The Digital Marketing Podcast by Exposure Ninja

• Everything Marketers Should Know About ChatGPT's Shopping Update

  ChatGPT's new shopping update has arrived, and it's transforming how consumers discover and compare products online — creating unprecedented opportunities for forward-thinking marketers.With the feature available across both free and paid versions, ChatGPT has introduced a visual product carousel that directly challenges Google Shopping and Amazon — but without paid placements (for now).For businesses targeting consumers in the product research phase, mastering this new channel isn't just smart — it's becoming essential.In this episode of The Dojo, Charlie and Dale reveal:The mechanics behind how ChatGPT selects which products to recommend (including how it processes conversational queries and aggregates information from multiple sources)Strategies to make your products appear in ChatGPT's shopping results — including why structured data and comprehensive product information dramatically increases your visibilityWhy ChatGPT "remembers your preferences" and how this creates both challenges and opportunities for brands trying to enter a customer's consideration setThe exact content formats that ChatGPT favours when recommending products (based on our early testing)Charlie and Dale also share insights on what this means for the future of eCommerce marketing, including how this compresses the traditional product research journey and potentially reduces traffic to middle-funnel content sites.As Dale explains in the podcast:"If you don't crack it and nail it and get perfect marketing and a product that somebody selects at the very beginning, they may never come back into the market to search and compare between different products... You've gotta have an organic strategy and a paid strategy for ChatGPT."If you're ready to position your brand for success in this new AI-driven shopping landscape while your competitors remain fixated solely on traditional channels, this episode provides your complete action plan.Get the show notes:https://exposureninja.com/podcast/dojo-49/Listen to these episodes next:Are AI Overviews Going to Impact Your Commercial Traffic?https://exposureninja.com/podcast/dojo-48/Copy This NEXT-LEVEL GEO Strategy in 2025https://exposureninja.com/podcast/extra-043/How To Rank in ChatGPT (with Client Examples)https://exposureninja.com/podcast/348/

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• Rocket Mortgage: A $5 Billion Marketing Success (and SEO Flaw)

  The digital marketing strategy behind Rocket Mortgage's $5.1 billion success reveals surprising strengths and weaknesses, creating unprecedented opportunities for forward-thinking marketers.While their revenue grew 34% last year, their approach contains a critical flaw that's costing them millions in potential growth despite spending $824 million annually on marketing.For businesses targeting high-value customers in competitive industries, understanding these strategic insights isn't just smart — it's becoming essential.In this episode, I reveal:• The hidden mechanics behind how Rocket achieves crystal-clear value propositions that convert (including how they structure CTAs with specific benefits rather than generic language)• Strategies to build a content marketing engine like Rocket's "Learn" section — which drives 1.4 million monthly organic visits and establishes crucial authority in a regulated industry• Why Rocket's failure to rank for commercial keywords is forcing them to spend millions on paid search — and how to avoid this expensive mistake in your own strategy• The exact content formats that high-converting mortgage sites should feature (based on competitor analysis of top-ranking finance sites)I'll share real-world success stories, including how we've helped mortgage clients implement similar strategies for exponential growth by balancing informational and commercial keyword targeting.As I explain in the pod:"Rocket should be dominating for commercial search terms like 'mortgage lenders' and 'mortgage calculator,' but they're leaving tens of millions in potential revenue on the table. Instead of ranking organically, they're paying millions monthly in PPC and affiliate commissions to get in front of the same customers they could reach for free."If you're ready to implement these strategies while avoiding Rocket's costly SEO mistakes, this episode provides your complete action plan for sustainable, efficient growth in competitive markets.Get the show notes:https://exposureninja.com/podcast/353/Listen to these episodes next:How We Earned a 600% Lead Gen Boost for Mortgage Lender in ONLY 4 Monthshttps://exposureninja.com/podcast/326/How Monzo Disrupted a $273B Industry...with Basic Marketinghttps://exposureninja.com/podcast/322/Steal This $7M SEO Strategyhttps://exposureninja.com/podcast/245/

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• Are AI Overviews Going to Impact Your Commercial Traffic?

  Google's AI Overviews are reshaping search results pages, while ChatGPT's monthly users have nearly quadrupled to 41 million in just six months — creating both challenges and opportunities for forward-thinking marketers.While these changes are dramatic, there's a crucial distinction emerging: commercial search traffic remains remarkably stable. Google's own executives report "no cannibalization of commercial queries" from AI platforms.For businesses targeting audiences with purchase intent, understanding this evolving landscape isn't just helpful — it's becoming essential for maintaining your competitive edge.In this episode, I reveal:The real impact of AI Overviews on click-through rates (appearing in approximately 96% of informational searches) and why they primarily affect top-of-funnel contentWhy being featured in AI Overviews builds powerful brand recognition even without direct clicks — and strategies to ensure your brand gets mentionedHow to adapt your reporting frameworks to emphasise conversion metrics over raw traffic numbers when communicating with stakeholdersThe updated Google Quality Rater Guidelines that explicitly target AI-generated content without substantial human expertise or curationIn this episode, Dale and Charlie share real-world success stories, including how one furniture retailer shifted focus from high-traffic mattress size content to their actual high-margin bed frame products with dramatic results.As they explain in the pod:"The most important point is the rate at which ChatGPT is growing. It's continuing to increase, whereas Google's almost flatlining in terms of the number of visits."If you're ready to adapt your strategy while your competitors remain fixated on vanishing top-of-funnel traffic, this episode provides your complete action plan for thriving in the age of AI search.Get the show notes: https://exposureninja.com/podcast/dojo-48/Listen to these episodes next:Did Google Just “Confirm” That You Can’t Add E-E-A-T To Your Website?https://exposureninja.com/podcast/dojo-47/Everything Marketing Leaders Should Know About Google’s NEW AI Modehttps://exposureninja.com/podcast/dojo-46/Copy This NEXT-LEVEL GEO Strategy in 2025https://exposureninja.com/podcast/extra-043/

