Your customer journey is changing dramatically. So should your marketing strategy.

“What’s your best GenAI meets SEO tool for content creation” is a wrong question you as a marketer should be asking these days.?

Your customer’s search is dramatically changing. Yes, dramatically. Your potential customers are consuming information, news, and entertainment in completely different ways than they used to. So should the way you serve them your offering.

This article will:

• Take a look at the main changes customer journey will be undergoing in light of the growing adoption of GenAI
• Suggest a new framework to examine these changes and adapt your marketing plans accordingly

Let’s double-click on your customer’s journey

We’re living in a world flooded with data and information, with pseudo-hyper personalized messaging (just like the snippet from "Minority Report", below), and very crowded markets. Everyone is trying to sell their customer something: a service, a commodity, a can of soft drinks, a new way to look for flights, etc. Banners, slogans, billboards everywhere.

But here's something we're still missing: we're pushing this information to our potential customers the wrong way. Everything in the way they are looking for, searching for, and consuming knowledge is dramatically changing in a very short period. Welcome a new era of data consumption. The world is changing and you cannot afford to stay behind.?

The Search Bar is Dead: Long Live the Data Dialogue

Search engines have accustomed people to limit the way they search and essentially people had to adapt their searches to the limitations of the machine. However, GenAI, which essentially mimics human behavior and supports a more natural stream of consciousness (yes, I'm aware of the irony) as it introduces a whole new way for people to search for information, and essentially go back to basics- an echoed dialogue.

Let's take a look at key changes in people's search habits:

• Shift from keywords to natural language- people are increasingly using conversational queries through voice assistants and intelligent assistants, mimicking natural language rather than keyword strings. For example, a study by Nielsen found that 48% of U.S. adults use voice assistants regularly.
• Focus on intent and context- AI-powered search engines understand the user's intent and context behind their queries, providing more relevant and personalized results. A study by Stanford University showed that AI-powered search engines can outperform traditional keyword-based searches by 20-30% in terms of relevance.
• Rise of visual and multimodal search- people are increasingly searching using images, videos, and audio, requiring AI to process and understand multimedia content. Pinterest reports that visual searches on their platform have grown by 60% year-over-year.

However, the truth must be said, that while businesses are growing in their adoption of various business-related GenAI applications, and while some areas have been adopting GenAI applications drastically, most people have yet to adopt GenAI best practices in their day-to-day life. This is changing daily, with multiple queries generated, a growing user base, etc.

Customer Journey SOS: Here's Your Rescue Plan.

luckily, we marketers know that the first two words in our survival kit are "Don't Panic". The third word in that book is short and simple- Plan.

So you have to rethink paradigms. No biggie. those of you who work for startups know that change is the only constant in startup life. So just like the necessity to rethink your go-to-market, persona, marketing pillars, and strategy, taking a look, especially in a world full of information, is rather like a walk in the park.

Rethinking Your Customer Journey- The Framework

I mentioned earlier that the truth is that GenAI has yet to be massively adopted, especially not in more traditional/late adaptor communities. However, having this notion as a plan B could be beneficial, when you start feeling that you're audience is closer to maturation.

Here are a few recommendations to get you started with rethinking your customer journey:

1. Start from the basics: time to go back to the drawing board and rethink your assumptions. Start by breaking down the customer journey and understand what and more importantly- how. How does your audience gather information, learn about new products, what triggers their attention, and what drives it away? Analyze the process.?
2. Ask! Have a network of subject matter experts that act as your go-to. Don’t try to sell to them. Let’s repeat that- you are not selling to them. Build trust that you need their professional opinion.?Ask your "persona"- how they search, what they look for, if and how are they proactive about new services and products.
3. Consolidate and be precise: In any potentially transactional relationship- messaging, and value proposition need to be concise, straightforward, right off the bat,? with what’s in it for me, bullshit-free and clear. Your customer needs to understand very quickly the benefits, and how you stand out from the competition. The primary yes/no decision-making should be at the core of your messaging and approach. This does not mean- you only have one shot with your prospect. This is where you bring in personality and storytelling. If it needs pizzazz- add that magical sparkle. If it needs to be subtle, or direct- go for it. Test it out if you’re unsure.?A/B testing should be your best friend.

A word of caution- if your crowd is very traditional?(CFOs for example), they might be still using the good old ways they are used to search for information and discover - that might be a simple "I'll Google it" attitude, or professional gatherings and conferences, so please take this advice with a grain of salt, and always prioritize your evolving knowledge of your target audience and persona. However, do keep in mind, that the world is (quickly!) changing around us, and it’s time to quickly, but carefully adapt.

The future of customer journeys is built on conversations, not keywords. Ditch the outdated tools and embrace the GenAI revolution. Start rethinking your approach today, and unlock the transformative power of meaningful connections with your customers. Everything has to change, no more SEO-based content, this is an invitation to embrace true creativity, value creation and so much more.

We began by challenging the "GenAI meets SEO" question. Now, let's leave behind the tired tools and embrace a transformative mindset. In this era of hyper-personalization and evolving search habits, the key to success isn't finding the perfect tool, but crafting the perfect journey. So, go forth, marketers, and remember: the customers you seek are ready for conversations, not just queries.

The era of "non-BS marketing" awaits – are you ready to join the journey?