..but it Could Be An Opportunity
Caveat: For clarity, I am NOT coming at this article from an “SEO is Dead” or similar perspective. My perspective is Adapt or Die. I mean that digital agencies that offer digital marketing services such as SEO, digital PR, or linkbuilding will need to adapt if they want to survive the existential crisis that is coming, whether you like it or not. AI-based digital marketing technologies are advancing, and the industry is shifting.
If you own or run a digital agency, it is critical that you recognize these changes and take steps to adapt. If not, you will struggle to keep up as AI takes over more digital marketing tasks.
On to the actual post:
Digital marketing services, such as SEO, Linkbuilding, and Digital PR, have been at the forefront of businesses’ marketing efforts for a good while now. With the rise of technology and digital channels, these services have become essential for businesses to reach their target audience and achieve their marketing goals. However, the digital marketing landscape is changing, and the future of these services, or how they are delivered, is uncertain. The integration of AI and chat-based search is expected to have a significant impact on the way digital marketing services fundamentally work.
This article aims to serve as a wake-up call for digital agency leaders and provides a comprehensive outline of their impending changes and challenges. I want to raise awareness and help digital agencies navigate this crucial turning point in their business. By understanding the future of digital marketing services and their challenges, digital agency leaders and teams can prepare themselves and their clients for the future.
First and foremost, digital agencies need to be aware of the potential job changes that AI will bring. This technology has already impacted digital marketing roles, but with AI’s emergence into the industry’s mainstream, this trend is expected to accelerate at pace. AI capabilities such as natural language processing and machine learning are opening up new opportunities in digital marketing roles while at the same time eliminating some or many existing jobs.
Digital agency leaders must be prepared for these industry shifts by training their teams on emerging technologies and understanding how to adapt their services accordingly.
Secondly, digital agency leaders should also consider how they can communicate effectively with their clients about the changing digital landscape, what it means for them and how they can expect things to change. Many clients may lack knowledge about AI or might simply feel overwhelmed by its rapidly changing nature.
The Future of SEO, Linkbuilding, and Digital PR
A simple overview of the changes and how AI-integrated chat-based search will affect these services
Integrating AI and chat-based search is poised to revolutionize how digital marketing services are delivered. With the rise of virtual assistants and chatbots, businesses will be able to interact with their customers in a more natural and conversational way. This change will impact SEO, Linkbuilding, and Digital PR services in several ways. For example, how keywords are used and optimized will change due to chat-based searches. How backlinks are acquired and managed will also change as the focus shifts from quantity to quality. Why will a user come to a website directly for information they need to sift through if a chatbot gives them what they need? This means a shift towards discoverability and authority of information. It means a shift towards conversion pages being very different from informational pages etc.
Processes will need to be changed
Digital agencies will need to significantly adjust their processes to align with the changes brought on by AI-integrated chat-based search. This may include updating their keyword research and content optimization strategies, revising or ending their link acquisition and management processes, and adapting their reporting and measurement methods. In addition, digital agencies will need to incorporate conversational marketing into their services, as it is expected to play a major role in the future of digital marketing.
Services will need to be changed
Digital agencies must change their services to stay ahead of the curve. For example, as above, they may need to add conversational marketing to their service offerings or offer services related to virtual assistant and chatbot optimization. Additionally, they may need to revamp their existing services to align with the new landscape, such as focusing on content authority and discoverability optimization or something I’ve no idea how to articulate yet!
Team structures and compositions will need to be changed
As the future of digital marketing services shifts, digital agencies will also need to re-evaluate their team structures and compositions. They may need to add team members with expertise in conversational marketing, content optimization, or AI integration. Additionally, they may need to re-evaluate the roles and responsibilities of their current team members to ensure they have the right skills and knowledge to meet the demands of the new landscape. Overall, digital agencies will need to ensure their teams are equipped to handle the changes and challenges that come with the future of digital marketing services. Sadly, this means fewer jobs, not more, most likely…
The Challenges Facing Digital Agencies
New communication with clients will need to address their concerns and lead the way forward
One of the digital agencies’ biggest challenges is communicating with their clients about the changes and their impact. Clients may be scared or uncertain about their digital marketing services’ future, and digital agencies must address these concerns with clarity and transparency. Digital agencies must educate their clients on the changes, explain how they will impact their services, and assure them that their digital marketing efforts will continue producing results.
Adapting contracts and reports to meet the changing needs
Another challenge for digital agencies will be adapting their contracts and reports to meet the changing needs of their clients. As the future of digital marketing services shifts, so will clients’ expectations. Digital agencies will need to revise their contracts and reports to reflect the new landscape, including changes in the services they offer, the KPIs they measure, and the reporting methods they use.
