If you hope to market anything, you have to work with the system that exists and think about how your audience is most likely to engage with that platform. For example, you may see high-end male clothing brands and fragrances still take out full-page advertisements in magazines like GQ, because the aspirational nature of its readership lends itself well to that kind of promotion.
Of course, no conversation about marketing is ever going to be divorced from online campaigning. It’s just the way the world works now. A magazine can be carried with someone, but it’s so much more likely for that same individual to have their smartphone in their pocket all day long, and near them when at home.
As these platforms develop, it’s hard not to talk about AI. It has influenced marketing in many more ways than we think, not just in content production, but in how that content is presented. In this post, we’ll talk about the new standards and trends taking place so you can keep up to date with your marketing aims:
If you hope to market anything, you have to work with the system that exists and think about how your audience is most likely to engage with that platform. For example, you may see high-end male clothing brands and fragrances still take out full-page advertisements in magazines like GQ, because the aspirational nature of its readership lends itself well to that kind of promotion.
Of course, no conversation about marketing is ever going to be divorced from online campaigning. It’s just the way the world works now. A magazine can be carried with someone, but it’s so much more likely for that same individual to have their smartphone in their pocket all day long, and near them when at home.
As these platforms develop, it’s hard not to talk about AI. It has influenced marketing in many more ways than we think, not just in content production, but in how that content is presented. In this post, we’ll talk about the new standards and trends taking place so you can keep up to date with your marketing aims:
AI Summaries
You’ll have noticed that AI summaries are being used to give users a quick, easily digestible overview of content, often appearing right at the top of search results pages, which means that the content being summarized has to be structured clearly so that those AI systems can pick out the main points being made. This, unfortunately, presents a new challenge for content creators because the immediate impact is that a user might get all the necessary information without needing to click through to the full article itself.
The content that is created is now being judged not only by how well it appeals to a human reader but also by its machine readability. This always happened with SEO robot crawling, but the effects are even more obvious now. As such, clear section headings and bulleted or numbered lists are often rewarded by these summarization tools – you’ll find that listicles are even more popular because of such methods.
Specific Platform Web Searches
The change from general web searches to highly specific searches within individual platforms is quite noticeable. This is often because consumers are often going straight to a platform like Instagram or TikTok to look for product reviews or demonstrations, usually looking for content that feels more authentic than a general search engine result, so a wider content strategy is more common now.
Moreover, content is now being tailored to the format and style that is expected on each specific site, as a short, engaging video on one platform will be much more effective than a long-form article found through a general search. A single piece of content isn’t going to cut it anymore, and instead, a suite of content is being produced that speaks to the user base of each platform in their own language is more common. That’s why some firms seem totally irreverent on TikTok but much more self-serious on LinkedIn.
Renewed Content Optimization
Content optimization is being looked at again through the lens of AI, meaning that the usual focus of just repeating keywords over and over are being seen as less effective now. A greater focus is being placed on providing authoritative answers to user questions. The AI systems are now advanced enough to understand certain intent behind a user’s query, which is certainly a move toward focusing on topic authority.
The writing of content is being adjusted to be much more expertise based asa result and also with a high focus on relevancy, making sure all elements of a topic are being addressed. AI is rewarding the most complete and valuable resources in its search results, so this will generally make the less complex blog posts decline.
A Thirst For Real Sources
It’s hard to argue that skepticism about the implementation of AI isn’t on the rise. This is causing a noticeable preference for content that is clearly attributed to a human expert or real-world source. If your content has transparent sourcing, original data, or expert interviews, that helps for a good portion of the online market.
We find that the value of true credentials is certainly being sought for in a digital landscape that is rapidly filling up with artificial text and imagery. This has led many businesses to put themselves front and centre.
Renewed AI Campaign Marketing Targets
The way marketing campaigns are being aimed is changing because AI can process massive amounts of user information. Ad campaigns are becoming much more precise as well, moving away from just simple demographics like age and location toward predicting what users will do next based on patterns of online activity. This leads to much more relevant and effective advertising, and it’s why so many companies are asking the marketing firms they use to demonstrate how to improve your AI visibility before anything else.
With this advice, you’ll be certain to keep up with renewed changes in search engine patterns.
