“Don’t know about you, but ChatGPT has eliminated like 98% of my Google searches. The remaining 2% is constantly asking what time the local pharmacy closes since 100% of my family are now sick with infections requiring prescription meds.”
-Matt Wurst, Web3 and Twitter enthusiast, shared via a tweet, 12/14/2022
My esteemed former colleague Matthew Wurst, hailing from the proud state of Long Island, is hardly alone in thinking ChatGPT is going to be a nail in Google’s coffin, or maybe one alternative to search that could finally eat into Google’s market share.
Google has been invincible for two decades when it comes to its core product, and many are wondering what could actually weaken Google at all – or even be a real Pepsi to Google’s Coca-Cola, an Amazon to Google’s Wal-Mart (or vice versa), an Ethereum to Google’s Bitcoin (yeah, these keep getting worse).
I’ve been writing about this for ages as well. I was an age all of 14 years younger when I wrote the column “Pinning the Tail on the Googoliath Killer” (I found it by searching my own site in Google). I described how it wasn’t going to be a search engine that emerged as a Google alternative, writing analogously, “Yahoo wasn’t bested by another portal but by a search engine.”
ChatGPT, OpenAI’s enlightening, terrifying, captivating generative AI chatbot, has all the hallmarks of a Google killer, or at least a Google denter. The number one hallmark of it is that it’s not a search engine. For a newly launched product, it’s also intuitive, and way more so than other generative AI prompts, including OpenAI’s own playground.
My thoughts about this crystallized in a conversation I had with Nudge founder Ben Young when I read and responded to his newsletter on the subject. He authors This Week in Native Ads, and it is one of my few must-reads. He welcomed me sharing from our exchange, as we both want more of these conversations and debates to play out in public.
Ben doesn’t actually doesn’t see ChatGPT as a search replacement at all. He’s way more skeptical about the impact. He wrote, “I am probably the person least impressed by ChatGPT. I don’t think it’ll replace search.” But he did say “it is a novel piece of technology which will lead to a flood of new businesses and experiences. It kind of does what I would expect it to do.” He added that Google would acquire any tech that proved to be too much of a threat. Also worth noting: Google is building its own, LaMDA.
Here’s how I responded to Ben in this exchange I’m including verbatim and unabridged:
“This is a really good piece. I disagree with some of it. Amazon has become a starting point for many shopping searches. TikTok is increasingly a place where younger consumers get info, including all kinds of recommendations. And ChatGPT and its ilk will replace a slew of things people searched for, but it will also prime the search pump further.
“For instance, someone searches ChatGPT for a weekly meal plan for a keto diet. But then they go back to Google to find reliable, brand-name sites that have the recipes they want. I think a lot of ChatGPT search will thus be additive.
“And as for Google’s position, even with Amazon eroding product searches and the like, the pool is SO big and people are SO dependent on search that no one will notice. It’s like if 10% of people start shopping at a farmers market once a month, the press might say, ‘farmers markets are booming by 10,000%,’ but that wouldn’t noticeably cut into Walmart’s market share at all.”
“I think you’re right, that it will be largely additive, creating more search. And putting more value when searches do happen, as you say, they’ll be more qualified.
“I kind of touched on it a bit last year in this piece on ‘Does Google even need us?’
“What I do not have a good answer to though, is, does search volume decrease for an individual participant in SEO, etc? Will that increase quality offset that volume? Or is it, quality and volume will go up, with the view that more buyers are in market, or are accelerating through the purchase cycle, because of information efficiency, whereas in the past they would drop out. It’s probably the latter?”
Here’s my final take I shared with Ben, before saving the rest of the conversation for a planned in-person exchange:
“That would be wild, right? Google can charge more because the ads it runs are even more qualified thanks to the info people are getting from a different AI-driven source?”
OpenAI may be the best present in Santa’s bag this year, dropped down a Mountain View chimney that hardly needs it.
At least it’s a gift to column writers too though.
PS: Will you be at CES? Join me at the Mediaocean Retreat Thursday and Friday. We added tons of speakers, and there will be some great networking opportunities. Friday morning, I’ll even join a session hosted by Fastener and Beeler.Tech about where all this automation is heading.
PS 2: That means First Wednesday is actually Second Wednesday in January. Update your calendars and RSVP on Meetup.
PS 3: If the community or I can be a resource at all for anything you’re looking to do as the year wraps or as the new year starts, respond to this newsletter and let me know.
