INSIGHTS

Digital marketing industry roundup: January 2024

So many updates, so little time. Reputation abuse documentation, Instagram algorithm reveal, new data-driven PR insights, Microsoft rolls out b2b Pmax updates and much more. January was another month packed with big updates, we’ve curated the biggest, most impactful ones for you.

SEO

Google’s site reputation abuse documentation. The documentation now provides clearer guidance on how to comply.

TLDR: While this isn’t a change in policy, Google did update their documentation around site reputation abuse with more detailed explanations that they pulled from a November blog post FAQ. The documentation gives examples of what IS considered a violation and what is NOT considered a violation.
Our POV: This clarification and examples provided will make it easier for a site to comply with Google’s guidelines and ensure they’re not doing anything that would harm their organic performance.
Moving forward: NPD is familiar with Google’s guidelines and will refer to them to ensure that client sites aren’t in violation. Any needed updates to comply will be communicated as soon as possible.

Source: Search Engine Journal

Almost 1/2 of all Google searches are branded. This shows the importance of brand building as a foundation for SEO strategies.

TLDR: This data came from a research study from Ahrefs that analyzed 150M+ distinct search queries in the US. That is, keywords and not the number of actual searches. This data highlights the impact that brand building has on SEO and organic search strategies, especially as we progress deeper into the era of AI.
Our POV: If branded searches are left on the table, then we could potentially be losing out on many different opportunities to get to know our audience and capture more search demand. It’s also important to keep in mind that Google helps serve the demand, but other marking campaigns and strategies are needed to establish the demand, which is why brand building is so impactful for all channels.
Moving forward: Branded searches should be considered as a part of all SEO strategies.

Source: LinkedIn

Google causes global seo tool outages. In January, Google implemented measures to block web scrapers from accessing search results.

TLDR: On January 17, 2025, Google implemented measures to block web scrapers from harvesting search results data, leading to global outages among popular SEO tools such as Semrush. These tools rely on up-to-date data from Google’s search results to provide accurate rank tracking and keyword analysis. The crackdown has significantly impacted the freshness and availability of data these services can offer. For example, AI Overview tracking has been heavily affected so far and shows large decreases in January that may not be entirely accurate.
Our POV: Leveraging first-party data will become increasingly critical for accurate reporting. With the growing inconsistency in third-party reporting tools, platforms like Google Search Console (GSC) and GA4 should serve as foundational resources for reliable insights.
Moving forward: As this is a developing story, we will closely monitor Google’s updates to determine whether third-party reporting tools continue to be impacted in the coming weeks.

Source: Search Engine Journal

Google emphasizes http caching importance. Simple settings have a meaningful impact on performance.

TLDR: According to Google’s data, approximately 0.026% of total fetches were cacheable ten years ago. Today, that number has dropped to just 0.017%. This represents a significant reduction in the internet’s efficiency to manage and deliver content. Google’s engineers noted that when servers can respond with a simple HTTP 304 status code instead of generating new content, it results in: Reduced server processing requirements, Lower bandwidth consumption, Decreased hosting costs, Improved page load speeds for users
Our POV: Speed-related optimizations should always prioritize both first-time and repeat visitors, whether they are bots or humans. Caching and logical use of 304 ‘not modified’ E-type headers ensure that the next page in a user’s journey requires much less work by the browser to render.
Moving forward: More emphasis should be placed on repeat visitors and the second step in the conversion process

Source: Google

Organic Social

Instagram reveals how the algorithm will work. Understanding how the algorithm works can increase a brands reach on the app.

TLDR: Instagram’s ranking system is based on two types of reach: connected (followers) and unconnected (non-followers). The top factors that are influencing ranking are watch time, likes, and sends. Instagram limits reach for certain content in recommendations, making it crucial to follow best practices for visibility.
Our POV: Understanding Instagram’s ranking system helps brands and creators optimize content strategy. Prioritizing high engagement signals—especially watch time, likes, and sends—ensures better visibility. Stories should be used strategically for deeper audience connections, while Feed posts should focus on discoverability. Avoiding watermarks, posting original content, and ensuring account health are the key to maintaining reach.
Moving forward: To improve performance, brands should focus on engagement-driven content. Short, high-quality videos work best. Tracking insights, experimenting with content, and ensuring account health will sustain reach. Focusing less on highly branded content and more on audience interaction or trending audio can elevate your content’s ranking in the algorithm.

