Pluszero: “Two Out of Every Three Corporate Marketers Don’t Know How to Optimize for AI”
TECHWORLD ·
✦ AI Summary
Pluszero's survey of 200 working marketers found that responses to Generative Engine Optimization (GEO) are still in the early stages.
The biggest challenge was a 32.0% lack of understanding of GEO methods, and 46.7% cited real user reviews and reputation as the basis for brand recommendations.
Online reviews were the most common channel for understanding customers' true feelings at 80.0%, and CEO Seong Jeong-jin said a GEO strategy encompassing community data analysis and AI-optimized content creation is needed.
According to a Pluszero announcement, the search market paradigm is changing rapidly as generative AI spreads, but companies are still in the early stages of responding to Generative Engine Optimization (GEO). The headline figure was presented as two out of every three corporate marketers not knowing how to optimize for AI.
Pluszero recently conducted a survey of 200 working marketers who attended an AI conference, and the topic was the marketing conditions companies are actually experiencing. The results showed that one in three respondents are struggling because they do not know how to respond to Generative Engine Optimization (GEO).
GEO is short for Generative Engine Optimization. GEO refers to AI search engines such as ChatGPT and Gemini, and it means an optimization strategy aimed at encouraging brands, products, and content to be cited and recommended when search results and answers are generated.
According to the survey, when asked about the biggest difficulty in dealing with GEO in marketing work, the top response, at 32.0%, was a lack of understanding of how to respond to GEO. This was followed by 28.0% who cited difficulty understanding customer needs and true feelings, 20.0% who pointed to the burden of repeatedly explaining brands and products to AI, and another 20.0% who cited the time required to create content.
Pluszero said that many companies recognize the need for GEO, but are struggling with a lack of understanding of how generative AI engines recognize and learn about brands, as well as with the absence of detailed execution guidelines. It added that they are also feeling the limits of establishing concrete methods and strategies for practical execution.
In response to another question about the criteria that influence AI when recommending a specific brand, 46.7% chose reviews and reputation from real users as the biggest factor. This was followed by 30.0% selecting SEO methods for high search-engine visibility, 8.0% choosing the scale of advertising and publicity spending, and 15.3% saying they did not know.
Pluszero identified user experience data such as customer reviews and community reputation as the key factors behind generative AI's recommendations of specific brands. Nearly half of the marketers were said to have correctly recognized this factor. Pluszero stressed that this makes it necessary to move away from traditional marketing.
It also emphasized the need to convert the voice of the customer into an AI-friendly structure and then apply it to marketing. Based on the view that generative AI's brand recommendations are driven by user experience data, marketing must also be transformed into a form that makes customer responses easier for AI to use.
Pluszero said that, in a multiple-response survey on the paths companies use to understand customers' 'true feelings,' the top channel was 'online reviews' at 80.0%. This was followed by 'customer inquiries (CS)' at 40.0%, 'anonymous communities' at 36.7%, and 'surveys' at 26.7%.
Another 12.0% of respondents said they had no particular collection channel or relied on intuition. In practice, companies were found to use online reviews most often when understanding what customers really think, while some relied on intuition without a separate channel.
Seong Jeong-jin, CEO of Pluszero, cited the biggest concern among working marketers as a lack of concrete execution plans and sophisticated targeting know-how, despite recognizing the need for GEO. He said AI generates responses based on learning from actual user evaluations, and added that this is the time for a multifaceted GEO strategy encompassing community data analysis and the creation of AI-optimized content.
Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=406498
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Source: TECHWORLD
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