Whether you’re scanning a QR code to check out a menu, make a payment, or access exclusive content, these simple squares are creating seamless digital bridges all around us. Their growing versatility, especially for businesses and individuals alike, is driving increased demand for easy-to-use tools, such as a qr generator, which simplifies the process of creating these codes.

QR codes offer remarkable flexibility, enabling anyone to tailor them for a wide range of uses. Whether directing users to a website, sharing vital documents, or providing a special discount, QR codes can accomplish these tasks swiftly and effectively.

Practical Ways to Use QR Codes in Everyday Life

QR codes are transforming how we interact with technology by offering fast, contactless solutions to everyday tasks. Their uses are nearly limitless, but here are some of the most practical applications for free QR codes:

• payments – use a qr generator free to create a code that links to a payment gateway, allowing quick and contactless transactions;
• marketing – fusinesses can create free QR codes to promote special offers or direct consumers to their website, maximizing their reach with just one scan;
• education – teachers and institutions can generate QR codes for students to access additional resources, digital handouts, or assignments;
• healthcare – QR codes can be used to provide patients with instant access to their medical records or instructions for prescriptions;
• events – instead of printing physical tickets, organizers can use QR codes for entry, schedules, or maps, enhancing the event experience.

With these simple applications, QR codes are not only saving time but also providing a secure and convenient way to manage personal and business needs.

Why QR Codes Are Becoming Indispensable

The secret behind the growing success of QR codes lies in their adaptability. From contactless payments to marketing promotions, they can serve a wide range of purposes. But what truly makes them a vital part of today’s technology landscape is their user-friendly nature and cost-effectiveness. Anyone can easily create a QR code for free using an online QR code generator, enabling both businesses and individuals to harness the power of this tool without a large financial commitment.

Platforms like me-qr.com have made the process of generating QR codes even simpler. With their free online tool, you can create custom QR codes in just a few minutes. Whether you’re a small business owner looking to enhance customer engagement or an individual wanting to streamline everyday tasks, me-qr.com offers the perfect solution.

Conclusion

QR codes are far from being a fleeting trend—they’ve rapidly evolved into a crucial tool for navigating the digital landscape, enhancing efficiency, convenience, and security in our daily lives. Whether you’re generating a QR code for personal or business use, adopting this technology can open up a world of new opportunities right at your fingertips.

How Artificial Intelligence and Machine Learning Optimizes Marketing

Artificial intelligence (AI), machine learning (ML), and large language models are being used by everyday citizens to connect with each other and make their lives easier. These powerful tools are bringing unprecedented sophistication to digital marketing, from laser-focused personalization to deep data insights. We’re seeing creative applications across the board:

• Email campaigns that feel like they’re crafted just for you
• Smart chatbots that actually understand customer needs
• Ad spending that’s optimized through predictive insights
• Content recommendations that truly resonate
• Social media management that’s both efficient and engaging
• Early detection of emerging trends

What makes AI and ML truly remarkable is their ability to uncover hidden gems in vast seas of consumer data. These tools are able to understand and identify patterns in large amounts of data that would be almost impossible for individuals to find. Their deeper understanding and interpretation of data makes it easier for marketing managers to not only reach audiences but to truly speak and understand their needs. Businesses are able to use these tools to stay ahead of changing consumer needs and to adapt their strategies.

Digital Video Marketing

Video content isn’t just a trend; it’s taking center stage in digital marketing. Short-form video platforms such as TikTok and Instagram reels have given brands an opportunity to reach consumers in an interactive and attention grabbing manner, without having to bore consumers with long stories. Live streaming will allow consumers to feel like they are connected to a brand without having to be physically present.

360-degree videos will allow customers to be consumed by a brand’s content. By putting viewers in control of their experience, these immersive videos are transforming how industries like real estate, tourism, and retail showcase their offerings. The numbers don’t lie; brands that embrace video marketing consistently see higher engagement, better message retention, and stronger conversion rates compared to traditional content formats.

Voice Search and Smart Assistants 

Smart speakers and voice activated devices allow consumers to be connected to a company from within their own home. With recent developments in AI, voice searches and smart assistants have become significantly smarter. AI allows these tools to understand the meaning behind a user’s request resolving users past frustration that these tools are misunderstanding commands.

Forward-thinking companies are developing voice-optimized content and custom skills for virtual assistants such as Siri, Amazon’s Alexa and Google Assistant. With over 25% of 26 to 40 year olds using virtual assistants weekly companies are looking to create seamless experiences that build lasting connections with customers.

Blockchain in Digital Marketing

Blockchain technology is addressing some of the most significant challenges in digital marketing. Ad fraud and data protection can be combated by the decentralized approach of a blockchain. By using blockchain technology digital marketers can measure the effectiveness of their campaign by verifying ad delivery without having to compromise a consumer’s data.

The Path Forward in Digital Innovation

As these technologies converge, they’re creating unprecedented opportunities to deliver experiences that truly resonate with customers. Success in the future digital marketing landscape will rely on the thoughtful integration of these innovations while prioritizing customer needs. Marketers such as KWD, will thrive are those who can harness these powerful tools while maintaining a strategic, customer-focused approach in our rapidly evolving digital ecosystem.

The Imperative of Data-Driven Decision-Making

In today’s digital economy, the ability to harness data effectively is paramount. As Michael Brenner, CEO of Marketing Insider Group, asserts, “Marketing without data is like driving with your eyes closed. You might get somewhere, but it won’t be the destination you intended.” This sentiment underscores the pivotal role that data plays in shaping marketing strategies. Marketers who rely on data are better equipped to understand and predict consumer behavior, optimize campaigns, and ultimately enhance their return on investment (ROI).

The systematic approach to data-driven marketing begins with the collection and analysis of data. By examining customer behavior, market trends, and competitive dynamics, executives can tailor their strategies to meet the specific needs and preferences of their target audience. According to Kristina Jaramillo, a B2B marketing strategist, “Data gives marketers the ability to personalize their outreach and engage with customers on a more meaningful level, which is essential for driving conversions.”

Metrics: The Cornerstone of Effective Marketing

One of the critical aspects of data-driven marketing is the use of metrics to guide decision-making. Metrics serve as the benchmarks against which marketing performance is measured and optimized. The “10/90 rule” highlights the importance of investing in talent over tools, suggesting that 10% of the marketing budget should be allocated to technology and 90% to skilled professionals who can interpret and act on the data. This approach emphasizes the need for expertise in data analysis to ensure that insights are actionable and aligned with business goals.

Josh Collins, VP of Marketing at Clearbit, notes, “The right metrics can reveal powerful insights about customer behavior and campaign effectiveness. However, without the right talent to analyze and apply these insights, even the most sophisticated tools are of limited value.” Metrics such as customer lifetime value (CLV), customer acquisition cost (CAC), and conversion rates are essential for assessing the effectiveness of marketing initiatives and making data-driven adjustments.

Aligning Marketing with Business Objectives

Effective data-driven marketing requires alignment with broader business objectives. Marketing should not operate in isolation but should be integrated with other departments, such as sales and finance, to ensure that all efforts contribute to the company’s overall goals. Data provides a comprehensive view of how marketing activities impact the bottom line, enabling executives to make informed decisions that drive business growth.

As Shama Hyder, CEO of Zen Media, puts it, “Data-driven marketing isn’t just about numbers; it’s about aligning those numbers with strategic business goals. When marketing initiatives are synchronized with the company’s objectives, the results are far more impactful.” This alignment ensures that marketing efforts are not only effective but also strategically relevant.

Practical Applications and Real-World Examples

Implementing a data-driven marketing strategy involves more than just theoretical knowledge; it requires practical application and real-world insights. Successful case studies illustrate how companies have effectively utilized data to achieve their marketing objectives. For example, Netflix’s data-driven approach to content recommendations has been a key factor in its ability to attract and retain subscribers, demonstrating the power of data in enhancing customer experience and driving engagement.

Similarly, Amazon’s use of data to personalize product recommendations has set a benchmark for e-commerce platforms. As Marc Kiven, Co-founder of Zeta Global, observes, “Amazon’s ability to use data for personalization has revolutionized the retail industry. Their approach serves as a model for how data can be leveraged to create highly relevant customer experiences.”

Overcoming Challenges in Data-Driven Marketing

While the benefits of data-driven marketing are substantial, implementing such strategies comes with its own set of challenges. Issues such as data overload, misinterpretation of data, and difficulties in integrating data across platforms can hinder the effectiveness of marketing efforts. Addressing these challenges requires a clear strategy, the right tools, and a skilled team capable of navigating the complexities of data analysis.

As Dave Frankland, Principal Analyst at Forrester Research, points out, “The key to overcoming data challenges lies in having a robust data management strategy and ensuring that the team is equipped with the skills needed to turn data into actionable insights.” Solutions to these challenges involve streamlining data processes, investing in advanced analytics tools, and fostering a culture of data-driven decision-making within the organization.

The Future of Data-Driven Marketing

Marketing is rapidly evolving, driven by unprecedented advancements in data analytics and technology. For enterprise-level executives, particularly Chief Marketing Officers (CMOs), understanding and leveraging these developments is not just advantageous but essential for staying competitive. As we look ahead, several key trends and emerging technologies are poised to reshape the data-driven marketing domain.

Personalization Through AI and Machine Learning

Artificial intelligence (AI) and machine learning are at the forefront of transforming data-driven marketing. These technologies enable a level of personalization that was previously unattainable. “AI is not just a tool for automation; it’s the cornerstone of personalized marketing strategies,” says Annalise Richards, a leading AI strategist at IBM. “The ability to analyze vast datasets and predict customer behavior allows companies to tailor their marketing efforts with unparalleled precision.”

Machine learning algorithms are increasingly sophisticated, offering deeper insights into customer preferences and behaviors. For instance, predictive analytics can forecast future buying behaviors based on historical data, allowing marketers to create highly targeted campaigns. “AI-driven personalization can significantly enhance customer engagement by delivering content that resonates with individual preferences,” notes Sam Levine, Chief Data Scientist at Salesforce. “This not only improves customer satisfaction but also drives higher conversion rates.”

Enhanced Data Privacy and Security

With the rise of data-driven marketing comes the critical need for enhanced data privacy and security. The implementation of regulations such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) underscores the importance of safeguarding consumer information. “Data privacy is a fundamental concern that cannot be overlooked,” emphasizes Laura Mitchell, Chief Compliance Officer at Oracle. “As marketers harness the power of data, they must also prioritize robust security measures to protect against breaches and misuse.”

Transparency and consent are becoming increasingly important. Companies are investing in technologies that allow consumers to control their data preferences and understand how their information is being used. “Building trust with customers involves not only safeguarding their data but also being transparent about its use,” says Emily Carter, Director of Data Ethics at Microsoft. “A commitment to data integrity and security can enhance brand reputation and foster stronger customer relationships.”

Integration of Multi-Channel Data

The integration of data across multiple channels is another significant trend shaping the future of marketing. With consumers interacting with brands through various touchpoints—social media, email, mobile apps, and websites—integrating data from these diverse sources provides a holistic view of customer interactions. “A unified data strategy is essential for creating a seamless customer experience,” states Michael Wong, VP of Marketing Technology at Adobe. “By consolidating data from different channels, marketers can gain a comprehensive understanding of customer journeys and optimize their strategies accordingly.”

Omni-channel marketing, supported by integrated data platforms, enables brands to deliver consistent and personalized experiences across all touchpoints. “The goal is to provide a cohesive brand experience regardless of where the customer engages with the company,” explains Olivia Grant, Chief Marketing Officer at HubSpot. “A unified approach ensures that marketing messages are relevant and timely, enhancing customer engagement and loyalty.”

The Role of Real-Time Data

Real-time data analysis is becoming increasingly vital for effective marketing. The ability to access and act on data in real-time allows marketers to respond swiftly to emerging trends and shifts in consumer behavior. “Real-time analytics empowers marketers to make informed decisions and adjust strategies on the fly,” says Jason Lee, Chief Analytics Officer at Nielsen. “This agility is crucial in a fast-paced digital environment where customer expectations are constantly evolving.”

Real-time data facilitates dynamic adjustments to marketing campaigns, ensuring that content is relevant and engaging. “Immediate insights allow for rapid optimization of campaigns, enhancing their effectiveness and maximizing ROI,” notes Karen Lee, Head of Digital Marketing at Google. “This capability is especially valuable in competitive markets where staying ahead of the curve is essential.”

Future Trends in Data Visualization

Data visualization continues to advance, providing marketers with innovative ways to interpret and present complex datasets. Emerging tools and techniques are making it easier to translate data into actionable insights through intuitive visual representations. “Effective data visualization is key to making complex data comprehensible and actionable,” highlights David Chen, Lead Data Visualization Specialist at Tableau. “Interactive dashboards and advanced graphics enable marketers to spot trends, identify patterns, and make data-driven decisions with greater clarity.”

The evolution of data visualization tools is enabling more sophisticated analysis and reporting. “As visualization technology evolves, so too does the ability to uncover deeper insights from data,” adds Sophia Robinson, Director of Business Intelligence at SAS. “These advancements are transforming how marketers interpret and leverage data, ultimately driving more effective strategies.”

Mastering Market Intelligence

As data-driven marketing continues to evolve, CMOs and marketing leaders must stay abreast of these advancements to maintain a competitive edge. Embracing AI and machine learning for personalization, prioritizing data privacy and security, integrating multi-channel data, leveraging real-time analytics, and advancing data visualization are all critical components of a forward-thinking marketing strategy. By understanding and implementing these trends, executives can unlock new opportunities for growth and drive superior marketing outcomes.

The future of data-driven marketing is not just about keeping up with trends but leading the way in how data is harnessed to create impactful and resonant marketing strategies.

Looking ahead, data-driven marketing is poised to become even more integral to business success. As technology continues to advance, the capabilities of data analytics will expand, offering new opportunities for marketers to refine their strategies and drive growth. Embracing data as a fundamental aspect of marketing will enable organizations to stay competitive in an increasingly data-centric world.

Mastering market intelligence through data-driven marketing is essential for CMOs and other enterprise-level executives seeking to enhance their marketing strategies and achieve superior outcomes. By understanding and applying data effectively, businesses can transform their marketing efforts, align them with broader business objectives, and navigate the challenges of the digital age with greater agility. Data-driven marketing is not just a trend but a fundamental shift in how marketing should be approached, offering powerful insights and opportunities for those who embrace its potential.

The Rise of Adult Learning

By 2031, over 60% of jobs in Kentucky will require postsecondary education. This is compared to only 55% of Kentucky adults who currently hold a postsecondary credential. Aside from mere job selection, the lack of postsecondary graduates heavily influences the number of households who receive a livable wage. More than 30% of Kentucky households have incomes less than $35,000. Compare that to households with one college graduate receiving a staggering $40,000 more in earnings compared to non-graduate households.

Despite these benefits, college graduates in both public Kentucky universities and the Kentucky Community and Technical College System (KCTCS) have seen a regression in undergraduate students. Overall, there is around a staggering 40% decline through the entire post-secondary system across the decade from 2014 to 2024. The KCTCS specifically saw the sharpest decrease in learners from slightly above 76,000 to just below 50,000, or a 34% decrease in just 10 years. The drop in enrollment isn’t exclusive to the adult learning students, but for the post-secondary education systems in general. Public universities and the KCTCS have seen enrollment rates plummet by tens of thousands of students year after year. But what is driving this rapid decrease in post-secondary enrollment despite the potentially lucrative benefits?

For many, prior commitments prevent college enrollment. Around 48% of adult learners have children, and the limited childcare availability is a major obstacle. Between 2019 and 2021, nearly 16,000 childcare centers closed nationwide. Simultaneously, the average cost of childcare rose to $6,411 per year, or $534 monthly. Aside from childcare, adult workers must cover not only the cost of college, but family expenses and other bills. 58% of full-time undergraduates need to work, and 79% of part-time undergraduates are working adult learners.

However, there are other obstacles to adults in post-secondary education. Many require assistance with coursework in addition to the normal classes due to the years spent out of the classroom. Gateway courses have low success rates in both the public university and KCTCS systems. Adult learners in the KCTCS score less than 25% on English and Math, and learners in the public university system scored 15% on average in both English and Math.

Conclusion

When the financial and academic hindrances combine, they can make adults as much as 4 times less likely to complete postsecondary education. So how can we boost adult learner success in their post-secondary journey? Providing financial assistance and academic support is the best way to help adult learners. Scholarships like the Pell Grant enable learners to finance the costs of college, but also any excess aid covers childcare and other family expenses. This excess aid also provides them with more time to spend studying rather than working. 

“Europe has become less competitive and less innovative compared to other regions and now risks falling further behind in the AI era due to inconsistent regulatory decision-making,” the letter states. This plea echoes the sentiments of Meta CEO Mark Zuckerberg and Spotify CEO Daniel Ek, who recently co-authored a similar letter calling for Europe to embrace open-source AI to remain competitive on the global stage.

Listen to our conversation on Meta’s EU warning. Will Europe miss out on the AI boom?

Fragmented Regulation Stifling Innovation

At the core of the open letter is a stark critique of the EU’s regulatory framework, particularly the uneven application of the General Data Protection Regulation (GDPR). While GDPR was designed to harmonize data protection across Europe, business leaders argue that inconsistent interpretations and unpredictable enforcement are creating a barrier to AI development. The inability of European regulators to reach consensus on how AI should use data is, according to these leaders, hindering the continent’s AI innovation.