Source: Instagram

instagram updates size ratio for images. This is another move in the major shift toward vertical content.

TLDR: Instagram has officially moved away from its classic square (1:1) grid format and now favors a 4:5 vertical aspect ratio for feed posts. This means square images will be cropped, and videos will display with black bars if not optimized for the new format. The shift aligns with Instagram’s ongoing push for mobile-friendly, vertical content.
Our POV: This update reinforces the dominance of vertical-first content across social media. While it enhances mobile viewing and encourages users to create more immersive visuals, brands that relied on the square format must now adjust their design strategy. Adapting quickly to this change will be crucial for maintaining a visually cohesive Instagram presence.
Moving forward: To stay ahead, ensure all images and videos follow the 1080 x 1350 px (4:5) format and update existing templates and creative assets for the new grid going forward.

Source: Social Bee

Top 5 linkedIn trends for 2025. Accessing the top predictions for LinkedIn this year and how to best utilize them.

TLDR: Thought leadership content influences 75% of buyers’ shortlisting decisions, making LinkedIn the go-to space for brand authority. Key trends shaping 2025 include video content, work-based humor, storytelling, employee advocacy, and strategic commenting.
Our POV: LinkedIn is evolving beyond a networking tool into a dynamic content hub. Video engagement is skyrocketing, humor and authenticity are cutting through corporate stiffness, and storytelling is driving deeper connections. Brands that empower employees to be advocates and engage meaningfully in comments will stand out. The key? Stay authentic, add value, and leverage LinkedIn’s professional yet personal space effectively.
Moving forward: Brands should create short, high-value videos to boost engagement and credibility. Employee advocacy expands reach and trust, while active commenting strengthens relationships. Strategic humor and storytelling enhance relatability. Consistent posting and engagement drive long-term success.

Source: Later

Digital PR

Three new data-driven pr insights for 2025. How PR pros are adapting to journalism’s evolution to secure more earned media placements.

TLDR: Journalists are overwhelmed, and PR pros must adapt. Muck Rack’s latest report highlights three key takeaways: 73% of journalists reject irrelevant pitches, media formats are diversifying beyond print and digital, and 65% prefer pitches under 200 words. The key to success? Personalized, concise outreach that aligns with evolving media trends.
Our POV: Earning media coverage in 2025 requires data-driven PR strategies., refining approach by targeting the right journalists with hyper-relevant, succinct pitches. Beyond traditional media, leveraging newsletters, podcasts, and digital video expands reach. It’s also important to meet journalists where they are, not just with email pitches, but by engaging with their preferred social media platforms and social listening tools. Prioritizing journalist relationships and using AI-powered tools for media monitoring and outreach will be essential.
Moving forward: To improve media placement success, the focus should be on precise, tailored pitching and track coverage across diverse platforms. Short, direct communication will increase journalist engagement.

Source: MuckRack

Content Marketing

Craft content for sales based on the funnel. Create content to meet users where they are to drive conversions.

TLDR: Create content that aligns with your users’ position in the sales funnel. The top of the funnel, also known as the awareness stage, is where the customer realizes they have a need or problem. Content in this stage should be informative, engaging, and authoritative. Middle-funnel is the consideration stage. Consumers are looking for the best solution to their need. This copy should have specific information on how the product or service solves the problem, comparisons against competitors, and credibility. The bottom of the funnel is the decision stage, and where you want to highlight clear value propositions and discounts and offer a simple purchasing process.
Our POV: Meeting your clients where they are in the buyer’s journey is a great way to help build your content strategy and find gaps in current content. Knowing what your potential customers need every step in the funnel will ensure you craft quality content that answers their need and provides the engagement they are looking for. We use personas, search intent, and target audience information to understand what your customers need at each point in the funnel. This content comes in a variety of forms, with shareable assets and blogs typically top-of-funnel, and core pages typically mid- and bottom-funnel.
Moving forward: NPD offers persona development which can help you identify your target audience, as well as touchpoints along their buyer journey to craft quality content that will help convert.

