Almost Timely News: ??? Marketing's Extinction Level Event (2024-12-22)

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What's On My Mind: Marketing's Extinction Level Event

This week, as we start to wind down the year fully, let's talk about a meta-trend that's been in progress for the last couple of years and is going to accelerate in the year ahead. I wrote about this early this month but want to really expand on it as its own thing, a content crash of sorts.

Part 1: A World of Infinite Content On Demand

Marketing as we know it is going extinct.

Yeah, that's a bold statement, but the reality is that generative AI has only begun to impact marketing, and we're doing really dumb stuff with it, compared to what we can do, and what we'll be able to do.

Imagine the world two years from now; it's the holiday season of 2026. Close your eyes, or slap on your augmented reality glasses, or whatever.

It's your family's holiday dinner. As everyone sits down to eat, you open your phone, tap on the music app of your choice, and a chatbot starts talking.

• AI: "Hey Chris, how can I help?"
• You: "We're about to sit down for a nice holiday meal. Put on some background holiday music for me."
• AI: "Sure thing. How long?"
• You: "Oh, about an hour."

In less than 60 seconds, holiday background music starts. It's nothing terribly distracting or compelling, and it's pleasant to listen to. There's something about chestnuts and snowflakes and family, and it's all good. You enjoy your meal.

Meanwhile, the music provider of choice has filled the hour with generated music that's curated to your tastes, to the kind of music you enjoy, from chord progressions to tempo to lyrics. It's custom-built for you. Conveniently, it's also royalty-free for the music provider, so they don't need to pay any royalties. There's an occasional, tasteful ad read out by an inoffensive voice for some local car dealership, but otherwise, it's very much like a Hallmark movie.

After dinner, you sit down in front of the TV. Some folks fall asleep immediately, having eaten too much or enjoyed too much wine. For the rest of you, you turn on the TV and a chatbot pops up.

• AI: "Hi Chris, what are you in the mood to watch?"
• You: "Oh, let's have a Hallmark-style feel good holiday movie. Show me some options?"
• AI: "Sure. Since you've been on a true crime podcast spree lately, how about a Hallmark movie about a big city detective who returns to her country hometown and finds herself in love with a serial killer?"
• You: "That sounds great. Make it sapphic, and we're good to go."
• AI: "No problem. Your movie will be ready in five minutes. Now would be a great time to get some popcorn and also to listen to a few messages from our sponsors."

In a few minutes, you start watching the movie. It's sappy, it's hilarious, occasionally gory, and exactly what you asked for. The evening ends and everyone heads to bed.

Now, to some people, this might be a dystopian nightmare. To others, it might be heaven on earth. But regardless of extremes, a future in which consumers - you and me - can have exactly the content we want, when we want it, is very, very near.

We're already there with music. Tools like Suno let you generate reasonably okay music today. It's not great. It's not going to win a Grammy. Sometimes it does things hilariously wrong, but for the most part, it does a decent job with the tasks you give it - and your content is ready in seconds.

For fun, I used Google's Gemini to turn a landing page of our website into a Gregorian chant. And then Suno made the Gregorian chant audio. Is it amazing? Yeah, it's different, that's for sure. But it was content on demand. I didn't have to wait more than a couple of minutes for it to be ready.

We're well past there with text. Today's AI models are capable of cranking out entire books in minutes. While many people use them at small scale, like writing an email or a blog post, today's language models can generate entire working pieces of software and very, very long form content.

Last night, I was talking to a friend who's just getting her video editing business off the ground. She said, "Oh, I don't have a master service agreement or a scope or work template or this or that thing." I sat down with Google's Gemini and with some careful prompting, I built her a 29 page starter pack of all the templates and forms she'd need, encouraging her to get human lawyer review once she has some revenue to pay for it. We are well past content on demand on the text side.

On the marketing side of things, folks will just go to a tool like Google Gemini's Deep Research, plug in a prompt like "My company is about to start the search for a new CRM vendor. I've been put in charge of doing research into CRM vendors. Here are the requirements I was given. It has to be cheap: less than $200 per month in TOTAL for 5 users. It must be flexible, having marketing automation and CRM features. It must be extensible, with tons of integrations and its own API. It must be secure. It must be fast and lightweight. It must be easily administered. The company is okay with self hosting if it's easy and a low lift. I need a list of vendors that meet these requirements and detailed explanations." and the AI tool will spit out a comprehensive report and conclusion in less than 3 minutes based on a couple hundred different websites.

