| | Is LMO the new SEO? Hubspot says now is the time to master Language Model Optimisation
The CRM and customer service platform has launched AI Search Grader, which it claims is “the first free tool that helps brands understand how they show up in Large Language Models (LLM) and AI search.”
The launch comes in the same week that new data shared by SEO Clarity’s Mark Traphagen shows Google’s AI Overviews almost always (99.5%) include at least one citation from its top 10 organic search results for that particular query.
Whilst this sounds encouraging, it doesn’t mean that the majority of the generated answer is based on top ranking sites, something which Traphagen made clear in a comment on a LinkedIn post by Search Engine Land editor Danny Goodwin.
In fact, a previous study from Authoritas at the turn of the year found that 94% of generative links came from sources outside top-ranking domains. Authoritas’ Laurence O’Toole hypothesised in the same LinkedIn comments that Google is “reformulating the original query to add additional relevant contexts that the user will find useful and then returning documents in the AIO summary that answer these related queries/contexts at the same time.”
See Econsultancy’s resources on search marketing. Or view our SEO or Applied AI training.
A refreshingly honest update from Tesco Media and Insight Platform
Ed Sellier and Jamie Howett from Tesco Media and Insight Platform this week published a blog post reappraising their 2024 retail media predictions.
The authors are bullish in some areas. They claim the connected store is becoming a reality, with brands starting to use Tesco sites as “a connected creative canvas”, and also that measurement now goes beyond return-on-ad-spend, with clients working towards “long-term impact metrics” and ‘personalised’ approaches.
But in other areas, Sellier and Howett are more cautious. It’s a wait-and-see when it comes to continuous commerce (i.e. always-on retail media instead of big promotional surges), blended shopping (we know omnichannel customers are more valuable, but can online messaging be used to influence in-store decision making?) and more dedicated retail media teams (despite evidence of greater collaboration within client brands).
See Econsultancy’s resources on retail media.
Are CDOs pausing Copilot rollouts?
An excellent interview with Securiti’s Jack Berkowitz in The Register highlights data governance as a tricky issue when LLM tech is rolled out as a productivity tool in the org.
The key soundbite? Berkowitz says concerns are commonplace, "Particularly around bigger companies that have complex permissions around their SharePoint or their Office 365 or things like that, where the Copilots are basically aggressively summarizing information that maybe people technically have access to but shouldn't have access to.”
Related reading:C-suite urged to clarify AI productivity expectations and focus on skill building
Sonos’ new app isn’t as good as the old one, but it can’t roll back
Anyone that works with engineers or is interested in product will be following the issues Sonos is having with its new app rollout. Gergely Orosz (The Pragmatic Engineer) offers a damning summary over on X. |
Fast Track to Digital Marketing: Next intake, September 17th
Fast Track to Digital Marketing is an 8-week training course covering the key digital marketing topics every marketer should understand. Your team will come away armed with the latest techniques to drive growth and be able to: understand key issues, frameworks and strategies; communicate confidently with stakeholders; and benefit from practical skills that can be immediately actioned . |
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| The Marketing Capability Leaders Forum
September 26th, Waterloo, London, 9am GMT
At Econsultancy HQ, we’ll be hosting our Q3 meet-up for senior leaders in marketing and ecommerce. You’ll hear from a panel of marketing leaders as they reveal how they have navigated transformation, placing capability at the heart of their strategies.
Please note, the forum is invite-only, so registrations are subject to approval. |
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Optimising the Retail Media Opportunity
Part of the Ecommerce channel, this learning plan, includes three courses and a scenario-based assessment. Course 1: Approaching Retail Media Ad Investment Course 2: Activating Retail Media Sponsored Product Ads Course 3: Activating Retail Media Product Display Ads Assessment: Test your Retail Media Learning |
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| Econsultancy Pulse is a round up of the latest action in the world of marketing and ecommerce. |
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