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As we look back at HubSpot’s annual conference, Inbound 2024, it’s clear that the digital marketing landscape is on the verge of a significant transformation. The buzz surrounding artificial intelligence (AI) continues to grow, with businesses now eager to unlock the power of AI in marketing and in their daily operations. This year has marked a pivotal shift where companies are no longer just dabbling in AI; they’re seeking to integrate it seamlessly into their existing tech stacks. With numerous AI tools released over the past year, the spotlight at Inbound 2024 highlighted how established platforms are embedding AI within their suites rather than releasing separate tools. The introduction of AI Breeze, AI Agents and Co-Pilot exemplifies this trend, showcasing a commitment to enhancing the marketing toolkit available to businesses today.

The rapid evolution of artificial intelligence (AI) is reshaping digital marketing, particularly in how businesses approach search engine optimisation (SEO). Google’s latest AI developments have introduced revolutionary changes to how search results are generated, processed, and displayed. At the forefront of this transformation is the rise of AI overviews, which prioritise concise and relevant content. For businesses and brands, this evolving landscape presents both challenges and opportunities, requiring them to rethink their SEO strategies and adapt to new algorithms and expectations.

Our world is getting more complex and this trend is affecting how we do marketing. Channels are multiplying, platforms and trends constantly evolving which has impacted the consumer’s buying journey. We are in the age of the never normal. Whether your business is B2B or B2C, your consumers need more touchpoints before they make a decision and their journey can be a bit of a mess to track and map!

In this blog, we’ll review how the buying journey has evolved for B2B and B2C and provide some tips on how your business can adapt to keep reaching your audience effectively.

Recently, a Google leak brought attention to the complexities of search engine optimisation (SEO) and digital marketing strategies. While the specifics of the leak might seem technical, the implications are profound for marketing and revenue leaders who rely on digital channels to drive growth.

Why should revenue leaders care about this? Simply put, SEO and digital marketing strategies are no longer just about keywords and links. They are about building authority, engaging users, and creating trustworthy content—all of which directly impact a company's bottom line. The Google leak highlighted some critical shifts in how digital marketing is evolving, emphasising the need for transparency, credibility, and adaptability in strategies.

In the latest episode of Digital Marketing Answered, Tim Butler, CEO of Innovation Visual, sat down with Professor Paul Watson, Director of the UK's National Innovation Centre for Data, to explore the fundamentals of artificial intelligence (AI) and machine learning. The discussion covered key aspects of AI, including the benefits and risks of large language models (LLMs) like ChatGPT, model bias, and the importance of human oversight in the AI-driven marketing landscape.

Want to listen instead? Find the full interview on apple podcasts here. Prefer Spotify? Listen here instead. Don’t forget to subscribe to our YouTube channel to get the latest Digital Marketing Answered™ updates.

Remember when search results were made of just 10 blue links? How things have evolved since then! Google search has been transformed over the years but the search landscape has also welcomed new players that are disrupting the market. In this article, we look at the complexity of the search landscape today and how businesses can adapt to keep reaching their audience and navigate potential future changes. We’ll discuss the following points: