Marketing Recap – February


India is a social-savvy marketing executive at Affinity, where she specialises in building winning strategies & creating engaging content.

As we finish the second month of the year already, the marketing world continues to shape-shift around us. From new partnerships to major partner breakdowns, February gave us some serious developments in digital marketing. 

So let’s recap this exciting month and discuss our top 10 marketing updates of February 2024.

UMG Says Goodbye to TikTok

In a pretty shocking move, Universal Music Group, AKA UMG, pulled all of its music from TikTok after being unable to come to a new agreement with the platform regarding the use of their music on the app. This includes songs from some of the biggest recording artists right now, including Taylor Swift, Drake and BTS.

Both companies made some fairly deep digs at each other, with UMG writing an open letter stating that TikTok wasn’t compensating artists properly, and TikTok clapping back claiming UMG put “greed above the interests of their artists and songwriters”. Yikes.

This leaves many wondering whether TikTok will survive without being able to utilise such a large catalogue of music, or whether UMG will suffer without TikTok’s huge promotional skills.

Deprecation of Third-Party Cookies

Google has officially announced it will be joining major browsers, such as Safari and Firefox, restricting third-party cookies for all sites by Q3 2024. This means the way we all advertise on Google will have to change.

The announcement comes with Google’s plan to introduce a larger privacy initiative called The Privacy Sandbox. This aims to improve users’ online privacy and reduce cross-site tracking. 

Marketers will have to rely on first-party data and other alternative targeting methods to comply with these changes.

Meta’s Cross-Posting Experiment

Meta has begun testing a feature that would allow users to post on both Facebook and Threads at the same time. This is the same feature currently available that allows cross-posting across FB and Instagram. 

Not only will this make life far easier for anyone regularly posting on both platforms already, but it will also help Threads out, potentially giving them a boost by being more closely tied in with Meta’s ecosystem of platforms. 

Pinterest and Google Join Forces

Pinterest has announced a new ad partnership with Google, making this the second third-party ad partner of the creative app in the last year, following its partnership with Amazon.

The collab will enable ads to be served on Pinterest via Google’s existing Ads Manager, enabling marketers to broaden their reach and engage with the extremely active user base of Pinterest. 

This, in theory, could lead to stronger ROI and increased conversions. Fingers crossed that testing brings in positive results.

ChatGPT is Testing Its Memory

OpenAI is beginning to roll out a new feature of ChatGPT, where it can remember your past conversations. It will be able to recall your preferences, styles, tones and formats, and will gradually become better with time.

Sounds slightly scary? Luckily, users can control the AI’s memory, able to turn it off or only remember select things. 

If you’re a big AI user, this could save you heaps of time not having to repeat instructions.

Meta’s AI Identification

Meta has recently announced they will begin to label any AI-generated images across their platforms in the coming months. 

The decision comes with the rise of AI-generated content becoming less and less distinguishable from authentic content by the minute. Plus, with major elections occurring worldwide in the next few years, knowing where your content comes from is super important.

This also comes with Meta’s new policies requiring users to make it clear when any media they post is AI-generated. 

Marketers should make sure they are clearly disclosing if any synthetic content is used in their advertising, and still monitor user reactions to AI – some will still be wary, even with labelling.

Changes in Email Marketing

As announced last month, February brought the start of Gmail and Yahoo’s new requirements for email delivery. 

The guidelines ensure genuine emails arrive safely in your consumers’ inbox, while they stay protected from harmful spam. 

This affects any business sending any type of email, so make sure you’re keeping compliant so your messages end up in the right place.

Google’s New Assistant

Google has launched a new AI assistant, aptly named “Help Me Write”, for its Chrome browser. 

The tool aims to make everyday writing easier, generating text based on the context of the website you’re on and where you’re writing. From online reviews to product descriptions or inquiries, the new AI will hopefully streamline everyday writing processes.

Reddit Makes a Deal

Reddit and Google made a deal this month, giving Google access to all of Reddit’s content in real-time, and having Reddit feature more in search results. 

The collab aims to provide users with a better range of information and discussions taken directly from Reddit’s community-driven platform. 

This will impact search outcomes but it provides marketers with an opportunity to leverage Reddit’s unique content and user base for visibility and engagement. 

Google Analytics Updates

Google Analytics streamlined all ad reporting into one centralised hub this month, simplifying how you can track your ad performance across different channels. 

The new hub now offers a comprehensive view of ad campaigns, enabling marketers to analyse data more efficiently. 

February brought us a whirlwind of changes, from partnerships to platform shifts. Need help navigating these adjustments? Get in touch with our team today for guidance. 

Marketing Recap – February

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