The Demand for Authentic Marketing: Google's Search Algorithm, User Privacy Control, and AI's Supporting Role in Marketing
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This month's theme kept bringing me back to the late '70s and Cheryl Lynn's classic hit, "Got to Be Real." The song resonates with our current theme: authenticity is not just a nice-to-have in marketing—it's essential.?
In an era of deep fake photographs and AI-generated expert content, authenticity isn’t a buzzword but a necessity.? Companies that succeed will continue to evolve their marketing strategy with the delicate balance of AI support and the deep human desire to observe and consume imagery, content, stories, and advice from their fellow humans.
Google's search algorithm is mirroring what we already know about information sharing: people trust their neighbors' opinions more than a random expert they've never met.
Read more as we explore consumers' need for more "real" and how it will reshape the marketing landscape.
Google's Latest Shake-Up: Reddit Rising Above Experts
Google is always making their algorithm more complex to deliver the best user experience.
In a surprising turn of events, Google's search algorithm is once again rewriting the rules of the game. It seems the tech giant is giving serious weight to user-generated content, with Reddit discussions increasingly outranking established websites and expert opinions.
While this news might send shockwaves through the marketing world, it’s a clear signal that Google is prioritizing diverse and authentic content. This means marketers can no longer solely rely on their own websites to dominate search results.
To stay ahead of the curve, you need to expand your content strategy to include platforms like LinkedIn, Medium, and, yes, even Reddit. It's time to adapt, engage with online communities, and provide valuable insights where your target audience is already hanging out.
Brands Must Adapt to Consumers' Craving for Authenticity
The average web user is far more savvy than they once were, far more mature, and far more skeptical.
We're all familiar with the saying "buyer beware." Well, guess what? Today's online audience is anything but naive. They're savvy, skeptical, and craving?authenticity.
Traditional blogs and scripted videos just aren't cutting it anymore. Users are gravitating towards platforms like Reddit, where real conversations and unfiltered opinions flow freely. This trend screams one thing: brands need to ditch the robotic facade and get real.
To resonate with this audience, brands must embrace a bold, straightforward approach—saying what they mean and meaning what they say. Authenticity isn’t just a trend; it’s the new standard for successful brand marketing.
What does that mean for you? Brands need to get real…for real.? Say what you mean and mean what you say.??Speak with?conviction. Have a point of view and express it with passion. Embrace the power of genuine human connection.?Have a point of view and say it in a manner that’s not like it’s generated by Chat GPT.
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AI to Assist Marketers, Not Replace Them
Marketing departments and roles remain mostly human...but over the next 18 months it will quickly evolve to human work that's heavily augmented by AI.
May the AI be with you.
Marketing veteran Liza Adams is charting a course for the future of marketing departments, and it involves a droid or two (well, AI tools at least). Inspired by her "Star Wars"-themed marketing team, Adams explores how Generative AI tools are revolutionizing marketing roles.
I have found Anthropic’s Claude as a creative brainstorm partner on a recent blog post and Perplexity as my research assistant.? For now, marketing department and roles remain mostly human but over the next 18 months it will quickly evolved to human work that’s heavily augmented by AI.? We will also see some human work move to AI.? ?Her post and chart are thought-provoking and I love it.
LinkedIn Continues Social Media Dominance: Record Engagement and Video Reign Supreme
LinkedIn stays 'in' and is basically 'it' when it comes to B2B social media.
A recent report from Microsoft paints a clear picture: LinkedIn is the undisputed champion of B2B social media. Boasting record engagement figures for the quarter ending June 30th, 2024, the platform shows no signs of slowing down.
This report highlights a crucial trend: the rise of video content. Video uploads have surged by 34% year-over-year, making it clear that static content is no longer enough to capture attention. The takeaway for B2B professionals? Videos should be a central pillar of your social media strategy. Consider incorporating animation or dynamic visuals to stand out in a sea of content.
The Great Cookie Crumble... Wasn't? Google Abandons Tracking Cookie Phase-Out
Google announced that it won’t actually be retiring cookies at all. It wants users to be in full control of their privacy.
Remember when the marketing world had a collective panic attack over the death of cookies? For years, talk of Google phasing out third-party tracking cookies spurred concerns about the future of online advertising. These tiny data trackers follow consumer browsing habits, informing the targeted ads we see across the web.?
But for those unfamiliar with the term, why should you care?
Without cookies, advertisers would struggle to tailor their online campaigns to specific demographics and interests, potentially leading to irrelevant and annoying advertisements for everyone. However, a recent Google announcement throws a wrench in those plans. The tech giant has reversed its previous decision, opting to prioritize user control over complete cookie elimination. Ultimately, this should mean that all internet users have more say over how their data is used.?
As a consumer, are you a privacy-conscious individual or someone who appreciates personalized ads?? As business owners and marketers, would you rather throw spaghetti to the wall in hopes it sticks or deliver digital advertising to consumers interested in your goods and services?
Ultimately, Google's decision to empower users is a step in the right direction. By granting individuals the ability to dictate their online experience, the company is recognizing the importance of consumer sovereignty in the digital age. This shift signals a departure from the traditional advertiser-centric model and ushers in a new era where user preferences reign supreme. I'm all for consumers keeping control of their digital autonomy and providing permission for relevant advertisers to serve ads.? And if you prefer the wild west of digital advertising?? May you ride into the proverbial sunset.
50 CMOs to Watch in 2024 | AI & Exec Advisor | Go-to-Market Strategist | Public Speaker | Fractional/Advisor of the Year Finalist
6 个月Thank you for sharing.