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The Unstoppable Marketer®
Trevor Crump and Mark Goldhardt bring you quick marketing and entrepreneurial tips, tricks, and trends for DTC business owners, entrepreneurs, and marketers. These are lessons they've learned through the years of being right in the thick of scaling dozens of businesses. Whether you have an established business looking to grow, just starting your business journey, or trying to become a digital marketer, this marketing podcast will not let you down.
The Unstoppable Marketer®
EP. 128 AI Content Tsunami: Sink or Swim in the New Marketing Ocean
Trevor Crump and Mark Goldheart dive into the impending AI content revolution and its impact on brand differentiation. They explore how the flood of AI-generated content will force brands to stand out through real-life experiences and authentic connections. The duo discusses examples like Taylor Swift's concerts and Joe Rogan's podcasts, highlighting the importance of creating unique, memorable moments in an increasingly digital world.
Follow Trevor Crump on Instagram and TikTok @thetrevorcrump for more marketing insights and updates.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
Discussion around differentiation probably has never been more important than in this very second that we're talking right now. If you just look like everybody else and you've been struggling to grow, then you are. You're out of business by the time you listen to this podcast, whether it's immediately or six months down the road, like you're going to be hurting big time, big time, like if you are plateauing or on the decline right now and this is about to come. It is going to hurt you so much more if you're not like. What can I do different? How can I stand out, yo, what's going on everybody? Welcome to the unstoppable marketer podcast with me, as always, mark Goldhart. Mark, how are you? We're just coming off of Memorial Day weekend. For those of you who are listening to this, two weeks later or whatever.
Speaker 2:Yes.
Speaker 1:Did you have a good Memorial.
Speaker 2:I did. I saw some things.
Speaker 1:Nice. What does that even mean?
Speaker 2:This was out in the world. Was your family gone?
Speaker 1:Yeah, they were, you were were solo, I was solo dolo. Yeah, you were somewhere in like rural utah uh, the west west desert I was.
Speaker 2:I was where men don't wander very often you were where what's?
Speaker 1:Susan Powell was buried somewhere out there. Yeah, that's, I mean the GPS tracker.
Speaker 2:I can't remember. Is it really there?
Speaker 1:It's the West Desert for sure.
Speaker 2:Yeah, but there's like I mean Well, it's two things.
Speaker 1:They had a GPS, or like his phone.
Speaker 2:Is kind of two different things His phone pinged out.
Speaker 1:in the West Desert the same night she went missing. It was like a wild snowstorm and then all of his kids, when they were interviewed by the police, were like we were driving.
Speaker 2:It was in a collapsed mine shaft out West.
Speaker 1:That's where you just were, or where they think she is.
Speaker 2:No see, I don't. I don't know if it was you know what. I'll try to find out.
Speaker 1:But Go listen to the cold podcast, if you ever.
Speaker 2:We'll find out.
Speaker 1:Are you listening to it right now? It's good, it's phenomenal. Yeah, for those of you who don't know, this is like a.
Speaker 2:It was in a mine.
Speaker 1:Missing murder case of Susan Powell. And I saw your moose.
Speaker 2:And I got a moose, antler.
Speaker 1:That shit was shed, that was shed, that was shed. Yeah, that's not your stories yeah, cool, cool stuff.
Speaker 2:And went to a wildlife refuge out there in the desert. There's an oasis out there. Did you know that? No, there's pelicans and oh cool migratory birds. I just swam. I had some pronghorn running next to my car at like 35 miles an hour. That's cool. The fox hunting yeah, it's pretty beautiful.
Speaker 1:That's awesome. Yeah, I just swam, played tennis, that's cool. And pickleball, pickleball, pickleball tournament. I was the champion.
Speaker 2:With your family.
Speaker 1:Yeah, me and my grandma, Grandma Peggy. We haven't talked about Grandma Peggy, oh.
Speaker 2:In Peggy. Oh, in a long time.
Speaker 1:Shout out Grandma Peggy, podcast favorite Grandma Peggy, she's got a little zip in Her and I were the champions In her swing still huh, just saying Shout out to G-Peg.
Speaker 2:What I was thinking about on some of my adventures recently, because I take my kids out a lot. One of the comments I always get from people is like there's a lot of dads that like want to do it, lot of dads that like want to do it but don't because they don't have anyone to like guide them, show them the ropes. Yeah, yeah, like a lot of good dads our age. Yeah, you know, maybe they went camping a little bit when they're kids, but they're like I want to go have some adventures with my kids but then like there's a barrier of entry there's for sure a barrier of entry.
