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Search marketing in the age of AI: Understanding the marketing implications of search, assistive and answer engines
Journal of Digital & Social Media Marketing,
11
(3),
244-260
(2023)
Abstract
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.
Keywords: answer engines; search marketing; artificial intelligence; search engine optimisation; SEO; knowledge graphs; semantic search; multimodal search
The full article is available to subscribers to the journal.
Author's Biography
Jason Barnard is the CEO of Kalicube, a software company that helps business leaders take control of their brand narrative online and dominate the competition. He is also an entrepreneur, author and digital marketer who specialises in brand search engine results page optimisation and knowledge panel management. Jason has founded multiple companies, namely: Kalicube in France in 2015, UpToTen in Mauritius in 2000 and WTPL Music in France in 1991. Jason’s first book, ‘The Fundamentals of Brand SERPs for Business’, was published in 2022. He is regular contributor to leading digital marketing publications such as Search Engine Journal and Search Engine Land, and has written for numerous others, including Wordlift, SE Ranking, SEMrush, Search Engine Watch, Searchmetrics and Trustpilot. His experience in digital marketing dates back to 1998, when he built up a website for kids based on the characters Boowa and Kwala to become one of the 10,000 most visited sites in the world.
Matt Artz is an anthropologist, designer, strategist, product manager and entrepreneur, specialising in user experience, product development and consumer insights. He is the founder of Azimuth Labs, an innovation consultancy leveraging anthropology, design, data science and artificial intelligence to guide businesses through the complexities of the modern landscape towards sustained growth and success. He is also an adjunct professor in the Gabelli School of Business at Fordham University, where he teaches business anthropology and cross-cultural consumer insights in the marketing programme. His product design work has attracted attention from Apple’s Planet of the Apps and the 2022 South by Southwest (SXSW) Pitch Competition, and his ideas have been showcased on TED, UNESCO, UserZoom, UX Planet, Towards Data Science, Product Coalition and Zapier.
