As the holiday season comes to an end, a new page turns on the marketer’s desk. After the summer (perhaps) quieter holiday period, both consumers on the B2C side and business decision-makers in the B2B field return to their routines and desks with new energy. Autumn and the end of the year are invariably the most important times of the year for achieving results, but returning to familiar routines no longer guaranties success.
Many companies are grappling with the same challenge as September approaches: how to effectively re-activate their audience and ensure visibility in a rapidly changing digital landscape? Search behavior has changed permanently, as artificial intelligence optimization (GEO, Generative Engine Optimization) has emerged alongside traditional search engine optimization (SEO). When customers and decision-makers return to their routines, they no longer just Google keywords, but ask for direct recommendations from various AI tools.
Data reset and soft landing in September
Before new fall campaigns are launched, attention should be turned to the data accumulated over the summer. The holiday season changes people’s behavior, and data from Google Analytics and Search Console may reveal surprising searches and interests that are worth seizing right at the beginning of autumn.
When reactivating target groups, it is important to consider two different dynamics:
B2C marketing: Consumers are looking for new order in their daily lives, well-being, and solutions to busyness in September. Instead of direct sales pitches, the best results are achieved by first offering inspiration and useful information. Timing is critical, as the trust and organic discoverability built in September are realized in the major shopping events of October and November, such as Black Friday and Christmas.
B2B marketing: Decision-makers are returning to their desks to review Q4 budgets and finalize next year’s strategies. In the B2B field, success requires deep expertise and problem-solving: decision-makers seek concrete answers and data that help them achieve the goals set for the end of the year.
Humanity and the conquest of AI search in autumn marketing
In the marketing trends for the end of the year, two strong phenomena stand out: the appreciation of humanity and the transformation of AI search. With the advent of generative AI, the internet has become filled with generic bulk content. As a result, both consumers and business decision-makers are craving genuine human touch. The most successful brands this fall are highlighting real faces, experts, and customer stories. Human storytelling and transparency have become significant competitive advantages.
While the content is desired to be human-like, its technical discoverability must be perfectly machine-friendly. Search engine optimization is no longer just about repeating keywords; the structure and backend code of the site must be formatted so that even AI engines can read and extract your company’s information as direct answers and recommendations.
Take control of these three things this fall:
- Update the technical foundation and AI Schemas: Fix code barriers and add critical code annotations for AI, so language models recognize your company’s expertise.
- Fragment the content for machine readability: Format expert articles and service pages into clear answers that AI engines can easily pick up as direct sources.
- Push from data instead of guessing: Utilize search data and customer surveys so you know exactly what problems your target audience is solving upon returning from vacation.
Returning from vacation is the best time to ensure that your company’s digital foundation is in order. When you combine timely expert content for the fall launch, clear SEO and GEO visibility, and a human touch, you ensure your place at the top of your industry for the rest of the year.