Search marketing in the age of AI: Understanding the marketing implications of search, assistive and answer engines
Jason Barnard, Matt Artz · Journal of digital & social media marketing. · 2023
The evolution of search engines necessitates a shift in digital marketing for companies, products, services and personal brands towards optimising for artificial intelligence and knowledge algorithms. This paper investigates the significance of search, assistive and answer engines in the future of digital marketing, and the critical role of multimodality, including text, image, video and, potentially, virtual worlds. By proposing a framework for managing and optimising marketing efforts centred on understanding, credibility and deliverability, this paper uses case studies to demonstrate the effectiveness of this approach.