Source: Search Engine Journal

The drop of hubspot’s organic seo. Blogging is a fantastic way to build an audience and drive traffic, but…

TLDR: HubSpot saw massive drops in organic traffic to their blog, beginning in Q4 of last year. HubSpot has always been considered a gold standard in marketing and has many authoritative blog topics. However, they increased content production on topics unrelated to their core audience and product offerings such as “writing a cover letter”—and these are the pieces that appear to have been most negatively impacted. The traffic drops could be related to algorithm updates, or they could be related to a lack of topical authority.
Our POV: Organizations should focus on EEAT and writing about topics that are related to their industry and offerings. Otherwise, they will struggle to gain and maintain rankings for keywords they do not have topical authority on. EEAT stands for experience, expertise, authoritativeness and trustworthiness, all of which are components of Google’s search quality guidelines. These guidelines help establish which websites have the right to win in certain spaces, with an emphasis on those who provide experience or expertise to back up what they are saying.
Moving forward: We offer content gap analyses and a 6Rs content audit to provide our clients the most relevant topic recommendations for their current and future endeavors. The Content Leads and SEOs at NPD work together to ensure that the topics we recommend are those which our clients have the right to win for, while providing value to users.

Source: Hubspot

Media Strategy & Planning

2025 year of regulation. The pressure is on for Big Tech to regulate the broken digital advertising industry.

TLDR: The $700B digital advertising industry is under scrutiny as lawmakers in the US, Canada, and Europe push for transparency and accountability. Proposed regulations aim to give brands more control over ad placements, combat fraud, and address harmful content, marking a potential turning point for big tech and ad buyers alike.
Our POV: Proposed regulations could shift how paid media operates by requiring platforms to provide clearer ad placement data, introducing refund mechanisms for ads placed alongside harmful content & forcing compliance with stricter transparency and safety standards.
Moving forward: Audit current ad placement practices and reporting tools to ensure alignment with potential regulations. Position yourselves as brand safety advocates, proactively discussing these changes openly. Monitor shifts in ad platform policies to anticipate any impact on performance or targeting options..

Source: Wired

Predictions for 2025. 5 key areas to keep an eye on for the new year.

TLDR: Emerging platforms like Threads and BlueSky challenge X with a focus on employee-generated content and community collaborations, while AI-driven tools and strategies are reshaping marketing by emphasizing efficiency and addressing AI fatigue. Key trends include social and voice search optimization, blending AI and human content, leveraging archived material, and targeting Gen Alpha, with a growing need for soft skills and interdisciplinary expertise in digital marketing.
POV: To stay competitive in an evolving digital landscape, marketers must strategically adapt to emerging trends like AI integration, community engagement, and evolving search and content strategies, while fostering agility and innovation.
Moving Forward: Experiment with EGC and community-focused campaigns on newer platforms. Identify tasks suitable for automation using AI agents to improve efficiency. Invest in training for soft skills, AI tools, and interdisciplinary approaches. Optimize for voice and social search, and stay updated on GEO advancements. Revisit and repurpose archived content to maintain relevance.

Source: Digital Marketing Institute

Paid Search

Microsoft rolls out b2b pmax updates. With advanced targeting, measurement tools, and LinkedIn integration.

TLDR: Microsoft Ads is piloting advanced updates to Performance Max, including LinkedIn targeting, granular reporting, smart conversion tracking, and new customer targeting. These updates offer advertisers more precise control and insights, especially for B2B marketers leveraging LinkedIn’s professional data.
Our POV: This development positions Microsoft Ads as a serious competitor to Google’s Performance Max, particularly for B2B campaigns. LinkedIn integration provides unique access to professional audience data, enabling more tailored targeting for industries, job roles, and companies. The enhanced reporting and smart conversion tracking are key to optimizing campaigns with precision, making this a compelling option for advertisers with specific business objectives.
Moving forward: We recommend evaluating LinkedIn targeting, integrating the advanced tracking capabilities into your reporting workflows, and compare performance against Google’s PMax.

Source: Search Engine Journal

Google’s 1st party data activation playbook. Understand how to connect and activate your data in a cookie deprecated future.