“Meta has been told to delay training its models on content shared publicly by adults on Facebook and Instagram—not because any law has been violated but because regulators haven’t agreed on how to proceed,” Zuckerberg and Ek wrote in a previous letter, underscoring the frustration with regulatory ambiguity. This delay, they warn, prevents European AI models from being trained on European data, effectively ensuring that the continent’s AI development lags behind its global competitors.

In the most recent letter, the signatories emphasize the growing urgency, warning that without clear, harmonized regulations, Europe risks missing out on the massive economic potential AI promises. “Research estimates that Generative AI could increase global GDP by 10 percent over the coming decade, and EU citizens shouldn’t be denied that growth,” the letter stresses.

The Role of Open-Source AI in Europe’s Future

A significant portion of the letter focuses on the critical importance of open-source AI models—AI technologies that are freely available for developers to build upon and modify. These open models, the letter argues, offer a way for Europe to level the playing field and reclaim its technological edge by enabling small businesses, researchers, and public institutions to harness AI’s transformative potential.

Zuckerberg and Ek have previously highlighted the role of open-source AI in driving innovation, pointing out that it democratizes access to cutting-edge technology and helps institutions maintain control over their data. “The internet largely runs on open-source technologies, and so do most leading tech companies,” the two CEOs wrote. “We believe the next generation of ideas and startups will be built with open-source AI because it lets developers incorporate the latest innovations at low cost and gives institutions more control over their data.”

The letter emphasizes that Europe is particularly well-positioned to capitalize on open-source AI, noting that the region has more open-source developers than the United States. However, without regulatory clarity and support, Europe risks losing its advantage in this critical area. “Fragmented regulation is holding back developers and preventing Europe from realizing its full potential in AI,” the letter warns.

The Economic Stakes

The business leaders who signed the open letter argue that AI presents an unparalleled opportunity to boost productivity, drive scientific research, and add hundreds of billions of euros to the European economy. However, they caution that the current regulatory environment is deterring investment and innovation, both of which are critical to capturing these benefits.

The stakes are particularly high when it comes to multimodal AI models—advanced systems that can process text, images, and speech simultaneously. These models represent the next leap in AI capabilities and could have a profound impact on industries from healthcare to education. However, without access to the latest models, European businesses and researchers will be left using outdated technology. “These concerns aren’t theoretical,” Zuckerberg and Ek warned in their earlier letter. “Given the current regulatory uncertainty, Meta won’t be able to release upcoming models like Llama multimodal… European organizations won’t be able to get access to the latest open-source technology.”

The letter goes on to argue that Europe’s regulatory environment is not just limiting AI development but actively reducing the continent’s competitiveness. “Laws designed to increase European sovereignty and competitiveness are achieving the opposite,” it says, pointing out that many of Europe’s brightest AI talents are leaving the continent for regions with more supportive regulatory frameworks.

A Call for Harmonization and Clarity

Both the open letter and the previous statement by Zuckerberg and Ek emphasize the need for regulatory simplification and harmonization. Europe’s complex and inconsistent regulations, they argue, are creating a hostile environment for AI development and threatening the region’s ability to compete globally. “Europe should be simplifying and harmonizing regulations by leveraging the benefits of a single yet diverse market,” the executives argue, pointing to the widening gap between the number of homegrown European tech leaders and those emerging from the U.S. and Asia.

The letter concludes by urging EU policymakers to take decisive action and create a regulatory framework that fosters innovation while ensuring privacy and security. “With the right regulatory environment, combined with the right ambition and some of the world’s top AI talent, the EU would have a real chance of leading the next generation of tech innovation,” the letter states.

The Race Against Time

As AI continues to evolve at breakneck speed, Europe faces a critical decision: adopt a regulatory framework that supports innovation and fosters growth, or risk being left behind in the global AI race. “On its current course, Europe will miss this once-in-a-generation opportunity,” Zuckerberg and Ek warned. “Because the one thing Europe doesn’t have, unless it wants to risk falling further behind, is time.”

For now, the message from Europe’s business leaders is clear: the continent’s fragmented regulatory environment is holding back AI innovation, and without urgent reforms, Europe risks missing out on the transformative potential of artificial intelligence. The time to act, they argue, is now.

The Strategic Role of Data in Global Operations

Yum! Brands’ data strategy is not just about marketing or customer engagement—it underpins the entire operational infrastructure of the business. Davies explains, “We look at data from three fundamental perspectives: easy operations, easy experiences, and easy intelligence. The goal is to use data to simplify and improve everything from supply chain management to customer interactions.”

The concept of “easy operations” is critical for a global company like Yum! Brands. Davies elaborates that his team is responsible for helping restaurant operators make data-driven decisions on a day-to-day basis. “We’re leveraging AI and machine learning to determine everything from how much food we should order, to how fast we should cook it, and even how much we should cook in real-time,” he says. This granular use of data has significant implications for reducing waste, improving service speed, and ensuring consistency across thousands of locations worldwide.

The “easy experiences” pillar focuses on how Yum! Brands can use data to improve customer journeys. “Are we remembering your preferences? Are we getting you relevant offers that resonate with your tastes? Are we ensuring that these experiences translate when you move from a digital platform to a physical restaurant?” asks Davies. He stresses that data is at the core of creating seamless, omnichannel experiences for customers, especially as consumer expectations for personalization continue to rise. For Davies, this is where data becomes truly transformational, enabling the company to deliver on the promise of a more connected, convenient, and personalized dining experience.

“Data is not just about operational efficiencies; it’s about enhancing the experience for both the customer and our employees in the restaurants,” says Davies. “The intelligence we derive from our data allows us to anticipate needs, personalize offers, and ultimately, build deeper relationships with our customers.”

First-Party Data: Unlocking a Valuable Resource

Yum! Brands’ journey into data transformation began with a realization about the value of its first-party data. “When you start asking yourself, ‘How much first-party data do we actually have?’ you go in, look, and say, ‘Holy smokes!’” Davies recalls. The amount of customer data across the company’s four major brands—Taco Bell, Pizza Hut, KFC, and Habit Burger—was staggering. This data was not just vast but also unique in its potential to deliver actionable insights.

“Think about it,” says Davies, “when someone orders a pizza, they’re willing to give us a lot of personal information if it means getting their pizza delivered on time and hot. There’s a natural value exchange in our business that is not as prevalent in other industries.” This direct interaction with customers has allowed Yum! Brands to accumulate a treasure trove of data, from purchase histories to location preferences, all of which can be used to enhance customer experiences.

Yet, having access to first-party data is only part of the equation. The challenge, as Davies points out, lies in effectively using that data. “From an operations perspective, we’ve been doing pretty well. But from a forward-thinking, one-to-one digital marketing perspective, we realized that we were not leveraging our data as effectively as we could be,” he admits. This gap between data collection and data activation spurred Yum! Brands to embark on a journey of transformation, focused on optimizing the way it uses customer data to drive personalized marketing and operational efficiencies.

Choosing the Right Customer Data Platform (CDP)

For any enterprise-level organization, choosing the right Customer Data Platform (CDP) is a pivotal decision. It was no different for Yum! Brands, which undertook a rigorous process to select a partner that could meet its unique requirements. “When we started looking for a CDP, it wasn’t just about commercials or functionality. It was about finding a partner who could go on this journey with us,” says Davies. The right CDP partner, according to Davies, is not just a vendor but an extension of the organization’s data strategy, one that can adapt and grow alongside the business.

This philosophy of partnership led Yum! Brands to select Treasure Data as its CDP provider. “There were a lot of good companies out there, but we were looking for something more than just a product. We wanted a partner who understood the complexities of working in a franchisee environment and who could collaborate with us in a meaningful way,” Davies notes. The ability to work closely with franchisees is crucial for Yum! Brands, as the company operates on a decentralized model where individual franchisees often have different needs and challenges. “At Yum! Brands, we like to use the term ‘taking people with you,’ because we can’t just dictate solutions from the top down. We have to bring our franchisees along on the journey,” says Davies.

This approach to collaboration was essential in the decision-making process. Davies emphasizes that the partnership with Treasure Data has allowed Yum! Brands to maintain flexibility while pursuing its long-term goals. “We’ve had to flex, but that’s what a journey is all about—it’s never a straight line. We need partners who are willing to adapt as we move forward,” he explains. This adaptability is particularly important in an environment as dynamic as the restaurant industry, where consumer behaviors can shift rapidly, and operational demands can vary widely by region.

Navigating the Complexities of a Global Franchise

One of the most unique aspects of Yum! Brands’ data strategy is its global franchise model, which introduces an additional layer of complexity when it comes to data integration and utilization. “Operating in a franchisee environment is fundamentally different from a corporate-owned model,” says Davies. “You don’t just implement changes overnight. You have to bring your franchisees along on the journey, helping them see the value of the new data tools and platforms.”