Speaker 2:I was thinking like man, should I either make content around that or should I to help people? Like you know me, I don't really care too much about the influencing game. I respect the influencing game. But I was like, do I help dads, like do this or do you create an experience? But then I was thinking about AI and I'm like is there for brands to think about? There's going to be an avalanche of AI content in the next five years. I mean like there's going to be so much content and especially as it becomes better and better and it becomes indistinguishable. Right From quote real life life.
Speaker 2:content like real content or manmade content is what we'll call it Manmade versus ai right, especially with the uh google.
Speaker 1:What was the new google model?
Speaker 2:veo veo yeah um, so the value there, right, is going to drop pretty dramatically. So it's probably going to get dispersed into real life experiences. Because I like, because I'm doing these things out in the wild, I'm like, well, hey, I can't replicate like feeling, right, a moose antler for me, sure, but it can't replicate a video, sure, yeah yeah, like the video you posted could totally be fake.
Speaker 2:Yeah, easily, yeah, so where I mean, where do brands go? Cause there there's going to be well, there's going to be a deluge of a huge revolution soon. Like the same thing with, like Waymo. Like Waymo is going crazy in San Francisco and Austin and I think it's overtaking Uber. Yeah, I think it did overtake Uber in one of those cities and soon will in the other, Really, and so okay. So if Waymo is taking that many rides out, like Uber is going to go down. But then what does that mean in the long run, the next five years, for cars, how many people will even want to drive a car? How many people won't buy a car now because Waymo is so easy and so fast or that they just take Waymo to work? Yeah, like I don't want to spend $600 a month on a brand new car.
Speaker 1:I can spend $150 on something that's always here within five minutes A car gas, you know. Yeah, yeah, insurance, yeah.
Speaker 2:So you eliminate all that. You just take a Waymo wherever you want to go. Yeah so like there's going to be that huge transformation in auto, I think, over the next five to 10 years. So what does it mean for like content too, like that, that big gap?
Speaker 1:it's like it's getting bigger and bigger, right like this exponential growth curve of ai content is just at its infancy well, this is what's going to happen, and then it's going to go you know, through the roof the, the, what's interesting about content and I, and maybe I'm maybe I'm oversimplifying what's about to happen, but if you just take like TikTok, and in the early stages of TikTok, do you remember what was the most? What was it? What was everybody doing on TikTok in the very, very early stages? That?
Speaker 1:I feel like it's the same thing they're doing now kind of it was just dancing, yeah, dancing and trends but and yes, they're there that definitely still exists out there. But what happened was dancing and trends helped you skyrocket views and growth in the early stages because there was such a low supply of that content, even though it's what everyone was doing at the time, but the demand was so high for just different content. Right, and what's about to happen with.
Speaker 2:Well, I, I would, I would I think we have to zoom out a little bit here and sorry for our listeners. This is going to be a pretty exploratory conversation. Hopefully you guys have had the same thoughts. But if you go back to when TikTok was launching, there was a cultural shift there where people wanted more levity.
Speaker 1:For sure, things had gotten really heavy things seemed to get heavy, like everything was a little heavy yeah, it was like so the brands were going in a way of like so take a documentary, emotional yeah connection. And then you have covid. That made that even more heavy. Yes, and so you're right. The trend of levity which was like I just need something, maybe mindless, we're just girls having fun. I'm just.
Speaker 2:I'm just a guy doing a cool dance.
Speaker 1:I mean, listen, I've watched. I think some of these like sometimes like you see guys like who are like doing these, like dances, that, and they're like making like funny, like not funny faces but like sexy faces at the camera, and you're like I've watched those videos before because they are like mesmerizing. But at the end of the day I'm like that's such a dumb video. But I did watch it, like I watched the whole thing. You know might have only been 20 seconds, but I consumed all 20 of them. Yeah, so like, whether it's stuff I wanted to watch or not, I it's just mine.
Speaker 1:Yeah, so there's just some fast food, yeah, so so I think what's going to happen with AI is you're going to have especially in the brand case, right Like you're going to have creators do this and you're going to have brands do this, where, hey, I have struggled so much to either invest time or money into content I know it's important you're going to have people who are going to jump on the train early and it is going to work in early stages. Um yeah, right?