TLDR: First-party data is now critical for sustainable growth in a privacy-focused landscape. With tools like Google Consent Mode, Enhanced Conversions, and server-side tagging, businesses can collect data responsibly while optimizing campaign performance. Ensuring proper data governance and activation through Google Ads’ AI-driven solutions is key to finding the most valuable customers.
POV: The shift to first-party data emphasizes transparency, consumer trust, and precise data collection methods. As an agency, integrating tools like Consent Mode and Enhanced Conversions into campaign setups allows us to maintain performance while navigating regulatory changes. Beyond compliance, these tools empower us to maximize profitability by aligning data strategy with business objectives, such as optimizing for ROAS or profit.
Moving Forward: We can focus on auditing client campaigns to ensure compliance, integrating tools like Google Consent Mode and Enhanced Conversions for accurate data collection, and leveraging AI-powered solutions to maximize profitability while aligning with privacy-first strategies.

Source: Think With Google

Paid Social

Meta’s automated targeting update. Understanding the impact of removing ‘Audience Types’ from Advantage+ catalog ads.

TLDR: Meta is removing the “Audience Types” option from Advantage+ catalog ads with the sales objective, focusing on automated targeting. However, advertisers can still use catalog custom audiences for retargeting and prospecting.
Our POV: Meta’s shift towards more automated targeting means less manual control, but improved relevance and performance through dynamic product displays. If you want more control, you’ll need to create catalog custom audiences.
Moving forward: To maximize ad performance, focus on optimizing your product catalogs and custom audiences. Leverage Meta’s automated tools to streamline your ad targeting, and monitor your ad performance regularly to identify areas for improvement.

Source: Meta

Linkedin’s improved approach to ad attribution. Initial results show a 150x increase in credit found in modeled attribution.

TLDR: LinkedIn’s upgraded attribution model combines Multi-Touch Attribution and Marketing Mix Modeling. It offers a more comprehensive view of the customer journey. The model tracks user responses and attributes conversions more accurately.
Our POV: Advertisers gain actionable insights with LinkedIn’s updated attribution model. It helps identify effective touchpoints, optimize ad spend, and maximize ROI. This data-driven approach enables marketers to refine their strategies and drive better results.
Moving forward: Brands on LinkedIn can expect improved campaign performance and more reliable attribution data. They’ll optimize ad spend and drive more conversions, leading to increased ROI. LinkedIn’s advanced attribution capabilities help marketers stay ahead of the competition.

Source: LinkedIn

Pinterest highlights its improving ad options. Growing Gen Z audience and record-high 537M monthly active users.

TLDR: Pinterest is intensifying its pitch to advertisers, showcasing its distinctive value proposition as a shopping-centric platform with a growing user base and enhanced ad capabilities. To incentivize investment, Pinterest is offering tailored support and bonus media programs.
Our POV: As the social media landscape evolves, Pinterest’s unique audience demographics and shopping-oriented platform present a compelling opportunity for marketers seeking to drive conversions and brand awareness. By leveraging Pinterest’s advanced ad tools and targeting capabilities, brands can tap into the platform’s high-intent user base.
Moving forward: To capitalize on Pinterest’s growth and shopping intent, marketers should consider integrating the platform into their media mix. Notably, Pinterest’s user base has expanded to include a growing number of Gen Z users, presenting new opportunities for brands to connect with this demographic. By doing so, brands can drive e-commerce sales, increase brand awareness, and maximize ROI through Pinterest’s bonus media programs.

Source: Pinterest

Marketplaces

Rewarded ads on amazon dsp. Incentives that drive engagement and measurable ROI.

TLDR: Amazon DSP’s Rewarded Ads, available in the US, offer advertisers the ability to attach incentives, such as Amazon credits, to display ads. These ads create a unique opportunity to drive engagement and conversions through performance-linked rewards, while also enabling advertisers to track direct attribution of sales to DSP campaigns. By limiting discounts to ad-driven shoppers, brands can achieve better CTRs and more precise measurement of ad impact.
Our POV: Rewarded Ads are a strategic innovation that allows advertisers to offer discounts exclusively through ads, rather than across their entire customer base. This distinction is critical—it enables brands to drive targeted engagement while protecting margins on organic or non-ad-driven sales. For advertisers, this means that discounts are applied in a way that’s measurable, efficient, and directly tied to campaign performance. By incentivizing specific actions, such as “Buy 1, Get $Y” or “Spend $X, Get $Y,” Rewarded Ads can boost CTRs by appealing to shoppers’ desire for immediate value.
- “The ability to deliver rewards directly through DSP ads gives advertisers a competitive edge in driving CTRs. Shoppers who see tangible value in engaging with an ad are more likely to click, leading to improved engagement metrics and more opportunities to reengage with remarketing audiences.” David Hutchinson VP Marketplaces
Moving Forward: Rewarded Ads uniquely position advertisers to measure the direct impact of their DSP campaigns. By limiting incentives to ad-driven traffic, brands can achieve more accurate attribution, tying sales outcomes to specific campaigns and ad types. This approach not only improves accountability but also enhances ROI by ensuring discounts are reserved for incentivized actions.

