Search Marketing Knowledge Center

Marketers Need a New Scorecard for Zero-Click Search

Trends and Technology October 31, 2025

Search engines fueled by artificial intelligence, or zero-click search, are starting to eclipse traditional search. That's leading marketers to reevaluate their search engine optimization strategy from keyword-stuffing to context-crafting.

view

GEO Is the New SEO

Trends and Technology October 29, 2025

Generative engine optimization (GEO), a digital marketing strategy centered on ensuring a brand's name is featured in the top answers provided by platforms such as ChatGPT, Claude, Google Gemini, and other large language models, is starting to accelerate throughout the marketing and ad sector.

view

How Samsung Engaged Users Through AI

Smarties Awards August 26, 2025

Samsung Electronics Türkiye’s campaign introduced the Galaxy S24 series through a live-streamed event and an AI-driven chatbot that went beyond digital and extended to an in-store activation.

view

Google Markets an AI Tool with Creator Halloween Experience

Smarties Awards August 25, 2025

Google leveraged creators to market its AI tool during a Halloween experience.

view

AI and Generative AI in Marketing

ASK Answers August 14, 2025

How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?

view

Medidata’s AI Chat Sparks More Than 300 Live Leads

B2 Awards July 7, 2025

Medidata Solutions revamped its digital experience with B2C-inspired website personalization and real-time web chat, driving a 49 percent increase in its marketing pipeline and drastically reducing lead response time, all while improving visitor engagement and user satisfaction.

view

Identity Crisis: B2B Marketers Are Not Ready to Combat Deepfakes

B2B April 23, 2025

The technology behind deepfakes — in which someone uses manipulated content online for malicious aims — has been coalescing for years and is now encroaching on the B2B field. According to a recent survey, most B2B CMOs are ill-prepared to deal with it.

view

Creative Automation

ASK Answers March 20, 2025

How can my brand optimize the creative process using automation?

view

Amazon Launches the Next Generation of Alexa

Marketing News March 4, 2025

Amazon last week announced that it would soon roll out Alexa+, a new generation of its voice assistant powered by generative AI. The upgrade, which features more personalization tools, is designed to help consumers make purchases more seamlessly than ever.

view

Scaling Chaos: Why Codifying Your Brand Is Vital for Survival in the Age of Gen AI

Leading Edge January 8, 2025

Generative AI has the power to scale the success of a well-defined brand, and for those brands it will be truly transformative for all the right reasons. But it can also have the opposite effect on weaker brands, potentially exposing or highlighting flaws. Whether AI helps your brand soar or stumble depends hugely on how well you’ve codified it.

view

As ChatGPT Turns Two, Have Marketers Bought into the AI Hype?

Leading Edge January 6, 2025

As AI becomes faster and more advanced, marketers can run queries and develop campaigns much easier on user interfaces using natural language, simplifying activities and removing their reliance on platform experts to do this.

view

Will SearchGPT Milk Google’s Search Cash Cow?

Leading Edge November 14, 2024

When ChatGPT was launched in November 2022, many felt that Google Search had finally met its match. However, in the first six months after the launch of ChatGPT, Google Search gained market share versus Bing, powered with AI from ChatGPT developer OpenAI.

view

L’Oréal: Future Fit for Future Growth

Event Recaps October 23, 2024

L’Oréal Groupe uncovered the key catalysts for future growth and detailed its strategy to augment marketing with creativity, founded on a strong digital and tech core.

view

L’Oréal: Future Fit for Future Growth

Conference Session Videos October 23, 2024

In this video, Asmita Dubey, the Chief Digital and Marketing Officer at L’Oréal Groupe uncovered the key catalysts for future growth and detail their strategy to augment marketing with creativity, founded on a strong digital and tech core.

view

Marketing News Quiz for October 12, 2024

Marketing News Quiz October 12, 2024

In this week's marketing news quiz: thirteen states and D.C. sue TikTok, a media company teams up with OpenAI, an update to the Mountain Dew logo, and more.

view

This Ice Cream Brand Leveraged Astrology with Its Campaign, Cornetto Love Star

Smarties Awards September 30, 2024

Unilever’s primary strategic objectives were twofold: to increase brand awareness and to deepen consumer engagement. The company aimed to connect with its audience on a more personal level by tapping into the astrology trend, which has a broad appeal.

view

Elidor Leverages Generative AI To Create an Immersive Monument in Support of Young Turkish Women

Smarties Awards September 30, 2024

After the February 2023 Turkish earthquake, Elidor launched a program to support young women and encourage them to share artistic renditions of solidarity, culminating in an immersive out-of-home art installation in Istanbul.

view

This Bank Created a Chatbot to Drive Business

Smarties Awards September 30, 2024

AkBank’s Proactive Assistant leveraged AI to make tailored recommendations of financial services.

view

How Smoothie King Created Summer’s Biggest Thirst Trap Without a Budget

Leading Edge August 7, 2024

When Smoothie King was preparing to launch its X-Treme Watermelon Smoothie in 2023, the brand faced several challenges: a peak summer season crowded with promotions, a tight five-day timeline, and a vacant media budget.

view