Optimized AI search is one of this year’s most buzzed-about marketing trends, and it’s growing — fast — but not all marketing agencies are up to the challenge of incorporating this into their clients’ strategies.
The LMB Marketing Group specializes in helping businesses understand trends like generative search optimization (GSO) and answer engine optimization (AEO), how it relates to your business and implements effective strategies to capitalize on these trends alongside traditional tools like search engine optimization (SEO) and digital marketing.
AI is changing the landscape
AI-driven tactics will power a staggering 75 percent of all marketing activities this year, making it one of the hottest trends in how brands reach audiences right now. But it’s not just about automation; it’s about leveraging the power of machine learning to understand customer behavior, predict trends and deliver truly impactful campaigns.
“Forty percent of Gen Z uses TikTok as their primary search tool, social media commerce is expected to boom in the next few years. Businesses need to raise visibility where their audience is looking for them, or risk losing relevancy.
According to Liz Mbwambo, founder of The LMB Marketing Group.
Projected to exceed $1 trillion by 2028 according to Statista, social commerce is fundamentally changing the online shopping experience. So is AI. Integrating your sales and marketing efforts directly into social platforms is no longer optional, it’s essential.
Make it a multi-platform optimization strategy
Siloed marketing efforts don’t work anymore — especially online. Today’s consumers expect a seamless experience across all touchpoints from their inbox to their Instagram feed. Platforms are converging and a brand’s strategy needs to follow suit, leveraging analytics and automation to deliver cohesive customer journeys.
For example, at its May Google I/O developer’s conference, Google announced that AI mode in its search engine is more accurate than ever, providing “AI Overview” search result summaries before brand URLs. There are more than 400 million people using the Gemini AI app, and there are more than 1.5 billion AI Overview users each month; people can even use Google AI to shop and try on clothes.
You want to hire an agency that’s going to get your content noticed in these spaces.
“AI-powered search features are changing content discovery for everyone, making a multi-platform optimization marketing strategy crucial. Relying on great SEO isn’t enough. We know that and we’re ahead of our peers, creating a much more integrated and diverse marketing strategy for businesses
Mbwambo said.
Such a marketing strategy incorporates AEO, GSO and generative engine optimization (GEO), which all refer to the same thing; giving brands the best chance of understandable content that can be used for search results no matter where (i.e. social media or Google, AI platforms) and how (i.e. photos, words or videos).
There are billions of monthly voice and visual search queries that justify the need to optimize content for these emerging channels, too. Missing out here means ignoring a significant and growing segment of potential customers using virtual reality or augmented reality for searching, as well.
Although SEO isn’t going away, the boost in AI searches impacts the traditional “click-through rate” measurement marketers use to identify return on investment (ROI). Despite a lower rate of click-through, businesses must add the ability for AI to mine the right content about their brand, so it’s represented — and accurately — when a user asks AI simple to complex questions. As a result, experts suggest that despite the drop in click-through rates, the quality of those clicking through will grow.
The key to getting this right also involves authenticity. While AI can generate content at scale, authentic, human-driven content continues to outperform AI. We bring a balance of both genuine, human connection and the efficiency of AI to build trust and resonate with your audience. Building trust also requires sound ethics and data privacy.
Can your marketing do this right now?
Businesses need to find a long-term partner for strategic marketing, not just a tactician to send email blasts and optimize web copy. “It can feel overwhelming for businesses to navigate such a complex and quickly changing marketing landscape,” Mbwambo said.
“They need a partner that studies and adopts trends driving consumer behavior with brands to help them grow with smarter, multi-platform marketing. We consider ourselves partners with our clients.
“Plus, we’ve got some of the best content creators, account managers and strategists in the field right here,”
The LMB Marketing Group offers a complimentary consultation to discuss specific needs and how our marketing experts can help leverage AI trends to achieve a business’s goals. We specialize in helping Orlando-area businesses drive growth.
“We provide full-service, data-driven marketing solutions that cover everything from strategy and content to paid media and local SEO, our team knows the Orlando market, and how to get the results our partners want based on what they need.”
