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By Leah Sallen,

Retail media is a lucrative, but complex, space to navigate. That’s why you need a commerce media specialist, says Leah Sallen at VML. But, what exactly does the role involve?

Artwork from the OREOCodes campaign which draws similarity in appearance between Oreos and a barcode

OREOCodes played on the similarity of appearance between Oreos and a barcode to give customers offers on milk / OREOCodes via oreocodes.com

What do a TikTok manager, an AI prompt engineer, and a social media content creator have in common? Answer: those jobs didn’t exist 10 years ago – or barely existed.

To that list, we can now add the role of commerce media specialist – or, retail media experience planner – experience planners who guide clients in navigating the explosive growth of retail media networks.

Beyond placement, commerce media specialists seamlessly align data, creativity, and media to craft experiences that ultimately drive people to action. At its core, this role is about helping brands to harness the abundance of new digital media formats and channels – with the end goal of building brand while driving sales.

Three dimensions

It was only a dozen years ago that retail media itself came into being, in a modern context. Amazon Advertising was created in 2012, and it defined the category – certainly from a digital perspective. Since then, there has been a “California gold rush” in retail media, with the launches of Walmart Connect, Target’s Roundel, Kroger Precision Marketing, and so on. As E-Marketer noted, “retail media may be the decade’s biggest advertising trend”.

Retail media spend is running faster than analysts can keep up. E-Marketer stated that the 2024 estimated US retail media expenditure is $4 billion more than previously forecast. Of the nearly $60 billion due to be spent this year, 99% will be in digital media with the balance in-store.

The retailer part of the puzzle is what differentiates retail media from traditional media. Traditional media has two stakeholders – brand and consumer. Retail media is three-dimensional – an overlap between brand, consumer, and retailer. And today, when retail media campaign specifics can affect Joint Business Plans (JBPs), secure a call with a hard-to-reach buyer, or guarantee an incremental display, accounting for the business objectives of the retailer is fundamental.

This is not your grandfather’s media. It’s not broadcast or old-school digital. It’s not all “spots and dots”, reach, frequency, or impressions. It’s as much qualitative as it is quantitative – cantered not only on engaging the shopper close to the point of purchase but also on building a true partnership with the retailer.

Theory and practice

This is where the skill of a commerce media specialist comes in. The commerce media specialist works alongside brand strategists, creatives, data scientists, and technologists to devise commerce experiences that live in retail media touchpoints, resonate with shoppers, and create value for both brands and retailers.

It’s an assignment that is part strategic planner, part channel planner, and part experience designer. When we do our jobs right, the result is not only incredible ROI but also strong OER (Other Envious Retailers!).

The output can comprise breakthrough campaigns and activations that appear across all retail media touchpoints, and side benefits such as improved value from JBPs, preferred placement on shelf, and/or additional activation points.

The inputs are insights about consumers and shoppers, intelligence about the retailer, knowledge about retail media touchpoints, and judgment about what will ultimately generate excitement from the retailer. As we say, “sell-in is as critical as sell-through”.

A media planner in a commerce agency must also be able to assess the real value of the retail media options on offer, which is often complex for brands to evaluate.

Commerce or retail media experience planning is both art and science. The blend of media savvy and creative inspiration is best seen on two of our most recent, award-winning, and highly effective retail media campaigns – OREOCodes and Lucky Charmology.

Brand love

OREOCodes, which won a 2023 Gold Lion in the creative commerce and direct commerce categories, included a commerce experience that tapped into the visual similarity between barcodes on milk cartons and a stack of OREOs. Via digital, it allowed consumers to score offers directly from OREO’s all-time complementary partner – milk, redeemable at Jewel Osco locations.

With Lucky Charmology, winner of a 2024 Silver Lion in brand experience and activation, consumers could scan their cereal bowl, using technology created by VML’s in-house tech lab, to reveal personalized fortunes based on the magical charms in their bowl.

This amplified brand love for Lucky Charms while also turning every fortune into a repeat usage occasion, and thus a purchase of consumers’ favorite cereal, in partnership with Target.

Yes, brands need a traditional media team, but the commerce media specialist oversees much more than media. It’s not just about buying the slots, although of course we ensure that we meet benchmarks and deliver on impressions, but also about planning the experience, in such a way that satisfies brand, consumer, and retailer.

The retail media experience planning role is new, but like many jobs that didn’t exist a decade ago, it is rapidly rising in prominence and becoming a must-have on a client’s agency roster.

By Leah Sallen,

Sourced from The Drum

By Krishan Arora

Digital marketing technology and consumer behaviour are both evolving at a rapid pace we’ve never seen before. Consider Moore’s Law (that the number of transistors on a microchip doubles every two years, with little to no cost increase). We can forecast with a decent amount of certainty that technology will continue to evolve rapidly, likely much faster than we expect.

Just look at what has happened with the advent of large language models (LLMs) such as ChatGPT and Google’s Gemini. Creating content, analysing data and getting answers to questions has never been faster and more accurate. But despite advances in technology, I am starting to notice a reverse shift in consumer behaviour. I am also noticing that marketing is shifting back to its core principles of authenticity, transparency and genuine connections.

In 2024, consumers seem to be overwhelmed with digital noise and are craving real, purposeful interactions with brands and businesses. Every time we log on to our email or social media platforms, we are hit with a suite of retargeting ads based on previous digital interactions, we are getting emails based on our digital engagement history, and the almighty algorithms online are deciding what content we see or don’t see. Such tactics might be scalable for brands, but they’re not human-led for customers, and I am starting to notice that the pendulum is shifting in the other direction.

Let’s take a closer look at how marketing is returning to its fundamentals.

Getting Real With Consumers

Since the rise of social media and the internet, digital marketing has been at the forefront of technological evolution in the marketing world. The use of pixels, algorithms, cookies and data-driven automated strategies has provided unprecedented capabilities to brands.

In response, consumers have become more pessimistic, sceptical and selective about the brands they engage with and businesses they give their digital information to. This shift in behaviour is fundamentally changing the marketing landscape, pushing brands to focus on what truly matters: real conversations and connections with real customers.

Authenticity Over Everything

Authenticity has become a buzzword in modern marketing, and quite frankly, it has lost its meaning. Every brand thinks they are being authentic, but when you make a synthetic effort to be authentic, you come off as a cookie-cutter, non-unique brand. In an era where trust is paramount, customers are drawn to brands that are genuine and transparent. Customers want to see the human side of the business and engage with brands that align with their values and beliefs.

Authentic marketing is not about crafting the perfect synthetic image or tone; it’s about being honest, real and relatable. When a customer thinks a brand is genuine (from products to pricing), they are more likely to develop a strong, long-lasting connection with the brand.