For Davies and his team, this means constant collaboration, both internally and with external partners like Treasure Data. “We call it ‘taking people with you’ because it’s about moving everyone in the same direction. I can’t tell a franchisee to do something—they have to want to do it themselves,” he explains. This collaborative approach has been essential in aligning the company’s broader data strategy with the needs and priorities of individual franchisees.

Davies notes that one of the keys to making this model work is clear communication and flexibility. “It’s not about dictating a solution; it’s about listening, adjusting, and making sure that the strategy we’re implementing works for everyone,” he says. This decentralized approach to data management allows Yum! Brands to be both agile and responsive, ensuring that its data strategy is adaptable to the unique challenges of each market and franchise.

A Data-Driven Transformation

As Yum! Brands continues to build out its customer data strategy, Davies is optimistic about the future. “We’ve come a long way, but there’s still so much potential to unlock,” he says. The company’s focus on first-party data, combined with its commitment to collaboration and innovation, positions it as a leader in the restaurant industry’s digital transformation. “We’ve got some really good data,” says Davies. “Now it’s about using it effectively to deliver on our customer promise and to create better, more personalized experiences for each of our customers.”

For Chief Data Officers at enterprise organizations, Yum! Brands’ journey offers valuable lessons in how to approach data transformation at scale. From the importance of choosing the right technology partners to navigating the complexities of a franchise model, Yum! Brands is demonstrating how a thoughtful, data-driven strategy can drive both operational efficiencies and enhanced customer experiences.

As Davies puts it, “This isn’t just about technology; it’s about leadership. It’s about taking people with you, understanding their needs, and building a strategy that works for everyone.” For Yum! Brands, the journey has only just begun, but with a clear focus on collaboration and customer experience, the company is well-positioned to continue leading the way in the evolving world of data-driven business.

Some are lauding the return of X to Brazil as a major win for free speech, but nothing could be further from the truth. Famous journalist Glenn Greenwald pointed out the massive concessions X had to make in order to return.

Not only did X cave on every single demand of the Brazilian government, but the company helped establish a terrifying principle. The Brazilian government now has an established track record of forcing a tech company that purports to support free speech and privacy to betray its users.

It’s safe to say this will not be the last time Brazil flexes its newfound muscle.

Judge Amit P. Mehta ruled Google was an illegal monopoly in August 2024, dealing the company the worst legal blow it has suffered in its history. There are a slew of possible remedies the government may pursue in its efforts to reign Google in, including prohibiting it from entering into exclusionary search deals, forcing it to share data with competitors, and restrict its ability to incorporate AI in its search business. The most extreme option, however, is a complete breakup of the company, forcing it to sell of parts that contribute to Google’s control of the search industry, most notably Android, Chrome, and its advertising business.

In a court filing (courtesy of Vox), the DOJ makes clear it is considering asking the court to do just that, along with a number of other possible remedies.

Accordingly, Plaintiffs are considering remedies that would limit or end Google’s use of contracts, monopoly profits, and other tools to control or influence longstanding and emerging distribution channels and search-related products (e.g., browsers, search apps, artificial intelligence summaries and agents). For example, Plaintiffs are evaluating remedies that would, among other things, limit or prohibit default agreements, preinstallation agreements, and other revenue-sharing arrangements related to search and search-related products, potentially with or without the use ofa choice screen.

Similarly, Plaintiffs are considering behavioral and structural remedies that would prevent Google from using products such as Chrome, Play, and Android to advantage Google search and Google search-related products and features—including emerging search access points and features, such as artificial intelligence—overrivals or new entrants. Such consideration is faithful to the Court’s findings. As the Court recognized, Google’s longstanding control of the Chrome browser, with its preinstalled Google search default, “significantly narrows the available channelsofdistribution and thus disincentivizes the emergenceof new competition.” Mem. Op. at 159. “[T]he Google Play Store is a must-have on all Android devices,” id. at 210; and the Android Agreements are, of course,a ertical tool for Google’s anticompetitive limitations on distribution.

The key words in those paragraphs are “considering behavioral and structural remedies…” That statement makes clear that the DOJ is considering asking for a breakup of the company.

The Google antitrust case is the single biggest case since the US government sued Microsoft decades ago. In many ways, the case against Google is even more high-stakes, given how ubiquitous the company’s products—especially search—are to people around the world.

If the DOJ pushes for a breakup, and Judge Mehta agrees with the recommendation, the result could be a fundamental change to the very nature of search and the internet.

Increasing Flexibility and Autonomy

One of the key draws of gig work is the flexibility it provides. Workers can set their own schedules, choose their tasks, and often work from anywhere. This autonomy is becoming more pronounced, with platforms providing tools that allow workers to customize their work experiences. For instance, ride-sharing and delivery services are experimenting with varying levels of commitment, enabling gig workers to choose from short, flexible shifts to longer, guaranteed earnings.

Rise of Niche Gig Platforms

As the gig economy matures, niche platforms are emerging to cater to specific industries and job types. For example, specialized platforms for freelancers in creative fields, such as graphic design and writing, are gaining traction. Similarly, services for skilled tradespeople, like plumbing and electrical work, are also seeing growth. These niche platforms often offer tailored services, support, and communities that traditional gig platforms may lack. 

Enhanced Benefits and Protections

Gig workers have historically faced challenges related to benefits and job security. However, there’s a growing movement advocating for better protections and benefits for gig workers. Some platforms are beginning to offer health insurance options, retirement saving plans, and paid time off. For example, initiatives like insurance for DoorDash drivers are emerging, providing critical coverage that allows gig workers to navigate their roles with greater peace of mind.

Moreover, companies like Walmart are recognizing the need for affordable insurance options, leading to the introduction of products such as Walmart auto insurance. This trend indicates that larger corporations are starting to cater to the needs of gig workers, acknowledging their vital role in the economy.

Integration of Technology and AI

Technology continues to revolutionize the gig economy. Artificial intelligence (AI) and machine learning are being integrated into platforms to optimize matching processes between workers and gigs, enhancing the user experience. For instance, AI can analyze patterns in demand and worker availability, improving efficiency for both parties. Additionally, automation tools are enabling gig workers to manage their tasks more effectively, from scheduling to invoicing.

Focus on Skills Development

As gig work becomes more competitive, there is an increased emphasis on skills development. Many platforms are now offering training programs and resources to help gig workers enhance their skills. This trend not only benefits the workers by making them more marketable but also helps platforms by raising the overall quality of service. Upskilling initiatives may include online courses, mentorship programs, and certifications tailored to specific fields, ensuring that gig workers are well-equipped to meet evolving demands.

Increased Attention to Mental Health

With the rise of gig work, concerns surrounding mental health have come to the forefront. Gig workers often experience isolation, stress, and financial insecurity, which can take a toll on their mental well-being. To address these issues, platforms are beginning to provide resources and support systems focused on mental health. This might include access to counseling services, stress management workshops, and community-building activities that foster connections among gig workers.

Sustainability and Ethical Considerations

As consumers become more environmentally conscious, gig platforms are starting to prioritize sustainability. Companies are exploring ways to reduce their carbon footprints, such as promoting eco-friendly transportation options for delivery services. Additionally, many gig workers are adopting sustainable practices, from using electric vehicles to sourcing eco-friendly materials for their freelance projects. This trend reflects a growing awareness of the impact of gig work on the environment and the importance of ethical business practices.

Global Expansion of Gig Platforms

The gig economy extends beyond the United States; it is a global phenomenon. Platforms are increasingly expanding their services to international markets, leading to a more diverse workforce and broader opportunities for gig workers. This globalization can bring unique challenges, such as navigating different regulations and cultural expectations, but it also opens doors to a wider range of gigs and collaborations across borders.

Evolving Legal Frameworks

As the gig economy grows, so does the need for clear legal frameworks to protect both workers and companies. Legislative changes are underway in several states, focusing on the classification of gig workers and their access to benefits. This evolving landscape will likely continue to impact how gig platforms operate and how they structure their relationships with workers.

Stay Informed

The gig economy is undergoing significant transformation, driven by technological advancements, changing workforce dynamics, and an increasing focus on worker well-being. As we look to the future, these emerging trends highlight the potential for a more sustainable, equitable, and efficient gig economy. Whether you are a gig worker, a platform operator, or simply an interested observer, staying informed about these trends will be essential to navigating this evolving landscape. As companies adapt to meet the needs of gig workers, innovations in benefits and protections are just the beginning of a more supportive and flexible work environment.

This shift marks a critical inflection point for the industry, as AI-powered search may soon redefine how users engage with information and how advertisers reach their audiences.

Tune in to our chat on Google’s new rival: AI search is finally bringing real competition!

Perplexity: AI’s Answer to Search

Among the emerging challengers to Google’s dominance is Perplexity, an AI-driven search startup backed by Jeff Bezos. Perplexity aims to transform how people search for information by offering AI-generated answers to user queries. Unlike Google’s traditional approach, which presents users with a list of links to comb through, Perplexity delivers concise, conversational responses, effectively simplifying the search process and saving users time. This is a marked departure from the standard search model and represents the kind of user-centric, straightforward experience that a growing segment of consumers is demanding.

