At Optix Solutions, we try to stay on top of the daily digital marketing news so we understand how any changes can impact our clients and the results we can achieve.
We record a weekly podcast, More Than Digital Marketing, to help keep you informed. Although you might be hearing lots about ChatGPT, TikTok and Google, we want to help keep you in the loop and tell you what you need to know and give advice on what you need to do, if anything.
If you don’t have time to listen to ‘the pod’, you can still keep up-to-date with our summary of the key talking points.
ChatGPT vs Search – Is There a Winner?
As we navigate through the ever-evolving digital landscape, search engines continue to play a vital role in our lives. While Google has been the dominant search engine for years, other platforms are quickly gaining ground.
One such platform is ChatGPT, a language model trained by OpenAI, based on the GPT-3.5 architecture.
ChatGPT's ability to be optimised for specific queries and provide more personalised results, has caught the attention of many businesses. As businesses start to realise the importance of understanding different search engines and their audiences, the focus on optimising for ChatGPT is only going to increase.
Maybe this eventual optimisation will depend more on the user intent and the actual individual, like what they care about. Do they want answers? Or do they want choice?
To prepare for this potential possibility, websites may need to become "content houses" that organise information around specific queries, for easier scanning by the AI.
Some people have argued that ChatGPT has the potential to become the new Google. Only time will tell.
ChatGPT Banned in Italy
However, it seems that ChatGPT is not welcomed by everyone.
In Italy, ChatGPT has been banned due to a data breach that affected some Italian users who had shared their information with the chatbot.
This article highlights the importance of data privacy and security in the age of artificial intelligence and machine learning, and emphasises the need for companies to implement stronger security measures to protect their user’s data.
TikTok and Data Privacy
Speaking of data privacy, let's talk about TikTok. The global social media platform has been under fire lately due to concerns about the misuse of children's data.
While there are concerns about this issue, it is argued that the app is being unfairly targeted compared to other social media platforms, such as Facebook. The argument is that the government should focus on fixing data laws, before going after TikTok.
It all comes down to the fact that one of the biggest issues about the platform, is how it’s regulated. Due to its ease of use and anonymity, it’s harder to monitor accounts, videos and comments when compared to other social media platforms.
However, it's not all bad news for TikTok; advertisers are still investing heavily in the platform despite uncertainty about future ad changes. This is a massive contrast to Twitter, where advertisers are decreasing their ad spend on the platform, due to the uncertain nature and direction of where the social media app is heading.
But this increase in ad spend could soon cease to exist, for American users anyway. The extreme measures being taken against TikTok, such as the potential ban in the USA, could have a significant impact on advertisers promoting their products and services on the mobile app.
The TikTok Fine
A lot is happening at TikTok.
They have just been fined $12.7 million by the UK's Information Commissioner's Office (ICO) for violating data protection laws, specifically with regards to children's data privacy.
The investigation found that TikTok has failed to provide adequate safeguards to prevent children under the age of 13 from creating accounts on the platform, and did not provide sufficient transparency around the use of children's personal data.
This resulted in a significant number of children's personal data being collected and processed without appropriate consent. The ICO has called on TikTok to take measures to prevent such breaches in the future, including implementing age verification for users who want to sign up and make an account, increasing transparency around data practices, and providing better controls for users over their data.
This highlights the growing importance of data privacy and the need for companies to take stronger measures to protect users, especially children.
The Rise of Bing
Moving on to search engines, Bing has been making some waves with its recent updates.
The improved visual search features such as chat, images, and videos provide a more conversational and intuitive search experience. Bing's enhanced local search results also offer potential benefits for businesses, as they can improve visibility and engagement with potential customers.
These updates reflect Bing's efforts to innovate and provide a competitive alternative to other search engines like Google.
On the flip side, businesses should not forget about the importance of optimising for Google SEO. At the end of the day, it’s about finding a balance and understanding that different search engines have their different audiences.
Older generations of people who may have a Windows laptop will automatically have Edge as their default browser, and unless they know how to install Google Chrome, chances are they’re going to end up using Edge.
For example, we recently had a client ask us to focus on Bing SEO, because their target audience uses Edge over Google.
The Digital Marketing Landscape
The world of technology and search engines is constantly evolving, and staying up to date with the latest developments is essential for businesses and users alike. From the rise of Bing and ChatGPT rivalling Google, to the growing importance of data privacy and security, it is clear that technology will continue to shape the way we live and work.
If you want to keep up to date with all things digital marketing and more, check out our podcast, where you’ll be able to listen to a brand new episode every Friday.
You can access the podcast via these platforms:
• Spotify
• YouTube
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