The Return To Conversational Marketing

Conversational marketing is another trend that is forcing marketers to go back to the pre-internet era fundamentals. It involves real-time, one-on-one connections between brands and customers. This approach is reminiscent of traditional sales tactics, where personalized communication was the key to closing sales and deals.

Tools like AI-driven chatbots and automated customer service bots have made marketing scalable, but they lack the human touch that makes brands feel authentic and tailored. A real human being on the other side of a conversation undoubtedly leads to a much happier customer, but the pros and cons of this tactic are variables that businesses must evaluate on their own. This is where authenticity comes back into play: Do you value scalable, cost-effective nonhuman chatbots, or do you invest in human-based customer support conversations that make the customer feel heard? I personally feel much better speaking to a human than a chatbot.

As we move through 2024, marketing fundamentals such as authenticity, transparency and real connections are more important than ever. Consumers are looking for brands that educate, inspire and bring real connections to the table. By focusing on these core principles, you can navigate the complexities of this highly evolved digital marketing world and build long-lasting relationships with customers. The return to these roots is not just a trend but a necessary evolution in the era of digital overload.

Feature Image Credit: Getty

By Krishan Arora

Follow me on Twitter or LinkedIn. Check out my website.

Krishan Arora is CEO & Founder at Arora Project, a globally recognized leader in raising investor capital & scaling high-growth ventures. Read Krishan Arora’s full executive profile here.

Sourced from Forbes

By 

If your marketing strategy isn’t working, your online presence may be the issue. These tips can help improve brand awareness and website traffic.

I’ve seen several marketing strategies that looked rock-solid on paper fall short under real-world conditions. In many cases, the reason for the underperformance was a lack of a strong and effective digital presence.

Your company needs to be readily visible online for your marketing initiatives to work. Otherwise, you’ll just end up wasting money and time. Think of it this way: You could have the greatest paid digital advertising campaign in the world, but if viewers who click your ads find a dated website or poorly worded product page, they’re unlikely to convert. Additionally, if potential customers can’t find any information about your brand online, it undermines your credibility.

This is why you can’t just rely on marketing approaches alone to propel your company to success. Does it take time and funding to get traction amid the clutter of cyberspace? Sure. But you can’t afford to lose ground. Instead, start growing your name, reputation, and reach by implementing four key tips.

1. Highlight Customer Reviews

One effective way to attract more attention online is by focusing on generating more positive reviews from your clients. For example, aim to gather more four- and five-star reviews on platforms like Google. According to the data-informed legal marketing experts at PMP Marketing Group, collecting high-quality Google reviews can improve your digital presence and encourage potential clients to visit your website.

Great reviews build trust and make your business stand out in a crowded marketplace. Over time, as you collect more positive reviews, you’ll see an increase in traffic and engagement on your site, which can lead to greater visibility and a stronger online reputation.

To receive more reviews, start by directly asking satisfied clients for feedback. A simple, personalized request can make a big difference. After a successful project, send a thank-you email with a direct link to your review profiles and gently encourage them to share their experience online. Also, responding to both positive and negative reviews shows that you value client feedback and can encourage more people to leave their thoughts.

2. Update Your Website

If your website has gone stale or is a few years old, now is the time to hit the “refresh” button. Though you might think it’s still performing fine, it’s probably not.

As media monitoring company Agility PR Solutions explains, an outdated website is destined to grow less functional and usable as time passes. An out-of-style design will naturally lead to fewer sales and an increased risk of broken links. For instance, an uptick in your visitor bounce rates can be a clear indicator that something might be amiss on your website and a signal for you to take action.

Rather than letting a subpar website stall your marketing efforts, rethink your website’s infrastructure, tone, imaging, and other elements. Don’t overlook the importance of clear navigation and accessible design for all users, including those with disabilities. After all, your website serves as your company’s first impression with consumers, and it plays a significant role in shaping their perception of your brand.

3. Bring Social Media Into the Mix

Social media is essential to cementing your business’s online persona. However, you don’t need to be on every platform to succeed. It’s fine to choose between the popular social-media outlets to find which ones will work for your brand.

After identifying your preferred social-media platforms, start posting content according to well-known best practices. Some smart social posting solutions include following a social-media calendar, creating a marketing plan for each site, and leveraging data to inform your content creation and publication timing.

Just remember, your social-media decisions should always support your broader marketing objective and vision. Therefore, keep the same style, tone, colour scheme, and other branding elements on your social pages as you do on your site.

4. Invest in Superior Content

Your brand’s content is the backbone of all your online efforts. Ideally, everything customer-facing that you produce and publish should be of good quality and highly useful to your target audience.

When it comes to determining what kind of content to create, aim for a good mix. Articles, whitepapers, case studies, and videos can all work together to bump up your digital presence. Just make sure that you also balance newsworthy, trending subjects with evergreen ones for a nice blend.

Most experts caution against allowing artificial intelligence to write your content without human oversight. Most AI-generated content alone may not pass the Google E-E-A-T test and can hurt your digital presence. Even if the content is structurally sound, it may lack the relevance and human-based expertise that consumers expect from the content they consume.

If your marketing strategy should work but doesn’t, think twice before starting over. You may just need to double down on your online presence to revive your marketing results and regain your competitive advantage.

Feature Image Credit: Getty Images

By 

Sourced from Inc.

By Lance Eliot

In today’s column, I continue my ongoing analysis of the latest advances and breakthroughs in AI, see my extensive posted coverage at the link here, and focus in this discussion on a recent research study that suggests modern-day generative AI and large language models (LLMs) have a semblance of a “shared imagination”. I will do a deep dive into this rather intriguing and all-important proposition and then intensely assess how this impacts the future of AI.

Let’s start by considering the nature of human thought and reasoning. After doing so, I will shift to examining the components and techniques underlying generative AI and LLMs. I’ll next walk you through the research of interest here and showcase what was performed. Finally, we will together take apart the propositional claims and see what ramifications they have for existing AI and future advances in AI.

Strap yourself in for quite a wild ride.

People And The Existence Of A Shared Imagination

Do people often think alike?

I’m sure that you’ve witnessed this first-hand, perhaps even had the experience yourself, and been in awe about it. The classic instance would be when someone that you know finishes your sentences for you. Maybe you do the same for them. This can seemingly occur when you are around another person for an extended period of time and get to know what they say and how they seem to think.

It is said that couples tend to gradually slide toward merging their various habits and mannerisms.

Again, this seems to occur because of extensive togetherness. Your partner might use certain phrases and the next thing you know, you too are using those same phrases. Note that this can occur without an explicit awareness. You just manage to subliminally pick up the phrases and end up incorporating them into your own manner of discourse.

Yet another example of thinking alike can happen when you come across a friend who used to go to the same school as you did. Why might you both have similar thoughts and ways of interaction? It could be that while in school, you learned the same things, took the same classes, and absorbed the campus culture into your inner core. Years later, upon encountering the person, you both still have great similarities due to that common bonding.

