Seasoned Marketer: How Emerging Technology Trends are Impacting Marketing Metrics
With the rise of AI-driven search platforms, Google’s shift away from third-party cookies, and a flood of new digital tools, traditional marketing metrics are in flux. I recently sat down with Yeo & Yeo’s Digital Marketing Coordinator, James Kuch, to explore some of these trends and gain insight into how accounting marketers can stay strategic in the face of significant technological shifts. Here’s what we discussed:
- Generative AI and the Decline in Site Traffic
Generative AI platforms are changing how people search for information, increasingly bypassing websites and going directly to AI tools like ChatGPT and Google’s Gemini. Users often get direct, AI-generated answers without clicking through to individual sites, impacting site traffic. Kuch observes that although many accounting firms have likely not seen a significant dip in site traffic yet, the trend is clear: “We’re seeing a rise in information being summarized right on the search page, which cuts down on the extra step of visiting a website.”
These AI summaries still cite sources, providing some value in continuing to focus on keywords, SEO, and relevant content. However, it challenges traditional metrics like click-through rates, which are essential for gauging engagement. “We’re not at a point where we need to redefine ROI measurement, but we anticipate that may come,” notes Kuch. “Accurate, high-quality content remains key. Even with AI, users still seek reliable information, so ensure that your content provides it.”
- Third-Party Cookies and Rise of First-Party Data
With third-party cookies being phased out, Google is pivoting toward its Privacy Sandbox, a framework that will change how marketers track and personalize ads. “Third-party cookies have given us an edge in personalizing experiences and retargeting, but we’ll need to rely more on first-party data in the future,” says Kuch. This shift means emphasizing direct insights from website interactions, form submissions, and emails, making customer relationship management (CRM) tools more crucial than ever.
Accounting firms will need to build robust CRM systems and use first-party data to track client interactions as automatic tracking becomes less reliable. “The process of tracking customers is going to be a lot more manual,” Kuch explains, “and it’s on us to get creative in gathering data directly, again emphasizing the importance of creating relevant content that users want to engage with.”
- The “Wild West” of AI Technologies and the Push for Flexibility
With an explosion of new AI tools on the market, many firms are grappling with how to best integrate them into their marketing strategy. AI tools are evolving quickly, and as Kuch describes, “It’s like the Wild West right now. There are so many options, but no single platform dominates. We’re starting to see big players emerge, and we have to stay flexible to find what will work best for our team and firm.”
Experimentation is key. Every accounting firm has unique goals and gaps to fill, so success lies in testing tools and determining which ones provide real value. “Eventually, most firms will establish their own ‘AI stack’ within their broader tech stack, tailored to their individual needs,” Kuch noted. By remaining flexible and open to trial and error, marketing teams can create a toolkit that drives their strategy effectively.
- Maintaining the Bigger Picture
The rapid adoption of new tools and technologies makes it easy to get lost. Yet, as Kuch emphasizes, accounting marketers must consider the bigger picture. “With so many tools available, it’s essential to remember your KPIs and ensure they still align with the firm’s overarching goals.” Understanding how metrics are evolving is part of adapting, as is ensuring consistency in quality and content relevance.
- Approaching Strategic Shifts with Leadership
These changes can be challenging to communicate to leadership, especially if familiar metrics trend downward. “When metrics don’t look as expected, explaining why is crucial,” Kuch advises. For example, if site traffic drops due to AI-generated answers, leaders must understand that this is an industry-wide trend, not necessarily a drop in interest.”
“Expect that KPIs will evolve,” Kuch added. “Stay informed about these changes, and be proactive in sharing insights with leadership to help them see the bigger picture.”
Staying Agile and Informed
AI shifts, privacy regulations, and new digital tools challenge us to rethink metrics and strategies that have been reliable in the past. Staying informed and agile is no longer optional—it’s essential. Stay connected with peers and industry professionals. Regularly discuss, share challenges, and learn from each other’s experiences to navigate changes more effectively. By focusing on flexibility, committing to continuous learning, and building a strong network, we’ll be better equipped to handle these changes as they come.
About Taylor Bartosiewicz
Taylor Bartosiewicz is a Marketing Associate Level 3 for Yeo & Yeo, a leading advisory firm in Michigan. Her role is to support the marketing strategy of Yeo & Yeo's family of businesses. She creates marketing materials, including advertisements, blog content, and social media posts, to show how Yeo & Yeo helps its clients, community, and colleagues thrive.
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