Quick Hits:

• A recent Gartner survey found that 87% of senior marketing leaders faced campaign performance issues in the past year. Despite a 31% increase in campaign volume, many still struggle with measuring ROI and aligning efforts with business goals.

• A recent survey found that 42% of users believe Google Search is becoming less useful, with 55% turning to community-driven sources like Reddit for better answers.

• OpenAI unveils GPT-4.5 "Orion", its most advanced AI model yet. Boasting improved reasoning, longer context understanding, and enhanced multimodal capabilities, Orion is set to redefine AI-powered applications. Expect sharper responses, more nuanced conversations, and better code generation across industries.

• Google Expands Display Ads Reach – Google is adding more inventory to its Display Ads, including third-party Connected TV (CTV) platforms like FOX News and MLB. Plus, Demand Gen campaigns now integrate Display, driving a 16% boost in conversions. AI-powered creative tools also get an upgrade with Imagen 3, making ad production faster and more engaging.

• Meta is gearing up to challenge OpenAI’s dominance with a stand-alone AI app, signaling a new wave of competition in the AI chatbot space. Read more on TechRadar.

• Google is expanding AI Overviews and testing AI-only search results, which could reshape SEO and content visibility. Read more.

Deep Dive: How to Optimize for AI

As AI-driven search tools like ChatGPT, Google’s Gemini, and Perplexity reshape how people find and interact with content, the way we optimize for visibility needs to evolve. Traditional SEO strategies aren’t enough; Generative Engine Optimization (GEO) is emerging as the new playbook.

Here’s how to adapt:

• AI pulls from what it trusts. Unlike traditional search, AI tools don’t just rank web pages; they synthesize information from sources they deem credible. Focus on authority signals like strong backlinks, citations, and clear expertise in your niche.

• Structured data matters. AI models digest content differently than Google’s ranking algorithm. Use clear headings, lists, and Q&A formats to make it easier for AI to extract and repurpose your insights.

• Optimize for context, not just keywords. AI tools rely on semantic search, meaning they prioritize the intent behind a query over exact-match keywords. Writing naturally and covering topics in-depth helps AI see your content as a valuable resource.

• Keep it fresh. AI favors recently updated content, especially in fast-changing industries. Regular updates and additions signal ongoing relevance.

• Experiment with AI tools. Platforms like ChatGPT and Perplexity pull from multiple sources. Test how AI presents your content, then refine your approach to match how it's being used.

AI-driven search is here to stay. The key to visibility? Creating structured, authoritative, and contextually rich content so AI sees it as worth surfacing.

ToolBox:

Your go-to section for the latest tools, courses, apps, and resources to supercharge your marketing game.

• Tips for LinkedIn Posts & Thought Leadership Ads

• Want to know how your B2B marketing stacks up? Benchmarkit.ai is hosting a webinar covering the latest B2B marketing benchmarks, trends, and insights to help you refine your strategy. Register here.

• GUMLOOP - Gumloop lets you automate any workflow using AI—no coding required. Streamline tasks, boost efficiency, and scale processes effortlessly. Try it here.

Strategies & Tactics: Why Your Paid Social Ads Aren’t Converting (and How to Fix Them)

Your social ads aren’t working? Here’s why. If your paid social ads aren’t converting, it’s likely due to one (or more) of these issues:

1. Your creative is too polished. People scroll past ads that feel too much like ads. Use native-style content—authentic, organic-looking visuals that blend into the feed. Think customer testimonials, unfiltered product demos, and behind-the-scenes clips.

2. Your targeting is off. Low engagement? High cost-per-click? Your audience might be too broad (or too niche). Test new segments with lookalike audiences, behavioral targeting, and A/B experiments to refine your approach.

3. Your landing page is the problem. A mismatch between your ad and landing page kills conversions. Keep the experience consistent—same messaging, same visuals, and a frictionless path to action. Cut unnecessary form fields and optimize for mobile.

The fix? Make it feel real, target smarter, and remove barriers.

Trend Watch:

Rethinking ROI with VOI - Why Smart Marketers Look Beyond the Numbers

Marketers have long been obsessed with Return on Investment (ROI) as the ultimate measure of success. But what if we’ve been looking at it all wrong? Rand Fishkin of SparkToro makes a compelling case for shifting focus from ROI to Value on Investment (VOI)—a broader, more insightful way to measure impact.

What’s the Difference?

• ROI is purely quantitative, measuring direct revenue against spend. It’s useful but often fails to capture the full picture.

• VOI is both quantitative and qualitative, factoring in brand affinity, customer loyalty, organic word-of-mouth, and industry influence—metrics that don’t always have an immediate dollar sign attached but drive long-term success.

Why Should You Care?

• Not everything that matters is measurable. ROI ignores softer but critical wins like community engagement and reputation.

• Short-term obsession kills long-term growth. Too much focus on immediate payback leads to conservative strategies that miss out on innovative and high-impact marketing.

• Competitive edge is built on VOI. The brands that win create emotional connections, trust, and industry authority—things that ROI alone can’t quantify.

How to Apply VOI in Your Strategy

1. Track brand impact metrics. Look beyond clicks and conversions—measure sentiment, share of voice, and audience trust.

2. Invest in relationships, not just transactions. Long-term brand affinity can’t be captured in a single campaign metric.

3. Think beyond direct attribution. Word-of-mouth, social proof, and content resonance all contribute to marketing success, even if they don’t show up in a spreadsheet.

The takeaway? ROI is still valuable, but VOI is how you build a brand that lasts. The smartest marketers are playing the long game.

Closing Thought:

Marketing is evolving fast, and the smartest brands are those that adapt quickly. AI-powered search is rewriting the rules of SEO, shifting the focus from traditional rankings to structured, authoritative content that AI can easily understand. Paid ads are struggling to convert, often because polished creatives and broad targeting miss the mark. And ROI, while still important, is no longer the ultimate measure of success.

To thrive, marketers need to think beyond immediate returns and focus on building real value measured in trust, influence, and long-term impact. The game isn’t just about getting ahead; it’s about staying ahead by embracing new strategies, experimenting with emerging tools, and always putting the audience first.

The question is, are you evolving with the industry, or are you getting left behind?

Until next time—stay curious.