TLDR MARKETING 2025-10-29

Take a Peec at the future of AEO

PAYPAL SIGNS DEAL WITH OPENAI TO BECOME THE FIRST PAYMENTS WALLET IN CHATGPT

PayPal will integrate its digital wallet into ChatGPT, making it the first payments wallet available in the AI platform. Starting next year, users will be able to complete purchases directly through ChatGPT while PayPal merchants list and sell products there. The partnership positions PayPal as a key player in agentic AI commerce, joining other e-commerce integrations with Shopify, Etsy, and Walmart.

HOW ARE MARKETERS MEASURING ORGANIC GROWTH IN 2025?

Measuring organic growth is becoming more complex. However, traditional SEO metrics remain stable, with 36.5%-67.6% of teams reporting no decline and 35.3% reporting increased trust. While 62.9% of marketers prioritize revenue, conversion, and pipeline, only 31.8% tie growth to business outcomes, with nearly half focusing on traffic. Attribution is complicated by AI, causing many to misclassify LLM-influenced demand as direct, and fewer than 20% use AI-specific analytics. Teams that track predictive input metrics and invest in AI attribution and GEO report higher satisfaction.

HOW TO HOST AN EVENT WITH $0 BUDGET

Use LinkedIn Sales Navigator or free trials from Clay or Apollo to build your invite list. Find a free venue, such as a coffee shop with open seating, or organize a coffee walk. Create an event page on a free platform like Luma to manage RSVPs. Send short, personal invitations through the platforms your audience uses most and expect around half of RSVPs to attend. Stay consistent even if turnout is small, since every event builds momentum.

ON, MORE THAN A SHOE BRAND: MARKETING STRATEGY ANALYSIS

On's breakout success in a competitive and flat footwear market proves that performance is not enough without emotional resonance. While Nike and Adidas lean on scale and Hoka on comfort-first narratives, On has carved a space that combines high-end design, technical credibility, and cultural storytelling. On supports Olympic sprinters, marathoners, and community leaders alike, keeping its brand grounded and aspirational. Campaigns such as “Soft Wins” use nostalgia and humor to make running feel inclusive, while “Run for Each Other” highlights community bonds. These messages hit especially well with Gen Z and millennial consumers in urban hubs.

NEW AI-POWERED TOOLS TO MAKE IT EASIER TO CREATE AND SHARE ON TIKTOK

TikTok introduced new AI tools to make content creation faster and easier for creators. Smart Split automatically clips, captions, and reframes long videos into shorter clips ready for upload, while AI Outline generates video titles, hooks, and outlines based on prompts or trending topics. Both tools aim to simplify editing and planning so creators can focus on creativity, and all AI outputs undergo safety checks to meet Community Guidelines. TikTok also updated its Subscription revenue model, allowing creators to earn up to 90% of profit payouts if they meet engagement and posting requirements.

THE 8 FUNDAMENTALS OF EFFECTIVE MARKETING (73 MINUTE PODCAST)

Advertising works by nudging memory rather than driving immediate sales. Sustainable growth comes from increasing brand penetration, not loyalty. Brands succeed by being mentally and physically available, balancing long-term brand building with short-term sales activation, and using creative campaigns that build trust. Consistent investment and distinctive assets drive compounding growth over time.

AI IS BREAKING THE ECONOMICS OF CONTENT

AI is disrupting the economics of content by devaluing evergreen material like Wikipedia's while increasing the visibility and reward for additive, insight-driven content. Wikipedia's human traffic fell 5% YoY as scrapers rose 10.5% and bots surged 162.4%, while Google referrals dropped 35% due to AI Overviews that answer queries directly using its content. Nearly 50% of Wikipedia's keywords now display AI Overviews, yet it receives one-third fewer citations, while sites like YouTube and Reddit have gained visibility and mentions. The shift favors platforms producing net-new insights, pushing brands to reduce evergreen content investment and focus on additive formats such as research, thought leadership, and data storytelling.

ARE WE SEEING MORE COMMENT BAIT ON LINKEDIN?

LinkedIn's reach has dropped. About a quarter of the feed is now sponsored, and the algorithm favors posts from people users don't follow but whose content engages their connections. Early in the feed, users see posts from people they follow mixed with ads and platform features, but as they scroll, LinkedIn shifts to discovery content to promote new creators. Regular posts get lower visibility since the algorithm favors engagement-heavy content like job changes or layoffs, similar to Instagram and TikTok.

CHATGPT PROMPT TO MAKE YOUR WEBSITE READY FOR ATLAS

Use ChatGPT to fix your site so Atlas can read, rank, and highlight your content.

AI-POWERED SEARCH ENGINES RELY ON “LESS POPULAR” SOURCES, RESEARCHERS FIND

AI search engines frequently cite websites that fall far below the top 100 Google results, relying on lesser-known domains for answers.