All in all, you can have shared experiences and shared knowledge that bring you into a form of shared amorphic connectivity with another person. This doesn’t mean that you both are identical. There are differences to be had. The odds are though that you are more like that person than you are with the bulk of the rest of humankind. You might have a small cadre of people that you have this similarity with, while most other people are less similar.

Does the result of a heightened accuracy rate suggest that there is a shared imagination going on?

First, I want to repeat my concerns about using the word “imagination” since it is perceived as a human quality. There is a danger in anthropomorphizing AI.

If we set aside the unfortunate baggage of connotations, there is something useful and important to realize that despite generative AI apps being devised by separate AI makers, the AI apps nonetheless seemed to some degree to be similar when it comes to making stuff up.

One assertion would be that birds of a feather flock together.

AI makers are generally hiring the same semblance of AI researchers and developers, from the same candidate pools, who are often already trained in similar ways about AI, tend to read the same AI research, usually make use of the same AI approaches, and so on. By gravitational pull alone, you might get similar kinds of generative AI apps.

Plus, the pressures to get generative AI apps up and running are heavy enough that it is somewhat safer to use prevailing techniques and technologies. I am not saying that innovative R&D and outside-the-box approaches are being forsaken. Those avenues are earnestly being pursued, no doubt about it. The gist though of the major generative AI apps is to somewhat keep within the bounds of what is known to be viable and workable. Spending millions or perhaps billions of dollars on establishing a generative AI app is not for the faint of heart. Expectations are that the AI will work as per marketplace expectations. If it works somewhat better than others, that’s good too.

In a sense, the recipes for the meals being made are roughly the same. The meals themselves are bound to come out roughly the same.

Some see a conspiracy afoot. Maybe the vaunted Illuminati are planning to take over humankind by devising AI that they can fully control. The AI must stridently be built along similar lines for the needs of human overlords that want to readily be able to switch on mind-control features. I do not ascribe to such conspiracy theories, but if you’d like to read about them, see my analysis at the link here.

Returning to the here and now, one facet that I tend to see differently about the result is that this does not seem to reflect AI hallucinations in the way that AI hallucinations are conventionally characterized. I am therefore somewhat hesitant to interpret that these results on balance illustrate that generative AI apps tend to hallucinate in the same ways. Maybe they do, maybe they don’t, but I’d encouragingly suggest that we need more research to further explore this (the researchers provide several handy suggestions for follow-up research).

Allow me to briefly sketch out my thinking on the AI hallucinations angle.

A typical AI hallucination entails generative AI concocting something fictitious while generating some results based on a straight-ahead prompt. The prompt usually doesn’t intentionally try to spur or goad the AI into invoking an AI hallucination.

In a sense, the question-answer or IQA that is produced in this experimental setup has been prompted by telling the AI to be imaginary. The user is spurring generative AI into producing fictitious content. But, and here’s the rub, does the act of telling generative AI to explicitly make up something fictitious work in the same way as when AI does this on its own?

This might be an assumption of confluence that is not the case. There might be separate mechanisms or facets underlying these types of fictitious or imaginary renderings. I can envision in my head various experimental setups that could be explored to gauge this. If any AI researchers opt to pursue this angle, please let me know. I think it might bear interesting fruit.

Another twist is to consider that perhaps the factual side of generative AI and the presumed imaginary side of generative AI are generally intertwined and not somehow independent of each other. If that is the case, and if when making up something the AI leans substantially into

the factual side, we would almost intuitively expect that the made-up thing would be derived or significantly influenced by the factual side.

Ergo, as I earlier pointed out, the factual side of the generative AI apps is generally roughly the same, it could be that the “shared facts” are the determining factor of what is occurring here, rather than a “shared imagination” per se.

To show you what I mean, I went ahead and tried the physics question again and this time I directly told ChatGPT that the question was fictitious and crafted by generative AI.

Here’s what happened:

  • My entered prompt: “I had a generative AI app make up a fake physics theory, which it called the Peterson interaction. Here is a question that the generative AI came up with about this fictitious theory. Please answer the question. Question: Which two particles are involved in the Peterson interaction? A. Proton and electron B. Neutrino and neutron C. Up quark and down quark D. Electron and positron”.
  • ChatGPT generated response: “Given that the Peterson interaction is a fictional theory created by a generative AI, any answer to the question is also fictional. However, we can speculate based on the particles listed: Proton and electrons are involved in electromagnetic interactions. Neutrino and neutron are involved in weak nuclear interactions. Up quark and down quark are fundamental particles involved in the strong nuclear force. Electron and positron are involved in annihilation events and electromagnetic interactions. Since the Peterson interaction is fictitious, I would choose C. Up quark and down quark as the answer, implying that the interaction could hypothetically relate to the strong nuclear force, which involves quarks. However, this is purely imaginative!”

Note that the response by ChatGPT seems to abundantly lean into the factual side.

It seems reasonable to assume that other generative AI apps would do likewise. If they are all basing their answer selection by reaching into their factual base, and if the factual aspects are roughly the same across different generative AI apps, the selection of the same answer would be anticipated. The impact of the probabilities associated with generative AI might account for the selections not being even much higher of a common accuracy rate.

Assuming that we can believe what we see, this suggests that the “shared facts” are dominating the “shared imagination”. Shared facts are commonly expected and not especially shocking or out of the norm.

Finally, from a perfunctory perspective, another consideration is whether there are well-hidden wording clues in the question or the answers that mere humans cannot readily discern. It could be that the tricks we know as test-takers are not honed to the trickery that generative AI can discern. It is like a dog that can smell odours beyond our normal sensory capabilities. Perhaps some unnoticeable wording to the human eye is revealing to the AI which answer is the more likely.

An added consideration that reinforces this possibility is the sameness of generative AI-produced writing by customary default setup.

I’ve discussed at the link here that numerous attempts are underway to try and detect whether text produced by generative AI can be identified as indeed generative AI-produced text. If you let generative AI produce text by usual default, other algorithms can potentially gauge that based on the words used, the sequence of the words, and the like there is a chance the text was AI-written.

Maybe this is taking place here. We just might not be catching on to it, and our usual suspects aren’t bearing out.

Conclusion

I’ve got a potential shocker for you about why the results could be a signal of something else of paramount importance. Make sure you are seated or maybe even lying down.

This might be a sign that we are heading toward a dead-end when it comes to advancing AI.

The deal goes like this. If the slate of modern-day generative AI apps is being devised similarly and produces similar results, we must hold our breath in anticipation of what will happen next. On the lucky side, we are all heading toward greater and greater AI. Yay, we’ve got alignment in the right direction.

