LinkedIn Learning – AI and Digital Marketing Trends
The world is changing rapidly with the introduction of AI and the expansion of social media and big data, for any business to be successful they must adapt to the changing environment. This course covered how the environment was changing and how to best utilize the new environment to achieve organizational goals. AI can be implemented throughout the entire marketing stack with some simple implementations such as using the program Gamma to create professional slides but there was some more interesting implementations. The one that interested me the most and that I feel will be most valuable is GEO or Generative Engine Optimization where like SEO you want to optimize the content you have on the web to have it be part of training data for generative AI models so when someone asks a question to a chatbot the information you want provided is included in the response. This allows for not only a control of messaging but can be used as a sort of backdoor marketing technique; as more people use chatbots, particularly for questions it opens the opportunity for great reach for brands, this was something I didn’t consider prior but I think could be the most important takeaway from this course. Overall this course has assisted me in my understanding of modern marketing techniques and where the technology assisted marketing is going.