Categories
GPT

Meta ads new features to improve ad performance

Meta is currently testing two new types of ads that have the potential to benefit retailers by providing better results and converting new customers.

Managed Partner Ads Lite

This new functionality offers a form of ad personalization for retailers, allowing them to leverage their own CRM data in conjunction with retail media networks to improve ad targeting.

This approach can be particularly beneficial for retailers looking to reach a more relevant audience and thereby increase their conversion rates.

While primarily aimed at large brands in the retail sector, this new feature could be a valuable tool to improve ad targeting in a post-iOS 14 landscape.

Local Inventory Ads

Local Inventory Ads allow advertisers to dynamically target only users who are close to their stores, displaying relevant information about prices and product availability.

This option is especially interesting for local companies that want to dynamically present their best products to a close audience.

About Meta updates

During testing, the Managed Partner Ads Lite functionality resulted in a 3.9% increase in drug sales and a 2.5% increase in cosmetics sales for Walgreens Advertising Group. This retail media network partnered with Meta and a major national brand to run an optimized online sales campaign for dozens of products.

These results highlight the effectiveness of this new approach, especially for retailers who have a wide range of products and are looking to improve the performance of their campaigns.

It is clear that Meta has been committed to mitigating the impacts of iOS and data loss, as well as providing new targeting options to improve the performance of their clients' campaigns.

These new features could represent a significant game changer for retailers, allowing them to run more efficient local campaigns and improve ad targeting, relying on valuable data for the platform to optimize campaigns and increase the conversion rate.

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GPT

New LinkedIn updates seek to increase engagement on the network

LinkedIn, the world's largest professional social network, is constantly looking for ways to improve user experience and increase engagement on the platform.

Between 2022 and this year, several updates were released, such as “Collaborative Articles”, which aim to boost engagement through the use of artificial intelligence, SEO tools and improvements in search results.

The evolution of the network does not stop there. For the first time, LinkedIn plans to include suggested posts in users' feeds, allowing them to view content from people and brands they aren't necessarily connected with.

When reading the previous paragraph, it is natural to think that this could represent an excellent opportunity for brands. In this article, we'll explore some of LinkedIn's recent initiatives to attract more members and increase engagement on the network. In addition, we will discuss how you can extract the maximum potential from these updates for your strategies on the platform.

Here's the latest from LinkedIn, as shared by the company's Chief Product Officer, Heidi Wang:

Feed orientation based on relevance to the user.
Possibility of research, discovery and deepening in topics of interest, including posts, newsletters, groups, events and much more.
Exploring the knowledge of professionals around the world.
Suggested posts to help users discover more about what interests them.

Controls so that the user can express their preferences and thus allow LinkedIn to continuously improve their experience.
These updates are possible thanks to the platform's algorithm, which considers the user's previous activities, connections, groups and other relevant information to offer personalized content. In addition, users can select specific topics of interest to them and keep up with the latest news related to them.

With these improvements, LinkedIn seeks to make users' feeds more relevant and interesting, thus increasing engagement on the platform.

Now let's explore how brands and marketers can leverage these updates to improve their LinkedIn strategies. We've listed some obvious and more subtle opportunities below:

  • Feed Customization: this functionality provides an excellent opportunity for brands and marketers to more effectively connect with their target audience. Imagine being able to select topics of interest to your audience and produce relevant content in that area. This is one way to increase your brand's visibility and engagement on LinkedIn. Additionally, following hashtags related to your industry can help you spot trends and opportunities to connect with other users interested in that same topic, allowing you to stay current and be seen as a thought leader in your field.
  • Topic search and discovery: this functionality provides many opportunities for brands and marketers to connect with LinkedIn members who share their interests. The ability to search and discover posts, newsletters, groups and events related to specific topics is especially useful for those wanting to engage with a specific target audience. One way to take advantage of this functionality is to seek out groups related to your industry and participate in relevant discussions. This will allow you to connect with other users interested in a specific topic, share knowledge and increase your presence on the platform.
  • Suggested posts: as with other social networks, such as Instagram and Facebook, LinkedIn will now recommend posts from people and brands, even if users have no connections with them. The more relevant the content produced by your brand is for your persona, the greater the chances of your publications being suggested to the audience you want to reach, opening up new opportunities to reach larger audiences. In addition, you can use suggested posts to discover new topics related to your industry or find new approaches to existing topics.

