According to Statista, 70% of all ad spend is primarily used on digital marketing. So, it is obvious that the world of digital marketing is becoming more competitive each passing day.
A proof of this competitiveness is that the average internet user is exposed to 98.5 ads per day, most of which aren’t actively perceived by the intended users. Each view that doesn’t generate a click means one lost opportunity.
Because brands are competing for the viewer’s time, businesses are constantly searching for ways to maximize their Return on Ad Spend (ROAS). This is the metric that tells you how much revenue your campaigns generate for every dollar spent.
With so many brands competing for attention, how can you boost your business’ ROAS without breaking the bank? The answer lies in smart, proven ad strategies. In this blog, let’s explore five proven tactics to help you skyrocket your ROAS and get the most out of your ad budget!
ROAS is a key performance indicator (KPI) that measures the effectiveness of your advertising campaigns. It shows how much revenue you’re earning for every dollar you spend on ads. For example, a ROAS of 5:1 means you’re generating 5 for every 1 spent.
This KPI also provides valuable insights regarding campaign performance. If used wisely, this KPI can be a key in choosing the best marketing channels and strategies.
Marketers are always on the lookout for strategies that deliver. Here are 5 strategies that are proven to be effective in improving your return on ad spend:
Your ad copy is the words that speak on your behalf. It needs to grab their attention and persuade them to take action.
Plus, a clear call-to-action (CTA) is a must-have too. CTAs like “Shop Now,” “Get Started,” or “Claim Your Discount” can encourage clicks.
Not every customer converts on their first visit. The marketing “Rule of 7” suggests that a potential customer needs to see an ad at least seven times before making a purchase decision. This is where remarketing plays a huge role in converting cold leads to warm leads and finally buyers.
Cold leads like website visitors or warm leads like those who have abandoned carts can be re-engaged with personalized ads. For instance, many e-commerce stores remarket those with abandoned carts by showing the same products they chose as ads. These leads are more likely to convert, making remarketing a powerful tool for boosting ROAS.
Another great idea is to conduct A/B testing of different versions of your ad copy, headlines, and CTAs. Testing will help you find the winning combination that drives conversions.
You could even try different colors, images, or audience segments to identify the most effective combinations.
There are a range of A/B testing tools available now that allow you to see which campaigns work effectively. Make sure that the results of your A/B tests are recorded so you can refine your campaigns over time rather than learning and relearning each time. A/B testing is a tool that shouldn’t be discredited, no matter how successful a brand might be.
Negative keywords are a simple yet effective way to optimize your ad spend. Irrelevant or low-intent keywords can target an audience that isn’t relevant to you. This means marketing bucks lost on a segment that is very unlikely to convert.
For instance, a luxury watch seller will add “cheap” or “affordable” as negative keywords to avoid attracting bargain hunters. This way, their ads are only shown to users who are more likely to purchase, improving the ROAS.
Your landing page is where the magic happens. If your ad and landing page aren’t aligned, you risk losing potential customers. To maximize conversions, create personalized landing pages that match the intent of your ads.
Here are three ways to optimize your landing pages:
Improving your ROAS isn’t just about spending more—it’s about spending smarter.
We’ve outlined proven strategies to maximize your paid ads investment. Take these tips, apply them to your campaigns, and watch your ROAS soar. The results will speak for themselves!
At J. Arthur & Co., we’re proud to drive excellent ads results for our clients and would love to help your business improve ROAS. Find out how we can get you the leads you’ve been waiting for: (401) 239-1311
Generative AI has been a disruptive release across every industry. It is now not only being used to generate content and code, but also to generate images, detect anomalies, and even analyze thousands of data records – within just a few minutes.
It was initially believed that AI would replace a lot of jobs. However, as we came to know about AI’s capabilities and its limitations, we understood that AI is merely a supplemental tool that businesses need to leverage in addition to human efforts. If in today’s world, a business doesn’t use AI, can it even compete with others?
In this blog, we uncover ways that AI can help businesses to ease decision-making and scale-up. So, let’s begin!
With the significant developments in NLP and machine learning, businesses will soon have AI assistants to help schedule appointments, send out emails, and even make calls on their behalf. But based on what we have in 2025, we can say that AI can at least help improve customer services through chatbots.
Chatbots powered by natural language processing (NLP) could handle customer inquiries more efficiently than a chatbot trained on a few common questions. AI-powered bots could handle order taking and processing. Improvements in AI will also minimize the chance of errors over time
AI coupled with the power of cloud computing can handle large datasets and detect anomalies. Here are some examples of how AI’s anomaly detection capabilities can come in handy:
Blockchain has already made vast improvements in the supply chain. Walmart uses blockchain to help track fresh produce issues to the supplier and tackle complaints effortlessly. Now imagine how much Walmart can benefit from AI. Each year, there are thousands of product recalls in the USA. In 2024, 580.4 million of product units were recalled. AI can help sort records of sales of recalled products to issue personalized warnings.
