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Three stories about platforms, advertising, and control. Are tech companies doing anything surprising, or are marketers simply expecting these platforms to act against their own interests?
1. ChatGPT Expands Advertising
Angle: Are we making too big a deal about AI advertising?
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Google already mixes AI recommendations with advertising. Consumers seem comfortable with it. Why should ChatGPT be different?
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Do people see ChatGPT as a trusted adviser or simply another search engine?
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The YouTube strategy: Could advertising intentionally make the free experience less attractive so more people upgrade?
Question: Is ChatGPT advertising a threat to trust, or just the next version of Google Search?
2. Google Changes Its Content Guidance
Angle: Visibility is the new traffic.
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Marketers are realizing that appearing in Google doesn't necessarily mean getting a click.
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Content discovery is becoming a brand play, not just a traffic play.
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The challenge is measurement. How do we demonstrate value when people see our brand but never visit our website?
Question: If nobody clicks, how do we know our content marketing is working? And does it matter?
3. Meta Bans TikTok Advertising
Angle: Why should Meta promote its competition?
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Meta is a private company. Why should it help TikTok grow?
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Isn't it perfectly reasonable to protect your own platform?
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The wrinkle: What about third-party brands trying to promote their own TikTok content?
Question: Is this starting the banning war of 2027?
Marketing Winners and Losers
Robert's Winner/Loser: Publicis
The Day the CEO Stopped Being Scared. Publicis is bypassing traditional agency pitches and selling AI transformation directly to anxious CEOs. Robert says this is a long-term loss and no way to sell trust.
Joe's Loser: Norwegian Cruise Line
Norwegian has talented onboard performers but isn't doing enough to build them into creators and influencers. A missed opportunity to grow audiences, build loyalty, and attract talent.
Rants and Raves
Robert's Rant: AI Cute-Washing
Cute is the worst way to sell long-term trust.
Joe's Rave: Sylvester Stallone's Memoir
Stallone's life, career, persistence, and creative journey.
Article Links
ChatGPT Expands Advertising | Mashable
Google Changes Its Content Guidance | MarTech
Meta Bans TikTok Ads in Seven Countries | TechRepublic
Publicis Is Selling Directly to AI-Anxious CEOs | Digiday
Big Tech Is Cutewashing Its AI Agents | Fast Company
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Get all the show notes: https://www.thisoldmarketing.com/
Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/
Subscribe to Joe's Newsletter at https://www.thetilt.com/join-tilt-newsletter
Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/
Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/
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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork
