Insights from below deck: October 2023
Google Ads certifications, AI logo design, and Coca-Cola's budgets 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 November and beyond.
Is AI killing logo design?
The applications of AI are growing every day, and Adobe recently launched a new 'text-to-vector' tool, which can turn text prompts into images. Graphic designer James Barnard recently tested this tool to see if it could replace him as a seasoned logo designer.
He quickly found that the tool, while impressive, wasn't faultless and wasn't able to adequately process abstract prompts. It didn't even fulfil the brief properly using multiple colours when he requested that only a single one be used. So, while these tools are useful during the design process, they’re currently no replacement for human designers.
Blogs are the highest ranking pages on Google
According to a recent study carried out by Bright Edge Data, blogs appear in the top five positions of Google 23% of the time. If homepages (which appear 29% of the time) are removed from results, this makes blogs the most seen pages.
This is significant to SEO for a couple of reasons. Firstly, it’s the top five results which are clicked most often, with average click through rates ranging between 69-74%. Knowing this means digital marketing efforts - especially SEO and content marketing - can be tailored accordingly. This follows a recent trend we’ve noticed internally of well-written content becoming a more important, if not the most important, ranking factor.
Google roll out stricter guidelines for new certifications
Google has released three new certifications for Google Ads on Skillshop (its skillshare platform), but has increased the requirements to be followed during the examination process. Where previously users weren’t monitored while they took the exams, they now have to submit a picture of some form of photo ID, along with a picture of their face, and a recording of the video environment prior to the exam. During the exam, users will be monitored by an invigilator via a webcam. If the invigilator feels the new rules aren’t being adhered to, the exam will be paused and they’ll send the user a message.
It's an interesting turn for Google to take, and with recent updates to the Google Ads platform, people are questioning the validity of such requirements. However, it does mean the certification will have more prestige associated with it.
Coca-Cola CEO invests 60% of budget in digital marketing
After recently announcing an increase of revenue in Q3 of 2023, which was largely attributed to an increase in marketing spend, Coca-Cola told Marketing Week that digital marketing now accounts for 60% of its overall marketing spend, up from 30% in 2019.
This comes from a renewed effort to target Gen Z consumers who live primarily in digital spaces. This has seen an increase in volume of sales of 2%, despite a price increase. Coca-Cola also mentioned AI is playing a bigger role in operations, from data analysis to recipe development.
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