Zero-Click Marketing: How to Win When Fewer People Click

In a time when organic reach is lower than ever and platforms hoard traffic for themselves, it’s up to marketers to figure out what to optimize for instead. Marketers need to break our obsession with attribution and replace it with KPIs that can actually be controlled.

Join Amanda Natividad to uncover the best content for AI answers, the best ways to track engagement on dark social, and why we need to optimize for impressions—not clicks.

In Amanda’s session, you’ll learn how to:

• Replace traffic metrics with visibility metrics you can actually control: Shift KPIs from clicks and sessions to impressions, branded search demand, and share of voice—metrics that better reflect how modern buyers discover brands across AI tools, social feeds, and communities
• Seek operational sustainability: Understand the importance of operational sustainability and how it meets business objectives
• Design content for AI answers, not rankings (because rankings are not real): Structure content so it’s understandable, quotable, and extractable by AI systems (LLMs, search assistants), even when no click occurs
• Shift from attribution obsession to influence modeling: Evaluate success using directional influence indicators (lift in brand search, audience growth, recall, and downstream conversion quality) instead of brittle, last-touch attribution

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