蘑菇AV

In a video- and image-centric world, SEO is still the key to allocating marketing budgets, and Google has already done much of the research for you. 鈥淓very time Google shows a search result, they are displaying billions of dollars in R&D to understand the customer,鈥� said Wil Reynolds, VP of Innovation at Seer Interactive, speaking at the Paid Search Association annual conference. 鈥淏illions that I don't have.鈥�

Though platforms like Perplexity, Arc Browser, and Bing have advanced generated search results, Google鈥檚 announcement last week that it鈥檚 rolling out 鈥淎I Overviews鈥� to searchers will likely make AI-written search results the norm. But some marketers say the feature is not quite ready for widespread use.

As marketing budgets bend under the pressure of economic uncertainty, SEO is increasingly important for its low costs and compounding returns. Some 58% of marketers plan to use AI for content and SEO by the end of this year, compared to 10% who currently do, according to BrightEdge data.

Key stat: 92% of local marketing and SEO professionals worldwide experimented most with ChatGPT in their work in July 2023, according to an August survey by SurveyMonkey.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

AI is 鈥渇or sure the hottest topic in the SEO space,鈥� said Lily Ray, senior director of SEO and head of organic research at Amsive Digital. 鈥淏ut people are still being a little bit careful because we don't know exactly how Google is going to treat this type of content.鈥� Here鈥檚 what marketers need to know.

his year, just over a quarter (26.7%) of all search ad dollars will be spent on retailer and retailer-affiliated properties. Over the next few years, retail media will account for more new search ad dollars, and by 2027 it will represent well over a third (37.2%) of the market

Key stat: 61% of US paid search marketers think future chat-based search advertising will be very or extremely effective, according to NP Digital.

On today's podcast episode, we discuss what Amazon's next big hit is, whether X (formerly Twitter) might become a subscription-only platform, whether SEO is already dead, if most retailers will stop offering free shipping, the shortest commercial flight you can take today, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Ross Benes and Blake Droesch.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

Thomson Reuters鈥� victory over Ross Intelligence sets a major legal precedent, challenging AI firms like on their use of copyrighted data for model training

Social, search, and CTV ad spend trends in Q2: Meta, LinkedIn, Pinterest, Google, and Microsoft show strong performance overall, driven by AI, innovative ad formats, and global expansion鈥攈ighlighting the increasing importance of digital advertising across various platforms.

Temu tests search ads in latest attempt to chip away at Amazon鈥檚 dominance: The lucrative revenue opportunity could offset rising costs related to de minimis crackdowns and tariffs.

鈥淚 have different metrics for SEO than [search engine marketing] or email marketing, but how do you bring all those together so they really complement each other well?鈥� said Sara Resnick, global head of organic growth and SEO at Shutterstock. Michaels is focusing on marketplace and customer experience (CX). This year, Michaels launched MakerPlace, an online marketplace meant to compete with Etsy.

Reddit鈥檚 user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here鈥檚 how marketers are showing up on the platform in ways that resonate with users.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

鈥淕oogle will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 蘑菇AV webinar. 鈥淚t never has been, and now consumers are also going elsewhere to satisfy their search needs.鈥�

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

Brands are increasing investments in influencer marketing, and placing a greater emphasis on measuring ROI as a result. Measurement remains a challenge, but there are steps marketers can take to ensure campaigns align with business goals.

GenAI is changing pharma marketing from content creation to pharmacovigilance. Brand marketers and agencies are moving from experimentation to broad adoption of AI assistance and more efficient, effective, and relevant consumer communications.