Continued investment in measures to help fight financial fraud in the UK
In recent years, scammers continue to deploy new fraudulent practices in order to take advantage of people. According to UK Finance’s latest figures, over £1.3 billion was stolen through fraud in 2021, up from £1.26 billion the year before.
To combat this concerning trend, Google continues to invest in teams, new policies and better enforcement capabilities. In 2021, we blocked or removed 58.9 million financial services bad ads globally to protect the advertising ecosystem.
Today, we are announcing a significant additional measure to protect both consumers and legitimate advertisers in the UK. The Google Ads Financial Products and Services policy will be updated to require that all advertisers be FCA (Financial Conduct Authority) authorised for debt adjusting and debt counselling in order to show debt services advertisements starting from 6 December 2022. Insolvency practitioners, including those licensed by a recognized professional body, will no longer be allowed to advertise for these services. Advertisers must successfully complete the updated verification process by the time enforcement begins on 16 January 2023. The policy update also allows advertisers that are included on the FCA Financial Services Register as ‘exempt professional firms’ or recognised investment exchanges to be verified as UK FCA-authorised advertisers.
Our financial services certification policy, launched initially in 2021, has led to a pronounced decline in reports of ads promoting financial scams, and has subsequently been rolled out across Google platforms in Australia, Singapore, Taiwan, Indonesia, India, Portugal, Brazil, France, Spain and Germany. A problem of this scale needs cross-industry effort, so we are pleased to see other tech companies now commit to introducing similar policies in the UK.
Today’s announcement builds on longstanding and robust financial products and services policies and engagement with industry in order to deliver a safer experience for users, publishers and advertisers.
Further collaborative industry progress to date
In addition to ongoing policy reviews and updates, we continue to adapt and collaborate with industry and government organisations to tackle these evolving tactics by scammers. Last year, Google was the first major technology company to join Stop Scams UK, an industry-led collaboration of responsible businesses from across the banking, telecoms and technology sectors who have come together to develop best practices to stop scams at the source.
We also pledged $5 million in advertising credits to support public awareness campaigns in the UK, helping to ensure that consumers are better informed about how to spot the tactics of scammers both online and offline. We encourage businesses and consumers to refer to industry resources from trusted sources and Google partners including Stop Scams, UK Finance’s ‘Take 5’ campaign and the Advertising Standards Authority to stay up to date with the latest solutions we can all adopt to operate safely online.
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What publishers should focus on now to prepare for privacy changes
In the fourth episode of our Publisher Privacy Q&A series, we talk about what publishers should be prioritizing and focused on right now to prepare their businesses for ongoing and upcoming privacy changes.
Stay tuned for the fifth Publisher Privacy Q&A episode coming soon. In the meantime, check out episodes 1, 2, and 3 of this series.
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<div>Working with UNESCO to support Ukraine’s teachers on World Teachers’ Day</div>
“The transformation of education begins with teachers” is the theme for World Teachers’ Day 2022. For Ukraine’s teachers, who have had to transform the way they work and teach over the last seven months, these words take on an entirely different meaning.
Ukrainian teachers and children continue to be impacted by the war – whether they’re refugees abroad, displaced in their own country, or trapped in areas under fire. According to the authorities, 2,292 education institutions have been damaged and 309 destroyed since the Russian offensive began in February.
This has meant that two out of three children who were living in Ukraine at the beginning of this year have had their education disrupted, with some of these children out of education completely. Given the experiences of these children, and what they have witnessed, many are also traumatized. The classroom, whether virtual or otherwise, can help children to heal by being a place of security through which normality, curiosity and play can return.
Supporting Ukraine’s teachers
To support Ukrainian teachers to keep teaching, and students to keep learning, Google.org are providing UNESCO with €1.2M to train and equip 50,000 teachers in Ukraine with psychosocial skills to support the mental health of their students. This will help Ukrainian teachers with some critical tools they need to continue teaching – including into the longer term – in these challenging circumstances. This latest support builds on the over $40 million in cash donations and $5 million of in-kind support for humanitarian relief efforts provided by Google.org and Google employees.
