Insights

At the beginning of the year, we predicted that as Google’s AI Overviews (formerly called Search Generative Experience, or SGE) is refined, the search landscape may change as users retrieve the information they need from Google without clicking through to websites. Now, with AI Overviews being rolled out in more than 100 countries around the globe, the topic is more relevant than ever. So, what do we know about AI Overviews? How is it changing the Search landscape, and how should businesses adapt?

Did you know that improving just one key performance metric can dramatically enhance your website's user experience, increase engagement, and even boost your search engine rankings? This key metric is called the Largest Contentful Paint (LCP). The LCP is one of Google’s Core Web Vitals – a set of metrics that measure the health of your website in terms of speed, responsiveness, and visual stability. This article will dive deep into the importance of LCP, looking at how optimising it can make a real difference in your website's performance.

An Employee Value Proposition (EVP) is a critical tool for attracting, engaging, and retaining top talent in today’s competitive job market. Companies must clearly articulate what employees stand to gain in return for their commitment to work for you. A well-defined EVP can distinguish your company as an employer of choice, fostering loyalty and driving long-term success. But how can you create an impactful EVP?

It’s all over the news – Google is fighting to stay relevant with younger users, especially Gen Z. Born between 1996 and 2010, this generation has grown up with the internet and social media at their fingertips. They’re digital natives who prefer visuals and quick answers over text-heavy search results. And now, social media platforms like TikTok and Instagram are becoming their go-to search engines, changing how they discover local businesses and products. For brands, a solid social media presence is essential to winning over the next generation of consumers. But is this shift here to stay, or will Gen Z eventually return to Google when they outgrow their TikTok phase?

For years, the importance of brand storytelling has echoed throughout seminars, strategy documents, and agency briefs – not least in B2B circles. But without a clear understanding of how, where, and why storytelling works, we may wonder: is storytelling still relevant, or is it just another marketing trend to leave behind?

Short-form video is here to stay. In fact, short-form video (i.e., videos under 60 seconds) is the format that’s expected to see the most growth during 2024 as it has the highest ROI in any social media marketing (1). Does that mean we’re guaranteed better results from a video ad than an ad with static content? Whilst businesses are often keen on drawing such conclusions, the truth is that, as with all marketing, it’s not that simple. It all comes down to how good of a job you do to connect with and engage your target audiences.

In today’s fast-paced digital landscape, data is king, queen, and probably the entire court. As marketers, we're constantly seeking the most effective ways to connect with our audience, and data is the key to making that happen. However, not all data is created equal. You might be familiar with 1st-party and 3rd-party data—they’ve been around for a while. But what about 0-party and 2nd-party data? These might not be as well known, yet they’re just as crucial. Let’s have a look at what different types of data there is and why they’re all important.

As the pace of technological change accelerates, enterprises must be agile to remain competitive – not least when it comes to AI. Traditional AI implementation approaches, which often involve lengthy development cycles and rigid structures, are no longer sufficient. Agile AI solutions on the other hand, characterised by flexibility, scalability, and rapid deployment, are essential to keep up with dynamic market demands and technological advancements. Microservice architecture offers a promising approach to achieving this agility.