Search Marketing is Experiencing a Massive Change, With 20% of CMOs Decreasing Investments in SEO

Online marketing can take a number of different shapes, and a report that was recently compiled by Gartner revealed that search ads and SEO are about to become less relevant than might have been the case otherwise. 26% of Chief Marketing Officers said that they plan to reduce their investments into paid search, and 20% also stated that they are going to be spending less on SEO in the long run.

With all of that having been said and now out of the way, it is important to note that the number of CMOs that are planning to boost investments in these sectors is still surpassing the proportion planning a decrease. 46% of CMOs are going against the grain by upping their SEO investments, with 40% saying the same about their budgets for paid search.

Social advertising is starting to become the name of the game. 56% of the CMOs that were surveyed indicated that they will be directing more of their budgets towards this niche, with just 14% planning to reduce these investments with all things having been considered and taken into account. 51% have also mentioned digital video advertising as a major short term focus, and 49% also said that influencer marketing will be a greater priority for them in the near future.

In spite of the fact that this is the case, it seems like the majority of CMOs will be facing budget constraints in the upcoming year. 71% said that they lack the funds necessary to boost investments, which could force them to forego one option in favor of another. CMOs can no longer use broad strokes to cover all of their bases because of the fact that this is the sort of thing that could potentially end up making their budgets run dry.

Driving brand awareness through paid search and organic outreach is not going to go out of fashion anytime soon. Brands are simply using fewer options than before, and this might create a level of competition that would lead to other methods of marketing taking precedence over paid search and the like.

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by Zia Muhammad via Digital Information World

Generative AI to Revolutionize Workplace Efficiency: KPMG Survey

According to a recent report by KPMG, the impact of generative AI on company processes is quickly expanding with significant ramifications for the workforce.

An analysis of the effects of generative AI on company processes was recently done by KPMG, a top global provider of professional services. The findings were clear - an overwhelming majority of respondents believe that GenAI has the potential to revolutionize workplace efficiency and enhance productivity.

72% of participants expressed confidence in GenAI’s ability to significantly improve performance within their organizations, while 66% anticipate a transformation in the future work landscape. Furthermore, 62% recognize the potential for AI to stimulate innovation and facilitate the development of unique products and services.

KPMG also found that 86% of survey respondents are investing in GenAI capabilities to stay competitive in an increasingly digital economy. Modern technologies like machine learning and natural language processing are being used by businesses to create reliable solutions that can handle difficult jobs more quickly and accurately than ever before.

The survey revealed that many businesses are actively pursuing strategies designed to maximize the potential of GenAI within their organizations. These include hiring teams with specialized skill sets for developing innovative applications (63%), investing in data-driven decision making (60%), and implementing continuous improvement measures (59%).

These results suggest that generative AI is quickly becoming an essential part of modern business operations. By leveraging its immense power, companies can unlock unprecedented levels of efficiency, productivity, and innovation - all while fostering creativity and progress throughout their organizations.

New study finds that integrating GenAI technology calls for new talent and employee upskilling, as reported by 66% of surveyed professionals. 71% of executives in IT/tech agree that hiring and training is essential for seamless implementation. Skills in AI, machine learning, natural language processing, and speech technology are deemed crucial for success.

Surprisingly, only 12% of respondents believe their workforce is prepared enough to adapt to this new technology. Additionally, 25% of US executives lack a clear strategy for integrating GenAI capabilities into their workforce, and 30% anticipate employee resistance during implementation and adoption.

In the world of business, AI adoption is rapidly transitioning from a competitive advantage to an essential requirement. That's why organizations must cultivate a culture of responsible AI usage, emphasizing the importance of both developing AI safely and adopting it to optimize business objectives.

According to a recent survey, AI will have a significant impact on different job categories, positively affecting IT, software-related, creative, and customer service jobs. However, administrative jobs, including data entry and record keeping, are expected to face the most significant negative impact.

To make the transition as smooth as possible, organizations must develop a compelling value proposition for tech talent to enhance AI practices and consider exploring ways to acknowledge and reward responsible AI usage.

