As the digital landscape rapidly evolves, businesses are facing unprecedented challenges and opportunities in the realm of digital marketing. Marwick Marketing, a forward-thinking digital marketing agency, has not only embraced these changes but has thrived, experiencing a staggering 124% growth in recent times.
The digital marketing landscape has undergone a seismic shift since 2020, rendering traditional marketing strategies ineffective in 2024. Business owners and marketing managers are grappling with the need to adapt to new practices and stay at the forefront of the industry. Many find themselves bewildered by the complexities of Meta and advertising on Meta’s platforms, including Facebook, Instagram, and WhatsApp. Moreover, a significant number of them admit to having little understanding of the role of artificial intelligence (AI) in marketing.
While these challenges are currently top of mind for business leaders, a major transformation is on the horizon, with a countdown of 12 to 24 months – the emergence of the Search Generative Experience.
The Search Generative Experience leverages advanced machine learning (AI) techniques to generate organic search results and recommendations, poised to impact every online business.
Matt Burns, Head of SEO at Marwick Marketing, explains, “The way we search, and subsequently optimise websites, is condensing queries into short, broad keywords. However, as Google advances in comprehending longer and more specific requests with AI, a subtle shift is underway. In the coming months, we anticipate transitioning towards longer-tail, low-volume queries as users embrace a more natural language approach. For companies adopting this as part of their SEO strategy, they will see bigger wins in the future over competitors who do not.”
However, it’s not just the adoption of AI and new marketing platforms that will catch businesses off guard; it’s the rapid pace of change.
Marwick Marketing’s CEO, Chris Thomson, highlights the urgency of staying ahead of the curve, drawing parallels with Google’s transition from desktop to mobile indexing. He says, “It took seven years for Google to shift from indexing websites on desktop to mobile fully. Google officially announced its mobile-first indexing initiative in November 2016, which has only recently finished rolling out. Mobile-first indexing means that Google primarily uses the mobile version of a website’s content for indexing and ranking, rather than the desktop version. Many companies were slow to make the shift, losing SEO rankings to their competitors. This gave forward-thinking business owners an upper hand against established brands. The transition to a Search Generative Experience presents a much higher significant opportunity for visionary business owners and marketing teams. Still, the window of advantage will be much shorter than the mobile-first shift – approximately 12 to 24 months.”
Looking ahead, the future of business in the era of generative AI is promising. Advanced AI algorithms will personalise and refine search results, elevating user experiences and delivering targeted information. Businesses that embrace these advancements and leverage AI-driven insights will effectively engage their target audiences and gain a competitive edge.
Generative AI’s evolution opens up new avenues for businesses to harness data, analytics, and emerging technologies. By staying informed about generative AI developments, businesses can adapt their strategies, deliver exceptional user experiences, and capitalise on the sweeping changes that lie ahead to position themselves for lasting success.
