WhatsApp will allow screen sharing during video calls

Are we catching you packing your bags for the beach?

Hopefully! And if you are still counting the days (or the hours!) until you head off to your holiday destination, here is a selection of the week's top news stories. For example, the new WhatsApp feature you'll want to test once you're back to the routine. And if you have a brand, we've got some ideas for you to work on in September for the start of the new academic year.

Time to dive into Trends&News!

Did you know...?

Retaining a customer costs 5 times less than acquiring one

Numerous marketing and advertising studies prove it: acquiring a customer costs 5 to 7 times more than retaining them. Why? There are several clear reasons:

◾️Acquiring a new customer involves more spending on advertising, promotions, and sales efforts.

◾️When we acquire a customer, we start gathering information about them, allowing us to tailor our marketing and sales strategies to meet their needs.

◾️A loyal customer has a relationship of trust with the company, its products, services, and perhaps even its employees.

◾️They value the product or service, meaning a loyal customer is less sensitive to price.

◾️A satisfied customer can recommend your brand, which comes at no cost to the company.

It's clear that investing in a loyalty strategy is a good move. However, in a world of increasing competition, what strategy should you follow?

⇢Check out our latest article for some clues.

The Latest

WhatsApp will allow screen sharing during video calls

The popular messaging app will allow users to share the content displayed on their mobile, computer, or tablet screen with other participants in a video call.

To use this feature, when making a video call with others, users will need to tap the 'Share' icon, a function very similar to other platforms that already included this option, such as Google Meet or Zoom. This new feature will be available on all Android and iOS devices.

TweetDeck becomes Xpro

The transition from Twitter to X continues. Now it's TweetDeck's turn—the desktop application that allows you to view and organize several feeds simultaneously is now called Xpro. Although the platform is aiming to become a premium feature, for now, it remains free to access. Also, despite the name change, the access URL still refers to Twitter.

Google and Universal Music to create an AI capable of generating music

Universal Music is working with Google to launch an AI capable of generating music using original voices, sounds, and lyrics from artists signed to the label. The goal is to tackle the use of AI to clone artists' voices, as happened with a song that used the cloned voices of The Weeknd and Drake and reached 15 million views on TikTok.

Back-to-school for brands

The start of the new academic year represents a great opportunity for brands to gain visibility and increase sales. During this period, both students and parents look for solutions that help them with their academic and productivity goals. To capture their attention, a solid digital marketing strategy is key. It's no longer enough to just run ads in traditional media or offer the usual discounts and promotions.

Now, the goal for many brands is to achieve virality on social media using creative storytelling (if it's humorous and inspiring, even better), and to use influencer collaborations to reach a wider audience.

If you're looking for inspiration, here is one of last year's best back-to-school campaigns.