Internet Marketing News: January 2022 – 5 Key Events

Contents:

• New Google Search Update: Multimodal Approach
• Top Popular Online Services Among Russians: 2023 Research
• Google Announces Revolution in Targeted Advertising: New Cookie Replacement
• Russians Spending on Mobile Apps Reaches $1.5 Billion
• Driverless Taxis in Moscow: Launch in February 2024
• Wildberries Launches New Delivery System with Participation of Individual Entrepreneurs and Self-Employed
• Gap Launches Unique Collection of Hoodies in NFT
• Research shows: Generation Z prefers "Mafia", finance and meditation
• Record growth in the share of cashless payments in Russia
• Advantages and challenges of cashless payments
• Brief news from the world of technology and business

New Google Search Update: Multimodal Approach

Google announced significant updates to its search engine, as reported in the company's official blog. These changes are aimed at improving the quality of search results and improving user experience. Updates affect search algorithms and indexing methods, allowing for a more accurate understanding of user queries and the provision of the most relevant answers. Users will soon have access to the Multitask Unified Model—an advanced multimodal search model. This artificial intelligence system will simultaneously analyze text, image, and video information, significantly improving the quality and usability of searches. This innovative approach to data processing will allow users to find the information they need faster and obtain more accurate results. Thanks to its new capabilities, this model is able to identify connections between various concepts and topics. This will significantly improve the quality of responses to complex user queries. For example, if a user first searches for information about a specific historical event and then wishes to review literature on this topic, the model will be able to provide more relevant and accurate results. This approach not only makes it easier to find information but also fosters a deeper understanding of the connections between different fields of knowledge.

The Google Lens app will introduce new features to help users find visual content. Combining text and visual search will significantly simplify the information retrieval process, making it more efficient and intuitive. This update will allow users to quickly and easily find the images and materials they need, improving the overall user experience and expanding search capabilities.

If your bike breaks down, you can point the camera at the damaged part and ask, "How do I fix this?" Google will analyze the problem and offer repair instructions. You'll get access to text and video tutorials from the manufacturer, making the process of restoring your bike easier.

Google has introduced a feature that highlights key moments in videos, allowing users to quickly find specific fragments of videos that answer their queries. This feature significantly improves the user experience by making it easier to find the information they need in video content. Users can now easily navigate through videos, accessing important points without having to watch the entire video.

New visual content search features will greatly facilitate the online shopping process. Now you can search, for example, for "a similar sofa in blue" or socks with a similar pattern. This improvement will allow users to quickly find products that match their preferences, making shopping more convenient and efficient.

Innovations based on artificial intelligence significantly simplify the information search process, allowing users to quickly find useful data and solve complex problems. It is important for marketers and SEO specialists to adapt their website content to new conditions to meet modern requirements and improve visibility in search engines. Optimizing content with new technologies will not only increase the effectiveness of marketing strategies but also improve user interaction.

Creating content in a compact format with proper markup is a key factor for successful indexing. This ensures accurate uploading of information and significantly increases the chances of appearing in the top search results, which, in turn, leads to increased website traffic. Proper content structure and formatting not only improve user experience but also help search engine algorithms effectively analyze and index information. High-quality content optimized for SEO can attract a target audience and improve the website's visibility online. Projects that provide valuable and useful information have a good chance of achieving high rankings in search engines. This significantly increases their visibility and attracts more visitors. High-quality content that meets current user needs plays a key role in successful SEO optimization and increasing website popularity.

Top Popular Online Services Among Russians: A 2023 Study

According to a recent study conducted by the Initiative agency, Russians actively use a variety of online services. The survey covered users aged 18 to 55 with above-average incomes, providing valuable insight into the preferences of the most affluent groups of the population. The study's data highlights the importance of digital technologies in the lives of Russians and their impact on everyday habits. Users are increasingly choosing online services for shopping, communication, and obtaining information, demonstrating the growing popularity of digital platforms in Russia.

Transport apps, music platforms, and food delivery services are among the most popular services in Russia. More than half of Russians actively use these services. Statistics show that these categories occupy a significant place in the daily lives of users, providing convenience and accessibility. It is important to note the growing interest in such services, which is confirmed by the increase in the number of downloads and active users.