AI and blockchain together, can help manage warehouse capacity, forecast demand, and even ensure the integrity of the transactions done within the supply chain. This means no more stock-outs and extra inventory that needs to be sold at slashed prices.
TFor a better understanding, take the example of Target’s inventory mismanagement in recent years. The retail giant has faced a significant decline in profitability because it has excess inventory that needs to be cleared out. This meant higher sales figures, but lower profit margins that hurt Target’s profitability. With AI’s management and forecasting capabilities, this mismanagement could be controlled, allowing companies to grow.
AI’s ability to analyze vast datasets in real time allows businesses to make data-driven decisions with greater confidence. Whether it’s financial forecasting, risk assessment, or customer behavior analysis, AI can process thousands of records in minutes—something that would take humans days or even weeks.
For example, AI-powered analytics tools can help businesses identify trends and opportunities before they become obvious, allowing them to be proactive rather than reactive in their strategies.
Retailers can adjust pricing dynamically based on demand rather than their gut instinct. Financial firms can mitigate risks by detecting patterns of fraudulent activity.
AI isn’t just about automating tasks—it’s also a catalyst for innovation. Companies that embrace AI can create new products, enhance services, and redefine customer experiences in ways that weren’t possible before.
For instance, AI-driven design tools can enable businesses to develop prototypes faster. In manufacturing, predictive maintenance powered by AI can reduce downtime and extend the lifespan of machinery. Even Netflix and other on-demand video services can leverage AI to generate hyper-personalized recommendations.
AI’s ability to analyze consumer behavior and market trends also empowers businesses to identify gaps in the market and launch products that cater to emerging needs. In short, AI isn’t just streamlining existing processes—it’s driving the next wave of business transformation.
The businesses that will thrive in 2025 and beyond are the ones that embrace AI as a tool for efficiency, innovation, and growth. From automating repetitive tasks to making data-driven decisions and optimizing the supply chain, AI is reshaping industries in ways we couldn’t have imagined just a few years ago.
However, AI is not a replacement for human expertise—it’s an enabler. Businesses that integrate AI strategically, rather than relying on it blindly, will have a competitive edge. Whether you’re a startup or an established enterprise, now is the time to leverage AI and future-proof your business.
Are you ready to take your business to the next level with AI? The tools are already here—it’s just a matter of how you use them. If you’re ready to embrace growth with the latest technology, schedule a marketing consultation with J. Arthur & Co. today!
Artificial intelligence (AI) has made remarkable strides in recent years, even reaching milestones unexpectedly fast. Companies in the AI sector are engaged in fierce competition, much like the historic “race to the moon,” each striving to create the most powerful and efficient AI models. On January 20th, 2025, a group of Chinese researchers at DeepSeek, released a high-performance large language model (LLM)—R1—at a fraction of the cost of OpenAI’s models.
This release caused NVIDIA’s stock to dip 17 percent on January 27, amid fears that demand for its high-performance graphics processing units (GPUs)—until now considered essential for training advanced AI—could falter. (CSIS)
With the race heating up, but certainly still plenty of learning and development to go, this once science fiction plot has become reality. What is the finish line? Synthetic AI. Imagine a machine that not only performs specific tasks but exhibits human-like cognition, reasoning, and even emotional intelligence. The technology is revolutionary, and given the latest AI developments, we may not be as far from it as we thought.
At its core, synthetic AI refers to artificial intelligence systems designed to replicate or simulate human cognitive processes, such as reasoning, learning, and decision-making. Unlike today’s specialized AI models, which excel at specific tasks (like language translation, image recognition, or even playing chess), synthetic AI envisions systems that can perform a wide variety of tasks, learn from experience, and even adapt to new situations with minimal human intervention. Essentially, the AI starts to learn from itself!
The term “synthetic” in this context generally refers to something that is artificially created or constructed, rather than naturally occurring. Specifically, it usually means that the AI is engineered or designed by humans rather than arising from natural biological processes.
It’s about creating systems that are not reactive, but rather capable of generalizing knowledge, reasoning through complex scenarios, and perhaps even developing their own goals or ambitions—much like humans do.
Synthetic AI can be explored through several dimensions. These range from artificial general intelligence (AGI) to more philosophical ideas like synthetic consciousness. Let’s break them down:
AGI is one of the most widely discussed in synthetic AI. Unlike narrow AI, which is designed to perform specific tasks (like diagnosing diseases, recognizing faces, or driving cars), AGI aims to create machines with the ability to perform any intellectual task a human can do. This includes reasoning, planning, learning new concepts, understanding context, and even exhibiting creativity.
The difference between narrow AI and AGI is like comparing a highly specialized tool (like a screwdriver) with a versatile worker who can adapt to and solve a wide range of problems.
While narrow AI systems are already outperforming humans in certain tasks, AGI are capable of truly flexible thinking and problem-solving across all domains.
Another dimension of synthetic AI goes into the realm of consciousness.
