GenAI is poised to transform the way we search. And in some ways, it has done so already.

Take Google’s Search Generative Experience, which is an AI-driven results page that features content from Large Language Models (LLMs) first, followed by sponsored posts and then ranked pages sorted by keyword relevancy. And as of last week, Google began rolling out these “AI Overviews” to everyone in the U.S.

So with new search pages like these, where does this leave SEO? According to Madhukar Kumar, CMO at data platform SingleStore, organizations must be aware of the changes and benefits that genAI offers to search engines. Many industry players, he says, anticipate that organizations will focus on creating high-quality content that attracts both users and LLMs.

Read about how genAI is transforming the way we search; strategies that organizations can use to create LLM-friendly content; insights on how genAI will continue to transform the marketing landscape; and how marketers can harness genAI to improve content discovery.

Last summer Google unveiled GA4, a new analytics platform that means the discontinuation of Universal Analytics (UA)—the previous Google analytics tool used by businesses worldwide. UA has already officially stopped processing new data on all websites, but as of July 1st, 2024, businesses will face complete loss of access to the interface and API. This transition of data measurement means that marketing industry professionals need to focus on not only what to expect with the new platform, but also how to avoid losing valuable historical information from UA.

Influencer marketing occupies a larger space in the marketing toolbox than ever before, with nearly 60% of practitioners in a recent study saying they intend to increase their influencer budget over the next 12 months. But how can marketing leaders tell if it’s actually working? Here’s how brand lift studies can help elucidate the impact achieved.

Lastly, more than 50% of CEOs confess they're not comfortable with modern marketing techniques, according to a recent McKinsey & Company study, and nearly 66% of CMOs feel that CEOs don't fully grasp their job roles. One way to fix this disconnect it to establish strong feedback loops.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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