Search Savvy

Say goodbye to the days of wrestling with search engines to find that one nugget of info. OpenAI’s latest marvel, ChatGPT Search, is here to redefine your googling – or searching – game.

OpenAI’s new ChatGPT Search tool changes the game by combining conversational AI with real-time, up-to-date web results. It’s kind of like chatting with a friend who instantly pulls up all the right info—yes, it’s that intuitive. And yes, there’s a Chrome extension for that instant search gratification.

For example, ask “How can I improve my website’s SEO in 2024?” Instead of the usual overwhelming list of generic advice, ChatGPT Search offers specific, tailored strategies, including the latest SEO trends and algorithm updates from trusted sources like Moz and Search Engine Journal.

In addition, there’s a ‘sources’ button that pops up, revealing a sidebar with detailed citations, showing where information is pulled from and all neatly linked, making it easier to trace facts back to their origins. This feature is perfect for marketers and researchers who need to rely on the accuracy and timeliness of the information they gather.

Currently only available to paid Plus users, to use it, simply type your query in the search bar, then hit the “search the web” icon.

It further differentiates itself from Google by using an ad-free, subscription-based model that emphasises user privacy and un-biased content. While Google still leads with a vast treasure trove of data—from books to maps—ChatGPT’s fresh approach prioritises a conversational and up-to-date search experience. This could appeal to users who value privacy and straightforward interactions over the depth of data that Google provides.

We’ve only started testing it out this week, but it seems to be useful and efficient so far – it will be interesting to see how this impacts search and SEO in 2025 and beyond.

Tupper-where Now?

Pop goes the Tupperware! The iconic brand has sealed its fate with a bankruptcy filing, stirring up a storage storm in the multi-level marketing world. As the digital age tightens the lid on traditional sales models, this could very well be the end for one of the original MLMs.

So why did they fail? Well it’s clear that changing consumer habits play a major role with more and more people moving away from plastic to more eco-friendly and potentially health-friendly options. The irony is that Tupperware products are so durable they outlive their owners. Who hasn’t inherited a Tupperware piece or two from Nan? Although, surely everyone’s lost a lid—or five—over the years!

Of course, Tupperware’s demise has inspired a slew of memes and social commentary with hilarious takes on what what wrong,

Adding to Tupperware’s woes, the way we shop has also dramatically changed. The brand was famously built on the back of home parties, which was essentially like social shopping before social media. But in the digital age, consumers have gravitated towards the convenience of clicking to buy rather than gathering to party. This shift towards online shopping has sidelined Tupperware’s direct-selling model, which didn’t adapt swiftly or effectively enough to the dominance of e-commerce. And what does this spell for other MLMs?

Plus, the market’s now flooded with cheaper, sleeker alternatives that have mastered the art of digital seduction, leaving Tupperware a few party tricks short. Have you seen how much a Tupperware container sells for?

Of course, Tupperware’s demise has inspired a slew of memes and social commentary with hilarious takes on what went wrong – which is probably the most social engagement the brand has ever seen.

For marketers and brands, there’s a lesson here that’s as clear as a brand-new Tupperware container: adapt or become a relic. The market’s swift pivot to sustainable and more modern storage solutions means that nostalgia alone won’t cut it anymore. Brands need to innovate, not just in product design but in how and where they meet their customers. As consumers lean towards eco-friendly options and online shopping, the message is loud and clear—evolve your approach, or risk being left gathering dust in the back of a cupboard.

Game On, Gals

Thanks to GroupM, a major player in media investment, media spending in women’s sports has more than doubled – at least internationally. Names like Adobe and Adidas are getting into the game, spotting the untapped potential of women’s sports as a fertile ground for engagement and returns.

GroupM is also breaking new ground with first-to-market deals with major broadcasters and platforms, including Disney’s ESPN and YouTube, ramping up the monetisation game. And with Google and Indeed in their corner, they’re boosting brand value and audience engagement through innovative sponsorships and AI tools.

It’s no huge surprise, with Deloitte estimating that global revenues for women’s elite sports will hit US$1.28 billion in 2024.

In Australia, interest in women’s sport is growing, with 34% of fans watching more this year compared to last. In addition, female athletes are particularly influential endorsers, with people 2.3 times more likely to buy products they promote compared to those endorsed by male athletes.

These stats mean Australia is leading the way globally when it comes to enthusiasm, but when it comes to investment, we are not.

As Mumbrella’s Sports Marketing Summit in September highlighted, despite an ROI of 7 to 1 and groundbreaking attendance, women’s sports in Australia are well and truly behind when it comes to sponsorships and media coverage.

If the ROI is great and the crowds are there, why are the big bucks so slow on the uptake?

Supporting women’s sports is not just a good deed – it’s smart business. As brands and broadcasters begin to catch on, the potential for growth is immense. The ball’s in Australia’s court to champion these athletes not just on the field, but in broadcast deals, merchandising and advertising spend.

Come on Australia!

Ute-er Madness

Remember when we teased that Kia was launching a ute and our office was divided over their ad strategy? Well, the ute has arrived, sparking yet another heated debate, but this time it’s about its design. Kia has rolled out the Tasman with a utilitarian-style, function-focused aesthetic, aiming to slice through a crowded market. They knew they wouldn’t be able to enter the established Aussie ute market with a cookie-cutter design; they needed to be bold. So, they went full Mad Max with a rugged, boxy beast that’s stirred up quite the polarised buzz.

Prior to launch, Drive magazine conducted a poll of its readers to see what they thought – with nearly 70 percent of participants of the opinion it was “hideous.”

Unfortunately for Kia, the Tasman also debuted within an hour of Chinese manufacturer BYD’s Shark 6 ute. And while the Tasman Kia certainly garnered its share of engagement online, the Shark frenzy was so intense it crashed BYD’s website with a whopping 800 orders in minutes.

Comments on TikTok range from “Looks like a lego car my 5 year old made” to “designed by Homer Simpson”.

Despite initial sentiments, it’s clear that Kia is gunning to make a big splash in a sea of established players, hoping to win over the hearts and garages of Aussies looking for something that’s not just another ute. Their aims are lofty – with goals to take a bite out of Ford Rangers and Toyota HiLux sales – taking home 10% of ute sales in Australia, which equates to between 20,000 and 25,000 sales a year.

Will this bold move result in bums on seats? What do you think of the design?

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.