Is it possible for a machine to become self-aware? Or have emotions of its own? While we’re far from achieving this in practice, the idea of synthetic consciousness is a possibility.
In theory, synthetic AI could evolve to not only mimic cognitive functions but also develop a form of self-understanding or awareness. This would involve the AI being aware of its own existence, capable of reflecting on its thoughts and actions, and perhaps even developing desires or motivations beyond its programming.
However, we’re still in the early stages of research, and whether true consciousness can be “synthesized” remains a topic of intense debate.
Some synthetic AI systems are designed to replicate the cognitive processes of the human brain in a more practical sense, without necessarily aiming for self-awareness or emotional depth.
These AI systems would simulate processes like reasoning, perception, memory, and problem-solving. Neural networks, a key technology behind many modern AI systems, are based on the way biological brains process information. But synthetic AI might go beyond the neural network structure, incorporating multiple interconnected modules that represent different aspects of cognition (e.g., perception, action, reasoning, memory).
This would enable a machine to not just execute pre-programmed instructions but to reason through a given problem, adapt to changing circumstances, and even recognize patterns that it wasn’t specifically trained on. The possibilities are endless, and fascinating!
While the concept of synthetic AI is intriguing, there are significant challenges to its development. These range from technical to ethical issues, and even the philosophical dilemmas about the very nature of intelligence and consciousness.
As synthetic AI develops, it could face the challenge of errors. AI systems, especially ones trying to simulate human-like thinking, could make errors that are subtle, complex, or difficult to detect.
At the end of the day, AI is not human and will not be capable of fully comprehending the data it is taught, there is no human conscience involved. Therefore the potential for misleading or harmful information grows.
Ensuring the reliability of outputs while allowing flexibility and creativity will be a key challenge of synthetic AI development..
Building AI systems that can generalize across domains and think flexibly like humans is far more complex than simply training a model to recognize objects in photos or translate text. Creating a true synthetic AI would require breakthroughs in several areas, including:
The development of synthetic AI, especially if it approaches or achieves AGI or synthetic consciousness, raises significant ethical concerns:
At a more fundamental level, the pursuit of synthetic AI touches on deep philosophical questions about the nature of intelligence, consciousness, and life itself:
DeepSeek’s approach raised eyebrows because, rather than relying on human-created data like most large language models (LLMs), DeepSeek used AI-generated content. OpenAI’s o1 model is designed to simulate reasoning and “thinking,” producing data that DeepSeek then used to teach its own model how to simulate complex cognitive tasks. This process essentially allowed DeepSeek to sidestep traditional data collection methods by using synthetic data generated by another AI, which makes this a fascinating case in the world of synthetic AI. (AI@ND)
In essence, DeepSeek used a distillation of the same internet-based data that OpenAI’s models were trained on, but filtered through synthetic reasoning processes. This model raises important questions about the future of AI training: could synthetic data, generated by AI itself, offer a more efficient and cost-effective way to develop models? In this context, synthetic AI doesn’t just refer to the creation of artificial intelligence but also to the use of synthetic data as a core part of that creation.
DeepSeek’s bold use of synthetic data generated by another AI model pushes us closer to the frontier of synthetic AI. By leveraging AI-generated training data, they challenge traditional beliefs about model training, which has long relied on human-curated datasets. This approach could revolutionize the AI development process by offering a more streamlined, cost-efficient path to high-performance models.
However, the effectiveness of synthetic data remains to be fully seen—whether it will be able to match human-curated data in terms of richness, diversity, and accuracy over the long term is still an open question.
Furthermore, as synthetic AI continues to evolve, there are questions we should consider:
These are questions that DeepSeek’s work with synthetic AI exemplifies, bringing us closer to a future where machines might not only learn from humans but also from themselves.
The future of synthetic AI is full of potential. Whether it’s AI that learns from its own generated data, systems that simulate complex cognitive processes, or even machines that might one day approach consciousness, the field is on the cusp of a revolutionary shift. But with these advancements come significant challenges—technical, ethical, and philosophical—that will need to be navigated carefully. The question remains: will synthetic AI usher in a new era of intelligent machines, or will its potential be tempered by unforeseen complexities? Only time will tell, but the journey toward synthetic AI is bound to shape the future of technology and human-machine collaboration in profound ways.
Shaping the Future of AI: China’s Deepseek and the Rise of Synthetic Intelligent MachinesArtificial intelligence (AI) has made remarkable strides in recent years, even reaching milestones unexpectedly fast. Companies in the AI sector are engaged in fierce competition, much like the historic “race to the moon,” each striving to create the most powerful and efficient AI models. On January 20th, 2025, a group of Chinese researchers at DeepSeek, released a high-performance large language model (LLM)—R1—at a fraction of the cost of OpenAI’s models.
