Last week I presented what I call "The Great Marketing Reshuffle".
It's by far the biggest revolution in Marketing of the past 20/25 years.
The new age of Ai is completely reshaping the consumer journey and with it the way we do marketing.
Many things are dead:
- cookies are dead
- channel attribution is dead
- clicks are dead
- traffic is (almost) dead
Now consumers can perform the whole purchase journey within one single Ai platform. Without EVER clicking and visiting external sites/apps.
This happens in ChatGPT, Gemini etc, but also on Google itself with Ai Overviews and Ai Mode.
And if you add GPTAgent to the mix, then you really have a revolution unfolding before your eyes!
It's a huge disruption, that impacts every aspect of marketing.
From content, to media buying, to user targeting, even to how marketing teams are organised and their role within organisations.
It also impacts marketing measurement.
How can we prove marketing ROI without clicks or traffic?
I tried to make sense of all of this last week and I really enjoyed the deep discussion we had afterwards. Lot of food for thoughts!
But we're just at the very beginning of this revolution and I'm looking forward to what it'll bring next!