Dealing with possible workforce layoffs and HR issues
Integrating AI and chat-based search may also lead to workforce layoffs and HR issues within digital agencies. As the landscape changes, some roles may become obsolete or require new skills. Digital agencies will need to manage these workforce changes in a way that is both fair and strategic, ensuring they have the right team in place to meet the demands of the new landscape.
Making the right decisions fast and with confidence
Navigating the changes brought on by AI-integrated chat-based search will require digital agencies to make fast, informed decisions. Digital agency leaders will need to have the confidence to make these decisions and the ability to adapt quickly to the new landscape, often as it is changing. They will need to be proactive in seeking new opportunities and ways to serve their clients and grow their businesses. By making the right decisions, digital agencies can position themselves for success in the future of digital marketing services.
How a Coach and Mentor Will Help
Assistance in navigating the changes coming
A coach and mentor with experience in running digital agencies can provide valuable guidance and support to those facing the changes brought on by AI-integrated chat-based search. They can offer insights and strategies for adapting to the new landscape, helping digital agencies stay ahead of the curve and continue to deliver results for their clients. This is not to say that a coach or mentor is an expert in AI or trends, of course. The suggestion here is that they have valuable life and business experience doing what you do and can help you make your decisions better suited to changes coming your way.
Offering support in communication, contracts and reports, workforce layoffs, and HR issues
A coach and mentor can assist digital agency leaders in navigating client communication challenges, adapting contracts and reports, managing workforce layoffs, and handling HR issues. They can offer practical advice and support, helping digital agencies make informed decisions and confidently manage these changes.
Guidance in creating a strategic plan for the future
In addition to addressing the immediate challenges, a coach and mentor can also assist digital agencies in creating a strategic plan for the future. They can help digital agencies identify new opportunities, create a roadmap for growth, and develop a plan for success in the evolving landscape of digital marketing services.
Asking the curious, critical questions: Holding a mirror up to ideas and guiding leadership decisions
A coach and mentor can also provide valuable perspectives and challenge digital agencies to think critically about their plans and decisions. They can ask curious and critical questions, hold a mirror up to ideas, and provide guidance on leadership decisions. This type of guidance can help digital agencies make informed, strategic decisions that set them up for success in the future.
Being a calm voice in the room in times of stress and or anxiety
In times of stress and anxiety, a coach and mentor can be a calm voice in the room, providing support and guidance from a distance that helps digital agency leaders confidently navigate the course changes. They can help digital agency leaders stay focused on their goals and make the right decisions, even in uncertainty. With the right coach and mentor, digital agency leaders can more easily navigate the changes brought on by AI-integrated chat-based search and emerge stronger and more successful than ever.
Conclusion
In conclusion, AI-integrated chat-based search will profoundly impact digital marketing services such as SEO, Linkbuilding, and Digital PR. Digital agencies will need to adapt their processes, services, team structures, and compositions to meet clients’ changing needs. They will face new challenges in communication, contracts and reports, workforce layoffs, and HR issues.
Get prepared! Know the role a coach and mentor can play in your support
In light of these changes, it is imperative that digital agency leaders and their agencies be prepared. The role of a coach and mentor in navigating these changes cannot be overstated. A coach and mentor can support and guide you in all areas of change, helping you make informed decisions, create a strategic plan for the future, and navigate the changes confidently.
Where you can and want to seek help and support in navigating the changes.
To those running digital agencies, we encourage you to seek out help and support in exploring the transformation of our industry’s landscape due to AI-integrated chatbot technology. A coach and mentor can play a critical role in your success and help you emerge stronger and more successful in the new landscape. Don’t wait until it’s too late; take action and work to ensure your long-term success.
What next?
Helpful ways for digital agencies to continue learning and adapting to the changes
To the changes, look for resources that include:
- Industry reports and white papers on AI-integrated chat-based search and its impact on digital marketing services.
- Webinars and online courses on adapting processes, services, team structures, and compositions to meet clients’ changing needs.
- Conferences and events for digital marketers and agencies to network, learn and stay up-to-date on the latest industry trends and developments.
Become a better leader!
Leadership has a critical role to play in supporting and driving confidence in times of change. Effective leaders will encourage open communication, provide clarity and direction, and support their team through the transition. By fostering a culture of collaboration, innovation, and continuous learning, leaders can help digital agencies navigate the changes confidently and emerge stronger.
The digital marketing landscape is rapidly changing and digital agencies must be prepared to take advantage of the opportunities presented by AI-integrated chat-based search. By having a plan in place, seeking help and support when needed, and becoming better leaders, digital agencies can survive and thrive during this time of change.
Now, it’s time for digital agencies to get ready. Take action today and ensure your long-term success. Good luck!
Book a call if you want to talk: https://calendly.com/chrissimmance/30-minute-ai