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Almost a year ago, I recommended that chief marketing officers should “hire an economist or chief economist” to weather a perfect storm of challenges that included changing consumer behavior, rapid technological advancements, and economic uncertainty. Earlier this month, nearly 200 economists and tech leaders signed a letter to policymakers warning that AI “could bring risks, […]
Ecommerce is entering a new phase – one where transactions can happen entirely off-site, making website visits optional, if not redundant. If your ecommerce and SEO teams are still playing the old game, there could be trouble ahead. Of course, I’m talking about agentic commerce, where the entire customer journey – from discovery to checkout – can happen within AI. And boy do things […]
So research, competitive analysis, and simply synthesizing what the client has said all fall to the wayside. They get done fifteen minutes before or after a meeting, by whoever happens to have the time to spare, if at all. The cracks start to show. Every time the client has to clue in the agency or […]
AI tools returned at least one false fact about 64% of UK high street retailers in a vendor-run test, according to figures Searchable shared with Retail Focus. The most common error was placing businesses in the wrong postcode. These tests point to something many marketing teams aren’t tracking. When AI systems such as ChatGPT or […]
To see why MCP matters to marketers, start with what’s happened to the buyer journey. Over the past couple of years, I’ve watched it fold in on itself: a category decision that used to take someone 10 steps – Google the category, click a result, compare providers, check reviews, search again, then finally narrow down […]
AI search visibility has become the new vanity metric, and most teams are measuring the wrong number. The AI visibility tools multiplying across the market count how often a model mentions you, or cites you, when someone types a prompt. That number feels like progress because it looks like the rank tracking we have done […]
One in every five off-page citations in AI search answers comes from Reddit, and that share is growing 30% year over year. That data point drove an entire session from Amanda Kusner, Senior Solutions Consultant at Uberall, and Peter Wischmann, Senior Client Partner at Reddit. Their core argument: AI models decide which businesses to recommend […]
According to a benchmark report published by Invoca on July 13, calls referred by ChatGPT are more likely to qualify as sales leads than calls from any other channel. However, once answered, these calls convert at approximately the average rate. The report states that the lead rate for ChatGPT-referred calls is 49%, which is approximately 10 […]
I was digging through a Google Analytics 4 account recently, broke the traffic down by source and medium, and saw something that made me stop scrolling. The same source, chatgpt.com, was sitting in three different channels at once. Not three different sources. One source, scattered across three channels, in the same report. If you’ve got […]
A recent look at U.S. desktop browsing shows ChatGPT directed people to outside websites in 5.2% of sessions, compared to 31.1% for Google searches. The paper, conducted by Bocconi University researchers, examines Comscore clickstream data to gain insight into how broader access to ChatGPT has impacted traditional search. What The Data Shows When people click […]