• Transport (taxi, car sharing) - 55% of Russians;
• Music subscriptions - 52%;
• Delivery of prepared meals - 51%;
• Subscription to video content - 47%;
• Grocery delivery - 41%;
• Financial services - 30%;
• Health services - 24%.

The most popular paid subscription in Russia is Yandex.Plus, used by 26% of surveyed users. In second place is the SberPrime subscription, to which 13% of respondents are subscribed. These data highlight the growing interest in subscription services in the country, as well as the importance of the convenience and functionality offered by such platforms.

When choosing a paid service, Russians pay attention to several key factors. First, the absence of advertising is an important criterion for 63% of respondents. Second, an affordable monthly price attracts 56% of users. Finally, a wide selection of content also plays a significant role, as 52% of respondents value it. These results indicate that users are looking for high quality and variety in the services offered.

Google Announces a Revolution in Targeted Advertising: A New Cookie Replacement

Google has announced a significant update to its online advertising strategy with the launch of a new technology called Topics API, which aims to be an alternative to third-party cookies. Google developer Josh Carlin announced this in an official blog post on GitHub. The Topics API is focused on protecting user privacy, allowing advertisers to obtain information about user preferences without the need for third-party cookies. This innovation represents an important step towards a safer and more effective approach to digital advertising, balancing business interests with the protection of user personal data.

The Topics API provides advertisers with access to information about user interest topics, including sports, travel, and literature. This technology allows the collected data to be used for more precise advertising targeting while respecting privacy principles. This opens up new opportunities for advertisers, allowing them to effectively engage with their audiences and improve the relevance of their advertising campaigns.

The system will store information about user interests for three weeks, after which the data will be automatically deleted. Users will be able to view and edit their interests, and also have the option to completely disable the Topics API. This provides a high level of control over personal information and allows users to manage their preferences.

The Topics API offers a significant privacy advantage, as it does not identify users. This innovative technology effectively addresses the privacy concerns that arise with traditional cookies. Unlike cookies, the Topics API does not collect or exchange personal information, which helps increase security and user trust in online services.

The pilot launch of the Topics API is planned for the end of the first quarter of 2022. This project will be an important step after the FLoC system, which, as experience has shown, raised more questions about user privacy than it answered. The Topics API aims to improve privacy on the web by providing a more transparent and secure approach to collecting user data. The new system is expected to better reflect user interests while maintaining anonymity and protecting personal data. The Topics API differs from FLoC in that it focuses on individual topics rather than interest-based user groups. Advertisers and developers have expressed concerns that FLoC could worsen user privacy, which was one of the primary factors that prompted Google to develop the Topics API. This new approach is designed to provide a higher level of privacy protection while preserving the ability to target advertising. Our previous article provides detailed information about how Google is moving away from third-party cookies and the potential impact this may have on ad targeting. This shift to a new data collection model requires marketers and companies to adapt, which could lead to changes in digital marketing strategies.

Kirill Smolyakov, a digital marketing expert at Just Web Agency, shared his opinion on the Topics API and FLoC: "These Google initiatives can be seen as an attempt to improve user privacy protection. However, pressure from US authorities raises doubts about whether these measures will effectively ensure the protection of user information."

The change in data collection strategy could significantly impact the company's financial performance. Reducing the amount of information Google receives about users will lead to a decrease in its revenue, as the company focuses on precise advertising targeting. With stricter privacy regulations and less available data, the effectiveness of advertising campaigns may decrease, which in turn will affect the company's overall revenue.

According to forecasts, the upcoming update may lead to an increase in advertising prices and a decrease in its effectiveness. A striking example is the situation with Apple, where the implementation of IDFA led to a 30% increase in the cost per lead for one of the projects on Facebook. These changes can significantly impact advertising strategies and budgets for businesses, which is important to consider when planning advertising campaigns.

Russians' spending on mobile apps reached $1.5 billion

According to research by App Annie, in 2021, Russia ranked 6th in the world in the number of mobile app downloads and 11th in spending on them. These data highlight the growing popularity of mobile technologies in Russia and the active participation of users in the digital economy. The increase in the number of mobile app downloads indicates a high interest among Russians in mobile content and services, as well as a willingness to invest in high-quality apps.

