Below deck: November 2024

Google’s potential breakup, Pinterest’s shoppable gift guides, and the race to artificial general intelligence are some of the topics that have got the team talking this month. Here, we discuss the latest news from the marketing landscape and how we expect brands to leverage updates throughout December and beyond. 

The potential impact of a Google breakup on digital marketing

The ongoing legal challenge against Google’s dominance in the internet search market could have far-reaching implications for businesses and marketers alike. As the US government pushes to address alleged monopolistic practices, key issues like rising cost per click (CPC), limited governance, and the erosion of organic search listings are driving concerns about stifled innovation and market imbalance.

While a forced breakup of Google’s business might increase competition and reduce CPC, it could also introduce complexities around data usage, targeting capabilities, and labour demands – factors that could raise operational costs for users. To prepare for these potential shifts, marketers should focus on diversifying their PPC platform strategies, investing in flexible tools, and avoiding over-reliance on single channels. This adaptability will be crucial in navigating an evolving digital advertising landscape driven by heightened competition and innovation.

Max Singh, SEO manager

Pinterest's festive innovations transform holiday shopping

Pinterest is stepping into the spotlight this festive season with a suite of shoppable features and curated gift guides, aiming to capture the hearts of both consumers and advertisers. With over one billion searches for ‘gifts’ or ‘presents’ and UK users spending 63% more during the holidays compared to non-Pinterest users, the platform has cemented itself as a hub for gifting inspiration.

This year, Pinterest has unveiled more than 1,000 shoppable gift guides across 27 categories, featuring contributions from celebrities, brands, and publishers like British Vogue and Biscuiteers. Enhanced shopping tools, such as quick save and wishlist features, make it easier for users to discover, save, and shop their favourite finds. The upcoming ‘festive finds tab – a personalised feed based on unique searches and saves – promises to elevate the gifting experience with tailored recommendations.

For marketers, these innovations offer an opportunity to engage visually-driven audiences during the holiday peak. By blending creativity, personalisation, and shoppability, Pinterest is  a powerful platform for driving festive sales while positioning brands as go-to sources for thoughtful, creative gift ideas.

Lauren Boyles, junior social media manager

The race to AGI and what it means for innovation

OpenAI CEO Sam Altman has set an ambitious timeline, predicting the arrival of artificial general intelligence (AGI) by 2025. While the broader industry grapples with slower progress in large language model development, Altman asserts that the path to AGI is “basically clear,” driven more by engineering refinements than groundbreaking scientific discoveries.

Despite scepticism over reports that OpenAI's rumoured 'Orion' model shows limited improvements over GPT-4, optimism remains high within the company. OpenAI’s dedicated Foundations Team is addressing challenges such as the scarcity of high-quality training data, while researchers like Noam Brown and Clive Chan point to the scaling potential of the o1 reasoning model as a key enabler of AGI.

If Altman’s vision materialises, AGI could redefine industries with unprecedented capabilities, unlocking transformative opportunities in everything from automation to problem-solving. For brands and marketers, this signals a future where adapting to rapid technological advancements will be crucial, opening the door to innovative strategies powered by the next wave of intelligent systems.

John Bell, technical lead

How cultural buzzwords shape brand voice and strategy

The 2024 Collins Dictionary Word of the Year, ‘brat’, reflects the power of social media and pop culture in shaping language – and, by extension, marketing strategies. Once a term reserved for unruly behaviour, ‘brat’ has been redefined to embody confidence and independence, capturing the zeitgeist of generations Z and Alpha. Alongside other buzzworthy entries like ‘delulu’, ‘era’, and ‘yapping’, this evolution highlights how cultural movements, from Charli XCX’s viral influence to Taylor Swift’s Eras Tour, are reshaping how we communicate.

For marketers, staying attuned to these linguistic trends is crucial for crafting relatable, resonant messaging that aligns with the attitudes of younger audiences. Embracing the energy of a ‘brat summer’ or the nostalgia of an ‘era’ could help brands connect on a deeper level, blending creativity with cultural awareness to stand out in a crowded digital space.

Alice Maclaverty, content writer