This release caused NVIDIA’s stock to dip 17 percent on January 27, amid fears that demand for its high-performance graphics processing units (GPUs)—until now considered essential for training advanced AI—could falter. (CSIS)
With the race heating up, but certainly still plenty of learning and development to go, this once science fiction plot has become reality. What is the finish line? Synthetic AI. Imagine a machine that not only performs specific tasks but exhibits human-like cognition, reasoning, and even emotional intelligence. The technology is revolutionary, and given the latest AI developments, we may not be as far from it as we thought.
At its core, synthetic AI refers to artificial intelligence systems designed to replicate or simulate human cognitive processes, such as reasoning, learning, and decision-making. Unlike today’s specialized AI models, which excel at specific tasks (like language translation, image recognition, or even playing chess), synthetic AI envisions systems that can perform a wide variety of tasks, learn from experience, and even adapt to new situations with minimal human intervention. Essentially, the AI starts to learn from itself!
The term “synthetic” in this context generally refers to something that is artificially created or constructed, rather than naturally occurring. Specifically, it usually means that the AI is engineered or designed by humans rather than arising from natural biological processes.
It’s about creating systems that are not reactive, but rather capable of generalizing knowledge, reasoning through complex scenarios, and perhaps even developing their own goals or ambitions—much like humans do.
Synthetic AI can be explored through several dimensions. These range from artificial general intelligence (AGI) to more philosophical ideas like synthetic consciousness. Let’s break them down:
AGI is one of the most widely discussed in synthetic AI. Unlike narrow AI, which is designed to perform specific tasks (like diagnosing diseases, recognizing faces, or driving cars), AGI aims to create machines with the ability to perform any intellectual task a human can do. This includes reasoning, planning, learning new concepts, understanding context, and even exhibiting creativity.
The difference between narrow AI and AGI is like comparing a highly specialized tool (like a screwdriver) with a versatile worker who can adapt to and solve a wide range of problems.
While narrow AI systems are already outperforming humans in certain tasks, AGI are capable of truly flexible thinking and problem-solving across all domains.
Another dimension of synthetic AI goes into the realm of consciousness.
Is it possible for a machine to become self-aware? Or have emotions of its own? While we’re far from achieving this in practice, the idea of synthetic consciousness is a possibility.
In theory, synthetic AI could evolve to not only mimic cognitive functions but also develop a form of self-understanding or awareness. This would involve the AI being aware of its own existence, capable of reflecting on its thoughts and actions, and perhaps even developing desires or motivations beyond its programming.
However, we’re still in the early stages of research, and whether true consciousness can be “synthesized” remains a topic of intense debate.
Some synthetic AI systems are designed to replicate the cognitive processes of the human brain in a more practical sense, without necessarily aiming for self-awareness or emotional depth.
These AI systems would simulate processes like reasoning, perception, memory, and problem-solving. Neural networks, a key technology behind many modern AI systems, are based on the way biological brains process information. But synthetic AI might go beyond the neural network structure, incorporating multiple interconnected modules that represent different aspects of cognition (e.g., perception, action, reasoning, memory).
This would enable a machine to not just execute pre-programmed instructions but to reason through a given problem, adapt to changing circumstances, and even recognize patterns that it wasn’t specifically trained on. The possibilities are endless, and fascinating!
While the concept of synthetic AI is intriguing, there are significant challenges to its development. These range from technical to ethical issues, and even the philosophical dilemmas about the very nature of intelligence and consciousness.
As synthetic AI develops, it could face the challenge of errors. AI systems, especially ones trying to simulate human-like thinking, could make errors that are subtle, complex, or difficult to detect.
At the end of the day, AI is not human and will not be capable of fully comprehending the data it is taught, there is no human conscience involved. Therefore the potential for misleading or harmful information grows.
Ensuring the reliability of outputs while allowing flexibility and creativity will be a key challenge of synthetic AI development..
Building AI systems that can generalize across domains and think flexibly like humans is far more complex than simply training a model to recognize objects in photos or translate text. Creating a true synthetic AI would require breakthroughs in several areas, including:
The development of synthetic AI, especially if it approaches or achieves AGI or synthetic consciousness, raises significant ethical concerns:
At a more fundamental level, the pursuit of synthetic AI touches on deep philosophical questions about the nature of intelligence, consciousness, and life itself:
DeepSeek’s approach raised eyebrows because, rather than relying on human-created data like most large language models (LLMs), DeepSeek used AI-generated content. OpenAI’s o1 model is designed to simulate reasoning and “thinking,” producing data that DeepSeek then used to teach its own model how to simulate complex cognitive tasks. This process essentially allowed DeepSeek to sidestep traditional data collection methods by using synthetic data generated by another AI, which makes this a fascinating case in the world of synthetic AI. (AI@ND)
In essence, DeepSeek used a distillation of the same internet-based data that OpenAI’s models were trained on, but filtered through synthetic reasoning processes. This model raises important questions about the future of AI training: could synthetic data, generated by AI itself, offer a more efficient and cost-effective way to develop models? In this context, synthetic AI doesn’t just refer to the creation of artificial intelligence but also to the use of synthetic data as a core part of that creation.