Overall, proactive engagement from the workforce is essential to adopting AI successfully, and leaders must be out in front, inspiring trust in the workforce and helping them to see a vision for the future.

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by Arooj Ahmed via Digital Information World

Creators Weigh In on the State of the Industry

The creator economy has grown at a rapid rate, but in spite of the fact that this is the case, there is still a lot of room for improvement. Lightricks recently surveyed a thousand creators who are currently operating within this space, and they weighed in on the state of the industry. They also highlighted certain factors that could make future trends seem more apparent than might have been the case otherwise.

First things first, generative AI is changing the creator landscape in ways that are hard to predict. 68% of creators said that they are already using generative AI to one extent or another, and at least 66% said that they have a working knowledge of it. As for those who are aspiring to become creators in the future, 62% admitted to using generative AI, and a whopping 92% said that they are familiar with it.

With all of that having been said and now out of the way, it is important to note that there are still some drawbacks to the presence of AI. 74% said that the potential for the creation of deepfakes was an enormous issue, 58% remarked that copyright issues might start to arise and 57% are fearful of a potential decrease in authenticity.

That does not detract from the very real value of AI among creators, however. 84% said that using AI helps them to save time, and the same proportion, 84%, stated that it also helps them to save a lot of money that would have otherwise been spent. 86% also acknowledged that the use of AI has a largely positive impact on their creative processes with all things having been considered and taken into account.

A lot of feedback was also received with respect to who creators are trying to make content for. 14% said that they want to make something that they themselves would enjoy, while 23% stated that they try to keep business interests in mind. 25% said that it is just a hobby for them, and 33% referred to their careers as side gigs to provide supplemental income.

So, where are creators getting all of their income from? Well, 80% said that they rely on ads as their primary source of revenue. However, 49% cited product placements because of the fact that this is the sort of thing that could potentially end up allowing them to boost their profit margins. A further 55% said that they make custom content for brands in order to get a more sustainable source of income from their content creation.

The vast majority of creators, or 74% to be precise, suggested that they feel they are fairly compensated for all of their hard work. 26% reported earning between $1,000 and $2,000 per month, 19% said they make between $2,000 and $5,000 and 13% earn even more than this.

However, 18% of creators still just earn between $500 to $1,000 on a monthly basis, with nearly a quarter, 24%, earning less than $500 per month. All in all, the creator economy is fairly diverse, but despite the disparity, three out of four creators are happy with how much they can make.

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by Zia Muhammad via Digital Information World

Apps Removed from Stores Might Still Compromise User Privacy

Privacy risks have become unfortunately common in the app ecosystem, and most platforms try to tackle this by delisting apps that pose a risk to consumer privacy with all things having been considered and taken into account. In spite of the fact that this is the case, apps that have been removed from the App Store or Play Store may continue to threaten privacy as well as compromise the overall integrity of the app ecosystem.

It is estimated that around 2,000 apps were delisted from the Roku and Amazon app stores in the first quarter of 2023, with the vast majority coming from Roku and just 28 coming from Amazon. This represents a 54% increase year over year, and Pixalate recently conducted an analysis in order to shed some light on the risks that might be posed by these apps in the long run.

With all of that having been said and now out of the way, it is important to note that delisted apps might still be installed on user devices. That can allow them to continue obtaining data from these users, which just goes to show that delisting is not the one size fits all solution that so many platforms are hoping it will be.

They can also be a huge drain on financial resources because of the fact that this is the sort of thing that could potentially end up redirecting ad revenue towards apps that have a harmful impact on consumer privacy. An estimated $3.3 million in ad dollars were spent on delisted apps, which might end up making these ad budgets less effective than might have been the case otherwise.

Most of these apps were delisted for one reason: they were threatening user privacy. However, this study showed that delisting apps is not going to stop them from compromising a user’s inalienable right to safety as well as privacy. They can also have a wider effect on the ecosystem that would lead to less efficient distribution of ad dollars, and the long term impact of this has not yet been fully analzyed although efforts are currently underway.

