🔊 Google uses augmented reality to let users try on cosmetics

Google is launching a digital “try it on” experience for some cosmetics-related queries using augmented reality, the company announced Thursday. It is working with data partners ModiFace and Perfect Corp to visualize thousands of eyeshadow shades and lipsticks from brands such as L’Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury. The feature is launching this week in the US.

When you search for certain eyeshadow or lipstick products on the Google app, the knowledge panel may contain a swatch of shades, which can be viewed on different models of varying skin tones. You can also try the products on virtually. The experience uses your mobile device’s front-facing camera and augmented reality to apply the cosmetics to your face.

The product knowledge panel itself contains organic shopping listings, which may facilitate traffic to online retailers, but more broadly, this application of augmented reality showcases a practical use for the technology, bringing a “physical experience” of a product to digital and giving customers a more detailed idea of what they’re buying.

Read more and see examples here.

Nielsen surveyed over 350 marketers from around the globe and found that many marketers feel they don’t have the right tools to measure and compare the ROI of ad campaigns across all the channels they use. This report offers a powerful view into the current state of the industry. Understand the dynamics at play and identify promising areas of development for marketers and their media partners.

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CX platform Uberflip this week announced a number of product enhancements to finish a year which saw the closure of the deal to acquire SnapApp, the launch of an Uberflip app marketplace, and the launch of CX and platform strategy certification programs.

The enhancements are:

Why we care. Uberflip continues to build out B2C-like CX and content personalization capabilities for the B2B space.

Join us online, February 23, 2021 at SMX Report: a deep dive into everything you need to know about analytics for search marketing. Book now for just $99!

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While 2021 still holds economic uncertainty, digital marketing leaders indicate that their agencies have been remarkably resilient, according to CallRail’s fall survey of 167 global marketing leaders who use its services. The findings show that most agencies will finish 2020 with higher annual revenues than in 2019.

Overall, agency leaders reported satisfaction across many different business areas, such as their talent and expertise, customer service and positioning. When asked about their ability to attain key growth metrics — like generating new client leads and closing new business — the majority of agencies also exhibited strong confidence that they can. While CallRail’s 2021 Outlook Report takes a much deeper dive into agency business practices, this article highlights some of the most interesting aspects of the research.

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Google Analytics 4 has been widely available for over two months now, and although Google hasn’t announced that it’ll be sunsetting Universal Google Analytics, you should probably familiarize yourself with the new platform, should the day come.

Transitioning can be a daunting task, but if you start to organize your data strategy now, it can be relatively seamless and easy. Search Engine Land Search Marketer of the Year Colleen Harris has published an article to walk you through setting up your first data stream, editing your events and more.

Read her tutorial here.