Providing the tools
Earlier this year, we announced our partnership with organisations including the Ukrainian Ministry of Education and Science and UNESCO to provide Chromebooks to schools – helping teachers connect with their students, wherever they are now based.
Since then, for many teachers the challenges have escalated. This academic year started with more than 40% of Ukrainian schools giving classes online to increasing numbers of displaced and traumatized children.
To help teachers connect with their students, wherever they and their students are, we’ve increased our commitment to provide Chromebooks from 43,000 to 50,000. Thanks to our close collaboration with UNESCO and the Ukraine Ministry of Education and Science, these Chromebooks have started to arrive. They are currently being distributed to teachers in and around the Dnipro region, and will be provided throughout the country in the weeks ahead.
Of course, university and college students have been impacted by the war in Ukraine too – with many unable to attend their classes in person or in real-time. To help support them continue in their education, we’ve now given 250 universities and colleges six months’ free access to our premium Google Workspace for Education features. These features support higher education online learning, allowing universities to host meetings for up to 250 students and record them in Drive.
Providing the resources
To help Ukraine’s teachers adapt to giving lessons purely online, Google is working with local partners to deliver training in online tools, such as Google Workspace for Education, through a series of workshops and resources. We’ve recently increased our goal from 50,000 to 200,000 teachers trained by June 2023.
We’ll continue to search for ways we can partner with Ukraine’s Ministry of Education and Science, and those of bordering countries, to help those impacted by the war in Ukraine – including the millions of school and university students trying to access education in this trying and difficult time.
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How LiDAR tech helps preserve world heritage
There’s a ninth-century Buddhist temple at the heart of an ancient city in Myanmar that’s constructed from red brick and adorned with exquisite plaster moldings softened by weather and age. When a 6.8-magnitude earthquake hit the area in 2016, its walls collapsed and the plaster crumbled. And this is just one temple amongst more than 3,000 pagodas, temples and monasteries in a vast archeological site that sprawls over 65 square kilometers, so assessing the scale of the damage — and how to repair it — was a huge and complex task.
Luckily, the team at CyArk, a Google Arts and Culture partner, were in a position to help. Six months before the earthquake, they had gathered a series of detailed 3D laser scans – or “digital twins” – of Bagan’s cultural sites for a UNESCO conservation project. By creating another set of “twins” in the earthquake’s aftermath, they could compare before and after in precise detail. For the engineers and conservators tasked with repairing Bagan, the data was invaluable.
According to John Ristevski, CEO and chairman of CyArk, the project was one dramatic example of “putting data to work to solve problems.” As the Bagan Lab Experiment shows, the data also served another purpose: bringing ancient heritage to life for new audiences around the world. Google Arts and Culture sat down with John to learn more about how this kind of 3D laser scanning technology, also known as LiDAR, can help preserve cultural heritage, tell captivating stories and make history more accessible.
John, tell us a bit more about LiDAR devices and how they work.
Ben Kacyra, who founded CyArk in 2003 to preserve and celebrate cultural heritage, developed the first mobile LiDAR devices in the mid-nineties. LiDAR stands for Light Detection and Ranging, and these devices use lasers to create incredibly detailed and accurate 3D representations of places that would be hard to describe using other means. Think of the inside of a submarine or an oil refinery, for instance – it would take forever to measure and map these places using traditional methods. A LiDAR device can gather many millions of data points per second.
So it’s safe to say that LiDAR beats a measuring tape and a pencil – but is it enough?
At Bagan, we also used aerial drone photography and photogrammetry, a technique that allows us to build 3D reconstructions that capture the colors and textures of the pagodas and temples in photo-realistic detail. Alongside these, we collected interviews, audio soundscapes and 360-degree video to evoke the atmosphere and history of Bagan.
Members of CyArk, Myanmar’s Department of Archaeology, Carleton University and Yangon Technological University during a 3D documentation workshop at Bagan, 2016.