According to Dmitry Shevelenko , Perplexity’s chief business officer, the company plans to introduce advertisements later this month that will be subtly integrated within user interactions. Rather than inserting ads directly into search results, Perplexity will allow brands to sponsor follow-up questions, encouraging an ongoing conversation between the user and the AI. “What we’re opening up is the ability for a brand to spark or inspire somebody to ask a question about them,” Shevelenko told The Wall Street Journal. This conversational model has the potential to differentiate Perplexity from both traditional and AI-driven competitors by seamlessly weaving promotional content into a natural dialogue, making ads less intrusive and more informative.

Perplexity Making Its Mark!

Perplexity has already begun to make its mark, with The Wall Street Journal reporting that the platform processed 340 million queries in September alone. While this number is modest compared to Google’s staggering two trillion annual searches, it signals the growing interest in alternatives to conventional search engines. Shevelenko noted that Perplexity’s approach to search is fundamentally different from Google’s, particularly in how it handles advertiser influence. Perplexity has made it clear that it will not alter its non-sponsored answers to accommodate advertisers, maintaining a level of transparency and neutrality that has increasingly become a rarity in the ad-driven search space.

This focus on transparency is designed to appeal to users who are frustrated by the commercial nature of existing search engines. Many users, as reflected in The Wall Street Journal‘s comment section, have voiced dissatisfaction with Google’s tendency to prioritize sponsored content and perceived biases in search results. By contrast, Perplexity aims to provide straightforward, unbiased answers—a promise that could make it a popular choice among those who value authenticity and neutrality in their search experience.

A More Personalized Search Experience

Perplexity is also working to create a more personalized search experience through ongoing conversational engagement. The company’s strategy involves using AI not just to answer questions but to anticipate user needs by analyzing the context of the conversation. This allows the platform to offer relevant information proactively, potentially transforming the one-off nature of traditional searches into a more dynamic, interactive experience. Shevelenko believes this will set Perplexity apart: “Our mission is not just to provide answers but to engage users in a meaningful way that feels natural and adds value beyond the initial query.”

The startup is still in its early stages, but it’s clear that Perplexity is positioning itself as a viable competitor in a market long dominated by a single player. By focusing on conversational AI, transparency, and user-centric design, Perplexity aims to carve out a niche for itself, especially among users who are disillusioned with the heavily monetized and link-heavy experience offered by traditional search engines. As the digital advertising landscape evolves, Perplexity’s unique approach could very well push the boundaries of what users expect from search—making it not just an alternative to Google, but a different kind of search experience altogether.

Will AI Replace Traditional Search?

The rise of artificial intelligence is challenging the very foundation of what search engines have been for decades. The emergence of AI-powered search alternatives like Perplexity, ChatGPT, Grok, and even Google’s own Gemini Search suggests we are at a potential turning point in how people access information online. While Google has long been synonymous with “search,” the landscape is shifting, and questions arise about whether AI can replace traditional search engines or even make them obsolete.

The Promise of AI-Driven Search Engines

Perplexity, an AI-powered search platform backed by Jeff Bezos, has positioned itself as a new kind of search experience—one that focuses on providing concise, AI-generated answers rather than a list of blue links. Perplexity allows users to get an answer to their question directly, making it ideal for people who are tired of sifting through pages of search results. The platform also offers advertisers an opportunity to sponsor follow-up questions, which could create a new kind of engagement-driven advertising. According to Dmitry Shevelenko, Perplexity’s chief business officer, they aim to “spark or inspire somebody to ask a question about them,” marking a shift away from traditional ads to more conversational engagements.

But Perplexity isn’t alone. Other AI alternatives like OpenAI’s ChatGPT are also making waves. ChatGPT, for instance, has a massive user base, partly because of its diverse applications beyond just search—ranging from coding assistance to creative writing. This versatility has positioned ChatGPT as a formidable competitor in the broader AI ecosystem, and its ability to generate nuanced responses that sound conversational adds to its appeal as a search alternative. Moreover, with backing from Microsoft, OpenAI has the resources to keep iterating and expanding the scope of what ChatGPT can offer.

Elon Musk’s entry into the AI search arena comes in the form of Grok, an AI tool linked directly to X (formerly Twitter). Grok has been described by some as “the free speech search engine,” appealing to users frustrated with perceived political bias in existing platforms. Musk has hinted at integrating Grok into a broader ecosystem that might challenge Google directly, especially among users looking for alternatives to what they view as politically curated results. The appeal of Grok lies in its positioning as an independent, less censored search tool—a feature that could be increasingly attractive to specific audiences disillusioned with the current offerings.

Google’s AI Response: Gemini Search

Google has not been passive amid this growing competition. Recognizing the demand for AI-powered solutions, Google has rolled out its own AI-driven offering, Gemini Search, which is already integrated into Google Search results. Gemini aims to enhance user experience by summarizing the most relevant information at the top of the search page, effectively doing some of the sifting for the user. According to Google executives, this shift is part of a broader strategy to retain its dominance while catering to a growing preference for AI-driven summaries.

Gemini’s integration into Google Search might present a substantial barrier for smaller AI startups like Perplexity. Google still commands an enormous user base, and Gemini’s seamless integration means that users do not need to navigate away from Google to get AI-enhanced search experiences. In contrast, Perplexity and similar startups are fighting an uphill battle to get users to switch their default habits. Google’s established credibility, brand loyalty, and superior reach are formidable assets that could make it challenging for alternatives to carve out significant market share.

A Battle of Resources and Reach

The competitive landscape in AI-driven search will ultimately come down to two major factors: user base and resources. Google, OpenAI, and Musk’s Grok each have distinct advantages. Google, with its integration of Gemini, benefits from the vast infrastructure and data it has accumulated over decades. This allows for a hybrid approach, blending traditional search and AI-generated content, which may appeal to users who are comfortable with the status quo but are curious about AI’s potential.

ChatGPT, meanwhile, benefits from its existing, massive user base, which uses the platform not only for search but for myriad other purposes. OpenAI’s partnership with Microsoft provides a deep well of funding, ensuring that it can continue to innovate and improve the platform. Microsoft’s own integration of AI into Bing through ChatGPT has already started to make small inroads, particularly among users looking for alternatives to Google’s advertising-heavy model.

Grok, although newer, has a unique appeal—particularly if it can effectively leverage Elon Musk’s influence and integrate well with X’s platform. Its positioning as a “free speech” alternative could help it carve out a niche, especially among audiences dissatisfied with Google’s content moderation practices. However, the question remains whether Grok can evolve into a full-fledged search engine or will remain a specialized tool within Musk’s ecosystem.

The User Experience Factor

For AI-driven search to replace traditional search engines, user experience will be key. People are used to Google’s interface, which presents a list of options that they can choose from. AI-driven alternatives, on the other hand, present the challenge of providing a satisfying, accurate answer on the first try—without the need for the user to “search again.” Perplexity, ChatGPT, and Grok will need to prove that they can consistently deliver accurate and useful information without overwhelming users or leading them down irrelevant pathways.

Yet, as some commenters on The Wall Street Journal article pointed out, traditional search is increasingly seen as cumbersome. “Using Google for a search request takes you to 5-10 web pages you need to read through to find your answer,” one user lamented. In contrast, AI-driven engines like Perplexity offer a way to bypass that entire process—delivering what users want in a fraction of the time. Still, as other comments indicated, there’s also skepticism about whether these AI tools can maintain impartiality, and whether the answers they generate can be trusted without the supporting context of multiple sources.

AI Search Could Compel a Shift in User Behavior

The question of whether AI will replace traditional search doesn’t have a simple answer. The battle between old and new will likely continue for years, with AI-driven search models steadily improving their accuracy and reliability. Companies like Perplexity will have to continue innovating to find their niche, while ChatGPT’s broader use-case versatility could see it become a household tool not just for search, but for an array of daily tasks.

In the end, Google’s biggest challenge may not come from any one of these AI-driven startups individually, but from the collective shift in user behavior that they represent. As younger generations embrace TikTok for quick search queries and use AI tools like ChatGPT for deeper information dives, Google will need to navigate how it can remain relevant in a world that is increasingly demanding immediacy, simplicity, and personalized experiences.

The future of search may well be a blend of the traditional and the new—an amalgamation of Google’s comprehensive search capabilities, the conversational convenience of AI, and the transparency demanded by a growing user base wary of ad-driven agendas. Whether AI can wholly replace traditional search engines remains to be seen, but one thing is clear: the competition is heating up, and the winners will be those who adapt fastest to meet users’ evolving needs.

