Rand Fishkin, founder of SparkToro and former co-founder of Moz, takes us through the evolution of digital marketing.

From the concept of "zero-click marketing" to why traditional traffic-focused metrics are becoming less relevant in today's digital landscape, the conversation explores how major platforms are keeping users within their ecosystems, making it harder to drive external traffic, and why marketers need to adapt their strategies accordingly.

Fishkin also discusses SparkToro's approach to audience research and provides insights on measuring marketing success in an era where direct attribution is increasingly challenging.

Conversation points:

• The shift from traffic-based marketing to influence-based marketing
• How to measure marketing success without traditional click metrics
• Understanding audience behavior through SparkToro's data analysis
• The impact of AI and language models on marketing analytics
• Modern approaches to content marketing and audience engagement

A. Lee Judge is the host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.