Marketing Shelf Space

This article is from my newsletter series called “Personalized! Prompts from the Frontlines.” You can sign up for my newsletters here: https://dedelman.substack.com/

1. My Interesting Conversations
2. 5 Things To Share
3. Upcoming Live Online Events
4. Insights Video - How Big Businesses Are Adopting AI
5. Thriving With AI - New Training Program

My Interesting Conversations

My most interesting conversation this week was with Wayne Cichanski , who runs the SEO practice for a Performance Marketing Agency called?iQuanti.

Wayne opened my eyes to the explosion of "shelf space" that marketers need to consider as they pursue the art of getting "discovered" during people's decision journeys.

Just within a Google results page alone, there are at least five-to-seven different ways a brand can show up, and on top of that there are social media sites (including Pinterest, YouTube, TikTok, Reddit, and Meta's universe), and an endless number of newsletters, such as the one I am writing here.

And these are all potentially "organic" placements, not necessarily paid. Working through the strategy for what assets to create, and where to place them, to intercept which audiences at which parts of their journeys, is a much more complex blend of art and science than the previous ways one might have thought about SEO.

Now, with the tools available to find the available slots across all of this "digital shelf space," the GenAI to help create content to test, and the analytic means to track the attribution to a sale, there's no excuse for avoiding this core area of media strategy.

Thanks, Wayne, for totally opening up my thinking on this.?

5 Things To Share

I am also finding a number of other published pieces interesting, which I have reposted on LinkedIn, but also, for convenience I will be listing here, especially focused on the ways AI is changing how businesses operate Marketing and their customer experiences:

1. Marketers say their top use case for #AI is personalization, but most are using it now for copywriting. It is getting blended into operations, but still in a very tactical way. Here are five charts demonstrating how #marketers are using generative AI right now.?https://bit.ly/3TRMIXt
2. Marketers who have been behind the digital transformation curve have a great opportunity to use new and powerful technologies and tools—such as #AI and #GenAI, facilitated by cloud computing — to increase their productivity, profitability, and overall competitiveness.?https://on.bcg.com/4aEJtJC
3. In our current moment, with the constant prospect of AI upending how we work, the leaders who succeed are those who can let go of their fears and lean into the new environment with curiosity and flexibility. More:?https://bit.ly/49rqCAF
4. Interesting read discussing how leaders need to embrace the uncomfortable reality that #AI requires continuous learning, especially prioritizing developing an organization's AI literacy for long-term success:?https://bit.ly/3vHI3zh
5. Lastly, and maybe most stimulating, is an article from The NY Times' archives that I frequently share with my clients. It talks about how businesses can learn from the arts, even in traditional industries.?What the Arts Can Teach Businesses

I hope you find these articles as interesting as I did, and would love any feedback.

Insights Video: Change Your Operating Model

This video is part of a series I’ve recorded to show how larger businesses are adapting their organizations to embrace AI. I’ll be releasing each of them here, and they’ll be available on my new?YouTube Channel.

Thriving With AI [New Training Academy]

Looking ahead, I am planning on launching an online academy that walks you through the kinds of exercises I do with my clients to accelerate their progress on personalization, AI adoption, and agile operations.?

These lessons will focus heavily on the mindset, strategy development, and operational changes needed to scale up and compete differently, while providing enough tech and data basics to help you guide a transformation program.

In my next newsletter, I'll share more about the syllabus and how to subscribe.

If you have ideas on specific topic areas I should include, I am all ears!

So that's my opening salvo.

Stay tuned for a regular, biweekly pulse of observations, reactions to your feedback, and new offerings.

I look forward to how we can learn together!

Thanks, Dave

Contact Me:

I work with a range of companies, from large $5+bn enterprises who are trying to grasp the opportunities that AI offers, to marketing businesses who are bringing exciting innovative solutions to market.

You can reach me here:

LinkedIn:?https://www.dhirubhai.net/in/daveedelman

Website: https://www.edelmanadvisoryservices.com/