News, Articles & Knowledge

The Innovation Visual team recently attended HubSpot’s Inbound 2021, one of the worlds’ largest global inbound marketing events. The event spanned three days and encompassed a wide range of inspiring discussions across all areas of digital marketing and culture. This year also saw some particularly inspiring speakers, including the likes of Oprah Winfrey and Spike Lee.

While the event was used to present and announce a series of new HubSpot tools and updates, its primary goal was to share ideas from industry leaders, many of whom delivered some exceptional sessions on the current inbound marketing thought-leadership and emerging trends. As a team we value Inbound as it is a great way to ensure we stay up to date on all things new in this area of digital marketing. Here are a few ideas from two presentations that stood out for us in particular this year:

Back in May we reported the announcement of Google MUM and what it might mean for search. MUM began to come into effect in June 2021, with the aim of delivering improved search results based on a more real-world understanding of language and complex queries. This updated blog gives more information about Google MUM and how it is likely to be applied in real world searches. 

We are delighted to announce that Citron Hygiene have chosen to work with Innovation Visual on their new e-commerce site, The Citron Shop.  Working in partnership, we will provide ongoing digital marketing services; helping to grow the business and achieve their goals.

2020 has been the year of digital revolution. While bricks and mortar stores and businesses have been forced to close their doors, customers and consumers have shifted to buying online to meet their needs which in turn has meant businesses have had to adjust where they are focusing their efforts in order to compete. 

For some time now Google Chrome and other browsers like Safari have been rolling out updates which have been increasing the restrictions placed on third party cookies, and even first party cookies to a degree. Safari was one the first to bring in these changes (on a large scale), but they also have less to lose from these kinds of restrictions. And Microsoft Edge, we don’t really care about (we’ll let you look this up).

Soon things are about to change, drastically! Google Chrome is going to start to ‘phase out’ third party cookies, natively. The intention is to do this within two years; however, changes could come sooner.  But what effect will this have on marketers and where will this leave adtech companies which are solely reliant on these cookies to function?

Every business seeks accurate data. Accurate data can be transformed into useful insights that guide your overall strategy. You may rely on Google Analytics for accurate and reliable website data however if this is the case; you need to be aware of something called ‘dark traffic’. Although dark traffic can go mostly under the radar, it’s likely having a huge effect on the quality and accuracy of your data.