Meta's AI Tools for Generating Videos

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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PERFORMANCE MARKETING

📊 TikTok Enhances Ad Conversion Tracking with New Metrics

TikTok's new "Engaged View-Through Attribution" (EVTA) effectively tracks conversions from ads viewed for six seconds or more, without a click, offering a holistic understanding of TikTok's business impact. This innovation, alongside TikTok's Self-Attributing Network, refines insights into ad engagement, addressing the underestimation of TikTok-driven purchases by traditional metrics. EVTA represents a significant stride in conversion tracking.

ARTIFICAL INTELLIGENCE

🔮 Meta Introduces AI Tools for Generating Videos and Images from Text Prompts

Meta's "Emu" AI projects introduce "Emu Video" for creating high-quality, four-second videos from text prompts, and "Emu Edit" for precise, conversational image edits. Both tools, excelling in faithful content generation, enhance creative possibilities on Facebook and Instagram. Awaiting release, these innovations mark significant progress in generative AI, offering new opportunities for creators and brands.

🔍 Google Integrates Generative AI for Enhanced Search and Visual-Based Shopping 

Google's AI-enhanced search now offers personalized gift recommendations, including tools, ingredients, and experiences. The Search Generative Experience (SGE) facilitates exploration with diverse links and content. It features generative AI for apparel searches, creating photorealistic shopping visuals, and includes virtual try-ons for men's tops. This update, countering tools like ChatGPT, is available to U.S. mobile users participating in the SGE experiment.

SEO

🔍 Google Search Console Introduces New Robots.txt Report Feature - SEO

Google Search Console's new robots.txt report offers detailed insights on the top 20 hosts' robots.txt files, including the last crawl times and any detected issues. This tool, crucial for understanding indexing challenges, also allows for emergency recrawls. Its introduction marks the retirement of the robots.txt tester, highlighting the importance of regularly monitoring this report to ensure seamless site accessibility.

OUTLOOK

🛒 Key Reasons Why Customers Leave Online Shopping Carts Unpurchased

A Commercetools and YouGov survey found shipping costs (19.6%) and seeking better deals (19.5%) as the top reasons for online cart abandonment among 4,500 U.S./U.K. shoppers. Secondary factors included waiting for sales and distractions with notable variations across income, gender, and age groups. Privacy concerns were minimal. Retailers are advised to offer varied payment options, beneficial loyalty programs, and personalized engagement to reduce lost revenue.

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