You can’t be ahead of the curve without thinking things that are very different from the current reality. That said, a lot of different thinking ends up not go

You can’t be ahead of the curve without thinking things that are very different from the current reality. That said, a lot of different thinking ends up not going anywhere. Only time will sort out the difference. I will say I agree with the above comment about the current viability of SEO. It’s still very effective. Google is still very heavily used. One thing to keep in mind is that while organic search might be slipping, other things are slipping at least as much. The slow death of 3rd party cookies is eating away at ad network efficiency. Organic social media reach depends increasingly on influencers, which is a highly fractured and opaque marketplace (inefficient at scale). Email is effective but getting email addresses remains difficult. Trust in press and institutions (aka earned media) is way down. It’s hard out there for marketing!