In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers dive into one of the most significant shifts in digital marketing: the rise of non keyword signals and what it means for search, privacy, and the future of campaign targeting.

With AI-powered ad platforms like Google's AI Max and social algorithms driven by behavioural data rather than search intent, the old model of keyword-driven marketing is rapidly giving way to something more opaque, more personalised, and potentially more invasive.

Daniel and Ciaran explore how AI systems now use a vast array of signals, from your browsing patterns and email content to your location history and viewing habits, to anticipate what you might want before you even search. But what does this mean for marketers who've spent years honing their SEO and PPC strategies? And what does it mean for user privacy in a world where your chatbot conversations may be fuelling ad targeting?

What are non keyword signals?
Understand how platforms like Google and Meta are using behaviour, context and historical activity instead of just search terms.

Why your impressions are up but clicks are down
Learn how AI summaries in Google Search are reducing organic click-throughs, even when your rankings are strong.

AI Max campaigns and keywordless targeting
Discover how Google Ads is shifting towards AI-led campaigns that rely on intent and engagement signals rather than keyword triggers , and why some brands are seeing 20–30% uplift as a result.

What Meta's CMO said about disconnected content
Hear how Alex Schultz explained the shift from connected (likes, follows) to disconnected content (Reels, Stories, Shorts), and what that means for social strategy.

Privacy concerns and grey areas
Explore the implications of Meta's new terms allowing AI chat interactions to inform ad targeting, and whether AI chat data could be inadvertently shared or commercialised.

Real-world scenario: Chatbots used for lead capture
Daniel raises a powerful example, what if you offered a free AI chatbot to other brands, then harvested user intent data for your own ad targeting?

Platform security, data visibility and agent risks
From OneDrive access errors to AI agents managing your logins, the hosts discuss the human errors that AI amplifies, and the need for robust security practices.

We're entering a post-keyword era
Platforms are using AI to interpret intent through broader, richer data sources, including chat behaviour, video viewing and app usage.

Organic traffic is being cannibalised by AI summaries
Even if your visibility improves, actual user clicks may continue to decline.

Privacy risks are growing
Terms and conditions are changing, and conversations with AI tools may no longer be as private as they seem.

Marketing teams must audit how they use AI
Understand what data your AI tools are accessing and how that data could be used, now and in the future.

Join the conversation
This isn't just a podcast - it's an open debate. Daniel and Ciaran want your input, and they're giving away prizes, books and merch to contributors.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/the-big-debate-non-keyword-signals-ai-chats-privacy

Join the debate: https://www.linkedin.com/feed/update/urn:li:activity:7403862051749564417

In this episode of The Digital Marketing Podcast, Daniel Rowles introduces us to the process of Vibe Coding, a revolutionary approach to software development that leverages AI to make app creation accessible to anyone, regardless of coding experience.

Vibe coding shifts the focus from writing manual code to guiding AI with natural language prompts, allowing non-developers to build interactive apps, tools, and even businesses. Daniel explores the three tiers of vibe coding, from basic one-page web apps to full-scale, secure, AI-powered platforms , and shares practical steps, tools and security tips to get started.

The second half of the episode features a compelling interview with Christo Snyman, a podcast listener who used vibe coding to launch his AI assistant platform Traderly.ai. Christo takes us behind the scenes of building a real-world startup with no prior coding background, sharing his full tech stack, hard-earned lessons, and the mindset needed to succeed.

What is Vibe Coding? Understand how natural language prompts can now be used to create working code, dramatically lowering the barrier to digital creation.

The Three Levels of Vibe Coding

Level 1: Build one-page apps using HTML, CSS, and React, no backend required

Level 2: Add memory, interactivity, and live AI responses through API access

Level 3: Create fully-fledged apps with user authentication, databases, and deployment

Practical Use Cases - From interactive Google algorithm timelines to embedded AI tools for keyword research and content planning, Daniel shares how these tools are being used on Target Internet's own website.

Christo's Journey - From Idea to Startup. Learn how Christo turned a common business pain point — small service businesses missing leads due to message overload — into a scalable SaaS platform.

Discover his full tech stack including React, Azure Functions, PostgreSQL, Firebase, OpenAI, WordPress, and more.

Key Takeaways:

Anyone can now build apps using AI tools, whether it's a timeline, calculator, chatbot, or full customer-facing product.

AI-assisted development removes fear and unlocks creativity, especially for entrepreneurs without a dev background.

Start small and iterate, your Minimal Viable Product doesn't need to be perfect, it needs to be useful.

Vibe coding is the bridge between ideas and execution - fast, flexible and increasingly powerful.

The future of marketing and tech creation is conversational and it's already here.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/vibe-coding-how-ai-is-revolutionising-app-development-and-empowering-non-coders

📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter

In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Matthew Gardiner from World Travel Market for a special look at how the user journey is being radically reshaped, and why the travel industry offers a powerful lens for understanding the broader changes all marketers now face.

From AI-powered search and agents, to disconnected content ecosystems, collapsing funnels, and new expectations for sustainability and meaning, the way users discover, evaluate, and buy has shifted. Whether you work in travel or not, this episode delivers insight into how to adapt your digital strategy for a fragmented, AI-enhanced, and purpose-driven customer journey.

Why AI is collapsing the funnel
Users no longer move in a straight line from awareness to action. Conversations with AI agents like ChatGPT are replacing multi-step journeys. Whoever owns the AI conversation, owns the customer.

From connected to disconnected content
The shift from traditional, connected social feeds to short-form, algorithmically driven discovery (Reels, TikToks, Shorts) has changed how we build awareness and trust.

AI Overviews and Answer Engine Optimisation
With 55% of Google searches now including AI summaries, Daniel explains why SEO alone is not enough and how Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are the new battlegrounds.

Agents are doing the work
From itinerary planning to automated bookings, AI agents are reshaping how users interact with brands, often bypassing websites altogether.

The new role of structured data
Matthew shares how travel brands must now treat structured markup (schema) as a new kind of distribution, ensuring they are machine-readable to AI systems.

Why user testing must change
Daniel explains why marketers must rethink usability testing to account for personalised algorithms, behaviour-based ad targeting, and AI-powered search.

Brand loyalty as a survival tactic
In an age of disintermediation, programmes like Bonvoy are keeping users loyal through gamification and exclusive benefits, offering lessons for all industries.

Content strategy for the AI era
From FAQs and multilingual support to video answers and UGC, the path to visibility is paved with granular, high-quality, human-first content.

Through a detailed conversation with Matthew Gardiner, the episode explores how the travel industry has continually adapted to disruption. From the rise of OTAs and TripAdvisor to today's challenges around AI agents, soft adventure trends, live tourism, and sustainability expectations, travel may be the canary in the coal mine but its lessons are highly applicable to every sector.

AI is not just changing how people search; it is rewriting how people trust, book, and choose.

Being mentioned in AI conversations is the new SEO. Structured data and FAQ-rich content are your ticket in.

Agents now do things, not just recommend. Optimising for transactions and post-click experience is vital.

Loyalty schemes, brand identity, and customer advocacy matter more than ever to bypass AI's generic results.

Usability testing must reflect real, personalised experiences, not idealised lab setups.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/the-changing-user-journey-lessons-from-the-travel-industry

📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter