What's one thing marketers still believe about websites that won't be true three years from now?

Websites are losing traffic in the AI era. Anda Gansca, Co-Founder and CEO of Knotch, an AI-powered content intelligence company, explains what marketers still get wrong about their digital properties. She breaks down why personalization can backfire and tip into the creepy factor, how trust outperforms tailored messaging when audience equity already exists, and why AI-driven personalization trained on mediocre human data still falls short. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical lifespan of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:53Speaker 00

  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:16Speaker 04

  Let's move on to the next question. What's one thing marketers believe about websites that won't be true in three years from now?

• 1:22Speaker 05

  That they are going to be dead?

• 1:25Speaker 04

  Email is dying, SMS is dying. Everything that is long-lasting and proven, everybody wants to write off as dead.

• 1:34Speaker 05

  We love a clickbait headline. We just, we can't, we can't live without it.

• 1:38Speaker 04

  I mean, I'm a podcast host, I can't help myself. Yes.

• 1:43Speaker 04

  So websites are still going to be around in three years. Obviously, the purpose of them is changing. Is there anything else that you think is misunderstood about the changes happening to websites? We've got a visitor.

• 1:55Speaker 05

  Taki has thoughts on this.

• 1:59Speaker 05

  Sorry, you were saying?

• 2:01Speaker 04

  Is there anything else that marketers think incorrectly about the purpose of a website that's going to change in the next three years?

• 2:08Speaker 05

  Yeah, I think today we're just jamming everything into the website. It's like this iceberg that sits above water and it's gigantic and it's just too hard to consume for both agents and humans. I think we're going to end up submerging 95% of this underwater in just an agent-to-agent MCP that will enable really fast access to most of the information. And then the experience of this website or knowledge site will really become that 5% that's above that's above water. So I think that's going to change.

• 2:38Speaker 04

  I love that metaphor of your website is like an iceberg, only the tip is what the humans see and then all of the real meat of it is and what really does the damage is what you're feeding to the owl. That's such a great metaphor. And that wraps up this episode of the Martech Podcast. Thanks to Onda Ginska, co-founder and CEO of Notch for joining us. If you'd like to contact Onda, you can find the link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is notch.com. That's K-N-O-T-C-H.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on

• 3:23Speaker 04

  keeping your customers happy.

• 3:52Speaker 00

  Thanks for listening to the Martech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.