Google Optimise will sunset this year
Google Optimise and Optimise 360 will no longer be available after 30th September 2023. Experiments and personalisations can continue to run until that date. Google says it is discontinuing Optimise to better serve customers by investing in solutions that provide more robust A/B testing capabilities. In the announcement, Google said that it will focus on providing effective user experience improvement tools through Google Analytics 4 and other integrations. It claimed that despite being a long-standing product, Optimise does not meet its customers' evolving needs and demands.
Why is this important?
The discontinuation of Optimise may affect marketers' ability to conduct A/B testing and optimise their website or app’s user experience. While Google Analytics 4 is gaining popularity, marketers still haven’t adopted it fully. But this sunset announcement is another reason marketers need to familiarise themselves with the tools and features available in GA4 since Google is committed to moving A/B testing there. Read more.
Partially Addressed Mail driving online traffic and word of mouth
JICMAIL insight reveals that there has been a significant increase in the amount of consumers that are reading, looking at and putting mail on display in the home. From those that have received Partially Addressed Mail, research has found 15% delivers brand discussions and 13% drives the recipient online.
Why is this important?
The research JICMAIL has conducted shows that Digital and Door Drop have a positive relationship in driving online traffic so would be an ideal combination for campaigns looking to drive brand discussions and online traffic. Door Drop has also been proven to stay in the home for longer and attract more consumer attention. Learn more here.
TikTok faces more questions over creator monetisation ‘Pulse’ Program
As TikTok is exponentially growing, it continues to face many challenges. In particular, it is at risk of losing its top creators to other creative platforms such as YouTube and Instagram, as they are able to offer their creators on the platform, with higher earnings.
Why is this important?
Undoubtedly, TikTok is the social app of the moment, leading many key trends and cultural shifts. But it still leaves its users uncertain of the apps future due to global external forces. Read more here.
Campaign of the Week: McDonald’s campaign raises a few eyebrows
“Raise Your Arches” is the name of the new campaign from McDonald's which celebrates the universal invitation to pick up some fast-food from the chain. Whilst facing a long day of emails and paperwork in the office, a set of employees perform the widely accepted non-verbal gesture of raising their eyebrows at each other, hinting about picking up a McDonald's lunch in this light-hearted TV ad. All of the work colleagues understand what this gesture means and it results in a mass, lunchtime exodus.
The 60-second film was directed by filmmaker Edgar Wright who is best known for the Cornetto film trilogy, Baby Driver and Last Night in Soho. Interestingly, this is the first film for the brand that does not feature a McDonald's restaurant or the food, instead the ad simply ends with the line “fancy a McDonald's?” in this ad that aims to raise arches and smiles across the country.
