July 2024 Recap: What You’ve Missed In Marketing, Brand and Web

Welcome to our July 2024 update! This month, we’re diving into pivotal shifts in the digital landscape, including Google’s surprising decision to keep third-party cookies, AI innovations at the Paris Olympics, and the latest rebranding efforts from Speedo. Keep reading to discover the latest developments in marketing, branding, design, and web technology.

Google Analytics 4: The Future of Web Analytics

With the official discontinuation of Universal Analytics, Google Analytics 4 (GA4) is now the standard. If you haven’t made the switch, you’ll need to act fast. Universal Analytics data access is no longer available, impacting integrations with tools like Google Ads and Search Ads 360.

GA4 offers a more comprehensive understanding of user interactions across your digital properties, leveraging AI to provide predictive insights, deeper integration with Google’s advertising platforms, and enhanced cross-device measurement capabilities. It’s designed to meet the future needs of digital analytics, providing a more complete view of the customer journey.

GA4 offers next-generation measurement solutions, so if you haven’t already transitioned, now is the time to ensure your website’s analytics remain effective. Let us help you navigate GA4 to maximise your data insights and improve your marketing strategies. Contact us today.

Google Reverses Decision to Remove Third-Party Cookies

In a not so surprising turn, Google announced it would not be deprecating third-party cookies in Chrome, despite years of preparation for a cookieless future. This decision follows substantial resistance from the advertising industry and regulatory bodies worldwide.

The move has been met with mixed reactions. Many marketers are relieved, as cookies have long been a cornerstone of digital marketing. However, this development also means a continued reliance on a technology that was being phased out in favour of privacy-centric solutions.

Google will continue to develop the Privacy Sandbox APIs and introduce new privacy controls, like IP Protection in Chrome’s Incognito mode. This shift underscores the ongoing importance of privacy and user consent in digital marketing.

CMA’s Review of Supermarket Loyalty Pricing

The Competition and Markets Authority (CMA) is investigating supermarket loyalty pricing, focussing on whether these schemes mislead customers by inflating non-loyalty prices to make loyalty discounts appear more attractive. While initial findings suggest that widespread evidence of misleading pricing is unlikely, the final report will provide more definitive insights.

Loyalty promotions have become a staple among UK supermarkets, with initiatives like Tesco’s Clubcard Prices leading the charge. However, questions remain about the genuine value offered to consumers and the transparency of these schemes. The CMA’s final report, expected in November, will offer guidance to supermarkets on maintaining compliance with consumer laws.

AI and Tech Innovations at Paris 2024 Olympics

The Paris 2024 Olympics will showcase significant advancements in AI and technology, promising to revolutionise various aspects of the Games. The International Olympic Committee (IOC) has introduced several AI-driven initiatives aimed at enhancing athlete safety, improving broadcast experiences, and optimising energy management.

Key innovations include:

• AI-Powered Monitoring: Protecting athletes from online abuse by monitoring social media and flagging inappropriate content.
• Digital Twins: Using AI to create digital replicas of Olympic venues for better planning and resource management.
• Enhanced Broadcasts: AI will improve viewer experiences by offering more dynamic and engaging content, including multi-camera replays and detailed performance analytics.

These innovations highlight the transformative potential of AI in sports and beyond.

Greggs x Monzo Collaboration

Greggs has partnered with digital banking app Monzo to create a unique promotion that combines convenience with tasty treats. The collaboration introduces the world’s first Sausage Roll-dispensing cash machine, aptly named ATMmm, located in Newcastle. Monzo Perks and Max subscribers can enjoy a free weekly Sausage Roll, doughnut, or hot drink, making this an exciting and wallet-friendly initiative.

This partnership exemplifies innovative marketing strategies that blend customer engagement with brand loyalty.

Speedo’s Brand Refresh Ahead of Paris Olympics

In the lead up to the Paris 2024 Olympics, Speedo has unveiled a refreshed brand identity. The new branding aims to modernise the swimwear giant, making it more appealing to a new generation of swimmers.

Key elements of the refresh include:

• Updated Logo: A refined wordmark and boom icon that work better in digital formats.
• New Typeface: Inspired by swim forms and pool tiles, providing a unique and cohesive visual identity.
• New Brand Colour: A shade of green identified as the most visible underwater, blended with ‘medal gold’ for a striking new look.

This rebranding effort reflects Speedo’s commitment to innovation and inclusivity, catering to both elite athletes and novice swimmers.

Want to revitalise your brand? Let our design team help you create a modern and impactful brand identity. Contact us today for a consultation.

Final Thoughts

The digital world is evolving rapidly and staying informed is crucial. From transitioning to Google Analytics 4 and navigating Google’s latest cookie policy to harnessing AI at the Paris Olympics and witnessing Speedo’s rebranding, July has been a month of significant updates.

For more information on these updates or to discuss how our services can support your business, reach out to us now.