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• Human First Marketing: Rethinking Marketing in the AI Era

  This is a BONUS EPISODE of the Digital Marketing Podcast by Exposure Ninja---------------The marketing landscape is becoming increasingly automated and impersonal — yet consumers are longing for authentic connections before making major purchasing decisions.This disconnect creates an unprecedented opportunity for forward-thinking marketers willing to take a radical approach: putting humans back at the center of their strategy.Over $1 trillion was spent on advertising last year, but studies show people only remember about 3% of the ads they see. That means roughly $950 billion was wasted on forgettable marketing that failed to create meaningful connections.In this episode, Exposure Ninja's CEO, Charlie Marchant, is joined by Phil Tregus-Evans, CEO of Giraffe Social Media and author of the new book "Human First Marketing," who reveals:• Why treating B2B customers as data points rather than humans is destroying trust and wasting marketing budgets (and the simple shift that instantly changes how prospects respond)• The shocking problems with the traditional marketing funnel that dates back to 1898 (and the innovative "Pinball Method" that accurately reflects how modern buyers actually make decisions)• A practical framework called EMPATH that replaces outdated customer avatars with nuanced human understanding that captures what demographics consistently miss• How to strategically balance AI implementation with authentic human connection (avoiding the "lazy AI" trap that makes your content instantly forgettable)In this episode, you'll discover why putting real team members at the forefront of your marketing substantially increases conversion rates and how leading brands are rebuilding trust in an increasingly sceptical marketplace.As Phil explains: "I think with the advance of data and all of the different ways we now do marketing, we've kind of lost touch a little bit with the fact that when you boil it down, marketing is just one group of humans trying to demonstrate the value they can provide to another group of humans."If your competitors are fixated on automation while neglecting the human element, this episode provides your roadmap to meaningful differentiation that drives sustainable growth through authentic connection.

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• Did Google Just "Confirm" That You Can’t Add E-E-A-T To Your Website?

  Welcome to The Dojo, a search marketing news podcast for goal-driven marketing leaders, hosted by Exposure Ninja, featuring Charlie Marchant (CEO) and Dale Davies (Head of Marketing)."Sorry, you can’t sprinkle some experiences on your web pages."Google just dropped a bombshell statement claiming "you can't add E-E-A-T to your website" — but this widely misinterpreted comment hides a crucial truth that forward-thinking marketers need to understand.While Google's John Mueller dismissed the idea of "sprinkling experience on your web pages," what he was actually pushing back against, in our opinion, was artificial attempts to fake expertise through AI-generated authors and fabricated credentials.For businesses committed to authentic marketing, this distinction matters enormously — because genuine E-E-A-T signals remain one of the most powerful drivers of both search visibility and conversion rates.In this episode, we unpack:• The full context of Mueller's comments — and why they've been dangerously misinterpreted by some in the industry• Why E-E-A-T matters for all businesses — not just those in YMYL (Your Money, Your Life) categories• Actionable frameworks for authentically showcasing your expertise, experience, authority, and trustworthiness that satisfy both Google and potential customers• How E-E-A-T extends beyond SEO into every stage of your marketing funnel — from ads to emails to conversion optimization• The evolving relationship between links, mentions, and E-E-A-T signals — and why quality third-party validation remains crucialCharlie and Dale share practical implementation strategies based on work with real clients across multiple sectors, demonstrating how authentic expertise signals drive measurable business outcomes.As Charlie explains in the episode:"For businesses targeting decision-makers, seeing experience and expertise is crucial. Going beyond just content ranking and thinking about purchasing decisions — businesses absolutely want to purchase from other businesses that show credentials and experience. You trust them more than businesses where you're not seeing that."If you're ready to move beyond simplistic interpretations and implement a sophisticated E-E-A-T strategy that drives both rankings and revenue, this episode provides your complete action plan.Get the show notes: https://exposureninja.com/podcast/dojo-47/Listen to these episodes next:Everything Marketing Leaders Should Know About Google’s NEW AI Modehttps://exposureninja.com/podcast/dojo-46/Copy This IMPACTFUL Brand Marketing Strategy in 2025https://exposureninja.com/podcast/extra-048/Copy This PERFECT Digital Marketing Strategy in 2025https://exposureninja.com/podcast/extra-047/

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