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Tech News
Similarweb found that 93.7% of ChatGPT.com visitors in September also visited Google.com, while 14.1% of Google visitors also used ChatGPT.com, according to a Search Engine Watch report cited by Entrepreneur. The figures measure overlapping monthly website visits, not the order, frequency or purpose of those visits, and don't capture app usage.
An Entrepreneur contributor opinion piece argues that marketers who copy the channels, messaging and metrics of category leaders are choosing a slow path to irrelevance rather than a safe one. The author cites early advocacy for distinct mobile app marketing strategies in 2013 as an example of moving ahead of consensus, and points to AI answer systems as a new space brands should claim before it becomes crowded.
A commentary piece contends that businesses often base major decisions on customer insights that are years old, even as they refresh financial forecasts regularly. The author argues this gap between stale customer data and fresh market planning can lead to misaligned strategy.
An Entrepreneur contributor argues that AI tools like ChatGPT and Claude produce polished, comprehensive marketing strategies that nonetheless fail when teams try to execute them, because the plans lack grounding in a company's real financial, operational and customer data. The piece references Clarity Digital's analysis on generic AI marketing strategies to support the claim that such documents are not true executable roadmaps.
An Entrepreneur contributor argues that in real estate, discoverability through search, ads and social media has become commoditized, with most agents equally easy to find online. The piece contends that the real differentiator for winning clients is no longer visibility but whether prospective buyers and sellers actually trust and believe in an agent before ever speaking with them.
A business advice column distinguishes between a marketing problem, where customers understand an offer but aren't reached enough, and a positioning problem, where they hear the pitch but can't quickly grasp what the business does or why it's different. The author advises owners to write one clear, defensible statement of what they want to be known for and compare it against their recent content, homepage and bio before increasing ad or marketing spend.
An industry commentary argues that marketers are restructuring entire channel strategies to chase how AI assistants browse and surface content, even though these tools' crawling and ranking behavior remains unsettled and inconsistent. The piece uses an analogy to Christopher Nolan's Odyssey to describe marketers being led unpredictably by shifting AI rules.
A marketing writer describes four years spent interviewing people who broke conventional marketing rules, including CMOs and other leaders. The piece highlights three unconventional figures—a monk, a real estate mogul and a musician—who are described as marketing gurus despite never setting out to be one, and draws lessons from how each built influence and audience without formal marketing titles.
Oatly creative director Michael Lee says the company has long refused to create a standard brand book, the style guide most large companies use to keep messaging consistent. He says new creative hires are told to 'unlearn everything you know about marketing,' and the company instead gives its creative team unusual autonomy to write and execute its own briefs. Oatly's shift traces back to 2012, when new CEO Toni Petersson and creative chief John Schoolcraft rebuilt the marketing department around creatives rather than traditional marketing structures.
A marketing analysis outlines four recurring reasons target buyers ignore campaigns even when they see the right messaging: audiences defined too broadly, content that describes products rather than buyer problems, insufficient buyer confidence to act, and marketing that answers questions nobody is actually asking. The piece recommends conducting five to ten interviews with people across different relationships to the company to spot which of these patterns applies before making changes.
The head of roofing maintenance company Roof Maxx describes how his team distinguishes valuable customer feedback from distracting or inaccurate criticism, despite holding a 4.9-star average across more than 20,000 reviews. He notes that even false claims, including inaccuracies generated by AI tools about the brand, can reveal how competitors are positioning the company and inform marketing decisions.