Make LinkedIn a more strategic channel

To make the most of these LinkedIn updates, it's essential to understand how they work and how they can be used to improve your content and advertising strategy. By creating relevant and personalized content, targeting ads to the right users and using the targeting tools offered by the platform, you will be able to increase engagement and build stronger relationships with your target audience.

Take advantage of these changes to get even better results from your marketing campaigns and build a stronger presence on LinkedIn.

Categories
GPT

Samsung may replace Google with Bing as search engine on Android

If you're a longtime Samsung user, you're surely familiar with their devices that have Google as their default search engine. However, news has recently surfaced that Samsung may be considering switching to Bing as its default search engine on its devices. This raises the question of how likely this shift is to occur and what digital marketers should know about it.

While Samsung hasn't explicitly stated the reasons behind this possible change, it's been speculated that it's related to recent advancements by Bing and the growing interest in AI tools. This fierce competition has put Google in a challenging situation, something that hasn't happened for a long time. While shares in Alphabet Inc., Google's parent company, have been falling, Microsoft shares have been rising. The loss of a long-standing partnership with Samsung would have a significant impact on Google in terms of financial value.

However, it is still not known for sure whether this change will actually happen. Negotiations between Samsung and Google are still ongoing regarding the renewal of their current contract.

In response to these advances, Google has also been working on its own innovations. One of these is Google Bard, the company's response to the current AI-powered search trend. Additionally, they are developing another AI-enhanced search option, internally called Magi. This new venture by Google aims to provide a more personalized user experience, anticipating user needs and taking advantage of the features already present in Bard.

While Magi is still in an early stage of development and does not have an anticipated release date, it is likely to include features such as full financial transactions and even the ability to write software code.

Other groundbreaking projects are also underway at Google, such as GIFI, which will allow users to create their own images using advanced AI, Tivoli Tutor, a text-to-speech platform to aid in learning new languages, and Searchalong, a resource improved search engine that allows users to interact with a chatbot while searching using Chrome.

For marketers, these developments highlight the continued importance of user experience (UX). Regardless of AI-powered search options, delivering a fantastic user experience remains crucial. Furthermore, it is important to consider that Google is not the only relevant search engine, and marketing strategies must be adapted to consider other options such as Bing. There is also likely to be an increase in so-called “zero-click searches”, where information is provided directly on the results page, without the need to go to a specific website.

In summary, the possibility of Samsung adopting Bing instead of Google as its default search engine highlights the ongoing changes and advances in the field of SEO. Marketers must stay current on the latest industry news and prioritize important factors like user experience to adapt to this ever-evolving landscape.

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GPT

Google Search Console adds new Subscribed Content report

Content creators using Google Reader Revenue Manager to monetize their content and engage their audience now have a new tool that will pique their interest. Google recently introduced a new report in Search Console designed to make it easier and better to connect with readers.

This report, called “Subscribed Content” or “Subscribed Content”, provides useful information and detailed insights into incoming traffic flows. The goal is to help users better understand their audience, address their needs, and fix data issues before they become more significant.

But what does the introduction of the “Subscribed Content” report mean for digital marketers and how can they leverage it to their advantage? Here's what you need to know.

Read too: Strengthen your brand's digital presence by combining SEO and Google Ads strategies

What is Google Reader Revenue Manager?

Google Search Console

In a broad digital landscape where everyone has a voice, the most valuable asset a content creator has is their unique perspective. And as we know, modern readers and consumers are willing to pay to access content from creators who offer something new and unique.