Speaker 2:no, it'll, it'll work and it's going to work for a while.
Speaker 1:But but what will happen is there will get a point where I think people will start to recognize the same way, like trends, like okay, I've seen enough of this, I don't need to see these dances anymore. And yes, you're right, there are.
Speaker 2:There are still some that is an argument to say that those trends are accelerating too. What do you mean? Well, what I mean by that is, as tiktok has grown, the trends don't seem to last quite as long. Sure, because you have more people that do it right, like there's this kind of like new thing. Then it turns into the old thing Right, and in pop culture, those new things to old things lasted longer in the 90s and 2000s right, right, and so what you're saying is the window it seems like the windows keep getting shorter and shorter because attention span.
Speaker 2:It could be a question of attention span.
Speaker 1:It also could be the fact that another thing or just the fact that, like there's always something quote new. Totally, and that's probably more so what I think it is. Yes, attention span, of course.
Speaker 2:So there's new and old and the window of new and old, but somebody's coming up with a new thing all the time.
Speaker 1:So, whether it's that or what I'm saying, I think that the concept is the same, which is this AI content is going to take off and people are going to. People are not going to be able to tell the difference between it, right?
Speaker 2:Correct, they're very soon. You will not be able to know the difference, you will not be able to know the difference.
Speaker 1:But eventually, what is going to start to happen?
Speaker 2:They call that the uncanny valley yeah.
Speaker 1:You're going to start to realize like content. You're gonna start, I think consumers are gonna start to look at content differently because it's like, hey, I don't know what's real anymore, so do I want? Like, is this is cool if these four boys who have this cool dance routine are just all fake?
Speaker 2:fake?
Speaker 1:I don't know anymore so is that that cool anymore?
Speaker 2:So the question is and there's a good answer to say no.
Speaker 1:Right.
Speaker 2:I can see this going both ways and it'll be interesting to see how it plays out which is when people started outsourcing manufacturing to China. You know China was always labeled as cheap and low quality, right, but a lot of people argued that, well, people will still favor American made because it's better or more quality, or Japanese made, or you know whatever Cause. Japanese had, you know, reputation for high quality too, but they were more expensive. Japanese made stuff and and American made stuff were more expensive than Chinese made stuff. But it kind of turned out that a lot of people ended up not really caring and they just wanted cheap, more stuff that was cheap. So instead of having fewer good things, people just decided that they wanted more cheap things. Yeah On, you know we're talking averages here. Sure, Most people. Yeah, right, instead of getting like a really nice pair of pants that'll last you for five to ten years on.
Speaker 2:You know we're talking to averages here. Sure, most people. Yeah Right, instead of getting like a really nice pair of pants that'll last you for five to 10 years, a lot of people just like, ah, I don't care, yeah, I won't wear it to the pants for five to 10 years, so I'll just get the pants that I'll that'll wear out in one.
Speaker 1:Yeah. And then still want to wear those pants.
Speaker 2:I'd rather buy a cheap one for $20 to $80 than a really nice one for $250.
Speaker 1:Yeah.
Speaker 2:So there's an argument to say with AI. What I'm trying to say here is with AI content. I don't know if my gut tells me that people will have a natural kind of disgust to it, like it's not cool when you know it's AI. Right so if you can't tell if it's ai or not, like the question is, do they kind of tune everything out, yeah? Or do they say I don't really care, I'm just?
Speaker 1:doing scrolling, yeah. Yeah, I don't know what the answer is.
Speaker 2:Like I don't care because I don't know the difference, which is very Matrix, dystopic.
Speaker 1:But what's been very interesting and it stayed true, through athletes, celebrities, so we kind of have the famous, the hierarchy of fame, and I don't even know if hierarchy of fame is the right word attention but you got athletes Michael Jordan, people look up to him right. Then you got celebrities and actors right, like so that would be actors and musicians yeah, right, yeah, musicians. And then you got influencers who are nobodies.
Speaker 1:That became somebody yeah right, yeah, and not through a necessarily a specific typical talent. Hey, you're really good at acting. Hey, you're really good yeah yeah right yeah, okay so there's this, so there's this hierarchy. So, although I would hierarchy.
Speaker 2:So, although I would say celebrities, I just for the sake just call it celebrities, but I would separate those two which which two celebrities, and musicians and actors.
