Digital Intelligence Report Q3 Review

Digital Intelligence
Written By megan hammons

1. RCS Messaging and Apple's iOS 18

Several of the newsletters highlight the introduction of Rich Communication Services (RCS) with Apple's iOS 18 update. This is seen as a major advancement for digital marketers. RCS enhances traditional SMS by adding features like read receipts, typing indicators, and higher encryption, which means brands can deliver interactive, app-like experiences directly within messaging platforms. From appointment reminders to advanced customer service experiences, the potential for deeper engagement is massive, but many marketers are still waiting for the full details of Apple’s release​.

2. Google’s Evolving Landscape

Google has dominated much of the news with changes to its algorithm, search tools, and its battle with third-party cookies. The delay in fully phasing out third-party cookies gives marketers more time to prepare for a first-party data-driven future. Google's continued monopoly suits have also created uncertainty, but marketers are advised not to abandon Google just yet.

Also, Google’s integration of AI into search, notably with SearchGPT, points to an era where intent-based SEO and content optimization will matter more than simple keyword stuffing.

3. TikTok’s Uncertainty and Potential

TikTok's future in the U.S. remains uncertain due to potential government intervention. However, it continues to offer seamless eCommerce experiences like TikTok Shop, which has the potential to rival Amazon. Despite the looming threats of a ban, brands are still finding value in TikTok’s powerful combination of social, search, and eCommerce capabilities​. Marketers should keep an eye on this space but also prepare for alternatives​.

4. AI Integration in Marketing

AI continues to reshape marketing, particularly in content creation, analytics, and personalization. Tools like ByteDance’s Text-to-Video generator are highlighted as innovative, while concerns are raised about agencies using AI without client transparency​. The consensus is that AI can augment marketing processes, but the human touch remains crucial. AI plus humans will be the winning combination​.

5. Social Media Dynamics

Across various newsletters, social media platforms like Facebook, Instagram, X (formerly Twitter), and emerging platforms like BlueSky were discussed. Facebook continues to evolve with new ad integrations and tools like GA-4, but TikTok and Instagram are recognized as platforms with high conversion rates​. The newsletters also address the increasing role of social media for news consumption and the growing influence of creators and influencers as key drivers of brand engagement​.

6. Content Marketing and SEO Shifts

Marketers are urged to balance quality and quantity when it comes to content creation. Depth and breadth of content are emphasized as critical for both SEO and audience engagement. As AI tools for SEO become more advanced, brands are encouraged to align their content strategy with AI-driven insights, while also focusing on traditional SEO best practices like backlinks, title tags, and keyword intent​.

7. Analytics, Data, and Programmatic Advertising

The newsletters stress the importance of data-driven decision-making, with tools like GA4 offering deeper insights and new benchmarking capabilities​. Programmatic advertising remains important, especially with the changes to third-party cookies, and retargeting strategies are vital as most web visitors still don’t convert on their first visit​.

8. Email and Mobile Messaging

Email marketing continues to be a cornerstone, but it's evolving with automation and AI-driven personalization. Newsletters also highlight the importance of checking emails in incognito mode to avoid display issues and emphasizing the balance between personalization and privacy. Meanwhile, mobile messaging tools like RCS and iMessage are gaining momentum, and Apple’s RCS integration promises richer marketing opportunities in the mobile space​.

In conclusion, the digital marketing landscape is rapidly evolving with significant shifts in AI, privacy, and platform integrations. Marketers are advised to embrace emerging technologies but remain adaptive and data-driven to optimize their strategies across search, social, and content marketing.

TOP CHART:

US Advertising Media Market Sizes ($B) 2024 v. 2028

MOST CLICKED

megan hammons
Previous

Election & Media Economics: Media Spend in 2024
Next

Digital Intelligence Report Q2 Review