Source: Amazon

Amazon’s game-changing ad service. Democratizes retail media by enabling retailers of all sizes.

TLDR: Amazon’s Retail Ad Service, announced in beta at CES on January 8th, 2025, democratizes retail media by enabling retailers of all sizes to run Sponsored Product ads on their own platforms. This service simplifies retail media, eliminating the need for expensive technology investments or outdated tenancy and IO-based models. With advanced ad tech, real-time data, and transparent reporting, it empowers smaller retailers and opens new doors for brands to engage shoppers directly on retailer sites. Early adopters like IHerb demonstrate the service’s transformative potential.
Our POV: Amazon’s Retail Ad Service addresses a major barrier to entry for smaller retailers looking to establish retail media networks. Traditionally, running a retail media operation required costly technology infrastructure or reliance on basic tenancy models with insertion orders (IOs) and static post-campaign reporting. These hurdles made retail media networks accessible only to large retailers, leaving smaller players unable to compete. With this new service, Amazon levels the playing field. Retailers of all sizes can now display Sponsored Product ads on their websites and apps through simple API integrations. This eliminates the need for significant upfront investments, enabling smaller retailers to monetize their traffic effectively. For brands, this opens a new avenue to reach shoppers in highly contextual environments, leveraging the retailer’s traffic to engage customers at key moments in their shopping journey.
- “By removing the high costs and complexities previously associated with retail media networks, it allows smaller retailers to compete on a level playing field with industry giants.” David Hutchinson VP Marketplaces
Moving Forward: Amazon’s Retail Ad Service doesn’t just offer a tool—it fundamentally redefines how retail media works. By removing the high costs and complexities previously associated with retail media networks, it allows smaller retailers to compete on a level playing field with industry giants. This is particularly significant for smaller brands that often lacked access to retail media opportunities due to technological or financial constraints.

Source: Amazon

CRO

Integrated marketing strategy. Aligning teams and strategies for consistent customer experiences.

TLDR: Optimizely outlines a 10-step approach to building an integrated marketing strategy, focusing on team alignment, consistent messaging, and performance tracking. It emphasizes the role of collaboration, scalable content, and AI for enhancing marketing efficiency and impact.
Our POV: Integrated marketing aligns teams and channels, ensuring consistent messaging across platforms. Agencies can use these strategies to enhance cross-functional collaboration and deliver seamless customer experiences, resulting in higher engagement and conversions.
Moving forward: Focus on unifying campaign goals, leveraging AI for efficiency, and tracking performance with robust analytics. Regularly update buyer personas and ensure alignment between all marketing efforts to maintain relevance.

Source: Optimizely

Mindsets of B2B ecommerce leaders. From adoption to innovation: Strategies for every growth stage.

TLDR: B2B eCommerce leaders fall into three mindsets: digital adopters, growth drivers, and market leaders. Each stage focuses on unique challenges, from establishing online presence to driving innovation. Prioritizing scalability, system integration, and innovation are key for sustainable growth.
Our POV: Understanding where clients fall in the B2B eCommerce journey enables agencies to tailor solutions. We can help digital adopters build foundational capabilities, growth drivers scale effectively, and market leaders innovate to stay competitive.
Moving forward: Assess clients’ current mindsets and recommend strategies for scalable growth, efficient operations, and continuous innovation through tailored technology partnerships.

Source: Optimizely

Training and education.

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Content Marketing

Media Strategy & Planning

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Marketplaces

CRO

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The 2024 Paid Media Playbook

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Digital marketing industry roundup: January 2024

SEO

Organic Social

Digital PR

Content Marketing

Media Strategy & Planning

Paid Search

Paid Social

Marketplaces

CRO

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Training and education.

From the Blog

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GLOBAL

COMPANY

RESOURCES

LEGAL

Social

Partners

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