DeepSeek’s bold use of synthetic data generated by another AI model pushes us closer to the frontier of synthetic AI. By leveraging AI-generated training data, they challenge traditional beliefs about model training, which has long relied on human-curated datasets. This approach could revolutionize the AI development process by offering a more streamlined, cost-efficient path to high-performance models.
However, the effectiveness of synthetic data remains to be fully seen—whether it will be able to match human-curated data in terms of richness, diversity, and accuracy over the long term is still an open question.
Furthermore, as synthetic AI continues to evolve, there are questions we should consider:
These are questions that DeepSeek’s work with synthetic AI exemplifies, bringing us closer to a future where machines might not only learn from humans but also from themselves.
The future of synthetic AI is full of potential. Whether it’s AI that learns from its own generated data, systems that simulate complex cognitive processes, or even machines that might one day approach consciousness, the field is on the cusp of a revolutionary shift. But with these advancements come significant challenges—technical, ethical, and philosophical—that will need to be navigated carefully. The question remains: will synthetic AI usher in a new era of intelligent machines, or will its potential be tempered by unforeseen complexities? Only time will tell, but the journey toward synthetic AI is bound to shape the future of technology and human-machine collaboration in profound ways.
Building a Brand That Lasts: Lessons for Entrepreneurs and Small BusinessesTarget is one of the longest standing, easily recognized brands in the world. Its iconic, simple logo is familiar to millions of people worldwide – even a hundred years after it was founded. Coca-Cola, Harley Davidson, and Kraft Foods are a few other examples of legacy brands that are still strong.
The first thing to do is create a detailed, logical reason for your brand’s existence. Strong brands know their purpose.
Think of TOMS Shoes. They didn’t just sell footwear. They built their brand on the promise of giving a pair of shoes to someone in need for every pair sold. Even though more than half of TOMS sales were of its trademark Alpargata slip-on, its mission resonated with customers and built trust.
When building a brand, here are some questions to ask:
Your brand isn’t just your logo and the colors you use for branding. It’s your voice, your values, your customer experience.
According to research, consistent branding can increase revenue by 33%. Consistent branding means that at every customer touchpoint, the brand should be present with the same tone, colors, and messaging. Whether it’s your website, social media, or in-person interactions, everything should feel cohesive.
Imagine if Coca-Cola suddenly switched its iconic red to purple. Confusing, right? That’s why consistency matters.
Great brands don’t try to be everything to everyone. They know who their target audience is and focus on them.
Take Apple, for example. They’ve built a loyal audience by prioritizing simplicity, quality, and innovation. They’re not trying to win over budget-conscious shoppers. And that’s okay.
Understand who your ideal customer is. What do they care about? What problems can you solve for them? When you connect emotionally with your audience, they’ll stick around.
The market is always changing. Brands that last know how to keep up with these changes.
In 2020, 75% of consumers tried new shopping behaviors during the pandemic. Companies that pivoted quickly—like offering online ordering or curbside pickup—thrived.
We mentioned TOMS as a brand that has been clear about its values. However, their over-reliance on their signature Alpargata slip-on during the pandemic was what led it to trouble. During the lockdown, people had more time on their hands for fitness activities. This is why they turned more towards athletic-looking footwear. Since TOMS failed to evolve, it ran into financial trouble and still hasn’t been able to revive itself.
To create a brand that stands the test of time, think about how you can adapt to changing trends or challenges. Staying relevant is part of staying memorable.
People want to support brands that give back. Whether it’s donating to local charities, hosting events, or creating eco-friendly products, showing you care builds loyalty.
A study by Cone Communications found that 87% of people will buy from a brand that supports a cause they care about. Your community involvement doesn’t have to be big—it just has to be genuine.
Products come and go but experiences stick.
Think about brands like Disney. They’re not just selling movies or theme parks. They’re selling magic, nostalgia, and memories. They invest in merchandise, clothes, and even homeware to build an experience around their movies.
How can you create an experience for your customers? While brands like Disney are financially strong, even small brands and new companies can learn from it. For a new or small brand, here are some ideas to convert your products into an experience:
Finally, measure what’s working and abandon what is not. Are people engaging with your social media posts? Are they leaving positive reviews? If they are not, it might be time to revise your strategies. Even the biggest brands have been through tests and trials and sustained multiple failures.
So, brands that track their performance and listen to feedback grow faster than those that don’t.
Here is a list of the 5 SEO trends that will shape the world in the next 12-24 months:
Remember, a strong brand doesn’t just sell products or services—it builds meaningful relationships. It all comes down to trust and consistency. Evolving, adapting, and transparency are major factors that will allow your business to create a brand that thrives for many years to come.
For more personalized brand guidance for your business, reach out to J. Arthur & Co. for a consultation: (401)-239-1311
Doing business these days without a sound SEO strategy is like expecting customers to show up in a shop in the middle of nowhere. SEO is a strategy that lays a digital path for your customers to become aware of and purchase from a business. However, you must keep up with the changes for this strategy to continue working.
