Scan Me, Review Me

QR codes had a wild ride, huh?

First of all, they were touted as the next “big thing” but they failed to take off, with anyone still championing them considered way behind the times.

Then, boom, a pandemic hits, and suddenly, QR codes are everywhere – anywhere you need to “check-in”.

And this time around, they’ve stuck. Who would’ve thought they’d make such a comeback?

Google has just recently introduced QR codes in Google Business Profiles, making it significantly easier for customers to leave reviews. These QR codes can be prominently displayed in stores like menus or table numbers, or included in online materials, leading customers directly to the review form on Google Maps or Search.

This streamlined approach minimises distractions and simplifies the review process, potentially boosting customer engagement and feedback.

Search, Actually

Imagine a world where every second, over 158,000 questions are asked.

That’s the reality of Google today, who’ve revealed they’re surpassing 5 trillion searches per year. This landmark announcement from Google isn’t just about big numbers—it’s a window into the digital psyche of our world, reflecting an insatiable curiosity and an unprecedented reliance on search technology. What does this surge mean for businesses and marketers?

Well, it means there’s a vast reservoir of user intent and preference that marketers can tap into. This isn’t just about tracking what people search for; it’s about understanding the deeper trends and shifts in consumer behaviour. For businesses, these insights are invaluable. They can tailor their marketing strategies more precisely, predict market shifts, and even innovate new products or services that meet emerging needs. It’s about being proactive, not just reactive, and truly connecting with what drives your audience. This approach not only boosts visibility but also enhances engagement and loyalty.

PMax Power Up

Big news for advertisers using Google Ads’ Performance Max (PMax) campaigns! Google has responded to user feedback by dramatically increasing the negative keyword limit from just 100 to an impressive 10,000 keywords per campaign. This update, rolling out in the coming weeks, aligns PMax campaigns with traditional Search campaigns, providing advertisers with significantly greater flexibility and control.

Previously, the limited cap of 100 negative keywords posed challenges, restricting advertisers’ ability to finely tune their campaigns and potentially resulting in ads appearing in less relevant contexts. The expanded cap of 10,000 keywords now empowers marketers to precisely manage their ad placements, improving campaign effectiveness without sacrificing system flexibility.

Google Ads Liaison Ginny Marvin highlighted that while this enhancement provides more granular control, advertisers should still apply negative keywords judiciously to ensure they don’t inadvertently restrict valuable conversions. She recommends carefully considering match type behaviours, regularly monitoring campaign performance, and leveraging additional control features such as brand exclusions and account-level negative keywords.
Looking ahead, Google promises further developments, including support for negative keyword lists within Performance Max campaigns later this year. This continued evolution underscores Google’s commitment to refining advertising tools to better meet advertisers’ needs.

Ute or Boot?

The latest Kia Tasman ad has hit the screens, and just like its predecessors, it’s as star-studded as a clear Outback night, but we’re still not sold on whether it looks good.

While on the search for petrol for his generator in Cyclone Alfred mode, Laurence, our GM, spotted one on the road and it wasn’t love at first sight, claiming “it’s even uglier in person.” Ouch!

Featuring Aussie sports icons like Buddy Franklin, Darren Lockyer, and even Buck the Brisbane Broncos mascot (Kia’s the Major Partner of the Brisbane Broncos), the new ad once again leans into rugged, homegrown appeal. The first ad? Well, Laurence called it a ‘desperate and shallow attempt’ to win over Aussie hearts (and wallets). This time, though, Kia seems to be playing a smarter game. While opinions are still mixed – on both the ute’s looks and its marketing approach – this ad feels like a more strategic, well-crafted follow-up that actually builds on the last campaign.
The campaign, which debuted alongside the NRL season opener, showcases the vehicle’s rugged appeal and enhanced features, such as a powerful turbo-diesel engine and advanced off-road capabilities. Despite the mixed reactions to its design – and its ad strategy – the Tasman remains a centrepiece in Kia’s strategy to capture the robust Australian market, emphasising local design inputs and tuning to meet specific regional demands.

Will Aussies love it, or loathe it? I guess all will be revealed when the car officially hits Aussie streets mid-2025.

Maybe even Laurence will change his mind…

Blogbuster Flops

As digital landscapes evolve, the traditional company blog isn’t cutting it anymore. So, why the decline? Well, audiences are hungry for more engaging, immersive experiences—think videos and podcasts—over the same old text-heavy reads.
Sure, blog posts have their place when it comes to SEO, but people are looking more and more for content that fits seamlessly into their fast-paced lives – something they can listen to on a run or watch during a coffee break.

Also, as this article points out – people trust people, not businesses.

So, what should businesses do? You need to lean into this shift – ensure your blog content is high-value, build personal profiles and have your content coming from individuals, rather than the team and try other forms of dynamic content. For instance, imagine transforming your weekly blog insights into a weekly podcast where industry experts chat about trends, or into a video series that showcases your products in action. This approach keeps you relevant, and your brand suddenly becomes a more integral, engaging part of your audience’s daily media diet. It’s about creating connections that are not just frequent but meaningful.
And this is more about following trends. It’s about recognising where your audience’s attention is moving and content is changing – and meeting them there with something great to offer. Investing in these richer content formats can turn passive readers into active listeners and viewers, deepening their engagement with your brand.

Adception

It seems like a lot of Americans are getting the heebie-jeebies from personalised ads—54% of them, to be exact, according to a fresh YouGov report.

They’re feeling a bit spooked by how these ads seem to know a little too much about their online antics. The older folks, like Gen X and Baby Boomers, are especially wary, with over 60% feeling uncomfortable. Yet, not everyone’s totally against it; younger generations, like Gen Z and Millennials, see some perks, especially when it comes to discovering cool new products. Despite some seeing benefits, a hefty 44% have put up their digital defences with ad blockers.

And if Americans are feeling this way, it’s likely that Aussies are too. So what should marketers and businesses do to navigate this? We think it’s all about balance – using data smartly but not creepily. They should consider more transparent practices, clearly explaining how and why ads are personalised and offering easy opt-out options. Engaging with customers through less intrusive methods and ensuring that personalisation enhances the user experience rather than detracts from it will be key. This article shares some good insights too.

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.