Google Reader Revenue Manager is a tool designed to help creators maximize their connections with readers, drive engagement and take the guesswork out of generating revenue. Benefits include:

  • Strengthening Brand Identity: Reader Revenue Manager helps you promote users by recommending relevant content about your various products. Even if a potential reader sees an ad and decides not to engage right away, simply being exposed to it (possibly multiple times) builds brand awareness and increases the possibility of engagement later.
  • Improved user experience for subscribers: User experience is critical to reader loyalty today, and Reader Revenue Manager gives creators the tools they need to deliver a good experience. For example, digital readers can subscribe to many different newsletters, websites, and publications. Therefore, a system that minimizes login issues is essential. Reader Revenue Manager takes care of that, automatically connecting readers through their Google accounts and making it simple for them to access the content they love.
  • Accessibility for creators of all types and sizes: Successful publications and websites are not just limited to large corporations and brands with extensive teams. Anyone with a good idea and a talent for creating content can use Reader Revenue Manager to establish a publication and reach their target audience, even if they have little or no prior technology or publishing experience. Additionally, for readers who have Google accounts, the “Subscribe with Google” option removes obstacles, allowing them to subscribe to the content they love, make payments and quickly access all the premium content they pay for.

Read too: Learn what are the main Google Analytics reports and why to follow them

“Subscribed Content” helps creators take the next step

As with all aspects of digital marketing, data and information are crucial elements to the ultimate success of any publishing venture. Google's "Subscribed Content" feed gives creators a new way to learn about their audience, address their needs, and encourage continued brand loyalty.

Among other things, this new rich text-based report provides information on:

  • Traffic originating from Google Search;
  • Possible errors that creators may want to correct regarding data, content or platform;
  • Additional information related to readers and web traffic.

What does this mean for digital marketers?

For content creators who also use “Subscribe with Google” and Reader Revenue Manager to manage their editorial output and readership, “Subscribed Content” will offer a valuable tool for gathering information. Use it to fine-tune your digital marketing strategies and get to know your audience better.

Marketers should also continue to focus on creating original and engaging content, providing an overall positive user experience, as this is something that Google's Reader Revenue Manager algorithm values.

By using “Subscribed Content” to evaluate SERP (search engine results page) rankings and develop SEO strategies, creators will have even more useful information to improve the performance of their content on Google searches.

Therefore, the addition of the “Subscribed Content” report to the Reader Revenue Manager feature set gives digital marketers yet another powerful way to stay current and measure the ongoing effectiveness of their SEO strategies. Make sure you take advantage of this tool going forward.

Categories
GPT

BeReal launches new social network, RealPeople

BeReal was conceived with the intention of being an app for sharing candid and authentic photos, going against the grain of social networks such as Instagram, with its increasingly standardized feeds and elaborate planning to turn posts viral.

BeReal's goal is to share “real life” photos with friends, showing authenticity and absence of filters.

Read too: Understand the importance of social media to leverage the possibilities of your brand with a focus on B2B

However, the social network is rolling out a feature that seems to run counter to the app's original purpose: RealPeople, an exclusive feed for famous people. The purpose of this feature is to showcase the daily lives of celebrities, offering a curated timeline of the most interesting people of the moment, including top athletes, artists, singers and others.

What is RealPeople?

According to the company, “With the launch of BeReal, people were eager to share and see an authentic glimpse into the daily lives of their closest friends, rather than the filtered view we typically find online. RealPeople is our next step in trying to bring out all the things we love about a connected experience.”

BeReal also clarifies that “RealPeople is not about influencing, accumulating likes or comments or promoting brands”. You won't see photoshopped photos, product recommendations, or ads disguised as posts. The goal is to show that we are all more alike than we think.”