In November 2022, Chat GPT 3.0 was released. This release marked a revolution in the AI industry and changed every industry as we knew it. SEO and marketing are no exception. Since 2022, SEO trends have been continually changing, making it hard for companies to keep track.
But thanks to our experts, we’ve curated a comprehensive list of the SEO trends that will shape 2025. So, if you want to keep reaching your target audience and maintain your business’ success, read on!
Here is a list of the 5 SEO trends that will shape the world in the next 12-24 months:
Google is a giant in the world of search engines. Soon after Chat GPT’s release, Google released its own version of an NLP AI chatbot called Bard and then Gemini. Not long after, Google added its AI Overviews to search engine results.
With this feature, generative AI was integrated into the search engine experience. This multiplied the use of search engines as seeking answers became easier and time-saving. While today only 15% of search engine results pages (SERPs) have AI Overviews, the number is expected to increase by a great deal in the coming months.
For website owners, this means that click-through rates will decline greatly since AI overviews will be enough for to-the-point answers to their questions.
The solution is to create content that is authentic so it can be featured in AI-generated overviews. This will be a part of an overall strategy to become known as a genuine source of information rather than just focusing on click-through rates.
People overall the world is relying more and more on user-generated content than ever before. Platforms like Reddit and Quora have gained a lot of popularity in the past 5 years.
This growing popularity is reshaping how users find out about businesses and get reviews before making their decision to purchase.
Businesses need to join these platforms to build their presence and interact with the community. This is the time when brands need to interact with users on a personal level to engage them and encourage discussions about their brand.
Ever since the disruption by ChatGPT in 2022, the world has changed. AI is now increasingly being used in generating web pages and blogs. The quantity of content being churned out at a quicker rate helps websites stay visible. With Google using AI to create overviews, it is unlikely that it will completely flag AI content out of SERPs. However, it will do something else to give the best results according to the search intent.
Since purely AI-generated content lacks depth and value, it is expected that Google and other search engines will adjust their algorithms to filter the best, most relatable, and most valuable content for users. This doesn’t mean that AI-generated content will get flagged. It means that content that doesn’t add value will not be ranked.
AI is not something to be afraid of, it is something to be leveraged. Expert organizations that have a lot of knowledge to share, but little time to do so, can use AI to help draft content that does the job.
Because of the use of AI in content generation, Google is continually updating its algorithms so users get the content that answers the user’s search query in the best way possible. Brands that rely on short-term ranking strategies are now in trouble. Many who were using AI to target keywords to rank on SERPs are now not getting the results.
However, expertise and authoritativeness remain winners in this changing SEO landscape. Users recognize brands for trustworthiness and expertise, eventually trusting their products or offerings too.
Businesses need to ensure that they provide valuable content to their audience. Expert opinion on relevant topics will help the brand build trust with its audiences.
User experience will top all charts in 2025. Websites that lag in loading or have choppy designs will no longer work. Pages that have tons of content and fluff will have higher bounce rates.
For best results, users need to get the intended message or information in simple, fluff-free sentences.
Interactability and feature add-ons are a must-have to keep the visitors engaged. Features such as voice searches or Google Lens integrated into eCommerce platforms could greatly enhance the user’s search experience, saving their effort and time.
Here is a list of the 5 SEO trends that will shape the world in the next 12-24 months:
We’ve listed the top SEO trends that you need to watch out for in 2025. Most of these trends are related to the improvement in NLP and generative AI.
Our pro SEO tips for businesses will be quite useful in the months to come. However, a tip that is most important is proactiveness in adapting to the latest trends and algorithm changes. Lagging behind even a few days means lost opportunities.
Our pro SEO tips for businesses will be quite useful in the months to come. However, a tip that is most important is proactiveness in adapting to the latest trends and algorithm changes. Lagging behind even a few days means lost opportunities.
In the fast-paced world of digital marketing, staying ahead of the curve isn’t just an advantage—it’s a necessity.
In the past few years, Artificial Intelligence has turned things around tremendously. For digital marketers, this means it takes more effort to stay ahead. But since AI tools are making things easier for marketers, we can now create, optimize, and analyze content that achieves goals much more quickly & efficiently.
AI can now be used to craft compelling copy and automate tedious or repetitive tasks. With AI tools, marketing has become smarter, faster, and more efficient. But with a number of tools at your disposal, you might get confused about which ones to choose.
Lucky for you, we have cultivated a list of the best of the best AI tools that will help you improve your digital marketing – whether it be creating content, analyzing your ad spend, or automating your workflow, these tools will help achieve your goals.
When it comes to creating content at scale, Jasper.ai is a marketer’s best friend. This versatile AI writing tool is designed to cater to both individuals and businesses. Its more than 50 templates allow marketers to quickly craft product descriptions, website content, engaging social media posts, and even keyword-optimized blog posts.
One of its standout features is the ability to customize tone and style. This feature resolves the issue of AI-sounding content. With this feature, your content can align perfectly with your brand voice.
