Trends rarely change from one year to the next. It was always the same: personalization, voice commerce, content marketing, influencer marketing, etc.
But things are quite different now, and yet the internet's collective unconscious follows a similar pattern, replacing these trends with everything AI-related.
Okay, so AI is definitely a big trend. But understanding its impacts, both positive and negative, is what will help us understand the future of marketing.
And not just AI: Google's own moves, the end of third-party online russian phone number cookies, among several other points will dictate how marketing will be from now on.
Let's talk about all of these points in the list below, starting with AI:
How does Generative Artificial Intelligence impact the future of marketing?
The future of digital marketing has undergone a recent change: the arrival of Generative Artificial Intelligence.
And there are several impacts that it causes, on several levels: both for those who are impacted by the actions and for those who produce the digital marketing actions.
And we're mainly talking about digital marketing here, because it's what's been most impacted by Generative AI.
The biggest of these impacts, and the one with the greatest potential to transform the future of marketing, is the possibility of producing more material in less time.
Other points are also directly impacted, but we will talk about them throughout the text.
With the ability to produce more material, companies immediately began doing just that.
As a result, the content marketing landscape is becoming much more competitive. Whereas before it was necessary to hire writers to speed up content production, today AI can fulfill this role very well.
So, the future of content marketing is still a little uncertain, but AI will definitely be a part of it for a long time.
Sometimes more extensively, sometimes more subtly. But at least in SEO work, it will need to be more subtle.
Let's talk more about this in the topic below:
What is the future of SEO marketing?
SEO is one of the most uncertain areas in the future of marketing today.
And it's interesting to say this because, for many years, SEO was the most stable area within digital marketing.
However, along with the advancement of Generative AI, we had another movement at Google: the launch of the Helpful Content Update and its integration with Core Updates.
Core Updates are the biggest updates that Google makes to its algorithm, usually two or three times a year.
And the Helpful Content Update was launched with the emergence of AI, taking effect from 2020 and 2021.
This update seeks to understand what constitutes useful content, content that was created to truly help Google users. The initial idea was to penalize content created entirely by AI.
What happened now in 2024 is the incorporation of this Helpful Content into the Core Update, indicating that Google is more focused than ever on content created just to climb positions in its SERPs — the results pages.
And this type of content is usually made by AI.
What is happening in practice is that many websites are losing positions on Google without the slightest possibility of regaining them, because other brands take their places.
This is a very uncertain time.
The future of SEO, by all indications, will require much more care in content creation , requiring a more technical, practical approach that makes sense, above all, for those who are reading it.
But that's not the only big news from Google at the moment. Find out more:
What is the future of Google with the launch of Gemini directly on the SERP?
Google recently launched Gemini directly on the results pages in some countries.
Integrating Gemini directly into results pages means that users no longer necessarily need to click on links and enter pages to understand more about the topic.
They can simply ask the AI and receive the answer right there, without leaving the SERP.
This is a movement that Google has been doing for years, with featured snippets , answers extracted from websites displayed directly in the “People also ask” tab, the Knowledge Panel, Google Shopping, etc.
The future of marketing, looking purely at Google, indicates that it is increasingly concerned with keeping users in the SERPs.
This is great for Google traffic, but at the same time terrible for brands working on SEO.
The amount of organic traffic going to websites is expected to decrease dramatically, and brands are expected to prioritize advertising over content production.
It is also a very uncertain future, but with these movements, it is clear that organic traffic is in the search giant's sights.
Still talking a little more about Google:
What does the end of third-party cookies mean for the future of marketing?
The end of third-party cookies represents a big problem for those who work primarily with advertising.
But just one addendum: third-party cookies are currently only found in Google Chrome, Firefox and Safari have not collected this data for over 10 years.
The end of cookies represents a difficulty for those who work with advertising because it eliminates a very important personalization resource: only with it is it possible to do remarketing the way it is done today, for example.
We brought up a few more situations, and also explained better what third-party cookies are, in a text we produced on the subject here on the blog.