The app is currently testing this feature in the UK only, but plans to expand it worldwide soon. Users who don't want to see the RealPeople feed can hide their accounts from this new feature. Additionally, users can suggest profiles for the RealPeople feed through a form.

What will be the future of the social network?

BeReal

With BeReal's rising popularity over the past year and an authentic yet disruptive social networking model, this enthusiasm was expected to last for a long time and become increasingly popular among young people tired of fake feeds.

However, as enthusiasm waned, largely due to the lack of new features being updated on the platform, BeReal began to adopt similar approaches to other social networks, falling into the trap of seeking out celebrity engagement as a way to revitalize its reputation. social network.

Read too: Reels is the preferred format for creators on Instagram, says report

Last month, The New York Times reported that the app has lost appeal among key Gen Z demographics, resulting in a significant decline in monthly users. “The number of people using the app daily has dropped by 61% since its peak, from around 15 million in October to less than six million in March, according to Apptopia, another analytics firm,” wrote Callie Holtermann of the Times. .

This demonstrates that to become the next big hit app, companies need to be quick to differentiate themselves and listen to what users want in terms of new features, while remaining true to the initial purpose that made the social network known and loved by young people.

BeReal failed in this regard, not listening properly to its target audience and not maintaining authenticity and sharing photos among friends' feeds.

Categories
GPT

Google launches blue seal of authenticity

Google has implemented a blue seal of authenticity that will be displayed next to the sender's name in Gmail. The purpose is to indicate that the email address with this seal is reliable, as it has passed additional verification criteria.

This update, starting May 3, will be automatic for accounts that already have a logo registration and platform security protocols set up.

According to the company, this new feature will have a positive impact for both Gmail account administrators and end users. This measure is another step towards making sending and receiving emails more secure within the platform.

The reason why Gmail decided to implement a verification badge is the use of the verification system called BIMI (Brand Indicators for Message Identification). Since 2021, Gmail has been using this system, which allows you to add the brand logo to email submissions, ensuring that the sender is authentic.

The main advantages of using BIMI, according to Google, are: authentication of the messages sent to avoid the action of hackers in the domain, brand recognition through the logo present in each message and greater credibility, since the recipients are sure that the email is legitimate.

So the new blue verification badge adds another layer of protection for the Gmail user by visually proving that the sender is trustworthy.

In Brazil, one of the countries most affected by cyberattacks and email scams, this initiative is very important.

To get the Gmail verification badge, the account administrator must configure it according to BIMI, adding the brand logo to authenticated emails. This process involves setting up email protocol records for the domain and other security measures. At the end of the process, the account will receive the VMC (Verified Mark Certificate), the verified mark certificate.

It's important to note that not all Gmail accounts will have access to the blue badge. You must pass security authentication, have a registered trademark, and have admin access to the account.

The question is whether the seal will really give users confidence, considering that companies other than Twitter have adopted the “paid verification” model. The company Meta, for example, established a payment to acquire the blue seal.

Twitter introduced the verified profile in 2009 to provide a quick and easy way to identify whether a profile is authentic or not. It was a way to prevent imposter accounts from impersonating other people on the social network. Later, other networks adopted verification, such as Instagram, Pinterest and YouTube.

While each social network or platform has its own criteria for account verification, the blue seal has become a symbol of credibility in the minds of internet users. However, that confidence has been called into question with the growing trend of paid verification.

Even though it is reliable, taking into account the entire verification process described above, it is curious that Google opted for this type of authenticity certification in Gmail after the controversial decision by Twitter. After all, on Twitter, that blue seal no longer means legitimacy. In addition to not guaranteeing that that account is really the individual or organization that it claims to be, it also does not mean that the person or organization is reliable in relation to the information disclosed.

Only time will tell how effective this Google strategy will be.

For the end user, it is recommended to pay attention to the security and privacy policies of the social networks used and follow good practices to identify whether information is false, as this is also part of the set of security measures on the internet.