Speaker 1:Okay, so like we got, you got celebrities is fine. Celebrities, musicians, influencers, yeah. Creators yeah Right, you put creators and influencers. So the point I'm trying to make is long before TikTok and long before social media, we were fixated on individuals.
Speaker 2:Well, since the beginning of time, yeah, yeah.
Speaker 1:Like my grandpa, who's grandma, peggy's husband lee, he has been obsessed with john wayne, like he loves john wayne, like he is the like, and that he learned about john wayne probably through people tend to like people.
Speaker 2:Yeah, I think it's that simple and then people who do quote what they see as extraordinary or Aligned alignment type actions with them.
Speaker 1:Yeah like though they'll always gravitate so the question is, as you have so much Content that is going to be fake and as people start to realize I don't know what is real versus what is fake. Therefore, I'm going to start to put more of an emphasis on everything being fake versus things being more real that I am now going to be interested in, the people who have a face and have had a face before this AI content flooded the market. I know who Kim Kardashian is because she's been around for 10 years or 15 years or whatever.
Speaker 1:Yeah, and she's showing me videos of her yeah, I know who trevor crump is because he's been creating videos for the last five years and I can tell that this is real. Is that are people I who are creating content now and who start creating content now, before this deluge of fake content?
Speaker 2:I think it's, I think it's later to be rewarded. I think it's later, I think yes, ish, okay, yes, ish, maybe, ish. And I have an example of why I think that. And it's taylor swift, okay, okay, what did I think? When we are thinking of content, let's let's think about the music industry, because the music industry already went through something similar to this.
Speaker 1:Okay.
Speaker 2:Which is what happened when streaming became mainstream.
Speaker 1:Okay, when like like Apple music, for example, or Spotify and Apple.
Speaker 2:Yeah, what happened to the music industry? What happened to albums? Albums used to be the number one way for them to make money, and sure, but now you had everyone's album, everyone's song, readily available whenever you wanted it, right, okay, so what? What happened with Taylor Swift is I don't know. Well, yeah, she's a great musician, ish, right, well, she's a good musician listen.
Speaker 1:You don't like her music, but there's no doubt that she's a fantastic musician yes, no doubt.
Speaker 2:Yeah, I'm not like that.
Speaker 1:It's not my type of music listen anytime we talk negatively about taylor swift, we've been decimated. I wouldn't say decimated, but you get some crazy people it's fine yeah, she is a great I'm not a pop guy though artist, but this is not your cup of tea, the same way that the people who like taylor Swift may not be listening to Metallica, who is also a fantastic artist.
Speaker 2:Yes, they're both great Go on.
Speaker 1:What happened to Taylor Swift.
Speaker 2:Why is she the number one artist? Is it just because of her music? I would strongly argue there's no way. It's because she created live experiences. Live experiences that turn into a movement that people feel like they need to get a part of.
Speaker 1:Yeah, I think you mix that with also her music dude.
Speaker 2:I'm not discounting her music, her music kind of creates some of the experiences for people, right, but it's not just the music. Yeah, yeah, it was this whole experience that she did with her tours, her tours, her tours her Easter eggs within songs, Like she created these experiences.
Speaker 2:For people it wasn't, and I know music is an experience All right, so don't come after me. People, I get it. People love her songs, but I think people love her songs even more because of the natural momentum that Taylor Swift carries with it, right Like this idea of being part of something.
Speaker 1:Yeah.
Speaker 2:So that's what I'm saying is, music carries more weight when you're a part of something. Because of the music, okay, and she created experiences and live experiences, real life experiences for people, and I think that's what has partly carried her music. A lot of people went to her concerts and came away taylor swift fans. Because of the experience.
Speaker 1:Oh, totally, like that was documented, like a lot of people were like, oh wow, like she is incredible, totally I went to my wife, just went and watched it in theaters because my girls wanted to, okay, and she was like I actually really like her music now, not that she ever is, you know, she was just indifferent with it you know yeah it's on, you know, yeah so different.
Speaker 2:So what I'm trying to get to here with brands and how do you look at taylor, swift, I mean, and what she did like when there was an avalanche, an oversupply of content, how do you stand out?
Speaker 2:yes and then how do you create something outside of just this inundated environment? Like the inundated environment is going to be your social media channels yeah, you're gonna have so much content, so much you know competing content in brands and whatever. Yeah, Well, how do you create something that's a little outside of that? So, obviously, your product like you can do that through your product and virality of your product or whatever, like how good of the actual human experiences with your product. But I do wonder if this is a a door opening for people to create real life experiences and communities again, Like that was a big topic back in.
