Insights from below deck: April 2024

Google’s AI content clampdown, the continued rise of influencer marketing, and Dove’s ‘The Code’ campaign are some of the topics that have got the team talking this month. Here, we discuss the latest news from the digital marketing landscape and how we expect brands to leverage updates throughout May and beyond. 

Google clamps down on AI content generation

The March 2024 core algorithm update delivered a resounding message: AI-generated content is facing penalties. This means websites that churn out AI-generated content (that will inevitably lack originality) will be less likely to show up in Google’s search results, or may even be removed from the search index completely. 

The solution? However tempting it may be, avoid using AI for content writing and opt for human-written content instead – trust us, you’ll thank us later. If you really must use AI in content creation, ensure the piece is at least based on human-written notes to ensure some originality, and add in human elements such as real-life experiences or product reviews where relevant.

Alice MacLaverty, content writer

Influencer marketing is (still) on a rise

Based on insights from the Q3 2023 Sprout Pulse Survey, it's evident that more than 80% of marketers view influencers as integral components of their broader social media strategies. According to Sprout Social's 2024 Influencer Marketing Benchmarks Report, consumer interest in influencer content varies across demographic segments, with particular focus on food and drink, beauty, and fashion categories.

However, a closer examination reveals nuanced preferences among different genders and age groups. Sports content emerges as a prominent interest for both men and Generation X individuals. Gen X shows a distinct preference for influencer content related to movies and TV. Beauty remains a top category for women across all age brackets, while fashion garners interest women, Generation Z, and millennials. Millennials show a stronger inclination towards lifestyle content, while Gen Z and millennials both display heightened interest in fitness-related content.

Lauren Boyles, PR executive

Dove vows to never create or distort women’s images with AI

The rise of AI poses a significant threat to genuine beauty representation, underscoring the need for authenticity. In honour of the 20th anniversary of the Campaign for Real Beauty, Dove reaffirms its commitment to championing real beauty by vowing not to use AI to manipulate women's images. While strides have been made, the state of beauty in 2024 remains complex.

Dove’s latest campaign, ‘The Code’, examines the impact of AI on beauty while honouring Dove's enduring legacy. Through ‘The Code’, the beauty brand aims to shed light on the challenges of beauty in the digital age while celebrating Dove's unwavering dedication to authenticity.

Izzy Massey, senior account manager

UK retail sales stagnate despite easing inflation

In March, British retail sales hit a plateau, marking the first time since December without monthly growth, despite a recent slowdown in inflation. According to the Office for National Statistics, sales volumes remained stagnant, contradicting economists' expectations of a 0.3% increase. This flatlining followed a slight uptick of 0.1% in February, as revised by the ONS.

Remember, during challenging economic times, the smart marketer who measures and analyses data is in the best place to win. Don’t cut your marketing budget blindly – measure data and make informed decisions off the back of that. And be prepared to change plans quickly.

Amy Taylor, digital marketing executive

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