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Zero-Click: The Future of Digital Experience

Zero-Click: The Future of Digital Experience

Remember when everything in digital marketing was measured in clicks? Some of the metrics that marketers swore by were click rates, click-to-open rates, and cost per click. Still, we do, but maybe not for much longer.

Zero-click content is the norm. If you dare to put a link in your post, most social media sites will take away your valuable organic reach. So most users try "link in comments," which is a terrible trick. It makes things harder for both the person who posts and the people who read, but we're willing to go to great lengths to reach more people, aren't we?

There is a lot of zero-click content in the SEO world as well. Google came up with featured snippets in 2014, which is almost a decade ago. Google tries to limit the number of clicks in the same way that social media sites do.

You can now check the weather without going to a weather website. You can also directly convert feet to meters on Google. SparkToro has done a great job of analyzing zero-click content, and they are the ones who came up with the term.

But their piece came out before ChatGPT blew up all over the world. Things are getting even less clear.

AI's rise and the decline of the once-powerful click 

More than two-thirds of Google searches are over without anyone clicking on anything. But do you know what kinds of searches never get any clicks? AI looks for

As AI assistants help us look through oceans of data, we no longer have to click. We're all pretty lazy, so when artificial intelligence claims it can cut our work time in half, we jump at the chance, regardless of how accurate or original the claim is. 

But AI's promise to make our work easier doesn't really hold water for marketers.

Yes, it might not take as long to make content. You can use ChatGPT to help with cognitive work or to come up with new ideas. I wouldn't suggest anything else because AI content is basically plagiarism, which search engines don't like.

In other words, AI turned content into a commodity. When it's easy to make (not very good) content, marketers have to work harder on other things, like distribution and making sure their (hopefully not very bad) content gets seen and read.

How to Do Well in a World With No Clicks 

If you've been reading my column here for a while, you know that I've always said you should build your house on your own digital land. Social media is someone else's property.

You can still put links in your social media posts, but do so to get people to visit your own website, which you have full control over. Remember that a social media algorithm will never warn you before it goes against you.

Next, put less content behind a paywall and give more value right away. If you make a whitepaper or eBook, make sure it's good enough for people to want to download it. It must be 100% original work, a research report, or something similar.

Lastly, remember that email is still the best marketing channel in terms of return on investment (ROI). Even better, you can choose exactly who sees what you send. Even if you switch platforms, you still own the people who follow you. I use ConvertKit to send emails to my subscribers because I think their platform is the most stable and easiest to use, but you can use any other one you want because there are a lot of them out there.

You can always switch email service providers without losing your audience, but you can't switch from Instagram to LinkedIn without losing your followers.

One last thing 

Even though a zero-click world might sound like the end of an era (and it might be! ), it's just a re-adjustment for smart marketers. The rules don't change. What changes are the channels we use and how we approach them?

But it's important to keep in mind the setting. For example, you can't get most of your leads from a social media site.

Sign up for my newsletter, Ideas to Power Your Future, to learn more about what the future holds and what marketing and business trends you should be prepared for. People who pay for my analyses say they are "worth it." I do, however, send them for free every Thursday. You'll find me in your inbox.

Rachid Achaoui
By : Rachid Achaoui
Hello, I'm Rachid Achaoui. I am a fan of technology, sports and looking for new things very interested in the field of IPTV. We welcome everyone. If you like what I offer you can support me on PayPal: https://paypal.me/taghdoutelive Communicate with me via WhatsApp : ⁦+212 695-572901
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