Speaker 1:Well, that's already kind of the 2000.
Speaker 2:Oh yeah, I remember. I remember back in 2015 to 2020.
Speaker 1:Yeah, In 2018, we were. We were creating experiences when we were working on the brand side of things all the time, and it was awesome, you know like a person who does a good job of that is uh, what's her name?
Speaker 2:like sammy clark yeah I know that she's done some like big meetups for her fitness yeah, it seems like people in the fitness space these big form meetups and stuff like where you go and you have an experience and, of course, that's such a small percentage of people that make it like think about Taylor Swift fans. How many have actually gone to a concert? Yeah, a small percentage.
Speaker 1:Totally.
Speaker 2:But the concerts have created this movement and this image.
Speaker 1:And just so much content that, even though you and content, yes, and content watching the content of her doing, even though you and content, yes and content watching the content of her doing these crazy things and experiencing the show.
Speaker 2:So I do wonder, like is that the next move for brands? Is it like how do you create real life experiences? Well, I mean, I mean real life moments kind of that's kind of researched.
Speaker 1:So it was like I felt like 2018 was kind of the end of that. Everyone still talked about communities. Covid could have put like a kibosh to it, because you can't.
Speaker 2:It did, yeah, a little bit.
Speaker 1:And then it almost seemed like the last two years, 2023 and even now that that real life experiences have started to become a bigger thing. Right Like run clubs, research run clubs, like massively you have mom walk groups, right yeah.
Speaker 2:It seems to be like really easy Tickets have never been more in demand.
Speaker 1:It seems to be really easy to do this without like a someone who has something in the outdoors or the workout space, like that seems like a very like. We work with a client right now who's doing like a fishing experience yes, right, and that's gonna blow up. They've got they've got tens of thousands of subscribers to their, to their product and it's an outdoor product, and they're about to do this big fishing experience and people are signing up like crazy. Yeah, like it's gonna go up. Uh, roca the sunglasses uh-huh they have like a strala.
Speaker 1:You know strala, strala is like a. It's a community, online community where you can, that you can, host different events, and they're they're they're sunglasses brand that is very much, uh like, they support, they, they sponsor the crossfit Games. They're not sunglasses for somebody who's just fashion style, they're sunglasses for somebody who's fishing. They're sunglasses for somebody who's playing tennis, they're sunglasses for somebody who's golfing. That's what they're trying to do, and so they create all these events, these triathlete events, these marathons. They have like 600, followers in that like community yeah you know, so it's made a resurgence.
Speaker 2:It's really easy to do, I think, in the outdoor space and in the exercise I mean because taylor subsidy is a good example, because it's easy to do concerts, because that's part of the deal, that's just yeah, that's just when you're a musician yeah. But what she did with her concerts is not ordinary yeah, she she created with the experience and and what she did with those tours and the hype.
Speaker 1:Well, she just, she went like 365 days straight yeah, it's not.
Speaker 2:That's not ordinary number all.
Speaker 1:Number one. Number two her concerts are like three hours or four hours versus like a typical concert is. Are they that long?
Speaker 2:I think they are my other point in this conversation was going to be Joe Rogan.
Speaker 1:Okay.
Speaker 2:Because, with an inundation of content, podcasts like Joe Rogan still is kind of the clear leader in podcasts.
Speaker 1:Yeah.
Speaker 2:And well, is that because he's Joe Rogan or is it because he has these? He still does a format that's like hey, three, four hours long, I just bring in people. We talk in a way that you can't really get right. There's no curation around it. Really, it feels raw, it feels quote authentic yeah, yeah, but I think, does that continue to stand out like?
Speaker 2:is that something that brands also have to figure out? Like, hey, you want to stand out, you got to create like longer, more real things. I don't know, because I know podcast is a different form.
Speaker 1:Right, you're not necessarily going I think we're kind of getting two different things, not not mixed up, but we're talking about Two slightly different things that are the same. One is like you were talking about real life experiences Versus like differentiation. Right right, so you, like Taylor Swift, didn't create a real life experience. Concerts have been around Forever she's been touring.
Speaker 2:She differentiated hers in some really big ways. Touring she differentiated hers and, but she differentiated how it works, right?
Speaker 1:uh, another, another group, that's like. We have you heard of the savannah bananas yes, that's another good example.
