---
title: Compound Marketing in the Age of Everything
date: 2025-08-12T19:30:00+02:00
author: Santiago Melluso
canonical_url: "https://www.takefortytwo.com/en/blog/compound-marketing-in-the-age-of-everything/"
section: Blog
---
[Blog](https://www.takefortytwo.com/en/blog/)[Marketing](https://www.takefortytwo.com/en/blog/topic/marketing/) / [Strategy](https://www.takefortytwo.com/en/blog/topic/strategy/)August 12th, 2025 · 6 min read

#  Compound Marketing in the Age of Everything 

We don’t know enough about AI, but we know it’s here and it won’t go away. We also know it has, will and will continue to affect marketing. Here’s how to embrace compound marketing and turn AIGEO doom into exponential visibility.

![](data:image/png;base64,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)![Rice Photo](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/Compound_Marketing_Alternative.jpg?w=920&auto=compress%2Cformat&fit=crop&dm=1774779998&s=d4f08522dd7fd95d862382f0256af552)

## Welcome to compound marketing strategy

There’s an old legend, adapted to many Eastern cultures, that goes like this, in a nutshell:

The hero challenges the King to a game of chess. Trusting his game skills, the king happily accepts.

The challenger says: ​“If I’m able to beat your majesty, I’ll only ask for a few grains of rice. One for the first square in the board, two on the second, four on the third, and so on. Every square doubles the rice on the previous one”.

The king agrees. It’s just rice, after all, and he has plenty. After inevitably losing the game (else we wouldn’t have a story), he realizes he has to pay an unfathomable amount of rice, roughly the equivalent of 700 years of today’s global production.

Depending on the version, the hero ends up collecting payment by becoming king or marrying the princess, or simply delivering the moral of the story and walking away.

**What does this have to do with anything?**

## Small efforts do add up

Five years ago, we had clients making a lot of money on paid ads alone. Others started the SEO game early on, and got a positioning strong enough to drive traffic and generate more leads than they could process. Others’ reputation in their industries allowed them to rely on handshakes and tradition.

[We’re in the age of everything now](https://www.takefortytwo.com/en/blog/2025-predictions-contradictions/). If you don’t split your efforts, you get zero because **the main job of AI-first research for procurement will be to put the pieces of the puzzle together**, and summarize them in a way that reflects who you are across every possible touchpoint.

Reputation is now a result of an exponential process:

**Brand x product x reputation x tech x content**

Times anything else you want to add that can be particularly relevant for your industry. Location, facilities, supply chain, influence in the industry, everything.

The **problem of multipliers** is simple: Get zero in any of the factors, and you’re screwed.

## You’ll hear a lot about *G — E — O*

GEO is a spin on our beloved/​hated good ol’ SEO, and stands for Generative Engine Optimization. Essentially, the new tricks you need to learn so AI-first searches can find you, understand what you do, and consider you in their responses.

Unless you’re an extremely early adopter and excellent at changing fast, this is your newest *zero*. Let’s fix that.

### What we know so far

- **Search and research habits are changing.** Feed four or five brands to Perplexity and ask for a competitive report. It will be close to decent, and save you a day of increasingly cumbersome website reading. The more savvy and comfy we feel using these platforms, the less we’ll have to click on several Google results to do the boring work.
- **Top of funnel searches no longer drive traffic.** If Gemini’s Overview gives me a detailed recipe for grandma’s traditional style soup, why would I bother clicking? The millions of pages with DIY basic content, definitions, glossaries, recipes, are still relevant for domain authority and positioning, but expect traffic to those to go bye bye.
- **The customer journey just got shortened**. This changes everything in B2B. Say you look for ​“Pros and cons of BigCommerce”. Clearly an informational intent query. Your preferred AI tool gives you a quick summary, ending with a ​“Would you like to see a demo?” related question. Suddenly, it gives you options for agencies, including links to landing pages for on-demand content. In five minutes you went from ​“just looking around” to becoming someone’s lead.
- **The speed of change is and will continue to be very fast.** Gen AI is a new product, and one that demands global adoption to be profitable. Interfaces, user experience, touchpoints, and use cases will continue to change. Us humans have a particular way of finding unexpected applications for anything. Play-doh was [originally a wallpaper cleaner](https://www.housebeautiful.com/lifestyle/kids-pets/a20074233/play-doh-originally-purpose-wallpaper-cleaner/). We don’t know what this, whatever *this* is, will look like years from now.

### Content is (still) king

Google is still winning. AI is not a threat and search engines are not going anywhere. It’s a huge opportunity. Nobody else has a larger dataset or can make more money with it.

Therefore, **content integrity and quality are key for search engines**, for many reasons:

1. GenAI relies massively on internet data, particularly on top ranked search engines results to create content.
2. If incoming content is rubbish, so will be the result
3. If the result is more, worse, watered-down garbage, you just won’t use it.

These companies are working hard on fixing these absurd feedback loops. The ones that suggest putting [glue on your pizza](https://www.theverge.com/2024/5/23/24162896/google-ai-overview-hallucinations-glue-in-pizza) or that [everyone loves gouda](https://www.theguardian.com/technology/2025/feb/06/google-edits-super-bowl-ad-for-ai-that-featured-false-information). Errors that can cost millions and make you liable.

