Search marketing in the age of AI: Understanding the marketing implications of search, assistive and answer engines

Jason Barnard and Matt Artz
Additional contact information
Jason Barnard: Kalicube, France
Matt Artz: Azimuth Labs and Fordham University, USA

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 3, 244-260

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8180/download/ (application/pdf)
https://hstalks.com/article/8180/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:11:i:3:p:244-260

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().