This is what a world of infinite content on demand looks like. Any content you want, machines will generate it for you when you want it, exactly how you want it, in the format you specify.

What's notably absent from these scenarios? Us. Marketers, I mean. Other than a few ad spots here and there, there's no opportunity for us to be participants in any of these AI-mediated interactions.

Marketing has been cut out of the picture in a world where generative AI can make you anything you want.

Part 2: The Marketers' AI Folly

Meanwhile... what are we doing? What marketers are doing is the worst possible thing: more of what already doesn't work well.

In study after study and survey after survey, what's the #1 use case for generative AI in marketing?

Yup. Making more marketing content. And not just any marketing content, but the corporate dreck we've been serving up for decades. More blog posts. More whitepapers. More emails. More of everything that, if we're honest, we would never consume if it weren't part of our jobs.

When Google's NotebookLM came out, what did marketers get really excited about? The audio overviews feature. Why? It made good quality, low effort audio summaries of content, which some folks began to use as podcasts.

Why? It's basic human nature combined with toxic corporate cultures that constantly shout at us to do more with less, to cut corners, to ship faster regardless of quality. You can have an instant podcast that doesn't sound like garbage with no effort? Great!

The same tools that give consumers the ability to generate infinite content on demand are in the hands of marketers doing exactly that - creating infinite content on demand. And as with any market, when supply vastly exceeds demand, the "price" of the supply drops like a rock.

What's the "price"?

Attention.

While marketing content scales to infinity, attention for marketing content gets more and more fragmented. You're already experiencing this. You're trying to juggle which of the dozen social networks you should be posting content to. Does this belong on Threads, Bluesky, or the network formerly known as Twitter? Should we put it on LinkedIn? What about Tiktok? Snapchat still exists, what about there?

You know the feeling. We all do. We're all trying to figure out how to capture and hold onto ever-faster decaying attention - and the generative tools that will empower consumers to create custom content on demand will further erode our ability to reach them, because they will have less time for us.

That's logical, isn't it? If you have a machine that spits out content that makes you deliriously happy because you're getting exactly what you want, why would you even bother with content that you didn't have tailor-made for you?

So we're really running into infinite supply and DECLINING demand. That's not going to go well for us.

Part 3: What The Heck Do We Marketers Do?

So far, this is a fairly bleak picture for marketing - hence why I started out saying that marketing as we know it is headed for extinction.

What are we supposed to do as consumers (B2B and B2C, because even in B2B, the decision makers are still human for now) use AI to tune us out even more?

Here's the fundamental question to ask, one that I batted around with Katie this week on our podcast: where aren't marketers?

What aren't marketers doing that our audiences might want?

Here's a few thought starters for you.

• Actual communities. Marketers toss around the word community a lot, even though mentally in their heads, they're really thinking 'audience' or 'prospects'. What would it look like to create, curate, or manage communities on behalf of the people you serve, even if there's almost no legitimate business interest save sponsorship and branding? For example, suppose you learn through effective market research that your B2B marketing audience is made almost entirely of Celine Dion fans.What would it look like to maintain something like a Discord server for that group of people, with resources devoted to it such as budget and staffing, to build a thriving community that has only infrequent sponsorship mentions?
• Physical goods. There's a strong market for retro, vintage, physical goods, even in content itself. For folks who want to take a step back from the always on, always plugged in world, things like print on demand magazines can resonate.What would it look like to have your best content available in limited edition physical format that customers might even buy? Is your content good enough to merit a printed publication that someone would pay money for?
• True AI agents. As agentic AI continues to evolve and become more powerful, AI agents capable of performing very complex tasks are becoming more commonplace. Marketers' natural thoughts might leap to sellers' agents that help sell things more efficiently to customers, but what about building bespoke buyers' agents that can help customers do better market research, understand problems more thoroughly, even perform complex functions well outside your business interests?What would it look like to have an AI agent exchange where people could pick up interactive agents and talk with them about anything? Can you imagine an AI agent, sponsored by you, that helps a customer bake a cake in realtime or another task that you know is of strong interest and alignment to your customers, even if it's not part of your service offering?I saw the other day a friend on Facebook asking if anyone knew any good algebra tutors in their area, and I couldn't help but think that you could stand up an agent like that in minutes with good prompting and data.
• Media companies. We've said for a long time now that every company needs to become a media company, to find ways to be the source of media for our audiences and customers. That's never been more true than today. Google is keeping more clicks for itself than ever before. Social networks by and lareg stopped sending unpaid traffic a long time ago. Inboxes are overflowing. If you want to be heard, if you want that most scarce of resources - attention - you have to provide media that customers really want, and not just marketing content.Think back to the old days of media, from the 1930s to the 1960s. What did companies do with new media channels? They found ways to create and produce incredible media. Even today, Michelin - the tire company - is the gold standard for restaurants and chefs with its Michelin Guide and Michelin stars for chefs.Take, for example, any cancelled show that has a strong following in your audience. If your enterprise has enough budget, what would it look like to work with the IP rights holders and sponsor more of that content, especially as generative AI tools become ever more capable?

