Digital marketing used to be about clicks, but the rise of ChatGPT means it’s ‘now all about winning the mentions’

• Consumers now use important languages ​​of languages As chatgpt to buy, requiring changes in traditional marketing practices. In the era of generative AI, companies need more brand content and third party mentions.

Some consumers are starting to shop using chatgpt, and digital marketing focused on web research must also change, according to experts.

The threat that generating AI poses to search engines has been highlighted when the main vice-president of Apple services said that navigation on the web safari has recently decreased for the first time in 20 years, attributing it to users going to large language models.

While Google refuted these statementsAffirming that its search engine continues to “see the overall growth of requests”, other data alludes to the influence of chatgpt in purchases.

Between the end of October and mid-January, Amazon.com was the most frequently visited domain of the chatgpt search function, representing 9.13% of all traffic, according to a investigation By datos.

Overall, the fields of electronic commerce received 12.65%, from the ends of the news (21.42%) and the academic domains (17.81%), said Datos.

The increase in popularity to shop via AI changes the approach of a marketing specialist to attract eyes to its brand.

Traditional marketing techniques revolve around search engines optimization practices (SEO) to create a better chance to present yourself on the Google request for a user.

To improve the chances that the research algorithm increases the visibility of a company on the web, the SEO practices are focused on keywords, the loading time of a site and conviviality by mobile phone.

But marketing specialists must now optimize for an LLMS investigation request, which will draw online content and third party mentions. This includes the brand's website and general consensus on social media platforms like Reddit and X

“Until recently, digital marketing consisted in winning clicks. With the rise of LLM, it is now a question of winning the mentions,” said Yaron Litwin, director of marketing of the parent control application Fortune.

Like retail brands, the CMO of the content filtering software has adopted AI marketing to get ahead of the trend.

And when it comes to looking for the best rated racing shoes, for example, it is “more a conversation,” said Erik Huberman, CEO of Hawke Media, a marketing company based in Los Angeles, said Fortune.

The LLM will then give users of the options by explaining why each shoe is the best adaptation to this specific query.

While marketing specialists are starting to optimize for LLM, Huberman said that the increase in pussy cat purchases is “not yet important enough to really drop someone”.

“So we have not seen as a drop in organic traffic which is what is worrying … No alarm bell has happened, but we know that it happens, so we are preparing,” he added.

Hawke Media joins forces with Gumshoe, an IA optimization expert who helps marketing specialists to understand how their brands are perceived and spoken by LLM by generating thousands of conversations using AI models.

While the LLM adopt a holistic approach, said the president of Pietryla Pr & Marketing, Christine Wetzler Fortune This brand reputation is now “critical”.

“The credibility is under construction outside your site now”, so companies must organize “the narration of the brand,” said Wetzler.

The brand's narration echoes the voice of brands, in digestible content for an LLM, such as articles, blogs or customer criticisms on site.

“This is your new digital display panel,” said Lauren Petrulo, CEO of Mongoose Media, told Mongoose Media Fortune. “If your business is not properly represented, AI will often fulfill whites often.”

This story was initially presented on Fortune.com