Changes in Digital Marketing - February 2024

Hotel Marketing

February 19, 2024
Changes in Digital Marketing - February 2024

Digital marketing is an ever-evolving industry constantly shaped by technological advancements, consumer behaviour shifts, and updates in algorithms. Staying ahead of the latest trends and updates can be a challenge for digital marketers, no matter the industry, as the digital world evolves at a rapid pace. Recognising this challenge, we have curated a comprehensive list of recent changes in digital marketing, aimed at providing marketers with insights into the latest developments that could significantly influence their marketing activities.

So what are the latest updates in digital marketing?

Pinterest partners with Google to expand its 3rd party ad integration

This means that Pinterest will now showcase ads powered by Google on their own platform. Pinterest’s new partnership with Google could allow advertisers to reach a broader audience, improving the chances of successful sales. Google is this platform’s second third-party ad partnership - the first being Amazon, which has previously signed a multiyear deal with Pinterest.

3rd-party partnerships can boost the significance of Pinterest in the world of paid ads to new heights, as now it offers businesses a chance to reach a much wider audience. So keep an eye out for Pinterest, as this new change can boost the effectiveness of your paid ads.

Instagram experiments with carousel posts in Reels

We have all seen how popular carousel posts have become on TikTok, which in the past has only been considered as a short-form video platform. Yet TikTok introducing a seamless way for users to share carousel content has brought up a new challenge for Instagram, which in the past was seen as a pioneer in the world of social media for sharing pictures. This new competition and shift in user behaviour, has pushed Instagram to look into ways of adding a similar feature on their own platform. Carousel posts could be a valuable addition, offering marketers a new way to showcase their services and brands more interactively, by combining imagery and audio elements.

Microsoft introduces enhanced conversions and ad-targeting capabilities

In February Microsoft announced that they will be launching enhanced conversions in American and European markets. These new ad-targeting capabilities will significantly help businesses across all industries to reach their target audiences. Marketers who utilise these latest changes have the potential to significantly improve their campaigns through more accurate conversion measuring and reaching better conversion rates.

Other important PPC updates announced by Microsoft:

  • New Microsoft campaign creation tool, which offers users a much easier way to create new ad campaigns.
  • The deprecation of Hotel Center subaccounts has been temporarily halted by Microsoft. This decision comes in response to valuable customer feedback and the necessity for further preparations when it comes to transitioning to Lodging Campaigns. During this pause, advertisers will maintain their usual campaign management procedures through Hotel Center.
  • RSA (responsive search ad) update ensures that campaign asset reporting is now accessible at both Campaign and Ad group levels.
  • Microsoft ads now support imported Google Pmax Campaigns. Importing your Performance Max campaigns from Google into Microsoft Ads helps expand your reach across various channels and platforms. On top of that, this new update allows marketers to utilise the benefits of both Google and Microsoft, further increasing the efficacy of your Pmax campaigns.

New YouTube features

In February, YouTube announced a lineup of new features, to help brands and creators expand their reach and sales more seamlessly and effectively. The new updates include:

  • Product tagging in live streams, which creators and businesses in YouTube Shopping can utilise to highlight specific products during their streams. This feature comes with additional tracking metrics, which help better understand the effectiveness of such promotions. This new capability could help brands boost conversions as it offers an easier way for consumers to make a purchase.
  • Post-only feeds feature offers a dedicated community post-only feed for Android and iOS users. YouTube visitors can now access this feed by tapping the “view all posts” button, which displays posts from channels they’ve previously interacted with, as well as recommended posts curated by YouTube. This new update will offer an easier way for brands and businesses to build community and share written content with an already warm audience.
  • More seamless video and short uploads directly from mobile devices. Brands and businesses utilising YouTube can now upload content much easier and quicker, as this new update has made the upload process much more seamless and streamlined. Creators can now simply choose a file from their device’s gallery, pick out the relevant type of monetisation, and fully complete the upload process entirely within the Studio mobile app.

GA4 has 8 new dimensions for measuring paid and organic traffic

GA4’s newly announced tracking dimensions provide marketers with a more extensive view of how their digital efforts are performing, offering an easier way to learn what optimisations and actions are required. Both paid and organic channels can now also be reviewed through these traffic sources:

  • Manual medium
  • Manual source
  • Manual source/medium
  • Manual campaign name
  • Manual campaign ID
  • Manual term
  • Manual content
  • Manual source platform

Google Ads is ending the Google ads commissions for hotels due to third-party cookie policy phasing out

Google has announced that from the 30th of April, 2024, Commissions (per Stay) and Commissions (per Conversions) bid strategies will no longer be available for new Hotel Ads campaigns and preexisting Hotel Ad campaigns will be halted after the 31st of October, 2024. This newly released information can significantly change the way hotel marketers approach paid advertising, however, it will ensure better privacy for users. Marketers working in the hospitality industry are now recommended to change their bidding strategy, as well as utilise the AI-driven Performance Max for Travel Goals campaigns.

The month of February saw significant changes and developments across various channels of digital marketing. With Pinterest building a new partnership with Google, Instagram reacting to evolving user preferences, as well as changes in Microsoft ads, YouTube, GA4 and Google Ads for hotels, digital marketers are in for a busy month of reviewing their strategies. These developments only further highlight the dynamic nature of digital marketing, showcasing the necessity for marketers to adapt swiftly to stay competitive.

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