Are You Falling Into The Sunk Cost Trap? (Dojo #42)

In this packed episode, our CEO, Charlie Marchant, and our Head of Marketing, Dale Davies, dissect three major AI developments: OpenAI’s text-to-video tool Sora, Google’s Product Studio expansion, and Reddit’s new AI-powered answer generation system called Reddit Answers. While these tools showcase impressive capabilities, their immediate practical applications for marketers vary significantly. For marketing leaders grappling with the rapid pace of AI advancement, this episode cuts through the hype to deliver actionable insights about which tools deserve attention now and which can wait. Discover how these innovations might reshape content creation, product marketing, and market research strategies in 2024 and beyond. What You’ll Learn Evaluate OpenAI’s Sora capabilities and limitations for marketing video content Leverage Google Product Studio for efficient product photography at scale Harness Reddit’s new AI-powered answer system for enhanced market research Identify practical applications of AI tools for businesses of different sizes Timestamps 00:00 - Introduction and episode overview 00:39 - OpenAI's Sora launch details 11:29 - Google Product Studio expansion 15:15 - Reddit Answers introduction 21:19 - Final takeaways and recommendations Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Get the show notes: ⁠⁠https://exposureninja.com/podcast/dojo-44/⁠⁠ Listen to these episodes next: Copy This NEXT-LEVEL GEO Strategy in 2025 https://exposureninja.com/podcast/extra-043/ Google’s WORST NIGHTMARE Just Happened https://exposureninja.com/podcast/342/ The Best SEO Strategies for 2025 https://exposureninja.com/podcast/341/

The following is a BONUS EPISODE recorded by the Exposure Ninja team. ---------- By 2026, traditional SEO traffic could plummet by 50% as AI transforms how people discover and evaluate businesses online. But here's the opportunity: while most companies are stuck in outdated SEO tactics, generative AI platforms are creating new ways to capture visibility and traffic. Generative Engine Optimisation (GEO) is fundamentally reshaping search behaviour. The data shows users aren't just changing where they search – they're completely transforming how they interact with search engines. Search Console reveals longer, more conversational queries that mirror AI chatbot interactions. Users have multiple AI platform touchpoints before ever reaching a website through Google. Success requires a shift from traditional SEO thinking. Instead of chasing rankings, businesses need to focus on building genuine authority across platforms, managing user-generated content, and creating clear, contextual content that AI platforms can confidently reference. The early adopters implementing these strategies now will dominate their industries by 2025. In this Podcast Extra, some of our front-line marketers discuss how you can optimise for these new platforms and how to strategise for multi-platform dominance too. Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Get the show notes: https://exposureninja.com/podcast/extra-043/

For the first time ever, Google lost search users. This signals a fundamental shift towards AI-powered search and marketers need to adapt their strategies now for this emerging reality. The signs were there. ChatGPT's rise. Perplexity's growing user base. And now, Ofcom's data confirms what many of us suspected: traditional search is evolving. Think about how you find information today. Need a quick answer? You might ask ChatGPT. Looking for market insights? Perplexity AI might be your first stop. The data shows you're not alone. But here's what fascinates me: Google's advertising revenue hit record highs in Q2 2024, up 10% when analysts expected a decline. Seems contradictory, doesn't it? Let me explain: Whilst Google's user base shrinks, those who remain are more engaged, more likely to convert. The platform isn't dying – it's transforming. What does this mean for your marketing strategy? First, don't panic. Your SEO efforts aren't wasted. But you need to expand your horizon beyond traditional search optimisation. Enter GEO – Generative Engine Optimisation. It's SEO's evolution for an AI-first world. Here's your action plan: 1. Keep optimising for traditional search 2. Start learning GEO principles (watch this video: https://www.youtube.com/watch?v=FoIc8LkSETo) 3. Track AI-referred traffic carefully 4. Diversify your traffic sources The future of search isn't a SINGLE platform anymore. It's a symphony of traditional search engines and AI-powered tools. And like any good orchestra, success comes from mastering multiple instruments. Want to stay ahead? Start preparing for this shift today. Your future self will thank you. Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Watch this as a video instead: ⁠https://exposure.ninja/google-nightmare Get the show notes: ⁠https://exposureninja.com/podcast/342/⁠ Listen to these episodes next: ChatGPT Search — The Ranking Factors We Know ⁠https://exposureninja.com/podcast/339/⁠ How to Rank in Google’s AI Overviews ⁠https://exposureninja.com/podcast/319/⁠ The Best SEO Strategies for 2025 ⁠https://exposureninja.com/podcast/341/