Speaker 2:That's a live event baseball, it's been a declining, if I recall and the savannah bananas never would have been a thing 20 years ago.
Speaker 1:I'm telling you, no one would have gone but this guy, if you haven't heard of the savanas, he just he did a bunch of market research to figure out what is the most. What do people not like about?
Speaker 2:it's the Harlem Globetrotters of baseball.
Speaker 1:Yeah, but but it's an act. But it still has the purity of baseball, where Harlem Globetrotters doesn't as much right, they're not really playing basketball.
Speaker 2:I would not call the savannah bananas playing baseball oh, they're playing a full game, yeah the clips you see they're not, are few and far between.
Speaker 1:Yeah, but I would not call yeah like I've talked to people who've gone to a game they're like you're watching. You're watching an actual baseball game, right, you're.
Speaker 2:Just, it's only an hour and a half, so it can't go longer the globetrotters are basketball games, but nonetheless, we don't need to talk, we don't need to argue. I think it's the same yeah, it's, it's it's.
Speaker 1:They just differentiated the game. Yeah right, so the baseball purist is not going to go watch savannah and they did it in a way that's a live event.
Speaker 2:Yeah, so.
Speaker 1:So I think differentiation is key. I feel like we talk about it all the time and sometimes mark, and I get super like I don't know if it's self-conscious or bored anytime we talk about the word differentiation, because I feel like it's like the reoccurring from ads yeah, I mean, it's your email strategy to your product, to your anything is content it's like.
Speaker 1:But here we are back at it again. Right, joe rogan works for two ways. He worked number one because, yes, he was joe rogan. Two, he was so different because he just rogan was not that big of a name.
Speaker 2:No, he wasn't.
Speaker 1:He's the fear factor guy in fact, he was on the decline. Yeah right, he was the fear factor, because he was huge at fear factor and then fear factor shut down and I hadn't heard of joe rogan for years outside of mma because he was involved in mma yeah, but mma didn't grow until later yeah because podcast grew faster than yeah so he just differentiated it right.
Speaker 1:He didn't grow until later yeah, because podcasts grew faster than yeah, so he just differentiated it right. He didn't do anything experiential, he just differentiated the listening. I guess experience you go from an hour-long podcast like these to a three-hour-long podcast, to To just Talking to a CIA agent who's talking about how yeah, just just open honest conversations yeah like, how does that work for brands?
Speaker 2:I don't know, but I do think you should be really thinking about every day, right now, that like hey, you're going to have an avalanche, and I mean that like entirely. You are going to see the amount of content being uploaded onto Instagram and on a TikTok go up 10 fold or a hundred fold, from both organic and a paid ad perspective. Yes, 10 to a hundred fold in the next three years.
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Speaker 1:That just happened. Was it over the weekend?
Speaker 2:yeah, and I mean, if you don't think that model is gonna, you know, chat gpt's gonna have their model in a month and then someone else in two months and then metas, metas for you advertisers.
Speaker 1:Metas put out their own creative. Like you know, zuckerberg came out and said hey, we're trying to make it so that you don't even have to upload your own creative, you can just create it within here yeah you know. So there's going to be such a flood of content that the discussion around differentiation probably has never been more important than in this very second that we're talking right now. Because if you're not, if you just look like everybody else and you've been struggling and you're- just doing everything.
Speaker 2:Yeah, and you're not doing anything different.
Speaker 1:Then you are, you're out of business. Like by the time you listen to this podcast, whether it's immediately or six months down the road, like you're going to be hurting big time, like if you are plateauing or on the decline right now and this is about to come, it is going to hurt you so much more. If you're not. Like, what can I do different? How can I stand out?
Speaker 2:I think, live because you have a we've done what was our first one called the adpocalypse.
Speaker 1:That was our first podcast yeah, I think our very first episode's called like the well, we're going to talk more about this and we'll call it the aipocalypse, because that's the marketing apocalypse is what we called it, I think and the whole concept of that was like look at all this technology that's only making things harder, was kind of the concept. Right, we like broke down attribution, like well, it was because that was like ios 14 and how? Yeah, that was how it wasn't really real to begin with but yeah, yeah so, but this is a whole different game.
Speaker 2:This is, hey you got to think about. Things are going to change so rapidly that you just have to be prepared, especially in your content and ad game.
Speaker 1:Which is attention. Yeah, how do you get attention? Essentially, what does it?