Developers who want to avoid getting their apps delisted would need to better understand the rules and regulations that are at play here. Transparency is key, since it can enable developers to communicate with platforms that are trying to remove their apps. As long as there is no real foul play afoot, developers won’t have anything to worry about.

Around 25% of the apps that were delisted by Roku and Amazon were simple apps like screen savers and wallpapers. Apps that are in these niches are notorious for not having enough security protocols in place, and users that downloaded them might end up facing numerous privacy threats down the line.

All in all, consumers need to be better educated about the risks of downloading apps that end up getting delisted. If you notice that an app you recently installed is no longer available on the app store, this should lead to you removing the app before it can do any harm. Platforms only go so far as to delist apps if they notice that they are engaging in underhanded practices.

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by Zia Muhammad via Digital Information World

Chinese Authorities Crackdown on Social Media Misinformation

The Cyberspace Administration of China oversees internet censorship and has recently begun looking into misleading social media posts. The raid successfully closed 67,000 accounts and got rid of 1.4 million posts. The Chinese government is making significant efforts to stop disseminating false information and news on social media platforms.

The CAC imposed less severe sanctions on close to a million accounts, such as reduced earning potential or lost followers. The CAC also deleted eight thousand accounts for spreading harmful content, rumors, and incorrect information. It continued to focus on "self-media" profiles accessible through popular applications like WeChat, Douyin, and Weibo.

There has been a crackdown since it is becoming increasingly concerning that social media can be used for harmful purposes like propagating false rumors or inciting violence. To ensure the safety and security of its citizens online, China recently put in place a variety of procedures similar to this one.

The Chinese government keeps online users informed of new developments to ensure that they carefully adhere to social media legislation. Users can conduct their online activities without compromising their privacy or running the danger of being prosecuted, provided they are aware of their obligations and use digital networks responsibly.

The CAC believes this action will persuade more individuals to use social media responsibly, refrain from spreading misleading information, and refrain from other activities that might have gravely detrimental impacts.

Authorities allegedly targeted 25,000 accounts professing to be government representatives and another 13,000 reports showing up as military personnel as part of a broad campaign against fake accounts.

In their most recent campaign, the authorities penalized 187,000 accounts for pretending to be news media outlets and another 430,000 accounts for allegedly giving educational or professional advice without the proper credentials.

The Chinese government needs to address the issue of incorrect information on social media platforms. It exhorts internet service providers to do more to stop the dissemination of such content. Social media companies must also follow these rules or risk fines or license suspension.

This dedication to maintaining the security and safety of online usage is a wise move. However, the effectiveness of these steps in reducing the harm brought on by erroneous information will have to wait until after some time has passed.

Stay informed as the authorities work to eliminate false information from the digital realm.

H/T: Reuters

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by Arooj Ahmed via Digital Information World

Shifts in Twitter's Ecosystem: Cutting Off Third-Party Apps Sparks Controversy

The Texas Monthly recently featured a profile that highlighted the consequences of Twitter's choice to remove third-party clients. The article emphasized the important role that apps such as Tweetbot and Twitterrific played within Twitter's ecosystem. Twitter developer platform's former head, Amir Shevat unveiled that these third-party apps had historically contributed a substantial 17 percent of overall user engagement on the platform.

Shevat, who was responsible for ensuring that independent software developers had the necessary tools to create third-party clients, emphasized the importance of these apps in shaping Twitter's identity. The statistic provided by Shevat highlights the potential short-sightedness of Twitter's decision to cut off these apps and underscores the significant impact they had on user engagement.

At the heart of the Texas Monthly profile was Tapbots, a company based in Texas that developed popular apps such as Tweetbot and Ivory for Mastodon. The article included insights from the cofounders at Tapbots, Mark Jardine and Paul Haddad, who shared their experiences and the impact of Twitter's policy changes on both their business and personal lives. When Tweetbot was discontinued, Tapbots quickly shifted its attention to Mastodon and promptly launched Ivory for Mastodon, a client designed for iPad and iPhone users. Demonstrating their commitment to expansion, Tapbots recently extended the availability of Ivory to Mac users, catering to a wider audience.