What's clear is this: marketing will not thrive in an environment where consumers have infinite options for excluding marketing content. We often say as part of our marketing strategy that we need to market where the audience is, and for the most part, marketing is failing miserably at that. Not because we're not marketing in the physical or logical places where audiences are, but because the content we're providing isn't where their minds and hearts are.

It's like showing up at a Red Sox game wearing Yankees gear. You're technically in the right place, but you have exactly none of what the audience wants and they resent you for it.

I frequently say that AI is an amplifier. To paraphrase from the Captain America movie, it makes the good into better and makes the bad into worse. AI will amplify what's already there, so if you're not serving your audience well now, AI will cause you to serve your audience even worse, at a faster pace, and at much greater scale. Instead of a dozen blog posts no one reads, AI will help you make a thousand blog posts no one reads.

Here's the good news. Figuring out what your audience wants is as simple as asking them. Talking to them. Listening to them. Watching what they do, where they spend their time, what interests them as whole individuals, not just walking wallets you can pick. And if you execute on a strategy of using all the tools and talent at your disposal - including AI - you'll serve them better, make them happier, increase their satisfaction and loyalty, and probably do more business with them than ever before.

Part 4: Immediate Next Steps

As we get ready to flip the calendars to 2025, here's a recipe for you to follow, should you want to pursue the avenue of serving customers with what they want.

First, strongly consider a focus group of your best customers to ask them questions like where else they spend their time, what their needs and pain points are both at work and outside of work.

Once you have that basic qualitative information, run a survey to quantify that information with the rest of your customer base, to learn what their priorities are and what they really want.

Based on those answers, build an AI-enabled Ideal Customer Profile that you can use with the generative AI tool of your choice to have always-on access to your customers' mindset. Incorporate all the qualitative and quantitative data you gathered in the first two steps.

Next, sit down with your team and decide, based on what you've heard from real customers, what things you can realistically tackle. Armed with your AI-enabled ICP, sit down with your team to brainstorm and prioritize potential initiatives. Focus on experiences that blend the digital and physical realms, foster genuine human connection, and address the challenges and opportunities of the 'infinite content' world.

Consider the growing desire for 'retro' experiences, limited physical goods, and opportunities to disconnect. Use your AI-enabled ICP as a sounding board, asking it questions like, 'Which of these initiatives would resonate most with my ideal customer?' or 'What are the potential pitfalls of this idea, from the perspective of my ideal customer?' Select three ideas to pilot, prioritizing those that can deliver measurable results quickly and aiming to have something live by the end of the first quarter of 2025.

Example Pilot Projects:

• Launch a private online community for your best customers, facilitated by a carefully trained team of human moderators (combined with excellent platform AI, like AutoMod in Discord) that can answer questions, spark discussions, and foster genuine connections.
• Create a limited-edition physical product that comes with a unique digital code that unlocks an exclusive AR experience.
• Test a real-time, AI-powered tour guide for your city, offering a unique hybrid experience.

Then rinse and repeat. Treat this as an ongoing process. Continuously gather feedback, refine your understanding of your customers, and iterate on your initiatives.

The key thing to remember is that generative AI tools give you far greater capabilities than you've ever had before. Generative AI tools will permit customers to create infinite content on demand, but that will still, at least in the near term, require effort on behalf of the customers.

And people often prefer that you do it for them versus doing it themselves, if given a choice with comparable costs. That's your window of opportunity, to seize the reins of AI tools to be the provider of what your customers want so they don't have to - and in return, keeping their attention and loyalty.

And of course, in that spirit, if that's something you want help with, Trust Insights is happy to help you with it.

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ICYMI: In Case You Missed it

Besides the Generative AI for Marketers course I'm relentlessly flogging, this week, I did a four part series on generative AI content audits.