Google has experienced its first recorded decline in UK users, dropping from 86% to 83% market share, while AI search queries have increased tenfold between January and September 2024. Simultaneously, Google’s AI Overviews are now starting to include YouTube video summaries, marking a significant evolution in search result presentation. For marketers concerned about maintaining visibility in an evolving search landscape, this episode provides critical insights into emerging trends and practical strategies for adapting to AI-driven search whilst maintaining strong traditional SEO practices. Let’s get into it. What You’ll Learn The significance of Google’s first-ever UK user decline and its implications for digital marketing strategies long-term Understand how YouTube content is being integrated into Google’s AI Overviews Develop strategies for optimising both traditional search and AI-driven visibility (you need both) How to balance current marketing effectiveness with future-focused initiatives Timestamps 00:00 – Welcome to the Dojo 00:22 – Google’s Year-on-Year Drop in Users 25:40 – YouTube Summarise in AI Overviews 33:37 - Key Takeaways & Next Steps Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Get the show notes: ⁠https://exposureninja.com/podcast/dojo-43/⁠ Listen to these episodes next: ChatGPT Search — The Ranking Factors We Know ⁠https://exposureninja.com/podcast/339/⁠ How to Rank in Google’s AI Overviews ⁠https://exposureninja.com/podcast/319/⁠ Everything We Know About the November 2024 Core Algorithm Update So Far https://exposureninja.com/podcast/dojo-40/

AI tools like ChatGPT and Google’s AI Overviews are reshaping how users find information, making Generative Engine Optimisation (GEO) essential for any 2025 SEO strategy. This shift means your strategy must go beyond traditional Google rankings. GEO focuses on optimising content for AI-generated summaries, ensuring your business, products, or services are recommended by these tools. So, your next question is probably, "How do I adapt my SEO strategy to this new landscape?" At Exposure Ninja, we’ve been pioneering GEO strategies, and today we’re breaking down how to create an SEO strategy that works for 2025 and beyond. In this podcast, learn how to create a high-impact SEO strategy for 2025. Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Watch this as a video instead: https://exposure.ninja/seo-strategies-2025 Get the show notes: https://exposureninja.com/podcast/341/ Listen to these episodes next: ChatGPT Search — The Ranking Factors We Know https://exposureninja.com/podcast/339/ How to Rank in Google’s AI Overviews https://exposureninja.com/podcast/319/ The Best Local SEO Strategies for 2025 https://exposureninja.com/podcast/337/

This week on The Dojo, we dissect the recent collapse of AllPlants, a UK vegan meal delivery service, amidst a massive marketing spend. We analyse their financial data, marketing strategies (social media, SEO, PPC), and pinpoint critical errors. We also discuss the upcoming Black Friday sales frenzy, contrasting brands embracing the hype with those choosing alternative strategies. Finally, we provide an update on the Wicked movie's marketing success. Timestamps 00:00 - Introduction 01:30 - AllPlants Case Study 15:00 - Black Friday Marketing Strategies 25:00 - Wicked Movie Marketing Update 35:00 - Key Takeaways & Actionable Steps Get the show notes: ⁠https://exposureninja.com/podcast/dojo-42/⁠⁠ Get your free trial of Semrush AdClarity: https://exposure.ninja/wow Request a free review of your website and marketing: ⁠https://exposureninja.com/review/⁠ What to listen to next: Why GEO is the New SEO (and How It Works) ⁠https://exposureninja.com/podcast/336/⁠ The Best Digital Marketing Strategies for 2025 ⁠https://exposureninja.com/podcast/338/⁠ ChatGPT Search is using BING?! – Everything We Know So Far… ⁠https://exposureninja.com/podcast/dojo-39/

Head of PPC at Exposure Ninja, Tom Goodwin, chats to Tim Cameron-Kitchen about the main PPC mistakes we see businesses make and how you can fix them or avoid them altogether. Timestamps 00:00 — Intro 01:37 — Not Bidding On Your Own Brand 07:01 — Ignoring Quality Score 13:47 — Spelling Errors 16:36 — Sending People to 404 Errors 19:58 — Offers That Expire 22:00 — Not Using Audiences 27:40 — Not Using Broad Match 34:14 — No Performance Max or Only Performance Max Watch the video instead: https://exposure.ninja/8-ppc-mistakes Get the show notes: ⁠⁠⁠https://exposureninja.com/podcast/340 Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ What to Listen to Next: Google’s AI Overviews to Reach 1 Billion Users by Year-End ⁠⁠⁠https://exposureninja.com/podcast/dojo-38/⁠⁠⁠ Why GEO is the New SEO (and How It Works) ⁠⁠⁠https://exposureninja.com/podcast/336/⁠⁠⁠ The Best B2B Marketing Strategies for 2025 ⁠⁠⁠⁠https://exposureninja.com/podcast/334/

In This Episode... Welcome to the Dojo, a weekly marketing news podcast by Exposure Ninja. This week, we talk about: Perplexity wants AI to do your shopping for you. What does this mean for retailers? Wicked’s Massive Marketing Campaign Ads in AI Overviews Timestamps 00:00 - Welcome to The Dojo by Exposure Ninja 00:31 - Perplexity wants AI to do your shopping for you. What does this mean for retailers? 21:57 - Wicked’s Massive Marketing Campaign 40:14 - Ads in AI Overviews Get the show notes: ⁠https://exposureninja.com/podcast/dojo-41/⁠⁠ Request a free review of your website and marketing: ⁠https://exposureninja.com/review/⁠ What to listen to next: Why GEO is the New SEO (and How It Works) ⁠https://exposureninja.com/podcast/336/⁠ The Best Digital Marketing Strategies for 2025 ⁠https://exposureninja.com/podcast/338/⁠ ChatGPT Search is using BING?! – Everything We Know So Far… ⁠https://exposureninja.com/podcast/dojo-39/

ChatGPT's 200 million weekly active users immediately make ChatGPT with Search one of the most important search engines for us marketers to optimise for. In fact, ChatGPT with Search is just one of a number of new generative engines, meaning generative engine optimisation (GEO) is now an important tool in any marketer's toolkit. So, your next question is probably, "How do I get this thing to recommend my business, products or services?" Here at Exposure Ninja, we've been doing some pioneering work in this space for over a year now. So today we're going to be sharing ChatGPT's search ranking factors with you. Timestamps 00:00 - How ChatGPT with Search Works 04:16 - How to Rank in Search GPT Resources GEO: Generative Engine Optimization - https://arxiv.org/pdf/2311.09735 Google's Search Quality Rater Guidelines - https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf OpenAI’s growing list of partnerships - https://searchengineland.com/openais-growing-list-of-partnerships-442974 Watch the video instead: ⁠https://exposure.ninja/gpt-search-ranking Get the show notes: ⁠⁠https://exposureninja.com/podcast/339/⁠⁠ Apply for a FREE website and marketing review: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://exposureninja.com/review/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ What to Listen to Next: Google’s AI Overviews to Reach 1 Billion Users by Year-End ⁠⁠https://exposureninja.com/podcast/dojo-38/⁠⁠ Why GEO is the New SEO (and How It Works) ⁠⁠https://exposureninja.com/podcast/336/⁠⁠ The Best B2B Marketing Strategies for 2025 ⁠⁠⁠https://exposureninja.com/podcast/334/

Join me in London at this year's B2B Marketing Expo. I'll be there across both days and I'll be delivering a talk too, called "AI and the Future of SEO: How to Rank in Google’s New AI Search Results". If you're putting your 2025 marketing or SEO plans together and haven't yet figured out how to navigate the new world of AI Search, then this isn't an event you can afford to miss. Grab a ticket at: b2bmarketingexpo.co.uk If it's a bit far for you to travel and you want to catch a small preview of what I'll be talking about, then watch my video via this link: exposure.ninja/the-new-seo Hope to see you there!