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Journey

The influential digital subcultures: youth, women and netizens

Young people, women and netizens have been widely researched by companies, but generally as separate consumer segments. However, their collective strength, especially as the most influential segments in the digital age, has yet to be fully exploited.

In terms of size, each of these groups represents a significant portion of society. However, there is a broader aspect to be considered. There is a common thread that unites them: young people, women and netizens are the most influential segments in the digital age.

Read too: The 70 years of evolution of Marketing: from 1.0 to 5.0

It's no surprise that most subcultures are made up primarily of these three groups. In many parts of the world, they were considered minorities and marginalized by society.

In the past, authority and power belonged to elders, men and city dwellers. However, over time, the importance and influence of these three groups increased considerably. Indeed, subcultures began to influence the dominant culture, with its experiences and extensive networks of communities, friends and family.

What are subcultures?

Subcultures are groups or communities that emerge within a larger culture, presenting their own and distinct characteristics. They represent alternative forms of expression, identity and lifestyle that diverge from the dominant norms and values of the society in which they are inserted.

Subcultures are usually made up of individuals who share common interests, values, and beliefs. These groups identify and differentiate themselves through expressions such as fashion, music, language, behavior, lifestyle and, consequently, ideologies.

Subcultures can arise in different contexts, such as youth groups, art movements, urban tribes, and online communities. They provide a sense of belonging, providing a space where individuals can express themselves freely, meet people with similar interests and pulsate an identity of their own.

Subcultures play an important role in diversity, as they enrich the cultural landscape of a society, bringing different perspectives, values and ways of life. They contribute to cultural evolution and transformation by challenging conventions and making room for alternative ideas and trends.

With the advancement of technology and the popularization of the internet, digital subcultures gained strength and became influential in contemporary society. The internet provides a space where individuals can easily connect, regardless of their geographic location, and find a community that shares their passions and ideas.

Digital subcultures allow participants to express themselves freely, share information, debate, create content and interact with each other. These groups provide a sense of belonging and a supportive community where members feel understood and valued. In addition, digital subcultures can influence popular culture, set trends and shape behavior, thanks to their ability to rapidly disseminate information in the digital age.

Youth: acquisition of participation in minds

Youth plays a key role in setting trends for seniors, especially when it comes to fields of pop culture such as music, film, sports, cooking, fashion and technology. Older people are generally more closed to exploring these areas that are constantly evolving. To give you an idea, a survey conducted by Deezer, with Brazilian, American and European respondents found that we stop discovering new music at 27 years old, on average.

Young people are the trendsetters, the present-day consumers, who demand everything instantly. When it comes to trends, they are so agile that marketers often cannot keep up with them. The positive side of this is that these professionals can identify movements that will influence the market in the near future.

Younger generation consumers are often the first to test new products and are often the main target of marketing campaigns. We can call them early adopters, also known as early adopters. When young people embrace new products, they often hit the mass market with success.

According to a 2014 United Nations Population Fund (UNFPA) report, there were 1.8 billion young people between the ages of 10 and 24, the highest number in human history, and that number continues to grow. About 90% of them live in developing countries. They are facing many challenges in realizing their potential in terms of education and careers, while also shaping social dynamics with their friends.

The truth is that young people are not afraid to experiment. They test innovative new products and services that older folks consider too risky.

The aim of brands is to be relevant to young people at an earlier age and thus gain access to their ever-depleting wallets. Today's young people will soon be the main target audience and probably the most profitable customers. Strategies that privilege them tend to have greater chances of success.

While many youthful trends end up being fleeting, some evolving trends manage to catch up with mainstream culture. The whole universe of social media such as Facebook, Instagram and Twitter started as a trend among young people. Similarly, music streaming services like Spotify, Deezer and Apple Music were introduced to the market mainly by young people.

Young people are agents of change. They react more quickly to the transformations that are taking place in the world, such as globalization and technological advances. They are among the main drivers of change in the world.

