82. Rethinking Search: Google vs ChatGPT, Attribution, Audiences and the Future w. Rand Fishkin

Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.

Key Takeaways:

• Zero-click searches and AI Search tools - Where is traffic going?
• The AI hype cycle - Why most marketers are chasing the wrong trends
• SEO and digital PR strategies - When and why it's vital to invest in PR
• The hidden challenges of AI data sources and what they mean for marketers
• How to find and engage your ideal customers through audience research
• The evolution of social media - How platforms like Facebook, LinkedIn and TikTok are shifting
• Privacy, data collection and attribution - Why traditional tracking models are failing
• Brand awareness vs paid advertising - How to strike the right balance

Guest:

Rand Fishkin is the co-founder and CEO of SparkToro, a leading audience research software company helping brands discover where their target customers engage online. Prior to founding SparkToro, Rand was the co-founder of Moz, where he built one of the most influential SEO communities in the world.

He’s also the author of Lost and Founder, a candid look at the startup world and a frequent speaker at global marketing conferences. 

You can follow Rand on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/ 

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast 

Rocket Agency Website: https://rocketagency.com.au/ 

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm 

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.