While Jasper is not a replacement for human creativity, it can definitely be used to speed up the content creation process.
In a world where AI-generated content is becoming increasingly common, StealthGPT stands out by churning out content that is human-sounding. Originally it became popular among students to generate reports and assist with assignments. However, due to its usefulness, this tool has found its way into the marketer’s toolkit.
You can use it to tweak content produced by other AI tools, like ChatGPT to sound more natural. It is also an invaluable tool to polish drafts or rough pointers and ideas into a well-drafted report.
Creating great content is only half the battle—getting it to rank on search engines is where the real challenge lies. That’s where Surfer SEO comes in.
This AI-powered tool analyzes your content based on factors like keyword density, readability, and header usage. It provides actionable insights to improve your SEO game by generating an outline, suggesting the top-ranking keywords, and even recommending image density.
The best part? You can watch your SEO score improve in real-time as you make edits. Whether you’re working directly in Surfer’s text editor or pasting content for a quick analysis, this tool is a powerhouse for anyone serious about search engine optimization.
For marketers running pay-per-click (PPC) campaigns, Adzooma is a lifesaver. This AI-driven platform takes the guesswork out of PPC management by identifying optimization opportunities, monitoring ad budgets, and refining targeting strategies.
Adzooma’s standout features include one-click optimization suggestions, which scan your campaigns and recommend targeted improvements like bid adjustments or keyword refinements.
It also offers real-time budget monitoring, alerting you to campaigns that are over or under-spending. With so many uses, Adzooma is like having a data analyst on your team without the hefty price tag.
Visual content is a cornerstone of digital marketing, and Canva has made it easier than ever to create stunning graphics—no design skills required. With its AI-powered image generation capabilities, Canva allows users to produce professional-quality visuals with just a few simple prompts.
The platform offers a range of customization options, from adjusting aspect ratios to applying after-effects, ensuring your images are ready for any platform. Whether you’re designing social media posts, banners, or infographics, Canva’s intuitive interface and powerful tools make it a go-to resource for marketers.
If efficiency is your goal, Zapier is the tool for you. Think of it as the Lego of tech stack integration—it connects thousands of apps like Slack, Drive, Dropbox, and even Calendly. It automates workflows, saving you time and reducing repetitive tasks.
Zapier’s “zaps” (automated workflows) can be customized to link actions in one system to processes in another, all without requiring any coding knowledge. With over 3,000 integrations and templates to get you started, the possibilities are endless.
But where’s the AI here?
At Zapier, the AI works tirelessly to interpret signals and trigger processes with unmatched speed. It can also be used to create smart chatbots that improve the customer experience. It works almost like a skilled virtual assistant, streamlining everything in one place.
If you aren’t sure about the use cases of Zapier, you could always head on to its informative blog, Zapier University, or ask other businesses in their online no-code community.
The rise of AI tools in digital marketing is more than just a trend—it’s a paradigm shift that will forever change how organizations work. It’s about working smarter, not harder.
In 2025, most of these are a must-have in the marketer’s toolkit. Overtime, we will have more advanced AI tools to help with digital marketing by saving time, boosting efficiency and most importantly, driving impactful results.
Contact J. Arthur & Co. to discuss how AI strategies can elevate your current digital approach!
AI is not the only disruptor that’s changing the digital marketing landscape in 2025. Consider that the oldest GenZers will soon be 26 years old, creating a new stream of consumers with different preferences and behaviors.
Even though Forbes has labeled traditional marketing methods like email marketing as still very effective, the way it used to be may no longer be the best way now.
New mediums like short-form video are on the rise. So what platforms should brands invest in? This blog explores the old and new strategies in digital marketing to help SMBs determine which strategies to focus on this year.
Let’s begin!
AI has been revolutionary for marketers. Statista predicts that the AI market will reach $243.70 billion in 2025. This means more and more AI software services and businesses adopting these services for marketing.
So, we can expect marketing to become hyperpersonalized. Think personalized upsell and downsell offers that increase cart value and chatbots recommending products according to factors like age, height, skin tone, and condition.
Video content has seen an upward trend ever since YouTube gained popularity. Over time, users have become attuned to shorter videos. TikTok’s short-form content gave way to other social media platforms following suit.
In 2025, short-form videos will remain an effective tool for engaging a younger audience with a an attention span of of a few seconds. Marketers must get their message across instantly or get “skipped” and “scrolled.”
Small businesses are thriving today with short behind-the-scenes videos. These clips showcase the effort behind their products and packaging. This format appeals younger audiences who prefer personal and customized items over mass-produced ones.
51% of GenZers and 46% of millennials purchased personalized gifts during the holiday season 2024, which highlights their preference for customized products.
With so many social media platforms available, businesses must be present everywhere. According to Search Engine Journal, the average internet user uses 6.6 social media platforms each month
Data Reportal’s October 2024 update gave us the most popular platforms ranked on usage:
In addition to social media, businesses—especially in eCommerce—should establish a presence across multiple platforms, including Amazon and their own website. The goal is to create a unified brand experience for customers. With AI empowering marketers in 2025, maintaining consistent marketing across all platforms is more achievable than ever.