If we are unlucky, it could be that everyone is heading to a dead-end. Imagine a cul-de-sac and cars driving frantically down that same road. They reach the end of the road and realize that they cannot go any further. Oops, we got ourselves jammed into a bind.

I’ve noted that there is a rising sense of concern that we are going to hit the proverbial impassable wall based on prevailing AI approaches. Some believe, as I do, that we will need to find a different path to make added progress. For example, as I’ve discussed at the link here, a combination of symbolic and sub-symbolic approaches via neuro-symbolic or hybrid AI might be the fresher and longer-lasting approach.

Perhaps this study provides a bop to the head of watching out for too much sameness.

Allow me to conclude this discussion with two pertinent quotes on these weighty matters:

  • “If everyone is thinking alike, then somebody isn’t thinking” (George S. Patton).
  • “Whenever you find yourself on the side of the majority, it is time to pause and reflect” (Mark Twain).

That’s not imaginary, though if it were, I’d say it is rooted in facts.

Feature Image Credit: Getty

By Lance Eliot

Follow me on Twitter.

Dr. Lance B. Eliot is a world-renowned expert on Artificial Intelligence (AI) with over 7.8+ million amassed views of his AI columns and been featured on CBS 60 Minutes. As a CIO/CTO seasoned executive and high-tech entrepreneur, he combines practical industry experience with deep academic research. Previously a professor at USC and UCLA, and head of a pioneering AI Lab, he frequently speaks at major AI industry events. Author of over 80 books, 950 articles, and 450 podcasts, he has made appearances on major media outlets and co-hosted the popular radio show Technotrends. He’s been an adviser to Congress and other legislative bodies and has received numerous awards/honors. He serves on several boards, has worked as a Venture Capitalist, an angel investor, and a mentor to founder entrepreneurs and startups.

Sourced from Forbes

By Tony Ambroza

Partnering with other brands is one of the best strategies for young businesses to gain exposure, reach new consumers and strengthen their base of brand enthusiasts.

Major companies, from Spotify and Uber to Nike and Apple, constantly use partnerships to grow via new consumer audiences, scale revenue, and propel their brands forward.

In my role as Chief Growth Officer, my teams have utilized several forms of partnerships—from partnering with media companies to collaborating with famous athletes and personalities to completely rebrand and scale our company.

In my experience, brand partnerships are a win-win strategy that, when well executed and integrated, can play a key role in growing a company even faster than traditional brand-building strategies.

Examples Of Brand Partnerships In Action

Branding partnerships can take on many roles, and identifying your needs as a company can point you toward your most profitable partnerships. Examples include:

• Industry/Affiliate Partnerships: Businesses serving different niches in the same industry often partner to acquire new customers and fulfil roles that others cannot. Examples may include event planners who partner with bakers or florists to help people plan for their events.

• Cross-Promotion Partnerships And Collaborations: Businesses with established customer bases often collaborate on a marketing push to gain short-term exposure. One example includes Burger King’s infamous Cheetos Chicken Fries.

• Creator Partnerships: Brands often partner with content creators, such as influencers, to promote their business to new audiences. At our company, we partnered with a core group of enthusiasts to fulfil content creation roles and also build authentic, real-world exposure for our products.

• Mergers And Acquisitions (M&As): While some may not consider this a partnership, we have used M&As to incorporate more businesses into our portfolio and reach a wider customer base.

Benefits Of Brand Partnerships

There are very few downsides to a successful brand partnership. In fact, some of the short and long-term benefits include:

• Increased Exposure: Partnering with other brands on collaborations extends your reach and access to established consumer audiences to accelerate growth.

• Resource Sharing: Partnerships enable you to fulfil different functions previously unavailable for your business and share internal resources, such as marketing materials and products.

• Improved Customer Experiences: Partnerships benefit your consumers most, whether via better fulfilment, access to more products or cost-saving promotion.

• Product Innovation: We’ve used partnerships to improve our product offerings and give truck owners access to the best aftermarket products on the market.

• Risk Management: Partnerships allow you to share the burden of losses, thereby cutting your risk in half.

Strategies To Team Up With Other Brands

When searching for brand partnerships, my team and I follow a few key strategies for evaluating the potential benefits of a partnership and determining who to approach. Here are some steps to help you get started.

• Audit Your Brand: First, you want to assess your brand’s strengths and weaknesses to search out growth opportunities. In our case, when rebranding our company, we focused heavily on partnerships in the creator/marketing space. This allowed us to spread our message to more people and fulfil more roles that were previously unavailable.

• Search For Brands With Shared Audiences: One of the clearest opportunities to partner with another brand is to find one that caters to the same audience as you but does not compete with you directly. For example, we chose The Drive as one of our partners in the publication space because their content focused so heavily on the car enthusiast—somebody who would be highly motivated to purchase our aftermarket products.

• Ensure Partner Brands Align With Core Values: This is truly an essential consideration. Only partner with brands that uphold the same ethical standards as you, or you may end up receiving more negative press than you bargained for.

• Work On Your Pitch: Why would another brand partner with you? Your pitch can sell them on your partnership and motivate both teams to move forward with an agreement.

• Set Terms For Your Arrangement: Before your partnership is finalized, you’ll need to work out the details of your arrangement. How often is your brand partner expected to promote your collaboration? How often are you?

• Track Metrics From Your Engagement: Evaluate the success of each brand partnership by tracking key metrics, such as revenue, conversions and total lead count. It might be time to cut the cord if a brand partnership or collaboration does not bring new revenue.

If You Can’t Beat Them, Buy Them

Another consideration for your company is whether it makes sense to merge or outright buy another brand rather than partner with them. Unlike partnerships, mergers and acquisitions are long-term investments that require significant due diligence, a deep understanding of the best ways to integrate both teams and, of course, capital investment.

For larger companies looking to compete in a competitive market, mergers and acquisitions are a great strategy for scaling their portfolio and acquiring new market share in a way that brand partnerships simply cannot.

Understanding when to execute one partnership strategy or the other requires due diligence, proper timing and often a little bit of good fortune.

Feature Image Credit: Getty

By Tony Ambroza

Follow me on LinkedIn. Check out my website.

Tony Ambroza is the Chief Growth Officer at RealTruck, an omni-channel industry leader in truck and off-road vehicle equipment. Read Tony Ambroza’s full executive profile here.

Sourced from Forbes

By Steve Olenski

There is an abundance of resources available to help small business marketers successfully advertise to their target audiences.

The Gist

  • Resourceful tools. Utilize low-cost self-service tools like AudioGo for impactful, affordable advertising across digital, social, audio and video channels.
  • Smart partnerships. Collaborate with like-minded businesses to exchange advertising space and pool resources, creating cost-effective marketing opportunities.
  • Content value. Focus on high-value owned content to educate consumers, boost organic traffic and establish brand authority without recurring costs.

