Do This Instead: How to Adapt Your Marketing to the AI-Shaped Buyer Journey

AI has fundamentally altered how buyers discover, evaluate, and choose solutions. The marketing funnel is no longer a straight line — it’s an ongoing conversation between the buyer and AI assistants like ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot.

The Duct Tape Marketing System still works — it just needs to evolve. The Strategy Before Tactics principle still applies. The Marketing Hourglass still maps the journey. And Total Online Presence is more important than ever. What changes is how we execute inside those frameworks.

Here are 8 shifts — rooted in DTM thinking — to keep your marketing relevant and visible in an AI-driven world.

Buyers used to move through predictable stages — Know, Like, Trust, Try, Buy, Repeat, Refer — interacting directly with your content, ads, and sales team.

Today, AI has inserted itself into every stage of the Hourglass:

• Know: Buyers start with AI search, not Google, and may never see your site.
• Like: AI presents reviews, testimonials, and “best of” lists.
• Trust: AI agents recommend experts based on authority signals.
• Try/Buy: AI surfaces options and even negotiates packages.
• Repeat/Refer: AI still influences ongoing loyalty by suggesting alternatives.

DTM takeaway: The frameworks still apply — but now we must market to humans and algorithms equally.

DTM Principle: Total Online Presence begins with your hub site.

How to do it:

• Answer-First Pages: Identify top 10 buyer questions, open each page with a 2–3 sentence direct answer.
• Schema Markup: Add FAQ, HowTo, and Article schema using RankMath or Merkle’s Schema Generator. Test with Google’s Rich Results Test.
• Answer Hubs: Group related FAQs into one page with H2 headings and concise answers (<50 words).
• Trust Signals: Include author bios, credentials, last updated dates, and citations.

DTM Principle: Strategy Before Tactics — your expertise must be positioned clearly before you optimize.

How to do it:

• Map buyer intent to the Hourglass stages (Awareness, Consideration, Decision).
• Create hub-and-spoke content: hub page + supporting subtopic pages linking back.
• Include your unique methodology/core difference in all content.
• Cite reputable sources to boost authority signals.

DTM Principle: Content as the Voice of Strategy.

How to do it:

• Write in dual layers: human storytelling and AI-friendly facts/definitions.
• Include a Q&A section with concise answers (<50 words).
• Build an industry glossary with plain language definitions.
• Use structured formats like lists, tables, and comparison charts.

DTM Principle: Lead Generation Trio — content, referrals, advertising — now adapted for AI ecosystems.

How to do it:

• Create mini-AI tools (custom GPTs, calculators, quizzes).
• Ungate flagship resources so AI can access them, adding CTAs for conversion.
• Build interactive workflows (quiz → personalized plan).

DTM Principle: Referrals are marketing fuel — now amplified through AI search.

How to do it:

• Be present on at least 3 review platforms (Google, LinkedIn, niche sites).
• Coach clients to use service-specific keywords in reviews.
• Automate review collection with tools like GatherUp or NiceJob.

DTM Principle: Marketing Hourglass — Trust and Try happen through repeated exposure.

How to do it:

• Create “Best For” positioning pages.
• Publish “vs competitor” comparison content.
• Refresh site content quarterly to prevent outdated AI references.

DTM Principle: Total Online Presence — be everywhere your ideal client looks.

How to do it:

• Get quoted in authoritative media (HARO, Qwoted).
• Guest on podcasts/webinars — AI scrapes transcripts.
• Contribute to public research or industry reports.

DTM Principle: Scorecard — measure what matters and optimize relentlessly.

How to do it:

• Test prompts in AI tools monthly to check brand presence.
• Track AI mentions using Brand24 or Perplexity analytics.
• Maintain a monthly AI Visibility Scorecard.

AI isn’t replacing the Duct Tape Marketing System — it’s amplifying the need for it. Your strategy is still the driver. Your Hourglass still guides the buyer journey. But now, your execution must ensure both buyers and algorithms know, like, and trust you.

Next 90 Days Action Plan:

• Build one AI-ready Answer Hub.
• Diversify reviews to 3+ platforms.
• Publish one “Best For” positioning page.
• Secure at least one earned media placement.

AI Share of Voice measures how often your brand is mentioned or recommended in AI-generated search results compared to competitors.

How does AI change SEO?

SEO now needs to focus on being the most credible, citable source for AI summaries, not just ranking on Google’s page one.

Do I still need a blog if AI summarizes my content?

Yes — your blog is still the core way to establish authority, provide fresh information, and feed AI assistants structured, trustworthy answers.

Can small businesses compete in AI search?

Absolutely. AI rewards specificity and expertise, which means focused niche businesses can outrank bigger brands in AI recommendations.