Google’s Hold Begins to Slip

Google is certainly not out of the game yet. In fact, the company still controls the largest chunk of the U.S. search advertising market, and its hold remains strong even as it begins to loosen. According to eMarketer data, Google’s share of the U.S. search ad market is expected to drop below 50% for the first time in over a decade by next year. Currently, Google holds 50.5% of the market, though its growth is at just 7.6%, whereas Amazon is rapidly climbing with a 22.3% share and a growth rate of 17.6%. As Brendan Kraham, a Google vice president overseeing search ads, explained, “We’re confident in this approach to monetizing our AI-powered experiences. We’ve been here before navigating these kinds of changes.”

To maintain its edge, Google has introduced AI-generated summaries at the top of search results, incorporating ads into these new AI-enhanced experiences. It’s a calculated move to retain ad revenue while meeting the growing consumer demand for more direct, answer-based responses. As Google rolls out this feature initially on mobile searches in the U.S., it’s clear that the company is looking to transform itself, though it faces challenges from newer, more agile entrants like Perplexity and TikTok.

A Tense Time for Google

The rising competition comes amid increased scrutiny of Google’s dominance in the search sector. Recently, Google lost an antitrust case that found it had acted illegally to maintain its monopoly on the U.S. search-engine marketplace, and the company is now appealing the ruling. As Jeremy Cornfeldt from Tinuiti stated, “Is it a vulnerable moment for Google? Absolutely.” The challenges presented by new entrants like Perplexity, Grok, and ChatGPT coupled with regulatory pressures, make it a tense time for the Alphabet-owned giant.

These dynamics have created a shifting landscape in search advertising—one where Google is no longer untouchable. While Google has the resources and scale to adapt, there’s no denying that the likes of Perplexity and other AI alternatives have struck a nerve in the market. They’re offering something different: a conversational, answer-based search experience that caters to a generation that values speed, transparency, and engagement. As Perplexity’s Shevelenko aptly put it, they are opening the door for brands to “be part of a conversation” rather than just another search result.

It seems the next few years will determine whether Google’s adjustments will be enough to fend off these agile newcomers or whether its iron grip on search will be permanently broken. One thing is certain: traditional search and how advertisers approach it is poised for a transformation. As Alberts from Dentsu concluded, “This space has been ripe for a shake-up for a long period of time.” We may just be witnessing the beginning of a new AI-powered era in search.

One of the biggest cybersecurity issues is users going to untrusted websites that look like the real things. Google is experimenting with a new feature that could take some of the guesswork out of web browsing, identifying trusted websites with a blue checkmark.

Catch our chat on Google testing blue checkmarks for verified search results!

Not all users are seeing the new feature, as the company is still trying it out.

“We regularly experiment with features that help shoppers identify trustworthy businesses online, and we are currently running a small experiment showing checkmarks next to certain businesses on Google,” Google spokesperson Molly Shaheen told The Verge.

Some of The Verge’s writers were able to see the blue checkmark, although it disappeared when they logged into a different Google account. So far, we at WPN have not seen the label in any testing.

While there’s no guarantee Google will move forward and deploy the feature, it certainly holds promise to address a major issue when browsing the web.

Target the Right Person with the Right Message

“The key is not sending more emails; it’s sending the right ones,” Barron emphasizes. He believes the foundation of successful cold email campaigns is identifying the correct recipient—often, a VP of Sales or another key decision-maker. By addressing their specific needs and aligning the email content with their pain points, you immediately increase your chances of success.

Catch our conversation on how to Unlock a 24.8% Meeting Booking Rate!

Barron explains, “For every four emails I send, I receive one meeting.” His targeting and message consistency lead to this impressive success rate. When targeting the right individual, it’s about offering a solution that directly affects their role—positioning your offering as something essential rather than optional.

Craft Attention-Grabbing Openers

Barron emphasizes the importance of the first sentence in an email: “You need to hook your prospect right from the start.” The opener should spark curiosity, similar to a movie trailer, without overwhelming or sounding too formal. He gives an example: “We can help you boost your conversion rate by 25% in 30 days.” This captures attention by addressing a key pain point while hinting at a tangible result.

“Think about this,” Barron says, “If your prospect reads the first sentence and feels like you’re pitching something generic, they’re likely to move on.” His focus on creating intrigue encourages the reader to continue. This concept aligns with what he refers to as the “curiosity loop.”

Widening the Reality Gap

Another powerful tactic Barron recommends is widening the “reality gap”—making the difference between where the prospect is now and where they could be with your solution as vast as possible. “When the gap looks like the Grand Canyon, your product becomes the bridge to get them across,” he explains.

For instance, Barron suggests statements such as, “Only 1 in 6 sales reps will hit their quota this year,” to emphasize the prospect’s pain point. By painting a picture of the current reality and juxtaposing it with the ideal future state, you create urgency, pushing the prospect to act quickly.

This approach speaks to sales professionals who understand that inaction is the enemy of success. “You want the prospect to feel like they can’t afford not to respond,” Barron states.

Building Trust with Social Proof

Trust is paramount in any sales interaction. Barron explains how showcasing social proof—through statistics, case studies, or testimonials—adds credibility to your cold email. “People buy from people they trust,” he says, “and one of the quickest ways to establish that trust is by showing that others have succeeded with your solution.”

For example, including a line like, “Our clients have seen a 30% increase in open rates using our platform,” instantly adds a layer of trust. Barron points out that real-world results build a level of authenticity that words alone cannot. Additionally, testimonials from satisfied customers, such as “Since using your solution, our conversion rates have skyrocketed,” can provide a crucial final push for the prospect.

Barron believes that these elements are especially effective in today’s sales environment, where inboxes are flooded with offers. Social proof cuts through the noise and gives your email the credibility it needs.

The Power of a Clear Call to Action

Every successful cold email needs a clear, confident call to action (CTA). Barron recommends two approaches: the “straight shooter” and the “two-step.” The first is direct and straightforward, such as: “Does it make sense to jump on a quick call to discuss how we can help?” The second is more conversational, aimed at nurturing the relationship. For example, “Would you be interested in a short video demo that walks you through our platform?”

“The goal is to get a response, whatever it is,” Barron says. He emphasizes testing different CTAs to see what resonates best with your target audience. “Every market is different, and every prospect is different. Test, adjust, and iterate.”

It’s Not About Blasting Out Emails

Achieving a 24.8% meeting booking rate isn’t magic, but a combination of strategy, clarity, and personalization. Barron’s method incorporates targeted outreach, attention-grabbing openers, and trust-building social proof into a coherent, repeatable framework. By doing this, sales professionals can move from sending cold emails that disappear into the void to landing meetings that lead to real business opportunities.

As Barron concludes, “It’s not about blasting out emails. It’s about sending the right message to the right person at the right time.” This philosophy is the foundation of cold email success, turning a simple tool into a powerful asset for any sales professional.

So, what makes some industries more suited for SEO than others? Let’s explore.

Catch our conversation on which industries benefit most from SEO!

General Characteristics of Industries Suitable for SEO

How an industry interacts with its audience matters more than its size. Industries that see constant online searches, those with high competition, or businesses heavily dependent on local customers are prime candidates for SEO. You’re already halfway there if potential customers ask Google questions about your product or service. SEO allows you to meet them when they’re looking for answers.

E-commerce and Retail

In today’s e-commerce arena, SEO isn’t just an option—it’s a necessity. Imagine you’re running a boutique shop online, selling unique handmade crafts. Without SEO, how would anyone even know you exist? Whether optimizing product descriptions, creating engaging content, or boosting visibility through backlinks, e-commerce businesses need SEO to stay competitive. Shoppers search for specific products and solutions. By being at the top of search results, you’re giving yourself a direct line to those who are already ready to buy.

Healthcare and Medical Services

From finding the nearest pediatrician to researching symptoms, people turn to search engines for their health needs. Healthcare providers—especially local practices—must focus on SEO to build trust and visibility. Local SEO, in particular, is crucial for medical professionals. After all, when someone searches “dentist near me,” you want your practice to be at the top of the list. An optimized website with valuable content can attract new patients and offer valuable, reliable information to keep them coming back.

Real Estate

Let’s face it: almost no one drives around neighbourhoods looking for “For Sale” signs anymore. Instead, they turn to the web. Real estate, whether it’s for renting or selling properties, thrives on local SEO. When buyers or renters search for homes or apartments, they often search for specific locations. Real estate agents and property managers must leverage SEO to get their listings noticed. Nobody benefits from having the dream home if no one can find it online.

Legal Services

Let’s say you need a lawyer. What’s the first thing you do? If you’re like most people, you open Google and search for a lawyer who specializes in your particular need, whether it’s personal injury or divorce. Law firms need SEO to ensure they show up when potential clients search for legal help. SEO for lawyers involves a strong focus on creating authoritative content that answers common legal questions and demonstrates expertise.

Education and Online Learning

With the explosion of online learning, SEO has become an essential tool for educational institutions and e-learning platforms. From universities to niche online courses, potential students start their search with Google. Whether it’s a student looking for a nearby college or someone hunting for an online coding boot camp, SEO ensures you get found. Keyword targeting, student reviews, and course details all play a critical role in reaching those future learners.

