Marketing & Growth
What the change means for growth marketing, e-commerce, CRM and lifecycle — acquisition entering structural crisis and the informed non-opener.
This page reorders the material of the other two sections for Digital Strategist / Growth Marketer, CRO / E-commerce Manager, Personalization / CRO Specialist and CRM / Email & Lifecycle.
What changes for marketing & growth
- Organic acquisition in structural crisis. Work on being cited by AI engines and holding the post-search moments. Cited brands get about double the organic clicks per impression on AI Overview queries. See The customer journey shortens.
- The informed non-opener. Summaries in the inbox mean the value is captured before the open; open rate demotes from KPI to weak signal. Design the message so the summary works. See The customer journey shortens.
- Agent experience. Optimising for an agent is not optimising for a human: urgency, scarcity and social proof have null or unpredictable effect on software comparing structured data. Completeness and machine-readable legibility of price, availability and conditions — and their consistency across channels — are what count. See Making a traditional product usable by an agent.
What you cannot decide alone
- What AI traffic is worth — volume or customers — is an allocation decision with Operations & Data and the channel-budget owner. See What AI traffic is worth.
- Does engagement stay a KPI? is a decision about how the company evaluates the product, owned above the product team. See Does engagement stay a KPI?.