How much money should a small business marketing team spend on its marketing? Convention dictates that B2B companies should put 2%-to-5% of revenue toward a marketing budget. In reality, it’s over 10% — and the ratio for B2C companies is even higher.

At those stringent rates, many small business marketing teams find themselves short on staff and cash as they try to implement marketing strategies. While it’s common for small business marketers to feel they must choose between marketing well or marketing cheaply, they don’t have to.

There is an abundance of resources available to help small business marketers successfully advertise to their target audiences based on whatever budget they are given at any given moment. Here are three advertising tips to help small business marketers affordably broadcast their goods and services across digital, social, audio and video channels.

A young boy stands in front of a cheerful lemonade stand, holding a sign that reads "SALE LEMONADE 30¢ 50¢" and a megaphone. The stand is decorated with yellow circular cutouts and a sign spelling "LEMONADE." This image captures the essence of small business marketing, showcasing a creative and budget-friendly approach to promoting a product.
There is an abundance of resources available to help small business marketers successfully advertise to their target audiences based on whatever budget they are given at any given moment.Pixel-Shot on Adobe Stock Images

 

3 Tips for Successful Small Business Marketing

1. Take Advantage of Low-Cost Self-Service Tools

The SaaS industry constantly creates new, improved and ever-more affordable ways to advertise across all mediums. On social media, for instance, YouTube and TikTok are trendy, free and low-cost options in the social and video worlds.

Once a business has owned content on a business site (more on that in Tip 3), it can create targeted campaigns through Google AdsFacebook Ads and similar pay-per-click (PPC) digital advertising channels. These are some of the most popular avenues, but there are other highly effective, lower-cost strategies out there.

Consider the opportunities with audio streaming services — millions are essentially a captive audience on their daily commute. Advertising on these platforms has become more accessible through niche tools like AudioGo. This platform takes the audio advertising concept to the next level through a suite of audio ad creation tools and templates. It can push ads out to top streaming music, radio and podcast networks. With its beginner-friendly interface, users can easily create and schedule ads, target them to the right audience and launch campaigns with budgets as low as $250.

While AudioGo excels at reaching a wide variety of audiences through audio advertising, brands that host their own podcasts could benefit from podcast distribution networks like Audioboom. This platform helps pair advertisers with like-minded podcasters to reach their niche audience. Hosting a podcast costs less than $10 per month, and you could even earn some extra income by monetizing your content.

When a small marketing team has limited funds due to its size, it can still optimize how those funds are invested by looking for tools that help them reach potential or existing customers at an affordable cost. By leveraging both user-friendly creation tools and targeted advertising options, businesses can make the most of their budget in today’s advertising world.

2. Form Collaborations With Other Businesses

Advertising doesn’t always have to be a small business against the world. It’s possible to create partnerships and collaborations with similarly-positioned companies. The key here is to differentiate between competitors and collaborators.

For example, a company that delivers bounce houses may consider a party rental company a competitor. However, the two brands aren’t at odds if the latter focuses on things like tent, table and chair delivery. They’re simply serving the same customer base.

Even if two enterprises are in the same line of business, it’s important to make this distinction. A telemarketing company might consider another call center a rival. However, one might work with phone training, in general, and the other with a specific target market.

When marketers discover both local and remote companies with which their company can collaborate, they can create fresh advertising opportunities. They can exchange advertising space with their audiences and amplify their marketing efforts by pooling resources. They can also create bundles and packages that offer discounts when purchased together. The best part is that all of this can come at little-to-no cost.

3. Create High-Value Content

Finally, small business marketers should never underestimate the value of owned content. Also called owned media (especially when creating audio and visual advertisements, like those listed in Tip 1), the term refers to content a marketer fully controls.

A blog article or how-to video on a company website is owned media. Social posts and PPC advertising are not owned media. Marketers should optimize the promotional media that their company controls.

Every piece of content that a small business marketing team creates has the potential to impact its customer base. It can educate consumers, answer customer pain points and establish the brand as an industry authority. High-value content can also help a brand rank better in search engine results pages, which can boost organic traffic to its website and sales funnels.

The best part? Owned content may require some effort to create, but it belongs to its creator forever. No fees. No paying per click. When done well, quality content is a long-term advertising play that can continue to serve a business for months and even years into the future with minimal upkeep.

Gaining Marketing Momentum as a Small Business

Small businesses don’t have to skimp on marketing. Small business marketers can cobble together effective marketing campaigns by marshaling their available resources.

They can do this by taking advantage of low-cost self-service tools. They can also collaborate with other local and related businesses and create high-value content. This maximizes their budgets, attracts new customers and ultimately grows their businesses.

Feature Image Credit: Sandra Burm

By Steve Olenski

Steve Olenski possesses a career journey that’s been as dynamic as it has been impactful. From his early days as a creative director in the agency realm to assuming pivotal senior marketing roles on the brand side with esteemed companies like Oracle, he has consistently navigated diverse landscapes.

Sourced from CMSWire

By

If you’ve ever wondered what websites do with the data they collect, you’re not alone. Many people assume the worst, thinking websites just want to target or scam you. But the truth is far more straightforward and less spicy.

Website Owners Need Your Data for Analytics

The most basic reason websites collect data is for analytics purposes. Much like how you monitor your social media accounts to see how many people have followed/unfollowed you, liked your posts, watched your videos, etc., website owners rely on your data to analyse how people are interacting with their services.

For instance, analytics can show which pages or content are most popular. Then, website owners can create or provide more of what resonates best with their audience.

Whether it’s tracking how many people visit a certain page, how long they spend on different sections, or which website features people use the most, data collection helps owners continually enhance the overall user experience. These details can offer clues on how they can improve the navigation, make content more accessible, or bring more relevant information to the fore.

Although collected from individuals, much of this data is aggregated—used as a whole to make general statements instead of identifying individual traits. At its core, analytics offers owners high-level snapshots like “10,000 people subscribed to my blog, with more females unsubscribing after two weeks than males.”

This data isn’t used to profile you—as someone who reads articles every evening. Rather, it helps owners identify common usage patterns so they can better tailor their services to the needs and preferences of their target audience.

Most Sites Want to Offer You Personalized Services


While analytics focus on aggregate insights about large groups of people, many sites also track some level of individual user data to cater to your unique needs and interests. If you’re anything like me, you’d rather see relevant product recommendations when you open an e-commerce site. Or, you just love Spotify’s daylist or DJ features.

These personalized recommendations are provided because the website or application tracks your previous purchases, listening history, browsing behaviour, etc.

However, it’s not only about personalized recommendations. If you’re visiting a site for the second time, you’d most likely see a different landing page from the one you saw the first time around. Similarly, the site header, font, page span, etc., will differ based on whether you’re using a smartphone or a laptop.

Have you ever noticed how a site remembers your language preference or theme? That’s also your data at work.

Big tech companies like Google typically employ individual tracking to “tailor your experience,” but again, this is usually strictly based on the information you voluntarily provide. You’ll always be able to disable personalization cookies or opt out of sites tracking your searches or activity.

Google Turn Off Personalisation Settings Information Page

Websites Can Collect Your Data to Show You Relevant Ads

Have you ever wondered how so many websites manage to remain free without any paywalls blocking your way? The truth is that most rely on ads to keep the information, videos, etc., flowing.

Whether you want to or not, you’ll most likely endure a barrage of ads every day, even if you use ad blockers. But the good thing is that, instead of irrelevant ads, you can opt for ads that’ll allow you to find things you might need or like. I’ve found several helpful, unique productivity apps enduring unwanted ads.

So, how do sites show you relevant ads? Simple—by tracking things like what product categories you typically browse and your past purchases. Run a search for something you’re thinking of buying, and lo and behold, related ads will pop up wherever you surf next. You can read our guide if you’d love to learn more about how websites track your online activity.

7 Ways to Protect Your Privacy Online

While most sites aren’t out to scam you, you should still take extra steps to keep your data safe and private.

  1. Don’t accept cookies blindly. Read through cookie/privacy policies carefully to understand what data a site collects and how it’ll be used. Don’t assume. Verify.
  2. Periodically clear the cookies you’ve accepted for specific sites. Modern browsers make this easy, as well as blocking third parties and opting out of interest-based ads.
  3. Use a VPN to keep your browsing activities hidden.
  4. On sites like Google and Facebook, opt out of personalization if you’d rather not receive ads based on your interests.
  5. Confirm that data transfer on each site you visit is secure; check that there is HTTPS in the URL field.
  6. Use a separate, complex password for each of your accounts. This way, if one of your accounts suffers from a data breach, it won’t affect all your accounts. There are tons of password managers you can take advantage of.
  7. Install privacy tools like Brave or Signal on any of your devices to block trackers that may be lurking in the background of sites.

While malicious sites exist, most collect data for legitimate reasons, not to scam you. It’s important not to attribute malicious intent at first glance. Remember, people run websites—and people make mistakes, which is why there are so many instances of data breaches and the like.

By

Sourced from MUO

By Alexander Storozhuk

Public perception can significantly impact a company’s success. With more than two decades in the PR industry, I’ve seen firsthand the importance of effective public relations strategies in maintaining customer trust and safeguarding hard-earned reputations. Let’s take a closer look at some common PR pitfalls and tips for how to avoid or correct them, so you can better ensure that your business is well-positioned to uphold its reputation and thrive in the competitive market.

Lack Of Clear Goals And Results Measurement

A common pitfall in PR is the lack of clear, measurable objectives and goals. Without them, PR activities can become aimless and inefficient, leading to missed opportunities and wasted resources.

For example, before launching a campaign, it’s vital to define what you want to achieve. Is it brand awareness, community relations, an increase in potential leads, crisis management or employer branding? Taken from our own experiences, my PR team recently launched a video campaign with clear objectives: to strengthen our relationship with existing partners and to showcase our platform to future media partners and clients interested in our services. By setting specific goals, we have been able to plan and measure the success of the campaign both in the short term and the long run.

Tips: Start by understanding how PR can support the overall business strategy and establish measurable key performance indicators—such as brand awareness, audience engagement and media coverage—to assess and track progress. Leverage tools like media monitoring, sentiment analysis and Google Analytics to understand your company’s engagement and consistently review these metrics to ensure your PR efforts are aligned with your business’s success.

Ignoring The Target Audience

Understanding what your target audience wants, needs and expects from you is crucial. For example, Pepsi’s 2017 ad featuring Kendall Jenner was a well-publicized PR blunder. Despite the brand’s efforts to promote inclusion and unity, the ad faced overwhelming backlash, leading Pepsi to pull the ad and issue a public apology.

Tips: Conducting surveys, using social media to communicate with your followers and leveraging AI analytics to gather data on your market demographics is a great way to help create content that resonates with your target audience. Additionally, I recommend leveraging tools like Google Trends and Google Alerts to monitor trending topics related to your brand. Personalize your content and encourage interaction to strengthen connections with both current and potential customers.

Inadequate Media Relations

The media can be a business’s best friend when creating positive PR. Yet, many organizations overlook the value of developing positive relations with journalists and editors, therefore missing out on gaining favorable coverage that enhances their credibility with the public.

Among the common mistakes businesses make are impersonal pitching, spamming journalists and expecting short-notice coverage. These errors can damage relationships and reduce the likelihood of receiving positive coverage. Effective PR requires time, consistency, patience and a deep understanding of the industry’s nuances.

Tips: Offering exclusive, genuinely newsworthy content—or scoops—is a great way to engage media outlets. Once you’ve established relationships, keep your contacts up to date with regular releases, maintain respectful communications and understand what media outlets require from you. Positive media relations equal powerful PR and shouldn’t be overlooked.

Budget Awareness

To achieve effective PR, it is crucial to allocate your PR budget wisely. Overspending drains resources and makes sustained coverage unachievable, while underspending leads to inconsistent and inadequate audience reach and impact, both of which significantly interfere with an organization’s PR effectiveness.

In my experience, there are situations where publishing time-sensitive content is crucial. For example, when there is no pre-established relationship with a journalist, the time and money spent fostering this relationship can be more expensive than using a paid sponsored article.

A specific example from my company’s journey illustrates this point well. Publishing a sponsored article in collaboration with an Asian media outlet highlighted our company’s strategic expansion into the Asian market, increasing our visibility and effectively targeting a specific audience interested in market expansions and financial operations. This demonstrates how a timely paid piece can be more efficient than waiting to cultivate a new media relationship, especially when immediate visibility is crucial.

Tips: Maximize the impact of your brand by integrating paid and organic PR to effectively deliver your brand’s message. Research the potential return on investment and allocate resources to achieve the maximum impact, and to build and maintain a positive reputation among your customer base.

Neglecting Crisis Management

Sometimes, things go wrong and this is where having an effective PR crisis management plan comes into its own. A lack of preparation and slow response times can devastate a business’s reputation, as seen in the recent Fashion Nova campaign about body positivity. So, how do you mitigate this risk?

A great example of how to respond during a crisis is the way KFC handled a failure in their supply chain, which resulted in the temporary closure of several restaurants in the United Kingdom because they ran out of chicken. Their response—a humorous, yet sincere, informative ad campaign—was well received and represents a classic example of how to take responsibility for errors and respond to a crisis.

Tips: Identifying potential risks and even a worst-case scenario can help you prepare for possible issues, giving each part of the business a playbook so they know how to respond when things go wrong. Designate clear roles for vital people, implement early detection systems to proactively flag problems as they develop and rehearse the plan regularly so everyone is prepared.

