Intro

This chapter examines how AI is reshaping the customer journey in digital marketing, moving away from traditional linear models to more complex behaviors. Marketers are challenged to adapt their strategies to successfully navigate this dynamic and often chaotic landscape.

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Episode notes

The customer journey has transformed from a linear path to a chaotic "choose your own adventure" experience as AI becomes increasingly embedded in search processes and content discovery.

• Zero-click search has fundamentally disrupted traditional marketing as users get answers without visiting websites

• Quality content with unique insights and authentic perspectives remains essential despite AI advancements

• The traditional marketing funnel concept is outdated – customers enter and exit at various points across multiple channels

• Attribution modeling is increasingly challenging with significant "dark social" interactions influencing buying decisions

• B2B purchases involve complex buying committees with different stakeholders at various stages in their journey

• AI propensity scoring helps predict customer behavior and personalize content experiences effectively

• Accessibility principles align closely with AI-friendly content practices – clear, concise, well-structured content wins

• Sales and marketing integration is evolving toward revenue operations with deeper collaboration between teams

• Core SEO tenets remain crucial even as search technology evolves

• Content must ultimately connect with humans, regardless of how it's discovered or delivered

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Guest Contact Information:

https://www.progress.com/sitefinity-cms

https://www.linkedin.com/in/sara-faatz-b67213/

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