Hospitality and Travel

Planning a vacation has never been easier—or more reliant on SEO. From booking flights to finding hotels, people research every trip detail online. Hospitality businesses like hotels, restaurants, and travel agencies must optimize for local and mobile SEO. Moreover, reviews and travel blogs can play a massive role in driving traffic. If you’ve ever read a glowing review and immediately booked a hotel, you’ve experienced the power of SEO in this industry.

Technology and SaaS (Software as a Service)

SEO is crucial for generating leads for tech companies, especially those offering Software as a Service (SaaS). Let’s say you’ve developed a groundbreaking project management tool. Without SEO, how will potential users discover it? SaaS businesses benefit greatly from content marketing that targets long-tail keywords—those specific, less competitive phrases people search for. Offering valuable insights through blogs, tutorials, and case studies ensures your brand stands out in a crowded digital landscape.

Home Services (Plumbing, HVAC, etc.)

Have you got a leaky faucet? Most people will grab their phones and search for a plumber near them. Local SEO is an absolute must for home service providers. If you’re an electrician, HVAC specialist, or painter, you want to rank highly in local searches. And it’s not just about being found—it’s about reviews and customer satisfaction, too. A well-optimized Google My Business profile can be the difference between getting the call or not.

Financial Services

The world of finance may seem complicated, but SEO can break it down for the average person. Banks, insurance companies, and financial advisors all need SEO to help potential customers find and trust them. But more than that, they need to use SEO to simplify complex services and make them accessible. If a customer is searching for the “best savings account” or “how to plan for retirement,” a well-optimized website can provide the answers and convert that visitor into a client.

Final thoughts

So, who benefits from SEO? It’s not just for tech giants or e-commerce stores. Whether in healthcare, law, or home services, SEO can help you stand out in a crowded marketplace. The internet is a whole of opportunities—but only for those who can be found. By investing in SEO, you’re building a digital foundation that connects your business with the people who need it most. And that’s something any industry can appreciate.

YouTube Music fans are in for a disappointment, with the company losing access to SESAC (Society of European Stage Authors and Composers) content.

One of the benefits of YouTube is its bargaining powering. As one of the leading streaming services, the company has the ability to negotiate deals that would be difficult for smaller players. For the sake of its users, hopefully it will be able to come to a new agreement with SESAC soon.

our music license agreement with SESAC has expired without an agreement on renewal conditions despite our best efforts. for this reason, we need to block certain music content on YouTube in the US

— TeamYouTube (@TeamYouTube) September 28, 2024

Fake reviews are a growing problem for businesses and consumers, even drawing the attention of the FTC. Google is taking action of its own, saying businesses that violate the company’s Fake Engagement policy will be subject to restrictions.

Join our chat on Google Maps targeting fake reviews!

If we determine that a business owner has violated our Fake Engagement policy, we might place restrictions on their Business Profile (in addition to removing the violative reviews). Examples of possible restrictions include, but are not limited to, the following:

• Business Profile will not be able to receive new reviews or ratings for set period of time
• Business Profile’s existing reviews or ratings will be unpublished for set period of time
• Business Profile will display a warning to let consumers know that fake reviews were removed

We will notify business owners via email if we plan to apply a restriction to their profile.

If a company believes it has been unfairly restricted, Google does provide an appeal process.

Businesses have the ability to appeal our decision. Once submitted, we will re-review the profile and any additional context the business provides in the appeal. We will share the status of our review once we determine whether the restrictions should be removed. If you believe we incorrectly evaluated your Business Profile, please submit an appeal here.

Online platforms have increasingly switched from selling consumers digital goods to merely licensing them. The practice has drawn growing criticism, especially as companies later disable or revoke access to content or games that customers have paid for.

Catch our chat on California’s new digital content licensing law!

Calfornia’s AB 2426 legislation addresses this, forcing companies to be honest about whether they are selling content, or just leasing it.

The bill, which has already passed and been signed into law by Governor Gavin Newsom, was authored by Jacqui Irwin.

Existing law makes it unlawful for any person doing business in California and advertising to consumers in California to make any false or misleading advertising claim. Existing law makes a person who violates specified false advertising provisions liable for a civil penalty, as specified, and provides that a person who violates those false advertising provisions is guilty of a misdemeanor.

This bill would, subject to specified exceptions, additionally prohibit a seller of a digital good from advertising or offering for sale a digital good, as defined, to a purchaser with the terms buy, purchase, or any other term which a reasonable person would understand to confer an unrestricted ownership interest in the digital good, or alongside an option for a time-limited rental, unless the seller receives at the time of each transaction an affirmative acknowledgment from the purchaser, or the seller provides to the consumer before executing each transaction a clear and conspicuous statement, as specified. By expanding the scope of a crime, this bill would impose a state-mandated local program.

The law is a welcome counter to what has become a common practice in the computer software, gaming, and digital media industries, and will hopefully help provide customers with what they need to make informed decisions.

The company made the announcement on its website.

Tune in to our chat on TikTok Music’s sudden shutdown!

We are sorry to inform you that TikTok Music will be closing on 28 November 2024.

We would like to thank you for all of your support, and we hope you enjoyed the music. For more information, please click Help.

TikTok has been struggling on multiple fronts, with the company facing a potential ban in the US. At the same time, TikTok has had issues with the music industry, with Universal Music Group pulling its catalog from the service in early 2024, before the companies managed to come to an agreement.

In a statement to TechCrunch, TikTok said it was shutting the service down to better focus on driving value to existing music streaming services.

“Our Add to Music App feature has already enabled hundreds of millions of track saves to playlists on partner music streaming services. We will be closing TikTok Music at the end of November in order to focus on our goal of furthering TikTok’s role in driving even greater music listening and value on music streaming services, for the benefit of artists, songwriters, and the industry,” Ole Obermann, TikTok’s Global Head of Music Business Development, told the outlet.

As TechCrunch points out, TikTok’s legal issues in the US are likely a significant factor in the company’s decision to shutter its music service. With the entire platform’s future very much in question in the US, it puts the company at a huge disadvantage when it comes to negotiating content deals with other industries.

Only time will tell if the music service will reappear in the event TikTok prevails in its legal fight to stay alive in the US.

According to Android Authority, YouTube Premium is seeing price hikes in multiple regions, including much of Europe, parts of Asia, and at least one country in South America. Unlike some streaming service price hikes, that are usually the equivalent of a couple to a few dollars, YouTube Premium’s price hike is a massive jump in some cases.

Tune in to our chat about YouTube Premium’s latest price hike—again!

As spotted by AA, one Reddit user points out that the new YouTube Premium price makes it more expense than several other services combined.

Yeah I just canceled. This increase makes YouTube by far the most expensive streaming service, clocking in at more than what I pay for Amazon Prime, Netflix and HBO combined. And all just to avoid ads, since I don’t use YouTube Music anyway.

Similarly, Swedish users are seeing a 60% price increase.

YouTube has waged a war on third-party apps and ad blocking software, as well as rolled out additional ad formats. With price hikes like these, it’s easy to see why the company has been so eager to eliminate other options and push people toward paid accounts.

Until now, when a person blocked another account on X, the blocked account could no longer see that person’s posts. According to X owner Elon Musk, that functionality is changing, and will now only prevent the blocked account from interacting with the blocking account.

Catch our conversation on the big changes to X’s block button!

High time this happened.

The block function will block that account from engaging with, but not block seeing, public post.

— Elon Musk (@elonmusk) September 23, 2024

Needless to say, the announcement is causing significant amount of discussion, with people having strong opinions on both sides. As some users are pointing out, the previous blocking system was easy to circumvent, so the new functionality doesn’t fundamentally change much.

Good move!

The block button for public accounts was a stupid feature since everyone could view the posts from their browsers' incognito mode.

— Nima Owji (@nima_owji) September 23, 2024

On the other hand, other users are saying the existing block functionality provided just enough inconvenience to dissuade the vast majority of individuals who might be using X to stalk or harass a person.

I agree. The current block button solves 99% of the problem. Once the crazies cannot easily see the focus of their obsession, most of them move on.

Only 1% are truly insane and use burner accounts to continue. But now with all of the crazies able to continue to easily see the…

— Wall Street Silver (@WallStreetSilv) September 23, 2024

Only time will tell if the change results in more harassment, or if it is a non-factor.

Eli Schwartz, SEO strategist and author of Product-Led SEO, is among the leading voices in this conversation. During a recent podcast with Lenny Rachitsky, Schwartz provided a comprehensive view of how AI is changing SEO strategies. His central theme is clear: while AI doesn’t make SEO obsolete, it transforms everything about it. As Schwartz succinctly put it, “AI doesn’t make SEO obsolete, but it does change everything.”

Listen to our conversation on AI’s disruption of SEO. Hint: It’s not dead!