In closing, ineffective and poorly planned PR can have a destructive effect on your business. It can alienate customers and your target audience, while also failing to protect your brand reputation. The result is often a loss of business, a drop in sales and reduced profit.

Take this opportunity to review your current PR practices and make adjustments to propel your business to the front of the queue.

Feature Image Credit: getty

By Alexander Storozhuk

Follow me on LinkedIn. Check out my website.

Alexander Storozhuk is the founder of PRNEWS.IO, an Ad-tech & PR platform for SMBs around the world. Read Alexander Storozhuk’s full executive profile here.

Sourced from Forbes

Rapid advances in artificial intelligence (AI) technologies are prompting companies the world over to re-evaluate how they do business—and prompting an uncomfortable conversation about the future of work.

On the employer side, companies are scrambling to determine how they can implement AI in their businesses. For some, it’s an earnest attempt to improve the quality of their operations; for others it’s little more than a cost-cutting game; and for some, it’s a cynical attempt to generate positive publicity by linking their name to the hot buzzword du jour.

On the employee side, views of AI run the gamut. Some workers are embracing AI tools, seeing ways to make their work easier and more efficient. Others are rejecting it from a quality standpoint, pointing out its propensity for “hallucinating” (providing inaccurate information). And still others are just waiting for what they feel is inevitable—AI taking their jobs completely, leaving them without a job and forced to reskill mid-career just to survive.

While we have no idea what the future holds until it happens, a host of research suggests that certain occupations and industries will face more AI disruption than others. Some employees might feel little to no effect from artificial intelligence, others might need to shift into related but different roles as AI handles more tasks that humans do, and still others might find themselves completely on the outs.

Today, we’re going to look at several jobs that are most susceptible to AI advancements.

General Trends Around AI Job Replacement

artificial intelligence ai

Among some of the broader takeaways as it pertains to AI:

— By 2030, tens of millions of Americans will face “occupational transitions,” where their jobs significantly transform or even disappear because of AI.

— Automation could replace human tasks that account for nearly 30% of the hours worked in the U.S. economy.

— The jobs most susceptible to AI are ones that involve repetitive tasks, such as data collection and elementary data processing.

— Lower-wage jobs are much more likely to suffer from automation than higher-wage jobs. Specifically, those earning less than $30,800 a year and those earning $30,800 to $38,200 per year “are up to 10 and 14 times more likely, respectively, to need to change occupations by the end of this decade than the highest earners.”

— Jobs in those two lowest wage quintiles are “disproportionately held” by women, people of colour, and people with less education.

— The demand for basic cognitive and manual skills is likely to decline but not go away completely. Conversely, the labour market could have higher demand for social-emotional and digital skills.

Jobs That Could Be Disrupted by AI

artificial intelligence types robot human

Which roles specifically have a high chance of being replaced by AI (or otherwise automated)?

Today, we’re going to look through a handful of professions that McKinsey has singled out for its vulnerability to AI, and that Bureau of Labor Statistics (BLS) analysis also says is projected to decline over the next decade or so.

Just keep in mind that these are merely projections. In many cases, there have been wide gaps between the widely touted proclamations of what certain AI tools and programs can do and what they can actually do (and how well they can do it). It’s possible that some of these job losses will never come to be. Conversely, AI-related employment declines might be worse than expected. And artificial intelligence could easily impact many more job types not mentioned here.

In no particular order …

1. Clerks

woman business workplace office
DepositPhotos

McKinsey estimates that the demand for clerk positions could decline by 1.6 million jobs by 2030. It defines the role as “receptionists and information clerks, general office clerks, bookkeeping, accounting, and auditing clerks, and shipping, receiving, and inventory clerks.”

This broader concept is reflected in Bureau of Labor Statistics (BLS) data, which shows more than a dozen different clerk-related occupations that are expected to sustain declines in employment between 2022 and 2032.

Some of the worst projections? Financial clerks are expected to face a 14%-plus decline in jobs, file clerks and payroll and timekeeping clerk employment is projected to drop by 16%, and information clerk employment is estimated to wither by more than 18% by 2032.

All of these types of jobs involve some highly repetitive tasks that automated systems are expected to perform sufficiently.

2. Retail Sales Workers

best jobs for 15 year olds teen retail grocery store cashier
DepositPhotos

Retail sales workers assist consumers in finding products inside of a physical store and process payments for anything they decide to buy. When applicable, they may answer questions about the products and explain any current promotions.

McKinsey estimates that 830,000 American retail salesperson jobs could disappear by 2030. The BLS also predicts an employment decline for these positions, but at an estimated 2.2% decrease, that would only amount to roughly 80,000 job losses by 2032—a much less pessimistic view for the profession.

I should point out that AI isn’t the only threat to retail sales jobs. Per the BLS: “The increase in online sales is expected to continue over the projections decade, limiting growth in the number of physical retail stores and reducing demand for retail sales workers.”

3. Administrative Assistants


legal secretary administrative assistant job
DepositPhotos

Administrative assistants handle a hodgepodge of tasks for offices, such as scheduling appointments, drafting correspondences, and creating spreadsheets or reports. Some of these tasks are the same as what clerks do. You can find administrative assistants across a wide variety of industries, but they are particularly popular within the education industry and hospitals.

McKinsey research estimates that administrative assistant positions might decrease by 710,000 by 2030. The BLS also expects a decline in administrative assistants across a half-dozen categories. But those in the legal sector are worst off, with the BLS projecting job losses of nearly 22% by 2032.

These positions include data collection and other repetitive tasks, and thus, they are prime candidates for automation. Also, declines for this kind of role would disproportionately impact women, who hold an outsized number of office support jobs.

4. Cashiers

Whether at a gas station, grocery store, or other retail location, you’ve likely had a cashier process your payment and offer you a receipt. The cashier may have also greeted you and engaged in polite conversation while scanning your items.

Sadly, McKinsey sees a lot of those smiling faces being forced to work elsewhere.

McKinsey estimates that cashiers could decline by roughly 630,000 jobs by 2030. The BLS sees a decline of roughly half that—348,100—by 2032, though that’s still a steep decline of more than 10%.

As previously mentioned, low-paying jobs that require little education tend to be at a higher risk for automation. Usually, cashier work has no formal education requirements.

However, maybe it won’t be so bad. The BLS mentions that “employment of cashiers is expected to decline because of advances in technology, such as the use of self-service checkout stands in retail stores and increasing online sales.” That said, there are signs that this tide is turning. A few prominent retailers, most notably Walmart and Dollar General, have been eliminating self-checkout in select stores in recent months, citing higher rates of theft and other issues with the technology.

