Scale & Strategy
This is Scale & Strategy, we obsess over business like your dad does over lawn care.
Here’s what we got for you today:
- AI growth is cooling off—search is still king
- How to grow your marketing network without the awkward small talk
AI growth is cooling off—search is still king
Remember all those “Google is dead” hot takes? Yeah, funny how quiet those guys are now.
A new SparkToro report just dropped, and the story isn’t “AI replaces search.” It’s “AI grows, search keeps winning.”
Here’s the data:
- 95% of Americans still use Google or Bing every month. That’s basically everyone.
- Heavy search users (10+ visits/month) are up from 84% → 87% in just a couple years. That’s not erosion, that’s growth.
- Meanwhile, AI tools are doing well—40% of Americans now use them monthly, and heavy use jumped from 3% → 21%. But growth is already slowing, which smells like early market saturation.
The takeaway: search isn’t dying, it’s sticky. Typing a query is muscle memory. AI is the shiny new toy—but it’s not replacing search, it’s slotting in alongside it.
In fact, SparkToro found something wild: when people adopt ChatGPT, their Google searches actually go up and stay higher. Translation: we don’t pick one—we use both for different jobs.
One more nugget: both search and AI usage drop in summer, right when school’s out. That means a lot of this usage is education-driven, not just work or casual browsing.
So yeah, this isn’t a boxing match. It’s two players on the same team—different roles, same game.
Forget the hype cycle. Don’t optimize for headlines. Optimize for how your actual customers split their time between AI and search.
How to grow your marketing network without the awkward small talk
Want better career moves, more opportunities, or just a marketing crew that actually gets it? You need a network. But not the fake-smile, spray-and-pray LinkedIn kind. A real one—built with intention.
Here’s how to do it without feeling like a spam bot:
1) Define the game you’re playing.
Are you job hunting? Start with ex-colleagues and industry vets.
Building skills? Follow experts, ask them what shaped their thinking.
Different goals, different networks.
2) Tap your existing circle first.
The easiest wins are people who already know you—old teammates, clients, classmates. They’ve seen your work, so the door’s already half open.
3) Fix your LinkedIn.
People you reach out to will check your profile. Make sure it says something clear:
- Headline = who you help or what you’re great at.
- About = human, not robotic.
- Pin posts = stuff that shows your actual skills or personality.
4) Show up in the right rooms.
Don’t waste time “networking everywhere.” Go where the right people actually hang out—industry events, niche Slack groups, focused courses.
5) Lead with value, not asks.
Nothing burns a connection faster than “can you do this for me?” Share their work. Send a useful resource. Make an intro. Build goodwill before you need it.
6) Reach out like a human.
Skip the generic “let’s connect.” Instead:
“Loved your post on content reporting. Did your team always track it that way, or was there a shift?”
Specific. Open-ended. Conversation-worthy.
7) Stay warm.
Relationships fade if you only pop up when you need something. Check in, send congrats, share an event, drop a useful link. Networking isn’t about lighting matches—it’s about keeping the fire going.
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