The majority of user spending on mobile entertainment accounts for 70%, which highlights the growing popularity of mobile games. In-app purchases have increased by 49% over the past two years, demonstrating significant interest in paid features and content. Social media and photo and video editing apps account for over 30% of mobile user time, further highlighting the importance of these categories in the digital space. With the mobile app and game market continually growing, developers should focus on improving the user experience and introducing new features to attract and retain audiences. These research findings highlight the complex nature of consumption. Spending on services such as food delivery contributes to the development of the real digital economy. At the same time, spending on mobile games may indicate low financial literacy among some users. However, statistics suggest that the share of mobile services will steadily grow, as will the number of app developers. Vadim Zabeglov, founder of the marketing agency ZAMEDIA, notes that this trend opens up new opportunities for businesses in the digital sphere.

According to Statista, global investment in mobile apps is projected to increase to $170 billion in 2023, demonstrating growing interest in mobile content. Mobile gaming remains the leading revenue driver, second only to streaming services. This trend underscores the importance of the mobile platform for developers and marketers seeking to engage users and increase their market share. Given the growing popularity of mobile content, companies must focus on creating high-quality and innovative apps to meet audience needs and remain competitive.

Users are becoming increasingly aware of their financial expenses and are actively seeking ways to optimize their spending. As a result, there is increased interest in personal finance and budgeting apps. These tools help you manage expenses, plan your budget, and achieve your financial goals, making them indispensable for modern users striving for financial stability.

Driverless Taxis in Moscow: Launch in February 2024

Starting in February 2024, Moscow residents will be able to use driverless taxi services. These autonomous vehicles will operate on 18 streets in the capital, as well as in high-tech zones such as Skolkovo, Innopolis, and the Sirius Center in the Krasnodar Region. The introduction of driverless taxis will be an important step towards modernizing transport infrastructure and improving mobility in the urban environment, contributing to the development of smart cities.

During trips, with the exception of directions to Skolkovo and Innopolis, in a car A safety engineer will be on-site. This decision is aimed at strengthening trust in innovative technologies and ensuring passenger safety. Having a specialist on-board not only allows for prompt response to potential problems but also ensures a comfortable user experience. The implementation of such measures contributes to the development of autonomous vehicles and increases public confidence in new solutions.

You can order a driverless taxi through the Yandex.Go app, with fares remaining the same as regular taxis. As of the end of January 2024, more than 10,000 users have already applied to participate in the experiment, underscoring the high interest in this service. The introduction of driverless taxis promises to change the approach to urban transportation, making it more accessible and convenient. This service could significantly simplify travel within the city, offering a modern solution for passengers.

Testing will be overseen not only by the Ministry of Internal Affairs and Rostransnadzor, but also by regional authorities. This guarantees the transparency and safety of the project, which is essential for its successful implementation. Regional authorities will actively participate in monitoring, which will enable them to promptly respond to potential problems and ensure high safety standards.

Wildberries Launches New Delivery System Involving Individual Entrepreneurs and the Self-Employed

The Wildberries marketplace is actively expanding its logistics capabilities, attracting individual entrepreneurs and the self-employed to deliver orders from distribution centers to pickup points. This innovation contributes to the speed and efficiency of delivery, which can significantly increase customer loyalty and improve the overall quality of service. Improved logistics allow Wildberries to respond more quickly to customer needs and increases the platform's competitiveness in the market.

Fulfillers can now conveniently track available tasks using the WB Drive app. This app provides up-to-date information about orders in real time, significantly improving the workflow and increasing the level of transparency in the system. This allows performers to effectively manage their time and resources, which contributes to more productive task completion.

Despite the positive changes, WB Drive application users continue to express dissatisfaction in reviews on the Google Play platform and in publications on vc.ru. Many performers are experiencing difficulties with the registration process and are reporting issues with product out-of-stock at pickup locations, even after confirming their orders in the app. This highlights the need for further optimization of the service to improve the user experience and enhance customer satisfaction.

