In our previous article, we explored AI-First search engines and the impact artificial intelligence could have on everyday internet browsing. If you missed it, don’t worry; internal linking is available: Read More
One thing is clear: AI is here to stay, whether with Google or other search engines like Perplexity AI. To paraphrase Darwin (I think), “It is not the strongest business that survives, but the one most adaptable to change.” So, how will this evolving landscape impact marketing efforts, and how should one adapt? Will we need to revert to distributing flyers at the robot that stays in the car until it’s due for a wash, or are we being unnecessarily anxious?
As a disclaimer, this is an opinion piece and should not be taken as gospel.
While everything is changing, some things remain constant. Advertising constitutes the majority of Google’s revenue, which reached a staggering 305 billion US dollars in 2023. While search engines like Perplexity AI are designed for a personalised search experience, they still need to generate revenue. This may be through a paywall (as they are currently implementing) or through ad revenue, similar to Google. Thus, your marketing efforts on any platform will remain relevant, but the approach will need to adjust.
Let me explain this practically. There are rumours that Apple is developing an exciting new replacement for Siri. My prediction is that this will be an AI that leads to a significant increase in “spoken” searches compared to traditional typed searches. We speak differently than we type, which impacts how we should set up our marketing campaigns. For instance, “Getting rid of grey hairs” might be typed into Google’s search bar, while a search with the new Siri might be: “Why am I getting more grey hairs?” If I am a salon running a campaign for hair dye, I want to appear for both types of searches and drive both to my website or phone for an appointment.
The real concern for marketers should be the content we are producing. Are you recycling the same content repeatedly? Are you following Verimark’s “That’s Not All!” approach? Are you posting ChatGPT content daily without substance? If your answer is “Yes” to any of these questions, you should be concerned about the changing landscape. With short attention spans and intense competition, there is a greater emphasis on the “What” rather than the “How.”
In conclusion, we will not be handing out flyers at the robot—it just stays in the car until the next wash. While the landscape is changing, we are not at risk; we simply need to refine our focus on content and ensure we are continually adding value rather than merely selling.
Written by Christo Brand – Chief Geek at We Do Digital