Speaker 2:mean when there's gonna be a hundred to a thousand times more content out there.
Speaker 1:And what's it gonna look like? When everybody's brand can look like? Literally, you're gonna be able to say hey, I want my brand to look like our place. I'm using Our Place because they're blowing up right now on social media they're a kitchenware brand. Give me a brand exactly like Our Place.
Speaker 2:Boom, you have one.
Speaker 1:Done, something that used to cost $30,000. Done, but I do agree with you.
Speaker 2:Real people. I think there will be a premium in real. I don't know because, again, I think there will be a premium in real. I don't know because, again, a lot of people argued that American higher quality would be more important. But I think content's a little different. There's something Entertainment's different. It is different. People do want and value the real. That's why live events are still a big deal. Going to live and watching live events is a big deal because there's something real about it. There's something unknown about it.
Speaker 1:There's something unknown about it totally where like camping is so big for people. It's why the outdoor I mean, we were just talking to grace, and here's our podcast.
Speaker 1:You know our podcast, uh, producer phil blab, like he was just in zions and like we were just talking about how, like we used to be able to just drive up through zions. If you don't know what zions is like, it's a beautiful national park here in utah and you can just drive through it. You didn't even have to go get out of your car to experience the beauty. It's like it's probably the same. I've never driven through yosemite, but I'm sure it's very similar. Because you can just drive through yosemite. You can't even drive through science anymore because of how crowded it is, busy it's got, because of how people want that experience.
Speaker 1:Which is so crazy to me Every golf course here in Utah.
Speaker 2:Always booked.
Speaker 1:Yeah, like the the average, if I remember I could be off so, but if I remember right, country clubs liked being at like 65 ish percent capacity. Now there's not a single country club here in Utah that's not at like 95% capacity. The whole purpose of joining a country club is the fact that I don't have to have somebody hitting into me and I don't have to wait on a tee. But like you go to a country club and you're waiting on the tee box. It's like a municipal golf course because there's so many people golfing what used to be an 18 hole. Like I used to be able to get to 18 holes in like three and a half to four hours. I played on Friday and it was five.
Speaker 2:Because there's that many people and it was midday.
Speaker 1:It wasn't like Friday after work. It wasn't Friday at 8 am, it was Friday at one.
Speaker 2:Where golf was. I wasn't home until 645. Yeah, no one cared about golf, you know, 10 years ago.
Speaker 1:Yeah, so there is this crave for experience.
Speaker 2:I'm sorry, some people cared about golf, but post-COVID, covid just shot it up right. Huge golf boom, because people wanted out. Get me out of my house and then people learned the game, loved it and now it's growing.
Speaker 1:And content shot up during COVID too, because people were on their phones. Video games have shot up. You've got Gary Vee. Have you heard some of the stuff Gary Vee is saying right now about AI? No, I'm realizing how much more I just don't like that guy. Like I know he's an original, I just don't like the things he says. Sometimes. I shouldn't say that because he's actually brilliant and smart and he's so successful.
Speaker 2:So me saying what I'm saying about him inspired you so much in your early career.
Speaker 1:Totally, but like he's now saying, he's like I think that sometimes bands where he's like your kids are going to be married to like AI bots is what he's saying.
Speaker 2:No, he didn't.
Speaker 1:Yes, he did. Yes, he did. Ai, ai, girlfriends, ugh, and I think that there's going to be that, well, sure, right, there's going to be the person who is I don't think that's ever. Introverted, but he's saying it as if that's going to be the norm. Versus the Like it's going to happen. Versus the like it's gonna happen, right, that movie, her or whatever, of course it's like that's gonna happen.
Speaker 1:It's probably already is happening. It's right you heard about this, like it has already happened. Did you hear about that kid who committed suicide because his ai girlfriend told him to do it? Yeah, I was like a 13 or 14 year old kid. Terrifying. Yeah, I was like two months ago, so it's gonna happen. But realism, real things, realism, yes. Is there going to be a realism movement? I think so. I think 100%, like the next decade will people pay premiums for real experiences?
Speaker 2:I think that's already been proven. Yes, the question is how do you incorporate that in a brand? And we don't really know. We're going to think more on it, but yeah, the big community thing is interesting because again, like Taylor Swift, a concert isn't gonna be everyone. That's your fan, yeah, but somehow it created way more hype totally around your music totally.