Gap Launches a Unique NFT Hoodie Collection

Gap, a brand renowned for its high-quality and stylish clothing, has taken a significant step into the digital age by releasing an NFT collection featuring unique digital items. This launch contributed to a 5% increase in the company's stock, demonstrating growing investor interest in new technologies. To create this collection, Gap teamed up with talented artist Brandon Sainz and used the Tezos blockchain platform. In this way, Gap is not only expanding its horizons in the world of fashion, but is also actively exploring new opportunities in the field of digital assets.

The collection includes four categories: "common", "rare", "epic" and "one-of-a-kind". Prices for regular items start at $8.30, while unique pieces can reach $415. Each category offers a variety of products to suit a variety of buyer needs. Regular items are affordable and popular, while rare and epic pieces attract collectors due to their uniqueness and limited availability. One-of-a-kind items are true treasures that can become the centerpiece of any collection. The launch of NFT clothing and accessories is not only a marketing strategy for increasing sales but also an important step toward innovative consumer engagement. Brands such as Nike, Adidas, Louis Vuitton, and Gucci are actively incorporating such initiatives into their PR campaigns, emphasizing their relevance and ability to adapt to modern trends. Using NFTs allows them to create unique digital products that attract attention and generate interest among their target audience. This not only strengthens a brand's image but also opens up new opportunities for engaging customers in the worlds of fashion and technology.

Interest in NFTs evokes a wide range of reactions from consumers, including curiosity and confusion. Many people wonder why digital images of clothing can be worth more than their physical versions, as well as how exactly such assets can be used. NFTs, or non-fungible tokens, provide unique opportunities for collecting and investing in digital items. Understanding their value and application can help dispel doubts and open new horizons in the world of fashion and art.

Despite the diversity of opinions, such initiatives truly attract attention to brands. Evgeniya Sokolovskaya, founder and managing director of the marketing agency ST Agency, believes that NFT clothing and accessories have the potential to become a significant trend in the near future. To achieve this, further development of metaverses, the creation of high-quality and realistic graphics, and simplified access to new technologies are necessary. The integration of NFTs into the fashion industry has the potential to change the way brands interact with consumers, creating unique opportunities for personalization and exclusivity.

Research Shows: Generation Z Prefers Mafia, Finance, and Meditation

According to the latest research from App Annie, which examined user behavior on Android, the younger generation, known as Zoomers, continues to actively use social media and entertainment apps. Instagram, Snapchat, TikTok, and Netflix remain the most popular apps downloaded. These platforms not only attract young people but also shape new trends in digital content and communication, underscoring their importance in the lives of today's generation.

Millennials prefer platforms such as Facebook, WhatsApp, and Amazon, indicating their active use of social media and online shopping. While users over 45 are more likely to choose apps for weather information, news, and voice assistants, this highlights the diversity of interests and preferences across age groups and points to the importance of considering these differences in marketing strategies and technology development. With growing interest in fintech and online shopping, young people are actively downloading apps for stock trading and digital banking. There's also been an increase in interest in social games like Mafia, which are great for parties. Additionally, apps that support a healthy lifestyle are gaining popularity, including meditation and calorie-counting apps, as well as fitness apps for running and workouts. These trends highlight the desire of young people to integrate technology into their daily lives, making them an important segment of the mobile app market.

Record growth in the share of cashless payments in Russia

According to a study by SberIndex and the OFD Platform, the share of cashless payments in Russia reached over 60% in the fourth quarter of 2021. The most active users of cashless payments are residents of the Nenets Autonomous Okrug (73.9%), the Sakha Republic (68.9%), and Karelia (68.8%). These data highlight the growing popularity of cashless payments in the country, which indicates modern trends in financial technologies and changing consumer habits.

Forecasts indicate that the share of cashless payments could reach 85% in the next five years. The online sales market is actively developing in retail and foodtech. At the same time, cashless payment usage remains low in the "construction and household goods" and "electronics" categories.

Vadim Zabeglov, expert and founder of the marketing agency ZAMEDIA, emphasizes that the pandemic and the transition to a new reality have significantly accelerated the development of cashless payments in Russian retail. Quarantine measures and the transition to remote work have become the main factors driving the growth of online commerce in the country. This trend highlights the importance of business adaptation to modern conditions, which opens up new opportunities to increase sales and improve the customer experience.