Google Arts and Culture lends itself to pulling all these different pieces together to present coherent, interactive experiences, pushing the boundaries of how to tell these stories online. Open Heritage or Resilience of the Redwoods are two examples of that.
What threatens world heritage sites today and how can 3D models help?
The number one threat is climate change. Rising sea levels, desertification, rainfall events and so on are affecting sites and monuments that are not designed to withstand them. The Bagan earthquake was a dramatic, one-off event. But climate change is more insidious and it’s often harder to pin down its effects. By helping us understand how heritage sites are changing, 3D data can support efforts to preserve them which we’ve been doing with Heritage on the Edge.
What does the future hold for Bagan, and for LiDAR technology?
In 2019, Bagan was added to the UNESCO World Heritage list. Careful restoration work is ongoing to protect and preserve its statues, soaring temples and hand-painted frescoes, and it continues to be an active site of pilgrimage and worship.
CyArk team members on a fieldwork trip to Rapa Nui, 2020.
Looking ahead, our hope for LiDAR technology is not just to document the world’s cultural heritage ourselves, but to share these techniques and methods with others. A good example of this is our work in Rapa Nui, or Easter Island. Its unique moai stone statues are threatened by storms, rising sea levels and coastal erosion. Local people have now acquired their own LiDAR equipment to help preserve the island’s cultural heritage for generations to come.
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<div>Listen Up: How B2B Marketers Are Expanding Social Listening Offline & Beyond</div>
How can B2B marketers amp up their social media listening strategy and put it to use in other areas to become better all-around listeners?
Social listening is a vital aspect of modern B2B marketing, providing valuable insight into current and potential future customers, yet many marketers treat it almost as an afterthought.
Fundamental listening skills outside of the social realm are also often given only lip service, leaving B2B marketers plenty of room to purposely hone a winning listening strategy.
Whether online or in person, taking the time to build better listening habits can provide a sizable return on investment, so let’s take a look at five ways to expand your B2B listening ROI.
1 — Amp Up Your B2B Digital Listening First
Before tackling in-person listening improvements, it’s important to make sure that your social media listening efforts are in order, and that you’re doing all you can within each social environment relevant to your organization or brand.
A few areas where social listening may be a good fit include the following:
- Established social channels including LinkedIn, Twitter, Facebook, and Instagram
- Emerging online channels including BeReal, TikTok, Twitch, Reddit, and Discord
- Research tools and databases including the Internet Archive / Wayback Machine and JSTOR
- Search engines and third-party search tools such as Semrush, Meltwater, and BuzzSumo
- Question research tools including KeywordTool.io, Answer the Public, and others
When you’re looking to learn exactly what your audience thinks about a particular topic, taking a direct approach with polls either through social media platforms or on a brand website can also help efficiently get the job done. Learn more about the ins and outs of social media polls in our, “Survey Says: 2022 B2B Marketing Insight From Social Media Polls,” and “Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls.”
Getting to the heart of the questions most important to your potential audience provides a powerful path to finding best-answer solutions.
To learn more about why question research is such an important facet in marketing, and some of the primary ways to uncover precisely what people are using search engines and other search technology to ask and learn more about, check out our “10 Smart Question Research Tools for B2B Marketers.”
[bctt tweet=”“’Listen’ means much more than hearing with ears. It means to pay attention. Synonyms include observe, be attentive, give attention to, hang on words, and take notice.” — Meryl Evans @MerylkEvans” username=”toprank”]Not that you’ve put your social media listening house in order, or at least established a framework for making improvements, it’s time to take our listening skills in other areas to the next level.
2 — Put Your B2B Listening Skills To Use Beyond Social
Once you’ve ensured that your digital listening strategies are running smoothly and gathering B2B marketing insight, it’s time to focus on doing the same for all of those non-social interactions we conduct every day, including:
- Email communications
- Phone conversations
- Zoom or other video conferencing meetings
- In-person interactions and meeting
- Real-life professional networking events
One way to start changing the intensity of our listening is to make a point of specifically including it in every interaction, whether it’s reminding ourselves to look more closely at the email we’re responding to, devoting more time to listening on phone or video calls, or preparing a series of questions ahead of time to ask during in-person conversations and events.
