"In the not-so-recent past, most businesses had to focus the lion's share of their marketing efforts and resources on strategies like these if they wanted to succeed. Now, doing so could be a recipe for failure. The AI revolution has touched almost every part of our world, and how we acquire customers is no exception. Across the board, my clients-more than 70 businesses in dozens of industries across the globe-have seen their ROI from traditional marketing strategies decline significantly. My guess is that you have too."
"With the rise of AI tools like ChatGPT, Claude and Gemini, the traditional sales funnel has changed. Now, not all consumers are turning to search engines like Google and Bing when they're researching products and services to buy. On top of that, AI summaries make it less likely that people will click through to a website to get the answers they need."
The AI revolution has altered customer acquisition, reducing ROI from traditional tactics such as SEO, pay-per-click, and targeted social media advertising. Clients—more than 70 businesses in dozens of industries—have reported significant declines in returns from those strategies. Consumers increasingly use AI tools and receive summarized answers, which reduces click-throughs to websites and diminishes the value of ranking or paid clicks. Effective marketing now requires being referenced directly by AI assistants. Businesses should modernize marketing to ensure products and content are surfaced by AI responses rather than relying solely on classic search ranking and paid-ad strategies.
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