Today, I highlight a trend we're seeing across the marketing world. As personal use of Chat GPT starts going through the "Trough of Disillusionment", we're seeing increased integration at a macro level in the tools we use everyday.
AI continues to be integrated with many major SAAS and social media platforms. And some of these will have an impact on our own marketing.
So what's happening and what we can do to keep pace with the rate of change? Read on below!
If you'd like to discuss your digital strategy or AI optmisation for the year ahead, reach out anytime!
What's going on: At an individual level, Chat GPT use seems to have reached peak usage with a couple of studies, here and here, showing a decline in visitors and usage.
However, at an organisational level, the trend is that AI technology continues to be integrated into our favourite tools and used at scale to try and deliver better experiences for us as consumers.
What does this mean? As the integration of AI into our everyday tools continue, it can be tough as a marketer trying to understand what's happening and how it impacts marketing. What should be updated/changed/revised as a result?
Rest assured, there are plenty of people feeling the same way. (I feel the same way)
So what are the options? What are the fundamentals that we can rely on as business owners and marketers in todays chaotic environment?
What should we do? Well here are a few ideas, this list is obviously not exhaustive so please feel free to add your own!!
1. Building your digital footprint or "entity" - Ok, a slightly nerdier recommendation. As AI powers more and more recommendations, a huge part of whether or not they will recommend content from you or your organisation will be based on your digital entity. What it understands about you, how authoritative you are, how much experience and trust you have.
Google is the big one with it's EEAT updates but it's my belief that every platform that has some form of recommendation engine will be taking this into account.
But wait Kim wait. What the heck is a digital "entity"?
This is what I (Kim Voon) look like to the machines "entity"
This is what Insight Online looks like as an "entity"
If you'd like to see for yourself, sign up to Diffbot, it's free and type in your name or your organisations name. See how you look to the machines.
Then watch this video from Lily Ray to understand how to build it up.
If you've been working on SEO with David, it's extremely likely he'll have been recommending schema to help you mark up your own website to build up your "entity".
2. Customer research will always be good - We know this is true right? Understanding your target market, where they are online and offline. What they like or dislike about you. This will always be a goldmine of insights to direct your strategy. Customer research is necessary for all marketing. From YouTube Shorts to SEO to Radio to Emails. Do this consistently, do it early and often.
3. Email addresses are the lynchpin of your marketing - The humble email address may remain the one constant across the sea of change we're experiencing online. Email is the one thing everyone needs to sign-up, sign-in, purchase or reach out. Collecting and storing customer email addresses (securely and with permission) allows you the benefit of finding your audience no matter which platform they are on. As well as you know, emailing them.
Ok that's my brain dump for the month. Let me know your thoughts.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.
His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.
