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Users are currently employing large language models.
Similar to howChatGPT can be used for shopping, this necessitates adjustments in conventional marketing strategies. During the age of generative artificial intelligence, businesses require an increase in branded material along with more references from external sources.
Experts suggest that as some customers start shopping with the help of ChatGPT, digital marketing strategies focused on online search also need to adapt accordingly.
The threat that generative AI poses to search engines was highlighted when
Apple’s top executive for services
mentioned that Safari web browsing has seen a decline for the first time in two decades, which they attribute to users shifting their focus to large language models.
While
Google refuted these claims
, stating that its search engine continues “to experience an increase in overall queries,” additional data suggests that ChatGTP may be influencing shopping trends.
Between late October and mid January,
Amazon
According to the data, .com was the top domain accessed via ChatGPT’s search feature, making up 9.13% of total traffic.
survey
by Datos.
Overall, e-commerce domains received 12.65%, trailing news (21.42%) and academic (17.81%) domains, Datos said.
As more people turn to shopping through AI, marketers must adapt their strategies to capture consumers’ attention for their brands.
Traditional marketing techniques revolve around search engine optimization (SEO) practices to create a better chance of showing up on a user’s
Google
query.
To enhance the likelihood that the search algorithm boosts a company’s online presence, SEO strategies concentrate on keywords, website loading speed, and compatibility with mobile devices.
However, marketers must now tailor their strategies for inquiries investigated by large language models (LLMs). These queries draw information from web content and external references. This encompasses material found on a company’s official site as well as public opinions expressed across various social networks such as Reddit and Twitter.
Up until lately, digital marketing focused primarily on securing clicks,” explained Yaron Litwin, Chief Marketing Officer at the Parent Control App. “However, with the emergence of LLMs, the emphasis has shifted towards gaining mentions.
Dailyexe.
Similar to retail brands, the Chief Marketing Officer at the content-filtering software company has embraced AI marketing to stay ahead of the curve.
When looking for highly rated running shoes, it often turns into more of a discussion,” Erik Huberman, CEO of Hawke Media—a marketing firm based in Los Angeles—told us.
Dailyexe
.
The LLM will subsequently provide users with choices by detailing how each shoe represents the optimal match for that particular inquiry.
As marketers start adapting to LLMs, Huberman stated that the rise in ChatGTP-driven purchases isn’t substantial enough to cause major concern just yet.
“So we haven’t noticed an Organic Traffic decrease that’s alarming…there aren’t any panic buttons being hit, yet we recognize it might be on its way, which is why we’re getting ready for it,” he said.
Hawke Media is joining forces with Gumshoe, an artificial intelligence optimization specialist that assists marketers in grasping how their brands are viewed and discussed by large language models through the creation of numerous simulated dialogues via AI technology.
As LLMs adopt a comprehensive strategy, Christine Wetzler, who is the president of Pietryla PR & Marketing, stated to
Dailyexe
That brand reputation is now “essential.”
“Credibility is now being established beyond your website,” Wetzler stated, suggesting that businesses should develop “brand storytelling” to address this.
Brand storytelling echoes the brands voice, in digestible content for an LLM, like articles, blogs, or on-site customer reviews.
“This is your new digital billboard,” Mongoose Media CEO Lauren Petrullo told
Dailyexe.
If your organization isn’t accurately portrayed, artificial intelligence tends to complete the picture with frequent errors.
The tale was initially showcased on
Dailyexe