Speaker 1:Yeah, I think going I mean, this one's always underrated. I feel like I could only because we haven't really figured out what the roi isn't on it. But like going live, I think that's gonna do something on social. Yeah, I think live, because that you are you gonna be able to fake that no I don't think so now.
Speaker 2:Maybe they build something where yes, you can, but I think you know that there will be ways to combat it. But yes, you can, I'm sure there's a way. Of course, I mean not right now, but no, not right now yeah, you know like where I click live and we're.
Speaker 1:But live.
Speaker 2:Yeah me, messing up, me, stumbling me. I think what was I going to say about Taylor Swift? Oh, apple. I know Apple's such a stupid example because it's such an obvious one that everyone always talks about, but isn't the whole? The whole thing that differentiates Apple is their brand experience product and brand experience. Yeah, right, yeah, at their core, that's what makes them and has made them so different for so long. Is that when you get their box, it opens a certain way, it smells a certain way, it looks a certain way.
Speaker 1:Well, I think I've told you it makes you feel a certain way. I think I told you the story one time, like when, when the iPod, the iPhone, first came out, yes, and it had like the silver back in 2007 I think.
Speaker 1:Yeah, it kind of looked like the ipod, but but skin the ipod of the video I remember one time because I didn't have it, I had like a blackberry or something I remember one time just picking like seeing somebody talking on one and I remember picking mine up and pretending like, just like kind of jokingly, and then feeling so sheepish that I had done it like, so somebody could think that I had an iphone, you know. But that's kind of like the apple experience. Now, right, it's like they've created such an experience status. You feel like you look cooler, yeah, you're more creative. And then they followed it up with a good product experience, which is like when I get a text message, whether I see it on my ipad or my phone or my watch or my desktop computer, like it's all coming into one spot when I, when I create a playlist messaging you off of an android or not when I create a playlist.
Speaker 1:That playlist is everywhere in my apple music. You know like they've done such a great job with the product experience as well.
Speaker 2:You know not just the how you feel and that's the other thing with, like, when I'm thinking taylor, swift or concerts is like she already had a great product, yeah, which is the music? Yeah, but the experience that she created on top of the product.
Speaker 1:Yeah.
Speaker 2:I think is what amplified her into the next stratosphere.
Speaker 1:Yeah, I think we're kind of to the stage now where where, like, table stakes is you have to have a good product. Yes, yeah, because there was, there was already the flooding of anybody can make a product in china now on alibaba and sell it drop shipping. Did that right, right, like drop shaking shipping, kind of everybody over right to say like, okay, if you don't have a good quality product, you know like that's going to be tough on the business, you know so. So good quality product is now table stakes, but the experience and differentiation.
Speaker 2:And we'll go through more AI stuff, because there's I know maybe it's getting over-talked, but it is it is just, it's the thing. I mean, this is the biggest technological revolution, apocalypse is near.
Speaker 1:Right, it is, yeah, I mean, I think.
Speaker 2:This whole podcast could have been AI.
Speaker 1:Not a whole ton of tips From us on this one. Besides, like, if you're not differentiating, you are going to get the feeling you are going to get the Listen. You are probably looking at google's new drop and saying I could create my entire content strategy using this and the answer is that's absolutely correct. But just know that every one of your competitors is saying the exact same thing right now. Every one of them is. We just got off a phone call today, yeah, but somebody's saying all right, how are we going to use this?
Speaker 1:and and listen, we're going to we're going, we are using it but are we making that, but the face of the brand and every single thing done?
Speaker 2:yeah, you're, you know the answer is no, so just just know and just keep your ear to the ground because we have to understand as brands again, there's a big difference between a brand selling status and a brand that's not.
Speaker 1:Yeah.
Speaker 2:You might be a brand that's trying to sell something that is a status, and you might be a brand that's not selling something that's quote status. Yeah, you might be more of a problem solution type brand Right. So, like, all of these are going to depend on how you approach your brand and your content strategy totally agree.
Speaker 1:All right, I like that marketing. Apocalypse round two. Next time maybe we might have a guest go touch some grass.
Speaker 2:Yeah, go ground yourself. Yeah, go ground yourself. Take your shoes off go experience something.
Speaker 1:Alright, everybody, thank you for tuning in and we will see you guys next week. Thank you so much for listening to the unstoppable marketer podcast. Please go rate and subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the trevor crump on both instagram and tiktok. Thank you, and we will see you next week.