5. Production Workers

DepositPhotos

Production workers include people who either work at production or manufacturing facilities. These jobs often involve manual tasks along an assembly line, including assembling, packaging, and quality control, though sometimes they involve operating machinery.

Unfortunately, some of these blue-collar jobs are highly susceptible to automation and replacement by AI.

In manufacturing, McKinsey says “roughly 36% of working hours could be affected by automation.” The BLS also predicts a 9.3% decline in production worker employment between 2022 and 2023. But job displacement won’t be even across the board. For instance, while there is a high chance there will be fewer machine operators and assemblers, the industry will likely need more software developers and industrial engineers.

Some manufacturing jobs include highly repetitive tasks, which can often be automated. If workers want to switch to high-skilled roles, such as industrial engineers, they will need to learn new skills. If there’s any upside to this, those who do successfully transition should be rewarded with higher pay.

6. Food Services

Broadly speaking, the food service industry includes any business that serves food to customers. While restaurants are probably first to mind, these roles also include jobs in catering, cafeterias, vending companies, and more.

Food services jobs have some of the highest technical automation potential, says McKinsey, The BLS predicts food preparation workers are likely to decline by around 4.8% by 2032.

One of the main reasons these jobs have such great potential for being automated is that they involve predictable, physical work. This isn’t true for every task, of course. Measuring ingredients is a predictable task that a machine can handle, sure … but determining whether a spice has lost its potency and more needs to be added is still a job more fitted for a human.

Hispanic and black workers make up a large portion of workers in this field, and thus are expected to be the most heavily affected by increased AI use.

Will Any Jobs Grow in the Age of AI?

Hopefully, this discussion about the jobs artificial intelligence can manage didn’t make you too fearful of a jobless future for humans.

Indeed, McKinsey anticipates several types of professions will grow in the coming years. The health care industry takes the lead—by 2030, the industry could need an additional 3.5 million jobs in roles such as health technician, health aid, and wellness worker, not to mention 2 million more health care professionals.

A few of the other professions McKinsey expects to increase are STEM (science, technology, engineering, and mathematics) jobs, transportation, education and training, and construction.

Put simply: The rise of AI might result in fewer jobs for some industries, but not all.

By Riley Adams, CPA

Edited by Kyle Woodley

Reviewed by Hannah Kowalczyk-Harper

Sourced from WealthUp

By Jason Hall

If you’ve searched for something on Google lately, you’ve probably noticed the AI-generated text that’s produced to answer many of your questions. These AI overviews are revolutionizing search engine optimization, which means companies have to step out of their comfort zone and into new marketing strategies. As AI overviews become more common and better at delivering the information that searchers are looking for, you must adapt or risk your business becoming irrelevant.

Update Your Keyword Strategy

The first thing to focus on in this new world of AI overviews is your keyword strategy. What worked in the past was focusing on high-volume keywords that appeared in the most searches. But as AI becomes better at understanding context and providing more relevant search results, what worked before may not in the future. Instead, start prioritizing longer key phrases, especially those that reflect natural conversation and speech patterns.

Think about what exactly people are typing into the search engines, as opposed to just focusing on certain keywords. If you can figure this out, you have a much higher chance of increasing your visibility and engagement moving forward.

Produce Higher-Quality Content

In addition to a better keyword strategy, focus on higher-quality content that is both in-depth and user-friendly.

Keyword stuffing will no longer suffice in a world where AI can summarize your entire content in a matter of seconds. Instead, you need to take content creation much more seriously and put attention to detail and a high level of research into every article on your website. You must be able to provide value.

Focus on not only answering specific questions with your articles but also anticipating searches that are closely related to the topic. This will give you a greater chance of being noticed by AI.

Ultimately, your goal should remain the same as it always has: Provide engaging and informative content that answers questions your visitors may have about the topic. However, in this new world powered by AI, shortcuts and workarounds probably won’t get you anywhere.

Make Appearing In AI Overviews Your New Goal

Search engine results pages (SERPs) are likely in for a significant change as AI overviews become more and more prevalent. With AI overviews in position zero, and organic links being pushed further and further down the page, users can find the answers they’re looking for right at the top of the search results. This means they won’t have to click through to random websites looking for the information they need.

As a result, many businesses may notice a reduction in their click-through rates. Your new goal, then, should be to appear in AI overviews as opposed to just being on the first page, and you should adjust your content accordingly. This further emphasizes the need for content that is high-quality and authoritative.

Prioritize Structured Data And Schema Markup

Another thing you need to prioritize in this AI climate is structured data and schema markup, or the standardized format for search engines to understand and interpret website content accurately.

Handled correctly, structured data highlights key information, making it easier for AI to detect the relevant details to be shown to users. This is actually a twofold approach, as it not only gives you a better chance at being prominently featured but also improves user experience by offering clear and accurate information.

Don’t underestimate just how much visibility good structured data and schema markup can offer in an AI overview landscape.

Improve User Experience And Engagement

Don’t forget the importance of user experience and things like dwell time, bounce rate and interaction either. AI overviews strive to give the most accurate and relevant information they can, and engagement metrics like these can go a long way in how algorithms judge quality.

Longer dwell times and lower bounce rates indicate a positive user experience, which shows the content is valuable and engaging. Focus on this kind of content. Try to incorporate as many interactive elements as you can in your content and entice readers to respond.

With an enhanced user experience, your content is more likely to be recognized as high-quality. This also will lead to your content being used more, which leads to higher engagement and better placement in the SERPs. You aren’t just looking for visitors; you’re looking for visitors who stay.

Focus On Authenticity And Ethics

As with anything associated with your company, authenticity should be your highest priority.

There also are ethical considerations to think about when it comes to AI overviews. Content that is inaccurate or biased can damage your company’s credibility and trustworthiness. Make sure you emphasize fact-checking and offer genuine and unbiased information.

Though AI has advanced at an incredible rate in recent years, it is far from perfect and can produce suggestions that are flat-out incorrect. One viral social media post showed an AI overview suggesting that glue can help prevent cheese from sliding off pizza, for example. However, as with anything else, this technology will improve, reliability will increase and so will the general public’s trust.

To stay ahead of the game, focus more on transparency and hold your content to high ethical standards. The last thing you want is for AI overviews to quote your content to someone only for it to go viral for how ridiculous it is and destroy your reputation and authenticity along with it.

Embracing these changes will help your company stay relevant and competitive in an increasingly AI-driven digital landscape. By focusing on more nuanced keywords, better-quality content, authenticity and ethics, you can better meet user needs and improve your search visibility.

Feature Image Credit: getty

By Jason Hall

Jason Hall, Founder & CEO of FiveChannels, specializes in brand awareness, traffic & lead gen, marketing funnels, social media, and more. Read Jason Hall’s full executive profile here.

Sourced from Forbes