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UK Government funds Digital Marketing Workshops; New Core Web Vitals data in GSC; Instagram works on BeReal clone; Best ads of the week

Here’s this week’s Digital Discovery. Everything you need to know in the world of digital marketing.

Plus, we cover some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

UK Government funds digital marketing skills bootcamp

The Department for Education (DfE) has selected the Data and Marketing Association (DMA) as a partner on their Skills for Life initiative, to close the skills gap.

Companies near London, Bristol and Manchester can benefit by enrolling their employees on 12-week Digital Marketing Strategy Skills Bootcamps funded by the DfE.

Find out more here: https://dma.org.uk/article/upskill-your-team-with-government-funding

Google removes AMP requirement for ‘Top Stories’ placement

The team at Search Engine Journal have noticed three changes to Top Stories eligibility on previous and current versions of Google’s guidelines on Article structured data.

Top Stories placements are important for publishers of articles and news as they sit above the search results for trending topics.

On reviewing the guidelines, Search Engine noticed:

  1. AMP (Accelerated mobile pages) is no longer needed to eligible for Top Stories placement.
  2. Article structured data is not necessary for Top Stories, but it is still recommended.
  3. Image guidelines have changed to allow smaller images.

Review the guidelines in full here: https://developers.google.com/search/docs/advanced/structured-data/article

New Core Web Vitals data in Google Search Console

The Core Web Vitals report within Google Search Console shows how your pages perform. Better page performance improves user experience and is therefore a key element to monitor for SEO.

Previously, the report provided aggregate scores based on groups of URLs. Now users can review URL-level data.

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See Google’s tweet here: https://twitter.com/googlesearchc/status/1561727623734169600

Google to be sued by US Justice Department next month

According to Bloomberg, The US Justice Department is preparing to sue Google in September.

The DOJ is building a case that Google illegally dominates the digital advertising market. This would be their second case against Google following the 2020 lawsuit alleging Google dominates the online search market in violation of antitrust laws.

The ongoing scrutiny could bring significant changes to how digital ads work in the future.

Instagram is working on BeReal feature called ‘Candid Challenges’

Instagram is once again working on a new feature to keep up with other popular social media apps.

Previously, Instagram has launched Stories to keep up with Snapchat and more recently Reels was launched and heavily pushed to compete with TikTok.

Now it seems Instagram is working on Candid Challenges to match the appeal of BeReal – a photo sharing app where users post once a day, unfiltered and within two minutes of receiving a notification.

New hosted checkout feature on Pinterest

Advertisers and merchants should keep an eye on Pinterest’s new hosted checkout feature.

The update allows shoppers to checkout directly on Pinterest instead of being directed to a seller’s website.

The new feature is being launched for Shopify users first and is currently only available to select US merchants who are in the Pinterest Verified Merchant Program

Microsoft adds ads to ‘focused’ inbox in Outlook mobile

In Outlook you can organise your inbox by ‘Focused’ for important emails or ‘Other’ for all other emails.

Previously Microsoft had only put the ads in the “other” tab for free subscribers, but now ads are starting to appear in the “focused” inbox as well.

The new placement could be a good opportunity for advertisers to take advantage of while competition is low.

FCA warns buy now, pay later brands over influencer ads

Companies such as Klarna and Clearpay who offer buy now and pay later services have been warned by the Financial Conduct Authority (FCA) over influencer ads that do not flag the potential risks, such as falling into debt, to consumers.

Diageo investment into marketing increased by almost £1bn since 2017

Diageo, the company behind alcohol brands such as Guinness and Smirnoff, has increased marketing spend by almost £1bn over the last six years, as net sales have jumped by £3.4bn.

The company showcases a great example of how marketing investment can drive business growth.

Consumer confidence crashes to new low

Marketing Week reports that the mood of UK consumers has been “exceptionally downcast” in August, with confidence declining to its lowest score on record as the cost of living continues to spiral.

The Bank of England has said inflation could peak at more than 13%.

Marketing Week reported that during the UK’s last major recession in 2008, consumers chose not to buy less, but to buy cheaper products and make use of more promotions.

Ads of the week

Carlsberg celebrates 30 years of Liverpool sponsorship

EE advert relates data to free falling

Nike – Never Done Playing

Burger King celebrates National Burger Day.

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Vodafone launch dramatic roadside pregnancy ad

Key content dates for your social media next week

29 August – Summer Bank Holiday

1 September – National Tofu Day

2 September – World Coconut Day

3 September – World Beard Day

4 September – World Sexual Health Day

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

Sources:

https://www.searchenginejournal.com/google-updates-article-structured-data-guidelines/462334/

https://www.searchenginejournal.com/instagram-tests-bereal-clone-candid-challenges/462155/

https://www.searchenginejournal.com/google-search-console-update-more-data-in-core-web-vitals-reports/462137/

https://www.bloomberg.com/news/articles/2022-08-09/doj-poised-to-sue-google-over-ad-market-as-soon-as-september

https://searchengineland.com/pinterest-introduced-hosted-checkout-for-merchants-387404

https://www.marketingweek.com/everything-that-matters-this-morning-22-august-2022-2/

https://dma.org.uk/article/upskill-your-team-with-government-funding

https://www.marketingweek.com/diageo-upped-marketing-billion/

https://www.marketingweek.com/heineken-hard-seltzer-uk/

https://www.marketingweek.com/consumer-confidence-new-low/

https://www.thedrum.com/news/2022/08/24/burger-king-whopper-swapper-campaign-asks-brits-try-meat-free-burger-free

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