**So human content is more important than ever**. B2B sales and relations require expertise. Understanding clients, accounts, markets, industry, channels, mood, pace, codes and private jokes. It can’t be simulated by an AI agent. **Not convincingly enough** to beat the other guys.

What you know, what’s impossible to transfer, your **unique understanding and experience**, is worth more now than two years ago.

AI is not here to replace marketers. On the contrary, it will ultimately incentivize real, brilliant, well structured and interesting content.

The sum of all that content is measured by what bots understand as ​“**sentiment**”.

## Yeah, more buzzwords

“Sentiment” is just a word for the interpretation of **how artificial intelligence thinks your brand is perceived by the market**. It’s the assumption, the educated guess the machine can make after jotting through your data in a fraction of a second. This includes:

- Your website, documentation, case studies and articles.
- Interviews, videos, social network mentions
- The love or hate you get on Twitter (it will never be *X*, come on), Reddit, customer or press reviews.
- Your perceived reputation, transparency, reliability, culture.

You’re not in control of the narrative anymore.

See for yourself. Head to Perplexity and ask:

- “What’s different about <my brand name>?”
- “What’s different about <my competitor>?”

**Do you like what you see?**

If you don’t:

## Persuade against the machine

Spot the content gaps. The research will show you the differences between what you think you are saying and how that is perceived. If you find them, you have homework:

- Creating more content that really digs into what you deliver.
- Putting together benchmarks comparing what you do with other companies in our sector, so there’s an anchor for visitors to make their own comparisons.
- Linking all of that with content about you warranties and track record, to reduce objections or fears.
- Doing a lot more in terms of client definition, expectations, value, return of investment, so anyone visiting your site thinks of you as an easy choice.

In addition to the pure content, there’s some technical work to do:

- Formatting the secondary content to make it easy for the AI to drive conclusions
- Analyzing and working your [content schema markup](https://umbraco.com/knowledge-base/schema-markup) to make sure it’s exactly what the search engine needs
- Pushing SEO harder than ever, as top-ranked pages and domain authority also increase the odds of being featured in Google Overviews, recommended brands and links, and research sources.

Give your customers great quality content and information. It’s easier than ever for them to find you and see your entire history. All the good, and all the bad.

All the content you create will help the artificial intelligence reach the right conclusions, and paint a more accurate picture about you, and what you can do for your clients.

## Rule of thumb: 

This is not a drill. When do we stop thinking about AI as something ​“new”? There’s no clear protocol. This is clear, though:

- The more you do, the more opportunities you’ll discover
- Technology and digital customer experience are a commodity, not something that can be postponed. Have a plan. Have a budget. It’s unavoidable.

**None of this is new**, not entirely. It’s the same content optimization and website optimization. **Authority and relevance are still the biggest priority.** What changes with this new channel is how **it interconnects everything**.

Back to the idea of compound marketing efforts, SEO, GEO and beyond. Everything in between. [Everything now](https://www.youtube.com/watch?v=zC30BYR3CUk).

If you need help making plans and setting priorities, [we can get you started and on track with a Blueprint](https://www.takefortytwo.com/en/solutions/blueprint/).

If you’re ready to tackle AEO/GEO and would like a shortcut, [we can help you make sure the algorithm puts in a good word for you](https://www.takefortytwo.com/en/solutions/attract/).

Tags:[Generative Engine Optimization](https://www.takefortytwo.com/en/blog/tag/generative-engine-optimization/)[Content Strategy](https://www.takefortytwo.com/en/blog/tag/content-strategy/)

Categories:[Marketing](https://www.takefortytwo.com/en/blog/topic/marketing/)[Strategy](https://www.takefortytwo.com/en/blog/topic/strategy/)

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How the small things make the biggest difference in life, love, and business, plus why microcopy is actually a big thing.

[ Read More ](https://www.takefortytwo.com/en/blog/the-white-bunny/)

![](data:image/png;base64,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)![Warm dark cinematic scene of a person sitting at a typewriter](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/attract-framework.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785500&s=296d7785bdd071e902691a38979856ac)

 Marketing ### [The Attract Framework](https://www.takefortytwo.com/en/blog/the-attract-framework/)

Neglect the bots and your business becomes invisible, like the proverbial tree that falls in the forest but no one hears.

[ Read More ](https://www.takefortytwo.com/en/blog/the-attract-framework/)

![](data:image/png;base64,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)![Warm amber cinematic scene with figures in a dramatic indoor setting](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/The-Snow-White-Hallucination.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785499&s=c365bea0ae66e2beb0d2b03449c623e1)

 Marketing ### [The Snow White Hallucination](https://www.takefortytwo.com/en/blog/the-snow-white-hallucination/)

Discover why following trends can lead to bad choices. How to measure truth and make bold choices for true differentiation over repetitioning

[ Read More ](https://www.takefortytwo.com/en/blog/the-snow-white-hallucination/)

![](data:image/png;base64,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)![Blue and dark illustration with a large stylized figure in a dramatic scene](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/Personas-Funnels-and-Barney.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785496&s=5623d6a7d31943fad6684c4e68762e43)

 Marketing ### [Personas, Funnels and Barney the Dinosaur](https://www.takefortytwo.com/en/blog/personas-funnels-and-barney-the-dinosaur/)

Everything changes all time, except for the fact that the best way to understand and motivate customers is to focus on reality.

[ Read More ](https://www.takefortytwo.com/en/blog/personas-funnels-and-barney-the-dinosaur/)