Our Last Field Tips of 2024 + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our December 20, 2024 issue. If you’d like to receive Field Tips, subscribe here.
As we wrap up 2024, I want to thank you for being part of our community and for your continued support. We’ll be back in 2025 with more marketing insights and strategies to help you thrive. Until then, here are a few quick tips to make your holiday season great:
- Disconnect to Reconnect: Take time to step away from work and fully enjoy moments with family and friends. A refreshed mind is ready for fresh ideas.
- Reflect and Recharge: Reflect on your successes and challenges this year. Celebrate wins, learn from setbacks and let those insights fuel your growth in 2025.
- Share Gratitude: A simple note or word of thanks can go a long way — for your team, your clients or anyone who’s made a difference.
- Find Time for Yourself: The season is busy, but even a few minutes for yourself can make a big difference. Self-care isn’t selfish — it’s strategic.
Thank you again for a wonderful year. Wishing you a joyful and restful holiday season. We’ll see you in the new year!
TikTok’s Last Stand: Supreme Court to Hear Appeal Against U.S. Ban
WHAT’S HAPPENING. The U.S. Supreme Court has agreed to hear TikTok’s appeal against a potential ban. The current law says TikTok’s parent company, ByteDance, has to sell the app by January 19, 2025, or say goodbye to its U.S. audience. TikTok argues this violates free speech rights, while the U.S. government insists it’s about protecting national security due to ByteDance’s ties to China. The case will be heard on January 10, right before the deadline.
WHY IT MATTERS. For many marketers (ourselves included), TikTok has been a goldmine. With 170 million U.S. users, a ban would mean losing a major avenue for brand exposure. If your marketing strategy leans heavily on TikTok, you should probably have a backup plan. Diversify now, because this ruling could shake up how—and where—you reach your audience in 2025.
ChatGPT Opens the Web to Everyone
WHAT’S HAPPENING. OpenAI has made its AI search feature, ChatGPT Search, available to all users, including those on the free tier. This update allows users to access real-time web information directly through ChatGPT, enhancing its ability to provide current and relevant answers. Previously, this feature was limited to paid subscribers.
WHY IT MATTERS. This is a big moment for Bluesky—and for marketers eyeing new platforms. Its unique, decentralized approach could appeal to people tired of Big Tech, but without a solid revenue model, it might not last. If Bluesky figures out how to grow while staying true to its mission, it could become a legit player in the social media world. But if it crashes, marketers might hesitate to invest in the next “Twitter alternative” that pops up. For now, it’s a wait-and-see game.
Google’s Ranking Secrets (Partly) Revealed
WHAT’S HAPPENING. An SEO exploit revealed 2,000+ factors Google uses to rank sites. Highlights include “consensus scoring” (how well your content matches trusted info), query types (definitions, quick facts), and quality scores based on brand visibility, user interaction and anchor text relevance. Google also uses “click probability”—how likely users are to click a link—to influence rankings.
WHY IT MATTERS. Google is famously secretive about its ranking signals. While the algorithm is always evolving, these insights give SEOs a rare glimpse into how Google operates today—and where search is headed. Even small adjustments to your content strategy can make a big difference in staying competitive and visible in search results.
More To Explore
Marketing Trend: Consumers Prefer Relatability
Consumers are favoring relatable brands over aspirational ones, meaning authenticity and “realness” could give you a major marketing edge. Discover the full trend on Search Engine Journal!
Reddit Launches ‘Answers’ AI Search Tool to Help Solve Your Problems
More users are turning to Reddit for authentic answers and community-driven insights, especially for niche questions where Google’s results fall short. Dive into the full trend on Mashable!
The Benefits of Small Pharma Marketing Agencies in a Post-Merger Landscape
With mega-agencies merging, pharma brands risk losing agility and personalized service—but niche agencies offer speed, focus, and tailored expertise. See why boutique agencies could be your secret weapon on Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