Wynter is looking for Marketing VPs and CMOs
to join its research panel.
Participate in messaging research (1-15mins per survey) & get paid
$30-$100 for your feedback and comments.
WHAT TO READ:
Recent content shared by Serial Marketers and friends:
- How The North Face Put A New Face On Its Marketing By James Hercher
- Are you making the tough business call? Or are you having your lawyers do it by accident? By Jared Belsky
- Jessie Miño is the 2022 Robin Powered Woman of Influence | InHerSight
HOW TO SHARE
Here’s your own personalized link, with more referral rewards for sharing the newsletter. Visit https://
Please submit any events you’re hosting to our calendar at https://serialmarketers.
UPCOMING SERIAL MARKETERS EVENTS
- 1/4: First Wednesdays in-person NYC, Mason Jar on E 30th. RSVP on Meetup! 5-7pm.
- 1/11: 17th Annual Holiday Cocktails Gala 2022. Ring in the New Year with TDF Holiday Cocktails Gala! Please join us and our gracious hosts XANDR.
HOW AGENCIES CAN BETTER LEVERAGE DATA WHEN PROSPECTING AND GROWING CLIENTS’ BUSINESS
December 15, Virtual
“Join us for an interactive learning session about how best to utilize eCommerce-specific data and analytics for growing your brand base. Panelists: Andrew Valle, Customer Success Manager at Charm.io, Katie Hughes Olson, Senior Partnerships Manager at Tydo”
HOW TO DRIVE REVENUE WITH AI-GENERATED, PERSONALIZED MARKETING
December 15, Virtual
“Join Deborah Weinswig, CEO and Founder of Coresight Research, and Assaf Baciu, COO and Co-Founder of Persado, on Thursday, December 15, as they discuss retail challenges, digital noise for shoppers, AI-generated personalized marketing, the importance of first-party data, and more. We’ll deep dive into: – Why personalized marketing is so important in the current retail environment, – How to stand out amid increasing digital noise from a high volume of marketing messages, – Why retailers should leverage AI-generated, personalized language to create scalable value across all digital marketing channels”
SEARCH AND PERFORMANCE SUMMIT
December 14-17, Deer Valley, UT
“As we approach an economic downturn with inflation, rising bills, and, as a result, reduced consumer spending, brands are being forced to redefine their marketing strategies. With the changes in data privacy and the loss of cookies (for real this time), performance marketers are facing many challenges, and the need to find new ways to sustain growth is imperative. Connecting and maintaining consistent and relevant relationships with consumers throughout path-to-purchase is a must. What kinds of personalization and engagement tactics are resonating with today’s customers? And will they still in 2023? The continued expansion of third-party retailers and marketplaces means competition for brand recognition is more intense than ever…etc”
January 5 – 8, Las Vegas
“CES is a trade-only event for individuals 18 years of age or older and affiliated with the consumer technology industry. You are required to upload a photo and must provide proof of industry affiliation. Please have these ready before starting registration. We strongly encourage you to register using a business domain email address or the email address you were invited with. Creating an account using a different email address will not associate you with the group inviting you to participate in CES 2023. Using a business domain and/or the email address you were invited with will help expedite the registration process.”
OUR PARTNER: PROPEL(X)
Propel(x) is an online investment platform that enables accredited
investors to invest in technology startups and venture capital funds.
Members range from individual accredited investors writing checks
as small as $5,000 to some of the largest family offices and funds.
One can expect to see Early Stage (Series A), Growth Stage
(Series B, C), and Late stage (Series D or later) investment
opportunities on the platform.
Create a free account today.
Keep checking out the #jobs channel in Serial Marketers for more. You can also see our full list of job resources here. Here are some great opportunities shared in these places or sent to me directly.
Principal Product Manager
New York, NY
“Principal Product Manager, Commerce. Bring a brand-new utility, commerce and lifestyle brand to market , iterating toward MVP, product/market fit, and revenue growth. As the product leader for the complete customer experience of our new lifestyle and utility brand, you will collaborate in a highly visible and influential role with internal and external teams to define key aspects of the product through experimentation.”
Content & Social Media Executive
London Area, United Kingdom
“Working with both your marketing colleagues and editorial teams you’ll build a content marketing plan to create brand awareness, engagement and subscriptions/delegates to Econsultancy. You’ll use the great content produced across the editorial and research team to build your content campaigns across all channels but with a special focus on social media. Working with the Marketing Manager and the Econsultancy editorial teams you will be the content and social media expert on the team. You’ll love to learn about different types of content needed through the customer journey, the changes in social channels and how you can use them to engage and build loyalty with our marketing audience…etc”
Via Pam in the community
“The Firm is seeking a mid-level individual to join the Impact department focusing on Environmental, Social & Governance (“ESG”) related marketing and reporting for existing and prospective clients, as well as general ESG communications. If you’re someone who wants to “Make an Impact”, this is the position for you! This person will be an integral part of the Impact team and will directly assist in investor relations reporting and capital raising efforts. In addition, this person will support the reporting and marketing of the Impact department and will report to the head of Investor Relations Operations and VP of Marketing to ensure they are fully aligned with the Firm strategy, performance and messaging that needs to be delivered both internally and externally.”
Head of Product
Boston or Remote
“We’re looking for a Head of Product to envision the future of our platform as we evolve from a provider of e-commerce analytics to the first global commerce platform using predictive intelligence to anticipate, activate and automate our client’s next best action to drive profitable growth. Our technology monitors 70 million products daily, across 900 retailers and 50 countries, helping over 4,000 leading brands optimize search placement, product content, pricing, stock availability, reviews and more. We are positioned well in the marketplace as the only integrated insights driven commerce solution providing customers the flexibility to utilize SaaS, advisory or full-service activation. News outlets, including Good Morning America, The Wall Street Journal and Ad Age frequently cite and trust our platform as a source of data for their stories. We have an entrepreneurial culture with core values of TAP; Think Like a Customer, Achievement over Activity, and Positivity is Contagious.”
Also, check out the Serial Marketers job board
Other job resources (see a full list here):
- Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
- Braintrust: A freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
- Candidate: Featured marketing and sales jobs
- ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
- Hearty: Get recommended by peers and be discovered
- Hue: Amplifying voices of people in color working in marketing
- Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
- NYC Ad Jobs & Networking: A popular Facebook group
- #OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
- Pocit: A platform connecting people of color with jobs in the tech industry
- Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
- Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
- Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”
Do you run or enjoy other job listing sites? Let me know, and I’ll share them.
OUR PARTNER: REFIND
Get smarter every day.
Every day Refind picks 7 links from around the web
that make you smarter, tailored to your interests.
Loved by 50k+ curious minds.
Below are offers extended to the Serial Marketers community. To share your own or access the Premium member discounts, review membership options here.
SURVIVAL: This 90-day transformation program takes consumer-facing brands from nobody to superstar with influencer marketing (or you don’t pay). It’s the most no-brainer way to try creator-driven growth especially if you’re bleeding money on Facebook ads. Premium members get a 10% off their 3-month done-for-you program. Speak with Yash to see if you qualify for the first cohort.
GPO: Generate at least 20% more organic traffic. Doing a strong job in SEO but wonder if more traffic can be had? GPO will custom-build an AWS instance that will become a subdomain of your site, and generate at least 20% more traffic the first year. Contact Cory Cox in the community to redeem.
Markman Speaker Management: Get 15% off the half-day customized virtual training session “Get Speaking Engagements” for individuals or corporate staff through Dec. 31, 2022. Contact Steve Markman to redeem.
Thece: Get 10% off your first 3 months of a Run of Network Campaign in our Esports and Gaming Livestream Network — just let them know Serial Marketers sent you.
My Software Tutor
My Software Tutor is offering all Excel and PPT courses through December 2021 at 50% off listed price. Learn the practical skills you need to succeed. Use promo code: SERIAL50. This code can be shared with friends and family. Register today on the MST website.
Marc Lefton is offering brands a free one-hour consultation on your media mix to show how you can integrate programmatic. For agencies, you can get a free one-hour consultation on how to add programmatic to your service offerings. To redeem, contact Marc by email.
Sign up and use the promo code SERIALMARKETERS to get 20% off on any membership plan. Membership enables you to access all deals with unlimited usage. One deal should more than pay for itself.
Create an account and start a 7-day free trial for $125 in ad spend credit toward your first experiment with this multivariate testing platform. Redeem here. (Premium members get $175 in credit with a custom code)
Following a 7-day trial of this AI-powered marketing tool to generate ads, product descriptions, and more, use code SERIALMARKETERS for 35% off any plan for 3 months (premium subscribers get 50% off for 4 months).