Arjan ter Huurne on LinkedIn: #similarweb (2024)

AI Overviews - a threat to content publishers globally?The folks at Gartner predict a seismic shift:"traditional search engine volume is expected to plummet by a staggering 25% by 2026, with search marketing losing significant market share to AI chatbots and other virtual agents."There's a ton of articles pointing to a dark future for anyone depending on free organic traffic.I was interviewed this week by Dutch content publisher MT/Sprout about these developments - see article link in the first comment (in Dutch). The tendency in this article is still quite negative: a lot of FUD (fear, uncertainty & doubt).Yes indeed, Google is under a lot of pressure to change and incorporate genAI. A recent quote on SearchEngineLand by a Xoogler says it all: "Google’s AI projects are driven by ‘stone cold panic’".At Maxlead, we don't believe this FUD though. Despite the external pressures, we believe Google will be super careful. They will be testing and monitoring a lot. If they harm newspublishers, the upheaval will be massive - and very public.See CNN's article from a month ago: "News publishers sound alarm on Google’s new AI-infused search, warn of ‘catastrophic’ impacts".We believe Google can't afford to harm the news industry.Nor can they harm Price comparison engines further - see the pressures from the European Union that have led to the introduction of the CSS program and other SERP changes to mitigate the visibility losses for PCE's.In smaller niches yes, surely, there will be losses. Google won't always notice when they obliterate smaller publishing outlets. If you are quick to adopt ChatGPT to fill your blog with (semi)helpful content, you might see a nice benefit in search traffic in 2024. But in 2025, surely the trend will reverse - Google will save the user the click to land on content created by AI, it will just provide that AI answer right there on the SERP.What about Ecommerce sites, what about advertisers? Well if there is anything we've learned from the US DOJ antitrust trial, is that Google will be guarding it's bottomline like a hawk. There will be no rollout of AI Overviews that impact Paid Search traffic even the slightest. What we can expect, is for AI Overviews to help consumers in their orientation phase, bringing better qualified (and more valuable) clicks to advertisers. So perhaps the amount of paid clicks might stabilise (or decrease slightly), but with higher commercial intent so worth the increased CPC.Rising CPCs has indeed already been a trend for many years now - outside of the rise of mobile traffic with lower CPCs and the COVID-trend trend break.We believe Google will be meticulously testing their impact across referral and paid traffic. And tweak, adapt and optimise in order to keep their impact on the global digital industry stable. The stakes are too high. Google can't afford to be irresponsable.

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We've made my work for our international network a bit more official - can now call myself President of the Everywhere Network.The Everywhere Network is a collection of independent digital marketing agencies with a mission to strengthen each other's international ambitions. We share knowledge about innovations in digital marketing, developments at our main partners Google, Meta and Microsoft and unique characteristics of the markets we each represent. With top agencies from the UK (Brainlabs Digital), France (Ad's up Consulting | Groupe EDG), Germany (morefire), Italy (BitBang), Poland (Performance Media), Czech Republic and Slovakia (Visibility SK and DASE ), Latvia (Topmedia) and the Netherlands (Maxlead) we discuss smart ways to run performance marketing campaigns across EMEA. Maxlead founded the Everywhere Network (then Search Everywhere) in 2008, together with our partner Morefire (then called RankingCheck). Over the past 5 years I've been actively leading this 'band of brothers'.The new website for the network is under development, and so is our social media presence. More to follow on this!Happy to combine this work with my role as Director Strategy & Partnerships Maxlead.

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Three super valuable days of knowledge sharing, networking and improving international collaboration: so happy to see our partners of the Everywhere Network again!This time we were hosted by Juraj Sasko at the office of Visibility SK in Bratislava. We also toured the office of DASE , thanks Júlia Micháleková !We discussed several interesting topics:- how to utilize AI for Performance Marketing- Localisation of International campaigns- Growth of Bing’s marketshare - the end of Meta’s ASP program - the future of Search with genAI elements - TikTok, double down or find alternatives?- Data strategies and UMM (Unified Marketing Measurement)With Brainlabs (Henry Bennett ) and Performance Media (Dariusz Kuchta ) on board as new members of the network, it was really a gathering of the strongest independent digital marketing agencies in EMEA.More growth ahead for next year!

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Tof om gister de Alumni van Commerciële Economie Hogeschool Leiden mee te nemen in de toepassingen van AI binnen Performance Marketing. We zijn dankbaar voor de samenwerking met deze opleiding - al 15 Alumni hebben hun weg gevonden naar een baan bij Maxlead 🙌🏼Dank voor de organisatie Bram Rodenburg en Jan-Bart Heijne

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Fantastisch mooie avond gehad bij de Thuiswinkel.org Shopping Awards, met een gala in Huis ter Duin en afterparty in 't Zeepaardje (goed geregeld Mascha Soors)We feliciteren onze klanten met hun awards!De New Technologies & Innovations award ging naar Q-Park: zeer verdiend Leroy, Mariëlle en heel team Q-Park! Publieksprijs voor Isolatieshop, well done Martijn Been 🎉 Mischa Tan - een bitterzoete avond met jullie hele team van Zonnebrillen.com - all the best voor jullie nieuwe avonturenTof om (tot diep in de nacht) bij te kletsen met vakgenoten in de industrie: Dennis van de Ven, Marleen Smit, Leon Ineke, Steven Bodde, Ortwin Verreck, Sjoukje Eisma, Gerrit Enthoven

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Google’s Think Global event, 2 days of inspiration on how to win in International Marketing. Good to back in Barrow street 🤓And great to connect again with old colleagues and partners, such as Thomas Waniek !

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Kick-off ShoppingTomorrow 2024! Met onze groep van 18 experts gaan we dit jaar aan de slag om een gaaf thema helemaal uit te diepen:Hoe richt je internationale marketing in om zowel schaalbaar als lokaal relevant te zijn?Blij om dit samen te mogen doen met co-host Rob van Nuenen en voorzitter Jeroen De Graaf !Als jullie nog een bijdrage willen leveren - er is nog plek om in te stromen als expert. Zie daartoe dit linkje: https://lnkd.in/e4-MYqTM

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Hoe richt je internationale marketing in om zowel schaalbaar als lokaal relevant te zijn? Richt je je marketing strategie centraal of juist lokaal in? Hoe werkt dit over de 3 pijlers Content & Engagement, Media & Platforms en Data & Technology?Deze onderzoeksvragen gaan we dit jaar met een werkgroep van experts gaan aanpakken! Het wordt de eerste expertgroep International Marketing van ShoppingTomorrow.Over 8 maanden willen we onze bluepaper gereed hebben om met jullie allen te delen, als eerste op het Shopping Today congres in oktober.Voor nu zoeken we experts! Collega's uit het marketing vakgebied die met ons samen willen werken aan dit toffe vraagstuk.Meld je daartoe aan via de Shopping Tomorrow pagina.Namens Abovo Maxlead zal ik de co-host zijn van de expertgroep samen met Rob van Nuenen van Channable. Voorzitter van de groep is Jeroen De Graaf van Ematters. Wij zijn enthousiast over dit onderwerp en hopen jullie ook.#internationalmarketing #international #marketingautomation #measurement #advertisingstrategies #cmo https://lnkd.in/ejAP6hRK

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