All these roles – early adopters, trendsetters and change agents – lead to the conclusion that young people are the key to winning the minds of mass market consumers or mainstream. Convincing young people is an important first step if brands want to influence customers' minds.

Women: market share growth

The female market is a logical target for marketers. In addition to being huge, this segment also has a unique profile.

The intrinsic differences between men and women have been the subject of study for both psychology and marketing. Several experts presented their views on marketing to women. Many products, services and marketing campaigns have been developed especially for them.

The influence that women exert on other people is defined by the activity they perform. We can segment the female market into four categories: conforming housewives, housewives planning to work, women with jobs, and women with careers.

Simply put, women's world revolves around work and family. The dilemma they often face is choosing between these two alternatives or finding a balance between them. Women are intrinsically better at managing complex, multifaceted assignments, whether at home, work, or both.

In general, there are three roles that women play: information gatherers, holistic shoppers, and household managers.

As information gatherers, women's decision-making process differs from men's. While men's path to purchase is short and straightforward, women's resembles a spiral, often going backwards to gather new information and reevaluate whether taking the next step is the right decision.

Not only do women do more research, they also talk more about brands. They seek the opinions of friends and family and are open to receiving help from others. For marketers, the information-gathering nature of women has its benefits, indicating that all customer communication and education campaigns are not in vain.

As holistic shoppers, the fact that their spiral buying process has more touchpoints means they are exposed to more factors to consider. They tend to evaluate everything before determining the true value of products and services. Certain categories are evaluated by women not only for themselves, but for the whole family.

Women also explore more brands, including less popular ones that they believe are more valuable. Therefore, they are more confident in their choices, are more faithful and more inclined to indicate and recommend to their community.

As household managers, because of all these qualities, women are in fact the financial directors, supervisors of purchases, and managers of the family's assets. The issue is that the role played by women in the home is spilling over into the workplace.

Women's influence at home and at work is growing. As information gatherers, holistic shoppers and home managers, women are critical to gaining market share in the digital economy. To access even larger markets, brands will need to go through women's comprehensive decision-making process.

Read too: The Generation Gap – Marketing to Baby Boomers and Generations X, Y, Z, and Alpha

netizens: expansion of participation in hearts

The term “netizen” combines the words “citizen” and “internet”, referring to people who use the internet in an active, participative and engaged way. It was first coined in 1990 by Michael Hauber.

You netizens they are considered the true citizens of democracy, as they want to be involved in the development of the internet. They see the world horizontally, not vertically. Internet content is created and shared from person to person. They believe in a total democracy, not putting so much focus on governments.

However, not all internet users can be considered netizens or citizens of the internet. According to this segmentation, there is a hierarchy of Internet users, which includes inactive, spectators, participants, collectors, critics and creators. The collectors, critics and creators are the ones that best characterize the netizens, as they actively contribute to the internet, not just being limited to passive consumption.

Their role in influencing is tied to their desire to always be connected and contribute. You netizens they are social connectors.

There are many ways to connect socially on the internet, with social media services and instant messaging apps such as Facebook, WhatsApp, Instagram and LinkedIn being the most popular. At first glance, online communities may look like networks of strangers, but on the inside, they are networks of trusted friends.

You netizens they are also expressive evangelists. We can see this with the rise of brand advocates. In the internet world, we know the social factor: followers, fans and friends. When they are excited and committed to a brand, netizens become the social factor. They turn into brand advocates or worshipers.

Brand advocates are also storytellers, spreading news about brands across their networks. They tell authentic stories from the customer's point of view, a role that advertising will never replace. Like the netizens they are more visible than other internet users, they wield enormous influence, often with large followings, fans and friends.

You netizens are also content contributors. Your work makes life easier for other users. With the use of tags, information is better organized and the search for quality content becomes easier.

However, the most important contribution is the creation of new content, which can take different formats, such as articles, videos, e-books, infographics, games and even movies. Independent authors create web pages, video channels and post commercials on YouTube.

