step ahead with a proposal to restrict minors from using social media, while some US states are beginning to introduce measures like curfews and age limits.
Ad strategies need to address both parents and teens and make sure campaigns don’t contribute to mental health risks. A good example is Nike’s youth-friendly “Play New” campaign, which sets the bar for creating content that delivers the message while staying within new safety boundaries.
What this means for you:
In the coming year, this marketing direction is one you need to seriously keep an eye on. With growing awareness around mental health, you need to come up with an approach that promotes healthier online interactions—especially among the young—and creates a more mindful and supportive digital experience.
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