2024 Will Be Like 1994 For Most of Us

This piece was originally posted in my Operating Partner letter. I send this letter out a few times a month and if you are interested in subscribing, you can do so here.

2024 is right around the corner and there are some hot topics in the digital growth space that I, as an Operating Partner, have been thinking about lately. I'm sharing these topics with all of you, as I imagine they are also top of mind for those receiving this newsletter.

* ? The transition from Universal Analytics to GA4

* ? The impact of generative AI on marketing

* ? Google Chrome disabling 3rd party cookies early next year ?

* ? How AI-generated search results could affect SEO traffic

* ? Evolving needs for growth talent based on adoption of AI

* ? Alternative models for staffing growth teams ?(e.g. here, here, here)

* ? Strategies for optimizing content for AI agents

I recently read that we are entering an age of writing "in" the internet rather than just "on" it. This will likely become the norm as we increasingly leverage smart agents and AI content. For digital professionals like myself, much of what we have built and learned about the web may need to be relearned as the internet continues to evolve.

In some ways, it feels like we're back in 1994. Rishad Tobaccowala writes a nice piece on why.

Whether AI delivers on its huge promise remains to be seen. But at a minimum, I aim to prepare myself and my clients for its potential impact. ?

Even if your business has little ecommerce or digital exposure currently, I encourage you to consider these topics. The organic search traffic driving your website could vanish if search engines favor AI-generated results over links.

2024 will keep us on our toes. Curiosity and the willingness to continuously learn will be key competitive advantages. I'm excited for the road ahead and hope you are too.