With the constant creation of new content, the internet is becoming increasingly rich and useful. This not only increases the number of netizens, but also the value of the internet. The growth of these communities, based on emotional and mutually beneficial connections, is critical to expanding a brand's share in the hearts of consumers. When it comes to spreading the message through community word of mouth, netizens stand out as the best amps. If the brand message gets that group's stamp of approval, it will flow along social connections naturally.

Reflection

How can your brand gain a greater share of minds by leveraging the roles of early adopters and youth trendsetters?

How can your brand increase market share by leveraging women's influence?

How can your brand gain a greater share of consumers' hearts through netizens What do you admire?

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News

Get to know some digital accessibility tools and expand the inclusion of your brand

Digital accessibility aims that everyone can access websites and use online technologies, making the internet an inclusive place for people with visual, hearing, motor, cognitive impairments or any other difficulty related to its use. But do you know what resources are available for your company's website? Solutions include auxiliary tools so that websites are compatible with assistive devices.

Read too: Mobile marketing: what is it and why is it important?

  • Safe mode for epilepsy: dampens the color and removes blinking, allowing people with epilepsy to use the site safely and eliminates the risk of seizures resulting from flashing lights and flickering screens.
  • Visually impaired mode: improves the look of the site for components that encompass people with visual impairment, degradation, tunnel vision, cataracts and glaucoma. 
  • Cognitive impairment mode: helps to focus on specific content by dividing the content into essential elements, for easier understanding of the site.
  • ADHD compatible mode: reduces distraction levels and improves focus. To do so, it creates a visual stimulus similar to a spotlight on the content.
  • blind mode: Lets you use the site with your screen reader.

All these resources are available on our website and, like us, other companies can also use them on their websites and/or applications, promoting, in fact, an inclusion that brings autonomy to people. But the tools do not stop there, there is a wide range of options for computers, hardware and software, of possible adaptations to be made by those who aim to serve everyone. Among these possibilities are screen magnification and high contrast for people with low vision, mice and keyboards adapted for people with physical disabilities, translators from Portuguese to Libras for deaf people.

Read too: What can companies learn from the new Artificial Intelligence (AI): ChatGPT and Bard?

Being aware of digital accessibility is also ensuring that your site reaches the maximum potential of users, without distinctions or obstacles. It is worth noting that people with disabilities are the most affected by difficulties in navigating the web, which can sometimes restrict their possibilities. According to the IBGE Demographic Census (2010), more than 23% of the Brazilian population have some type of disability. That is, promoting inclusion is also about fulfilling a social function and putting into practice the values of a company concerned with the democratization of its products or services. 

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News

Traditional Analytics Retires July 1st: See How Google Analytics 4 Can Help Your Business

Companies that migrated to the digital world, or were born in it, saw in Google Analytics the chance to understand and monitor their sites, accessing the number of visitors, the source of traffic, the general profile of these visitors. Finally, various pieces of information that allow you to re-evaluate production strategies, for example. The tool then evolved into Google Analytics 4 (GA4) which, as of July 1, 2023, will completely replace its predecessor. Check out 5 points on which Google Analytics 4 can help your company and, consequently, your final consumer.

Read too: Check out 6 promotional strategies to move your e-commerce

event measurements

In the previous version, data was pulled over sessions. With GA4, the model is event-based. That is, it makes it possible to monitor specific actions within the site, such as buttons clicked, videos played, etc. With the feature, updates can be much more assertive and aligned with what the user is looking for, thus enriching the experience within the site.

More privacy and security for the visitor/consumer

Another big step forward in GA4 over the previous version is in relation to the privacy of the user who accesses the website, therefore being more consistent with compliance with the General Law for the Protection of Personal Data (LGPD). The update does not collect data from cookies and does not store IP addresses, for example. Such aspects provide much more credibility for consumers aware of their online user rights.