• Mind Readings: How to Do a Content Audit With Generative AI, Part 4 of 4
• Mind Readings: How to Do a Content Audit With Generative AI, Part 3 of 4
• Mind Readings: How to Do a Content Audit With Generative AI, Part 2 of 4
• Mind Readings: How to Do a Content Audit With Generative AI, Part 1 of 4
• Almost Timely News: ??? AI Can See The World (2024-12-22)
• Google Gemini 2.0 Flash, Hot Take Review of live AI API
• The Great AI Debate: Ethics and AI, Debated By AI
• So What? 2024 Year in Review of Marketing and AI Trends
• So What? 2025 Trends in Marketing

The 12 Days of AI Use Cases Series

• 12 Days of AI Use Cases Day 1: Streamlining Marketing Reports
• 12 Days of AI Use Cases Day 2: Conference Call Transcription for Business Value
• 12 Days of AI Use Cases Day 3: Legislative Review and Improvement
• 12 Days of AI Use Cases Day 4: Automated Data Transformation
• 12 Days of AI Use Cases Day 5: Professional Development Learning
• 12 Days of AI Use Cases Day 6: Competitive SWOT Analysis
• 12 Days of AI Use Cases Day 7: Writing An Entire Book
• 12 Days of AI Use Cases Day 8: Custom Code Development
• 12 Days of AI Use Cases Day 9: Quality Assurance
• 12 Days of AI Use Cases Day 10: Contract Analysis
• 12 Days of AI Use Cases Day 11: Crisis Communications Simulation
• 12 Days of AI Use Cases Day 12: Generate Use Cases

Skill Up With Classes

These are just a few of the classes I have available over at the Trust Insights website that you can take.

Premium

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• ?? Google Analytics 4 for Marketers
• ?? Google Search Console for Marketers (?? just updated with AI SEO stuff! ??)

Free

• Powering Up Your LinkedIn Profile (For Job Hunters) 2023 Edition
• Predictive Analytics and Generative AI for Travel, Tourism, and Hospitality, 2024 Edition
• Building the Data-Driven, AI-Powered Customer Journey for Retail and Ecommerce, 2024 Edition
• The Marketing Singularity: How Generative AI Means the End of Marketing As We Knew It

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If you work at a company or organization that wants to do bulk licensing, let me know!

Get Back to Work

Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you're looking for work, check out these recent open positions, and check out the Slack group for the comprehensive list.

• Amazon Marketer at chicka-d
• Digital Marketing Manager at Concha Labs
• Digital Marketing Manager/Senior Digital Marketing Manager (Remote In California) at Rocket Lawyer
• Direct Mail Campaign Manager at AvengeDigital
• Growth Manager at RemodelBoom
• Growth Marketing Manager at The Square Table
• Lifecycle Marketing Manager at Javvy Coffee
• Manager Of Marketing Communications at Datagence
• Manager, Paid Media & Analytics at SheSpeaks Inc.
• Marketing Manager (Paid & Organic Priority) at PTTOW!
• Performance Marketing Manager at Refine Labs
• Product And Vendor Marketing Manager at Smile Source
• Product Marketing Manager at The New Blank
• Sdr / Growth Marketer at CharacterQuilt

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How to Stay in Touch

Let's make sure we're connected in the places it suits you best. Here's where you can find different content:

• My blog - daily videos, blog posts, and podcast episodes
• My YouTube channel - daily videos, conference talks, and all things video
• My company, Trust Insights - marketing analytics help
• My podcast, Marketing over Coffee - weekly episodes of what's worth noting in marketing
• My second podcast, In-Ear Insights - the Trust Insights weekly podcast focused on data and analytics
• On Threads - random personal stuff and chaos
• On LinkedIn - daily videos and news
• On Instagram - personal photos and travels
• My free Slack discussion forum, Analytics for Marketers - open conversations about marketing and analytics

Listen to my theme song as a new single:

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Events I'll Be At

Here are the public events where I'm speaking and attending. Say hi if you're at an event also:

• Tourism Industry Association of Alberta, Edmonton, February 2025
• Social Media Marketing World, San Diego, April 2025
• Content Jam, Chicago, April 2025
• SMPS, Los Angeles, Spring 2025
• SMPS, Columbus, August 2025
• SMPS, Washington DC, Fall 2025

There are also private events that aren't open to the public.

If you're an event organizer, let me help your event shine. Visit my speaking page for more details.

Can't be at an event? Stop by my private Slack group instead, Analytics for Marketers.

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn