MarketingDojo #14 : Say Hello To Chatvertising.👋
Chatbots are coming for advertiser's money, distinctive brand assets can create magic and more.
Hello,
I hope your April has started on a good note. Thanks to a public holiday this Friday, I can almost smell the weekend.
In this issue, we will cover:
💰 Advertising has entered the chat
🍔The magic of McDonald’s distinctive brand elements
😮 Pepsi’s new logo is old.
💪 An underrated skill for marketers.
And a lot more.
If you find this newsletter valuable, please remember to share, comment or like. Any support is truly valuable.
With that, let’s dive right in.
Advertisements have entered the chat.
I love Bing's new chat experience.
There are now more than 100M daily active users of Bing. The Bing chat has driven over 100Mn engagements.
Microsoft's Consumer CMO, Yusuf Mehdi, recently confirmed that they've started testing ads in the GPT4-powered chatbot.
These ads will be contextual and appear within the chat responses.
Details are sparse, but Bing Chat's monetization is happening sooner than expected.
Chatbots are popping up everywhere - Google's Bard being a direct competitor. Bing's monetization strategy will set the stage for a new way to advertise. Significant changes to search advertising are coming soon.
Bing Chat’s onboarding might have been a missed opportunity.
There were several confusing moments during Bing chat’s onboarding process. It looks like others had similar difficulties too.
This cool interactive case study highlights some areas where Bing Chat could improve their onboarding experience. The entertaining case study is filled with research-backed suggestions for improving onboarding.
Creative Excellence: McDelivery ad leverages McDonald’s brand distinctiveness.
If you were travelling back from work after a long day, would this ad make you feel hungry?
Would you get home, pick up your phone and order a juicy burger from McDonald's delivered to you at flash-like speed? McDonald's hopes so.
Doordash’s latest ad for McDelivery is so unique and creative that it's more like a work of art than just a food advertisement. And the best part? It doesn't even use words to communicate the message!
McDonald’s has invested for years in creating distinctive brand assets.
You know what I'm talking about - the iconic golden arches, the mouthwatering Big Mac, the catchy jingle ("I'm lovin' it"), and Ronald McDonald himself.
Distinctive brand assets are crucial in developing robust associations in a consumer's brain and helping brands stand out.
This clutter-breaking creative is yet another masterstroke for Mcdonalds’.
It’s Meme-o-clock.
Barely 25 days since GPT4 launched, the number of plug-ins & applications far exceeds the total the finger-pointing memes on the internet!
I also want to sign the open letter to OpenAI to slow things down.
Stop Wasting Your Time on Hashtags: Instagram has moved on.
Once upon a time, long ago, organic reach existed on Instagram.
Brands & creators would fuss about hashtags as it was the best way to drive content discovery beyond followers.
One could include up to 20 carefully curated hashtags.
We can stop that now. Instagram’s head Adam Moserri confirmed in an AMA - Hashtags make no difference. 😮💨
An underrated marketing tool: Editing.
Last week I spent much time providing feedback on new web pages. The delete button was my best friend thru and thru. We reduced the copy to get to the point as efficiently as possible.
Gaping void sends out some amazing illustrations in their weekly newsletters. This week’s newsletter came with a great reminder.
What’s the lesson here? Often what separates the great creatives from the mediocre ones is NOT the result of inherent talent, but the fact that a much greater percentage of their output ended up in the trash can.
So two big takeaways for us marketers?
Don’t feel bad about starting off on something and throwing it into the trash.
How full is your “idea trash bin”? Your best work depends on it.
Pepsi’s new logo is…… Old
Minimalism is the art of saying and doing more with less. Most brands have adopted the minimalist logo trend and done away with their distinctive elements.
Hence, Pepsi’s new maximalist logo and visual design is a welcome change.
Interestingly, The new logo looks heavily inspired by the past. Doesn’t the new logo resemble the one from 1987?
A welcome move towards brand safety & transparency.
If you're not a fan of your ads being displayed next to swear words, political messaging, or religious ads on Meta, you’re in luck.
Meta announced new brand suitability controls powered by AI. A brand can now choose a more or less conservative approach for ad placements based on its risk appetite.
Google announced the launch of its new ad transparency centre. A consumer can access all the ads from a brand across youtube, search & display. Bonus: It might also serve as an ad library to track competitor ads.
Short Stuff:
Elon Musk became the most followed account on Twitter after surpassing Barack Obama (No surprises there).
An AI-generated image of Pope Francis wearing a white puffer jacket went viral, leaving in its wake some ethical questions about generative AI (First mass-level AI misinformation case)
Lemon8 - a Bytedance-owned social media app, entered the top 10 most downloaded apps in the US app stores charts (Activating plan B).
That’s all for this week. I hope this issue was worth your time and attention. A big thank you for all the support. Please keep the feedback coming.
Signing off,
Garima
P.S.: Originality is a myth. Everything’s a remix.
Super-talented Kirby Ferguson released an updated version of his legendary “Everything’s a remix” video. Memes, music, movies - anything you love and enjoy: nothing’s original, and the world is more creative for it.
You cannot miss this video. Sadly, this is Kirby Ferguson’s last one in the series.
Oh wow! I used discovered GapingVoid ages ago and yet missed them in between. Thank you for surfacing it again!