Event prediction based on machine learning

GA4 has a system that automatically identifies trends in website visitors, for example, peak access times and most used devices. Desktops? Smartphones? In the case of e-commerces, the tool even points out how many sales the site can have, based on the previous history, strongly assisting in the company's planning.

Read too: See 7 steps to make a digital transformation in your company

google analytics 4

Google Analytics 4 is can be integrated with Google Ads

Another evolution of GA4 is the integration with Google Ads. As a result, all information created in Analytics 4 about the target audience is automatically saved in Ads if the two tools are integrated. This not only streamlines ad settings, but also has strong potential to make them more assertive.

Customizable Reports

Unlike its predecessor, Google Analytics 4 makes it possible to customize the reports, so that the administrator only sees what is relevant to his site, thus filtering out metrics that have nothing to do with the company's objectives. This way, you have complete freedom to choose which rates are worth measuring, viewing and analyzing.

Categories
GPT

Meet BlueSky, Twitter co-founder's new decentralized social network

In recent times, Twitter has been the scene of controversy, leading many users to consider abandoning the platform due to the unpopular changes promoted by Elon Musk, the current leader of the company. A 2022 study estimates that approximately 32 million users will leave Twitter by 2024, but where are they moving to? One of the bets of the moment is BlueSky.

Read too: Networks and Social Media: when to use each term?

Considered by many to be Twitter's new competitor, just as it happened with Mastodon, Substak Notes and the exclusively Brazilian phenomenon Koo, this social network shares several characteristics with the famous microblog, but presents some differences that promise to transform the way we use networks. social.

When entering BlueSky, either through an invitation from another user or through the application's waiting list, users find an interface practically identical to that of Twitter. There, they can publish, retweet, like, reply to posts and follow other profiles.

However, the beta version of BlueSky, now available for iOS and also accessible via the web, still has some limitations. Users cannot send direct messages and the platform does not support videos, audios or GIFs, as well as having a slower load to update the feed.

BlueSky

Despite the aesthetic similarity and usability quite similar to the “rich cousin”, BlueSky does not intend to be just another social network. Its creator, Jack Dorsey, former CEO of Twitter, aims to create a “decentralized Twitter”, providing total freedom to users.

The great innovation of BlueSky is to offer more autonomy to the user, allowing not only to understand how the platform works - since the application is developed in open source -, but also allowing each user to choose their own algorithm through an API, deciding how , when and what type of content you want to consume.

According to the company, the problem with current social networks is not the existence of algorithms, but how they are used in a non-transparent way to direct the user. In the words of BlueSky, “the ability to customize your feed will give the user back control of their most valuable resource: their attention”.

Imagine that you are a digital influencer with thousands of followers. Suddenly, an unexpected change occurs in the platform you use, like losing your verification badge. Faced with this unpleasant surprise, it's understandable to want to completely abandon the social network, isn't it?

Currently, doing so would mean losing your entire audience and having to start over from virtually zero. Now, imagine if you could simply move your entire follower base elsewhere. This is exactly what BlueSky promises with the Authenticated Transfer Protocol (or AT Protocol, for the most intimate).

To explain it in a simpler way, as Michael del Castillo, editor of Forbes magazine, the functioning of social networks would be like email. We may have an address on Gmail and another on Yahoo, but that doesn't stop us from exchanging messages between them.

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In other words, AT Protocol is a technology that promises to integrate and transmit data and information securely and reliably across different platforms. That's right: your posts and followers from Twitter, Instagram, Facebook, Snapchat and other social networks, all in one place, according to your preference.

Although BlueSky is billed as the “new Twitter”, it is too early to determine its success or failure. However, it is undeniable that the application's proposal arouses, at the very least, curiosity about the future of social networks. BlueSky already has more than 1 million people on its waiting list to create an account, even before the official launch. We'll be looking forward to discovering the next chapters in this story.