Twitter's decision to discontinue support for third-party apps came without any explanation, leaving small, independent developers like Jardine and Haddad in a state of uncertainty overnight. This move marked the end of a do-it-yourself tech ecosystem outside of Silicon Valley. Haddad expressed his initial anxiety, but also a sense of relief from the unpredictable nature of Twitter's changes under Elon Musk's ownership.

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Mark Jardine, discussing the positive feedback received for Ivory's initial release, admitted that the app was launched without all the desired features. While user excitement is uplifting, Jardine acknowledged that the success of Ivory is crucial for their business, adding that the pressure is immense.

A representative of the company responsible for Twitterrific, The Iconfactory, Craig Hockenberry strongly denounced Twitter's decision, labeling it as a cowardly maneuver. Hockenberry expressed his deep disappointment with the lack of regard shown toward developers who contribute to the ecosystem.

The revelation that third-party apps like Tweetbot contributed to nearly 20 percent of user engagement on Twitter underscores the shortsightedness of cutting them off. These apps were primarily used by power users who generated substantial content for the platform. This content was then consumed and engaged with, including through advertisements, by users on Twitter's official app.

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While it may not be expected for Twitter to allow free access to its API for third-party apps like Twitterrific and Tweetbot, this whole ordeal could've been approached in a better way. The abrupt cutoff without any prior warning left developers feeling burned by Elon Musk's decisions. As a result, there is little likelihood that most developers would take Twitter up on any future offer to reinstate third-party apps. Alternatives such as Mastodon and Bluesky are gaining momentum, providing users with viable options beyond Twitter's official app.

In conclusion, the Texas Monthly profile sheds light on the significant role third-party apps played in Twitter's ecosystem and the detrimental impact of cutting them off. The 17 percent engagement figure provided by Amir Shevat emphasizes the importance of these apps and raises questions about the decision-making process at Twitter. The repercussions of this move are felt not only by developers but also by power users who contributed valuable content to the platform. Whether Twitter will reconsider its stance in the future remains uncertain, but the consequences of this decision may have already driven developers and users toward alternative platforms.

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by Ayesha Hasnain via Digital Information World

Marketers are swiftly adopting the Power of Generative Artificial Intelligence

Marketing pros are rapidly incorporating generative AI into their strategy. A BotcoAI study reveals that, following a brief introductory phase, AI tools are now employed by over 70 percent of businesses. Among the remaining resistant individuals, 31 percent anticipate adopting such tools within a year, while 46 percent foresee their integration within a two-year timeframe.

Among the AI users surveyed, substantial three-quarters employ this technology for ideas discussion, initial drafts, and outlining purposes. Furthermore, nearly half, or 49% to be exact, utilize AI to generate polished and final drafts.

The Botco study, conducted in March, drew insights from a comprehensive survey encompassing one thousand business experts engaged in both business-to-business and business-to-consumer sectors. Notably, three-quarters of the participants represented companies boasting a workforce of over 100 employees. Demonstrating the wide-reaching impact of generative AI, prominent industry players like Microsoft have joined the ranks, currently while integrating its search capabilities with ChatGPT. Such advancements signify the growing adoption of AI technologies within the marketing landscape.

In a recent article, Yusuf Mehdi, Microsoft's Cheif Marketing Officer, highlighted the significant enhancement to ChatGPT's functionality. He announced the integration of a cutting-edge search engine into ChatGPT, enabling users to obtain even more timely and current responses, leveraging the vast resources available on the web. This innovative update allows ChatGPT's answers to be firmly grounded in authoritative search results and web data, further augmented by the inclusion of citations, facilitating a seamless learning experience within the chat interface.

The introduction of search functionality within ChatGPT marks an approaching shift that poses a difficult challenge to Google's established supremacy in established search methods. While Google employs generative AI in its operations, including a chatbot that aids advertisers in optimizing their ads, the integration of search capabilities directly within ChatGPTcreates a new landscape for information recovery. This development disrupts the traditional dynamics, opening up a fresh avenue for users to explore and obtain relevant insights, potentially reshaping the dynamics of the search industry.

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