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Episode summary:

In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends.

They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability.

The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.

Key takeaways:

• The ecommerce landscape is rapidly changing due to AI and chatbots.
• Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increase
• Brands must adapt their marketing strategies to focus on upper funnel tactics.
• Content quality and relevance are crucial for engaging consumers today.
• Understanding profitability is essential for effective ad spend management.
• Incrementality testing helps brands measure the true impact of their marketing efforts.
• International markets present significant growth opportunities for ecommerce brands.
• Social proof can enhance the effectiveness of marketing campaigns in new markets.
• AI is increasingly being used to automate and optimise marketing processes.
• Brands need to be strategic in their approach to paid media and content creation.

Chapters:

[00:40] Introduction to E-commerce Marketing Trends

[07:20] The Evolution of Consumer Search Behaviour

[13:15] Paid Media Strategies and Consumer Behaviour

[17:40] The Importance of Content in Marketing

[23:35] Optimising for Profitability in Ad Spend

[29:35] Measurement and Incrementality Testing

[37:45] Expanding into International Markets

[43:30] The Role of AI in Paid Media

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Episode summary:

In this conversation, James Gurd, Sam Hurley and Paul Rogers discuss the evolving landscape of SEO in the context of AI engines and LLMs.

They explore how AI search is impacting traffic trends, the importance of brand visibility, and the need for SEO strategies to adapt to these changes.

The discussion highlights the significance of content structure, the enduring principles of SEO, and the future direction of search in an AI-driven world.

Key takeaways:

• AI search is not a myth; it's growing and impacting SEO.
• Traffic from AI agents is increasing but still represents a small percentage.
• Brand visibility is becoming more important than direct traffic.
• SEO strategies need to adapt to the rise of AI-driven search.
• Content structure and relevance are crucial for appearing in AI overviews.
• The principles of SEO remain the same despite changes in technology.
• Understanding how brands are perceived online is essential.
• Longer, more specific search queries are on the rise.
• AI overviews may change how brands approach content strategy.
• The future of SEO will involve more focus on brand discovery.

00:35 The Rise of AI in SEO

03:00 Understanding Traffic Trends from AI Agents

06:45 Brand Visibility vs. Direct Traffic

11:40 The Accuracy of Data in AI Search

17:15 The Importance of AI Overviews

22:20 SEO Principles in the Age of AI

31:30 Practical Advice for Adapting to AI Search

Follow us on LinkedIn & subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/Podcast summary:This conversation explores the future of Content Management Systems (CMS) in ecommerce, focusing on the evolution of page builders, the impact of headless CMS, and the integration of Gen AI in content generation.The discussion highlights the varying needs of businesses based on their size and type, the constraints of native page builders, and the importance of structured data and business agility. A case study on Jamie Oliver's migration to a headless CMS illustrates the practical benefits and challenges of such transitions. The conversation concludes with insights on the evolving role of Product Information Management (PIM) systems and future trends in the CMS landscape.Key takeaways

1. The future of CMS in e-commerce is evolving rapidly.2. Not all brands prioritize content in the same way.3. The role of a CMS varies significantly by business type.4. Native page builders have inherent constraints.5. Headless CMS offers flexibility and scalability.6. Gen AI is transforming content management processes.7. Business agility is essential for adapting to changes.8. PIM systems are evolving beyond just product data management.9. Structured data is crucial for leveraging AI effectively.10. Empowering clients through technology enhances their capabilities.Chapters:[00:00] The Future of CMS in Ecommerce[01:44] Understanding the Role of CMS by Business Type[07:11] Constraints of Native Page Builders[12:35] Evolution of CMS Platforms and Headless Solutions[15:40] Impact of Gen AI on Content Management[21:05] Navigating Ecosystem Choices[24:15] The Speed of Change in Technology[25:52] CMS Evolution and the Role of PIM[29:18] Headless CMS: When and Why?[32:48] Empowering Clients Through Technology[38:05] Future Trends in CMS and Ecommerce