If your brand’s content arm has been active for a few years, I’m guessing you have plenty of material that can be revised to help you show up more prominently in AI search answers — we’ll call this AEO throughout the article. I’m getting bombarded with brand marketers’ questions about how to get AEO traction these days. …
Television advertising was, for years, the domain of B2C marketers who worked for big brands with large audiences and plentiful buyers. The advent of connected TV (CTV) brought online-style targeting to television ads and opened the door for B2B marketers to get in on the action. But it was more complicated than it sounds. Many …
Most brands treat post-purchase emails as functional necessities. These automated emails are built into the purchase workflow and focus almost exclusively on the product and the buying experience. You see these emails in your own inbox: “Thanks for your purchase.” “Your product is on its way.” “Here’s an updated shipping schedule.” “We just delivered your …
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Google’s latest AI expansion brings Gemini directly into Gmail. With it comes a shift in how messages are interpreted, prioritized and surfaced. For email marketers, this represents an inflection point in how inbox visibility is earned. As Gmail layers Gemini-driven functionality into the user experience and makes inbox placement mechanics more focused on user behavior, …
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Around Q3 of last year, I started hearing the word “context” pop up in many of my conversations. It was noticeable because previously, data was all anyone wanted to talk about. We all know how the vocabulary of the business world works. When everyone starts talking about something, we come up with a different word …
Read more “The era of data dominance is over, and it didn’t last very long”
Google has quietly published a new help page explaining how its Universal Commerce Protocol works, giving merchants a clearer look at how checkout flows now operate across Google surfaces. The new documentation breaks down how UCP and its UCP-powered checkout enable a native Buy button that keeps the entire transaction on Google properties. The merchant …
Marketing leaders have invested heavily in AI training and related use-case exploration, yet still struggle to demonstrate a material impact. Productivity gains from AI remain uneven. Marketing leaders don’t lack vision for an AI future, but they don’t demonstrate a methodical approach to realizing it. Training has expanded and experimentation continues, but those efforts alone …
Read more “Automation is marketing’s fastest path to AI returns”
There was a time when content marketing followed a predictable formula: pick a keyword, write 2,000 words around it, sprinkle in some headers and wait for Google to notice. It worked. Pages that said very little but said it at great length climbed the rankings and stayed there. That era is ending, and most content …
Read more “Why original thinking is your competitive advantage in the AI era”
If you’ve led marketing long enough, you’ve lived this moment. You’re in a quarterly review meeting. Revenue’s under pressure, the pipeline isn’t where leadership expected it to be and everyone’s looking for answers. You open the deck and walk through the slides — multi-touch attribution, channel performance, funnel conversion, dashboards glowing with influence. You explain …
We’ve all felt it — that initial buzz around AI. For a while, every marketing conversation started with “Did you see what ChatGPT can do?” Now the novelty has faded and it’s time for something much less flashy but far more critical: making AI actually work for our businesses. Here’s where things stand. The tools …