With sponsored ads being so cluttered, influencer marketing will continue to boom. Influencers are also key to marketing to the young audience as Gen Z heavily relies on influencers and content creators for product recommendations.
A 2024 study by GoDaddy found that Gen Z is 57% more likely to purchase a product recommended by an influencer, while ads in their feeds have a 49% chance of catching their attention.
There was a time when simple marketing campaigns like “Just Do It” resonated with mass audiences. Today, marketing focuses on personalization. Consumers choose brands that reflect their values and identity, allowing smaller, niche brands to build a loyal following.
Behind-the-scenes videos show how brands connect with their audiences by showcasing authenticity and effort.
Aggressive marketing tactics no longer work. Over-intrusive ads, such as relentless emails, excessive app notifications, or clickbait, can damage a brand’s image. Instead, brands should focus on building a likable persona through creative and honest advertising.
Clearly, the marketing landscape has changed. Younger generations, especially Gen Z, trust influencers for purchase decisions and dislike intrusive, polished ads.
Generic campaigns no longer work. Gen Z prefers marketing that matches their tastes and lifestyle values. Behind-the-scenes content and short-form videos are becoming increasingly popular and effective.
To stay competitive, brands must adapt by saying goodbye to old methods and welcoming the new strategies for success in this digital climate! Partner with a trusted digital agency that is always up to date with the latest marketing do’s and don’ts – contact J. Arthur & Co today.
Today as people are always fixated on a screen, the art of face-to-face conversation is rapidly fading. Now replaced by fleeting text messages and a society of people staring down as they go through life.
In the past two decades, digital communication has transformed how we interact with each other. The advent of smartphones, social media platforms, and instant messaging apps has made it incredibly easy to stay connected with people regardless of physical distance. However, this convenience comes at a cost.
While texting and social media allow for quick exchanges, they often lack the depth and emotional nuance that face-to-face conversations provide. Emoticons and GIFs can only go so far in conveying feelings, leading to misunderstandings and a lack of genuine emotional connection.
As I personally have noticed, the family drives from Rhode Island to Maine have become eerily silent. Striking up conversation based on any topic is short lived. My three kids are lost after a few one or two word responses to questions. This unfortunate trend follows right out onto the streets and daily interactions.
The shift to digital communication has significantly impacted personal relationships. Many people now prefer to text rather than meet in person, leading to weaker social bonds. A study by the Pew Research Center found that while people are more connected than ever, they also feel more isolated.
Relationships require effort and emotional investment, which can be hard to achieve through text messages and social media interactions. The lack of face-to-face communication can result in a superficial understanding of each other, making it difficult to develop deep, meaningful relationships.
The decline in face-to-face conversations can have serious mental health consequences. Human beings are inherently social creatures, and the absence of meaningful interaction can lead to feelings of loneliness and depression.
Moreover, the constant use of digital devices can contribute to anxiety and stress. Notifications, alerts, and the pressure to respond immediately can be overwhelming, making it difficult to relax and engage in real-life interactions. How often do we all hear “work on being present in your life”.
Despite the convenience of digital communication, human connection remains crucial for our well-being. Face-to-face conversations allow for a richer exchange of emotions, ideas, and perspectives. They help build trust, empathy, and understanding, which are essential components of any strong relationship.
Engaging in face-to-face interactions also provides opportunities for non-verbal communication, such as body language and eye contact, which play a significant role in how we connect with others.
To counteract the decline of face-to-face conversations, it is essential to make a conscious effort to engage in more meaningful dialogues. Setting aside time for in-person meetings, whether it’s a coffee date with a friend or a family dinner, can help strengthen relationships.
Additionally, establishing ‘tech-free’ zones and times during the day can encourage more face-to-face interactions. Encouraging open and honest communication, both online and offline, can foster deeper connections and improve overall well-being.
J. Arthur & Co Acquires ImageWorks LLCWe are excited to announce the acquisition of Hartford based ImageWorks LLC. ImageWorks was founded in the early 2000’s and has a stellar reputation as one of Connecticut’s top marketing agencies, being repeatedly named Best Web Designer by Hartford Business Journal and 2019 Inc 5000 Fastest Growing Company in America.
The acquisition will strengthen J. Arthur & Co’s presence in the northeast, with primary access to the Connecticut, Boston, New York metro markets. It will also allow us to serve more businesses and bring significant value to an established client base at our new Hartford, CT office.
We are thrilled to be working with our talented new team members and customers, who represent businesses across over 100 industries throughout the United States.
Huge thanks for ThinkSynergy, Ucran & Company, Jim Simmons & Associates for their professionalism and partnership in making this endeavor a success.
As for our team at J. Arthur & Co, you continue to be the core of what we do in fulfilling results driven client work. Your value to our company and mission cannot be understated! More details to follow.