Remind yourself before each conversation — digital or otherwise — that time spent listening will offer insights that don’t easily come in any other way. Even a small increase in the amount of time you dedicate to better listening can reap vast rewards.
[bctt tweet=”“If you’re truly, truly listening to what these conversations are saying then ultimately the hope is that it opens the door to better content, better customer care, and more conversions.” — Kenneth Kinney @KennethKinney” username=”toprank”]3 — Devote More B2B Bandwidth To Listening & Taking Notes
We all have only so much bandwidth, both digital and offline, and in either case savvy B2B marketers gain dividends when they deliberately make listening more of a two-way street and less a one-way drag race.
As we purposely focus on being better listeners, it’s important to keep track of all those newfound insights we’re gathering, so that when the immediate conversation ends, we have action items on which to act going forward. For some, making a mental note is adequate, while others will want to take notes, make lists, or use various online tools for managing and completing action items.
B2B marketers can expand their influence in several areas through taking the time to be better listeners, as Nancy Duarte recently explored in, “Broaden Your Influence by Adapting How You Listen” for MIT Sloan Management Review.
[bctt tweet=”“Great listeners adapt the way they listen to help the person speaking accomplish their goals and meet their needs.” — Nancy Duarte @NancyDuarte” username=”toprank”]4 — Use Better Listening To Drive Marketing Change
Even the best listeners in B2B marketing can only get so far if they never put the insights they’ve gained to use. A good listening strategy goes beyond listening by building in mechanisms for taking feedback and delivering it to the right people in an organization, and at the opportune time.
A good listener can take action items from their mental or physical notes and move them through an organization’s workflow to make sure each issue is handled by the right team or person, and it’s this additional step that significantly enhances the benefits of being a better listener.
Using insight gained from smarter listening to drive B2B marketing change can elevate your professional effectiveness, and ultimately may be the difference between success and failure.
[bctt tweet=”“The true leader in a group is rarely the person who talks the most. It’s usually the person who listens best.” — Adam Grant @AdamMGrant” username=”toprank”]5 — A Good Digital Or Offline Ear Can Make The Difference
When so much of the B2B marketing world can often be little more than chatter, a smart listening strategy is a great way to cut through the white-noise and show potential customers that you, your organization, and your brand are different. This seemingly small move can be the biggest differentiating factor when it comes time for B2B buyers to choose where to take their business.
When it comes to communications, not everyone can listen in the same way, and those who have limited or no auditory hearing face additional hurdles, yet may also serve as stellar examples of how we can be better communicators and listeners.
Meryl Evans, accessibility marketing consultant, speaker, and writer — a LinkedIn Top Voice in Disability Advocacy 2022 — has been elevating opportunities for more accessible communication since the days of the computer bulletin board. From the latest on improving video captioning to making video conferencing better, Meryl has also been a strong example of how we can always work to be better listeners, in B2B marketing and in life.
[bctt tweet=”“Accessible content marketing, email marketing, blog posts, web content, and social media help you better connect with your target market and expand your reach.” — Meryl Evans @merylkevans” username=”toprank”]Active Listening Meets B2B Marketing Needs Head On
By amping up your B2B digital listening, putting your listening skills to use beyond social, devoting greater bandwidth to listening and note-taking, and using observational skills to drive marketing change, B2B marketers can make a world of difference when it comes time to attract, engage, and convert audiences.
We hope you’ve found these tips for being a better listener in B2B marketing helpful, and that some may help you on your own journey as we all make the transition to 2023 and beyond.
Additionally, our own senior manager of social and influencer marketing Debbie Friez explored tips for active social media listening, in “Active Social Media Listening: Tips for a New Era of COVID-19,” and I took a look at listening as it relates to the kind of information processing that B2B marketers do daily, in “Content Contemplations: How We Process Information & Why B2B Marketers Must Craft Content That Elevates.”
More than ever before, creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us today to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.
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