In Europe, there is a trend toward limiting the use of cash. In the coming decades, Russia will likely also adopt this approach. Restricting cash helps increase the transparency of financial markets and allows for the effective detection of fraudulent schemes. However, a complete elimination of cash is only possible if it loses its convenience for consumers. It is important to consider that the transition to cashless payments requires society to adapt to new technologies and change financial habits.

Benefits and Challenges of Cashless Payments

Cashless payments offer many advantages, including convenience, security, and speed of transactions. However, there are also challenges that need to be addressed. These include the need to improve digital literacy among the population, as well as the development of infrastructure for cashless payments. This includes improving access to technology and user training, which ultimately contributes to wider adoption of cashless forms of payment and increases their efficiency.

The future of cashless payments in Russia appears promising, but success requires a comprehensive solution to existing problems and adaptation to new conditions. It is important to consider technological, economic, and social aspects to ensure the security and convenience of cashless transactions for users. Effective integration of modern technologies, such as blockchain and mobile apps, can significantly simplify the payment process and increase their popularity among the population. Given the growing interest in non-cash payment methods, it is also necessary to develop infrastructure and educational programs to increase financial literacy and trust in new payment methods.

Brief news from the world of technology and business

Yandex announced the acquisition of the eLama advertising platform, which represents an important step in the development of its advertising capabilities. This acquisition will allow Yandex to improve its advertising services and offer more effective tools for advertisers. Expanded functionality and the integration of eLama technologies will help optimize advertising campaigns, which, in turn, will increase their effectiveness and profitability. This event confirms Yandex's commitment to strengthening its position in the digital advertising market and providing its clients with more powerful solutions to achieve their business goals.

As a result of the transaction, Yandex will gain control of the eLama platform, while the brand and functionality will remain unchanged. This ensures that users can continue to use the familiar interface and all available advertising management tools.

Amazon is strengthening its position in the fashion market with the launch of a new retail store, Amazon Style, in the US. This store will offer a wide range of clothing, footwear, and accessories, allowing customers to not only discover the latest fashion trends but also shop in a comfortable environment. Amazon Style will be an important step for the company in the fashion retail sector, offering customers a unique experience in choosing and trying on products.

The Russian government is initiating the development of a new law that will regulate the activities of marketplaces. The bill proposes classifying platforms into four categories, which will allow regulatory rules to be adapted depending on the scale of each platform. This innovation is aimed at streamlining the e-commerce market and protecting consumer rights, as well as creating a more transparent environment for all participants. It is important to monitor the development of this initiative, as it could significantly impact the structure and functioning of online commerce in the country.

The law aims to establish transparent rules and fair practices in the marketplace market, thereby building trust among users. This initiative will improve the quality of services and enhance consumer protection, which, in turn, will create a safer and more efficient trading environment.

The social network Likee was the first platform to comply with Russian legislation on "landing" by introducing an electronic form for user complaints. A traffic counter system recommended by Roskomnadzor was also integrated. These measures are aimed at increasing transparency and user convenience, as well as compliance with current regulatory requirements in the digital communications sector.

NBCUniversal, in collaboration with Publicis Media, plans to test new media measurement methods during the upcoming Winter Olympics and Super Bowl LVI. NBCU clients will be able to receive detailed reports on verified ad impressions, reach, and other important metrics. These innovative approaches to measuring advertising effectiveness will help improve understanding of audience engagement and optimize advertising strategies for maximum results.

Samsung announced a new Smart TV, which will go on sale this year. A unique feature of this device will be support for viewing and purchasing NFT goods, significantly expanding the possibilities for digital art lovers. The integration of blockchain technology into television will allow users not only to enjoy viewing works of art but also to purchase unique digital assets directly from the screen. This move underscores Samsung's commitment to being at the forefront of technological innovation and meeting the needs of modern audiences.

Yandex has acquired the music promotion service BandLink, which will be integrated with Yandex.Music. BandLink specialists will be responsible for music audience analytics within the new structure, which will improve recommendations and increase the effectiveness of artist promotion on the platform. The integration of BandLink with Yandex.Music will open up new opportunities for musicians and help them better understand their target audience.

French regulators have fined Google a record €150 million for forcing the use of cookies. Now the company has three months to make the necessary changes so that users can easily opt out of using these files.