Insights from below deck: December 2023
An abandoned merger, changes to the Google local algorithm, and Pantone’s Colour of the Year are some of the topics that have got the team talking this month. Here, we discuss the latest news from the digital marketing landscape and how we expect brands to leverage updates throughout January and beyond.
Figma and Adobe abandon merger
15 months ago, Figma and Adobe entered into a merger agreement. Now, in a somewhat vague statement, Figma’s co-founder and CEO has announced that: “Despite thousands of hours spent with regulators around the world detailing differences between our businesses, our products, and the markets we serve, we no longer see a path toward regulatory approval of the deal”.
Moving forward, the company has vowed to maintain its focus on eliminating the gap between imagination and reality, and making it easier for anyone to design and build digital products on a single multiplayer canvas, from start to finish.
Google makes changes to local algorithm
In a recent algorithm update, Google has intensified its focus on the "openness" signal, placing a higher emphasis on whether businesses are currently open, particularly for non-navigational queries. The update, confirmed by Danny Sullivan, Google’s Search Liaison, signifies a significant change in local pack rankings.
However, despite potential benefits for 24-hour businesses, Google cautions against falsely extending open hours for ranking advantages. Sullivan advises against such changes, highlighting the ongoing evaluation of this ranking signal and its potential adjustments. Marketers should take note of Google's heightened emphasis on positioning businesses for success in local search results.
Peach Fuzz named Pantone’s Colour of the Year 2024
Softly nestled between pink and orange, ‘Peach Fuzz’ has been chosen as Pantone’s Colour of the Year 2024. Based on a culmination of research by the Pantone Colour Institute, Peach Fuzz was chosen to express a yearning for community and cosiness during uncertain times. Invoking comfort that soothes the senses and a warm, fuzzy feeling, we’ll be keeping an eye out to see where this subtle shade pops up throughout 2024.
Over half of UK consumers withhold data from brands
Research by Treasure Data has uncovered that more than half (51%) of UK consumers are deliberately trying to withhold their personal data from brands and almost a third (31%) would prefer to remain completely anonymous. However, 79% of senior executives in the UK believe their customers trust them with their personal data, revealing a major disconnect - the data trust gap.
The report warns that this is the result of brands failing to deliver accurate and transparent data-driven targeting. The takeaway here is clear: brands that use customer data safely and effectively will reap the rewards.
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Written by Alice MacLaverty
Resident wordsmith Alice is dedicated to creating top-quality content that turns heads, builds audiences, gets clicks, and makes money.
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