The AI Shift: From Apocalypse to Opportunity

Initially, many in the SEO world viewed the advent of AI as a threat, believing it could render traditional SEO techniques obsolete. The concern was especially heightened with the introduction of AI-driven search tools like ChatGPT and Google’s AI-powered SGE. These tools, designed to provide direct answers to users’ queries without requiring them to visit external websites, seemed to challenge the very essence of SEO, which traditionally focuses on driving organic traffic to websites.

Schwartz was candid about his own initial skepticism. “Transparently, I thought this was going to be an apocalypse,” he admitted. “Up until AI Overviews, whoever won on that long-form piece of content would get that first click. But now that doesn’t exist anymore.” His concern reflected the fears of many SEO professionals—AI-driven overviews could bypass organic listings altogether, leaving businesses without the traffic they had previously relied on.

However, as Schwartz dug deeper into the mechanics of AI’s role in search, his perspective evolved. He now sees AI not as the death knell of SEO, but as a catalyst for change. “SEO isn’t dead—it’s just evolved,” he explained. Instead of focusing solely on the first click from traditional organic rankings, Schwartz emphasizes the importance of understanding how users interact with AI-generated answers and adjusting strategies accordingly. The key takeaway: businesses need to shift their focus from just ranking to delivering real value across various touchpoints in the user journey.

SEO as a Product: Moving Beyond Traditional Tactics

One of the most compelling arguments Schwartz makes is that SEO needs to be treated as more than just a marketing tactic—it should be viewed as a product in itself. “The product managers should be thinking about this SEO question because it’s a product question,” Schwartz stated. “It’s about what kind of experience you create for users who are doing their own self-discovery journey.”

In the AI era, search intent is becoming increasingly complex. Users are no longer just typing keywords into a search engine; they’re asking nuanced questions and expecting AI-driven tools to provide them with the best possible answers. This shift means that businesses must adapt by offering more than just keyword-optimized pages. They need to develop content that serves specific user needs, aligns with their intent, and ultimately guides them through the buyer’s journey.

Schwartz elaborated on this during the podcast: “If you’re a SaaS company, you shouldn’t rely solely on traditional SEO because your customers’ decision-making process is longer and involves multiple stakeholders—and can’t be solved through a single search.” The SEO landscape for businesses in complex industries is fundamentally different from e-commerce or media companies. “SEO works best when it’s part of a broader strategy that considers the entire user journey,” he said.

Understanding Mid-Funnel SEO: A Key to Success in the AI Era

In today’s SEO landscape, the path to success involves focusing on more than just top-of-funnel traffic. Schwartz champions a shift toward mid-funnel SEO strategies, where the user intent is more defined, and the likelihood of conversion is higher. “You need to focus on mid-funnel SEO strategies,” Schwartz advised, emphasizing that it’s about engaging users who are already deep into their decision-making process.

Mid-funnel SEO requires creating content that helps users move from initial research to deeper exploration of a product or service. It’s not enough to cast a wide net with broad keywords anymore; businesses need to answer specific questions and provide value to users who already know what they are looking for.

Schwartz provided a clear example from his work with Zapier, a tool that connects various apps and services. Rather than targeting generic search terms like “productivity software,” Schwartz and his team honed in on user-specific queries, such as “how to connect Gmail to Salesforce.” By addressing precise user needs, Zapier was able to capture more qualified traffic—users who were already interested in how the product could solve their problems. “It’s about finding users with intent, not just traffic,” Schwartz explained.

This focus on mid-funnel strategies is especially crucial in the AI era. As Schwartz noted, “The discovery step of search is going to be swallowed up by LLMs, but once users have a sense of what they want, there’s still an opportunity to provide deeper information and convert them.”

Competitive Markets: When to Rethink SEO Investments

One of Schwartz’s more controversial stances is that SEO isn’t always the right solution for every business. He highlighted that in certain industries—particularly those with low search volumes or complex buyer journeys—SEO might not offer the best return on investment.

“Some industries just aren’t a good fit for traditional SEO,” Schwartz stated plainly. “If you’re in B2B SaaS or cloud services, it’s often better to invest in targeted ads or partnerships than pouring resources into SEO.” His point is that SEO can be resource-intensive, and in competitive markets, businesses must weigh whether the cost of SEO justifies the potential gains.

“SEO isn’t free,” Schwartz reminded listeners. “There’s a cost in time, resources, and direct expenses.” For companies where the decision-making process is more complex—such as enterprise-level software sales—other marketing strategies might be a more effective use of resources. “If you can’t answer the question of what it is that someone’s going to search for, then don’t do SEO,” he said bluntly.

Leveraging AI for SEO: Tools, Not Solutions

As AI continues to evolve, Schwartz advocates for using it as a tool to complement SEO efforts rather than as a replacement for them. “AI is a tool, not a solution,” Schwartz remarked. While AI can generate content quickly, he cautions against using it to create large volumes of low-quality content, which he likens to “the slop of poorly written content already flooding the web.”

Instead, Schwartz suggests businesses use AI to enhance existing content or assist with specific tasks like product descriptions. “AI can help you create content faster, but it’s only useful if that content is part of a bigger strategy,” he explained. For example, AI can be an excellent tool for automating repetitive tasks in content creation, like generating metadata or refining product descriptions. But businesses should avoid relying on AI for creating entire blog posts, which may ultimately harm their SEO efforts by producing content that doesn’t meet user needs.

Schwartz also highlighted the role of AI in improving technical SEO tasks like page speed optimization or site structure analysis. “AI can help you streamline technical SEO, but it’s not a magic bullet. You still need to make sure your content is valuable and relevant,” he noted.

Programmatic SEO: The Future of Large-Scale Optimization

In addition to leveraging AI, Schwartz sees great potential in programmatic SEO—a strategy that uses data to dynamically generate large volumes of content. This approach is particularly useful for businesses with extensive datasets, such as real estate platforms or travel websites.

“Programmatic SEO allows you to create thousands or even millions of pages that cater to specific user needs without having to write each one manually,” Schwartz explained. He cited examples like TripAdvisor and Zillow, both of which have dominated search rankings by using programmatic strategies. These companies aggregate data from multiple sources, including user-generated content (UGC), to create comprehensive pages that serve both users and search engines.

“TripAdvisor didn’t write blog posts for every hotel—they used UGC and data sources to build out their pages,” Schwartz explained. “And Zillow doesn’t write editorial content for each property listing; they use programmatic SEO to rank for millions of individual properties.”

Programmatic SEO, when done right, can be a powerful tool for scaling content without sacrificing quality. However, Schwartz warned that it’s not a one-size-fits-all solution: “It only works if the content you’re creating addresses a user need. Otherwise, it’s just more content for the sake of content.”

SEO Forecasting: Moving Beyond Keywords

One of the most striking insights from Schwartz’s discussion was his critique of traditional SEO forecasting methods. Most companies rely on bottom-up forecasts, looking at keyword search volumes and estimating potential traffic. But Schwartz argued that this approach is often flawed due to inaccuracies in keyword tools. “Most keyword research tools are way off,” he said, adding that these tools rely on proprietary algorithms that often misestimate search volumes by significant margins.

Instead, Schwartz advocates for a top-down approach to SEO forecasting. “You should start by looking at the total addressable market (TAM) and then work backward from there,” he advised. For example, if a company is launching in a new country, they should consider the country’s population, demographic breakdown, and online shopping habits before estimating how many users they can realistically capture through SEO.

This TAM approach allows businesses to set more realistic goals for their SEO campaigns, rather than relying on potentially inaccurate keyword data. “When you start from the top down, you can adjust your forecasts as you gather more data, rather than being locked into a keyword volume that’s probably wrong in the first place,”

The Future of SEO: Expertise in High Demand

As the SEO landscape continues to evolve, Schwartz predicts that the demand for SEO expertise will only increase. “The need for SEO expertise is going to explode because search layouts are changing, and companies need to pivot their strategies,” he explained. As AI tools like ChatGPT and SGE become more prevalent, businesses will need SEO professionals who understand how to optimize content for both traditional search engines and AI-generated results.

“SEO is not a dark art,” Schwartz concluded. “It’s about delivering the right content to the right users at the right time.” For SEO professionals, the challenge will be to stay ahead of the curve by adapting to the rapid changes in search technology while maintaining a focus on quality and user-centric content.

Embracing SEO’s Evolution in the Age of AI

As AI continues to reshape the digital landscape, SEO is undergoing a significant transformation. But rather than fearing these changes, SEO professionals and marketers should view them as opportunities to innovate and adapt. As Schwartz emphasized throughout his discussion, the fundamentals of SEO remain the same: understanding user intent, delivering high-quality content, and building a strong, recognizable brand.

By embracing mid-funnel strategies, leveraging programmatic SEO, and using AI as a tool to complement rather than replace human expertise, businesses can thrive in this new era of search. Those who are willing to evolve with the technology will not only survive but excel in the increasingly competitive world of digital marketing.