Media Monday

Generative AI in Search: What Search Marketers Should Prepare For

By Lina Rodriguez , Senior Media Buyer

Is not a surprise that Artificial Intelligence is not only transforming the world but also the advertising industry. As a consequence, one of the fastest developing and potentially essential shifts in search marketing is generative artificial intelligence. We see it now with the new Bing, powered by ChatGPT, and Google’s Search Generative Experience (SGE). Potential changes discussed below:

With generative AI we can expect an increased time spent on search results pages as users will become more comfortable engaging in AI-generated chat threads. SGE will revolutionize how users navigate topics within the search engine and make the search experience more efficient. Less website traffic from informational queries is also expected, since users will spend more time searching via SGE. This shift is a concern for marketers relying on website traffic to drive leads and conversions; however, it is predicted to be a great opportunity to build trust and loyalty. Higher quality traffic for action-based search queries is another change since users can gather more information and gain deeper insights when conversing directly with AI-driven chatbots or virtual assistants on the search results page. By asking clarifying questions and receiving relevant responses, users can become more informed about the products, services, or topics they are researching. This enhanced consumer research process can advance users further in their purchase decision-making journey without navigating multiple websites and articles. Read more here.

CreatorFuel by AdParlor: A New Tool for Full-Funnel Influencer Marketing

By Elissa Hickey , Media Coordinator

Earlier this week AdParlor announced the launch of their new offering, CreatorFuel. Typically, influencer campaigns focus on upper-funnel marketing by promoting brand awareness. However, CreatorFuel will help brands manage their influencer campaigns from start to finish, focusing on full-funnel tactics to help promote business growth and be able to provide performance-driven results.

Additionally, CreatorFuel’s and AdParlor’s networks contain a diverse range of influencers that span across a slew of various social media platforms and networks. This will allow businesses and brands to find the perfect fit for promoting their product.?Read more here.