For a long time, companies have not paid enough attention to their Digital Footprint. The Digital Footprint is the information found when searching the internet about a company, person or services, in search engines like Google Search, Bing, YouTube but also in other social platforms such as Instagram, TikTok, Google Maps, etc. and see the sentiment and opinions that appear on the first page of results, this can affect very positively or negatively, as well as the reviews in ecommerce.
The generative Digital Footprint, goes beyond that of the Digital Footprint in its traditional sense, since it is the sentiment and ratings that can be found when searching through AI tools, such as ChatGPT, Perplexity, Copilot (Bing), Gemini (Google), etc., where the old sources are complemented with these new tools, having a great potential reputational problem, since their results are still very imperfect and few companies, are working on such reputation in AI tools.
How to face this new challenge of the Generative Digital Footprint:
- SEO adapted to AI, i.e. GEO (Generative Experience Optimization). GEO is not the fad that many have tried to sell, but the inevitable evolution of how brands connect with their audiences. It can be said that it is revolutionizing not only the SEOWhat is the promise behind GEO? Building experiences that not only capture attention, but retain it. Content generated by Artificial Intelligence who speak the customers’ language, understand their problems and offer them solutions in real time. GEO is therefore not optimization; it is the reinventing the way companies communicate their value.
- PR adapted to AIAn efficient communication strategy must take into account indexing, content and GEO optimization within the media, so it is necessary to carry out a strategy of GEO Friendly PR
- Social Media adapted to AISocial networks, and at a business level more specifically LinkedIn (among others), play a fundamental role as a source of information, so once again it is necessary to work with a new perspective, of a Social Media GEO Friendly
- UGC (User Generated Content)User Generated Content (UGC): User-generated content and ratings become key sources of content for AI tools, such as for HR topics from InfoJobs, GoWork, Indeed, etc.
- Multimedia strategy adapted to AIIt is important to complement the content in text format with images, videos, infographics, etc. that can add value to the user.
- Other sourcesOther sources: official sources, sectoral sources or content with authoritative sources behind them, will complement the results from which the generative IAs are derived.
But, like any revolution, reputation management within AI (Generative Digital Footprint) tools is full of challenges and opportunities. It is therefore a good idea to ask yourself these questions: Do you have your team ready to abandon traditional metrics and embrace a user experience-centric approach? Are you prepared to compete in an arena where extreme personalization is the norm?
The companies that adopt it first will be the ones that define the rules of tomorrow. That’s why I believe in driving a transformational approach to what he calls the transition from the Digital Footprint to the Generative Digital Footprint. This shift not only redefines how brands listen to and produce content, but also how they interact with an increasingly automated and intelligent ecosystem.
For years, SEO has been one of the pillars of digital marketing, focused on optimally positioning content in search engines like Google. We are in a new paradigm, where new ways of searching in other tools and such a changing landscape, with the entry of generative artificial intelligence tools, are changing the rules of the game.
The Generative Digital Footprint ranges from traditional search engines like Google and Bing to new generative platforms and tools like ChatGPT, Gemini, Copilot, and Perplexity, which allow brands to expand their reach into previously uncharted territory. It is a necessary, almost urgent, Digital Footprint that brands should embrace to be competitive in this ‘new league’ of MarTech.
Keeping up with the martech innovation ecosystem is an essential pillar of ROI UP Group’s MarTech strategy. Through our Research & AI area, we are constantly exploring and evaluating new technologies to anticipate market demands. And, for industry leaders, the challenge is not only to adopt a Generative Digital Footprint strategy, but to understand its impact on business models and customer experience.
Therefore, the transition from the Digital Footprint to the Generative Digital Footprint is not an option, it is a strategic imperative. And, from there, companies that understand this change and adopt the right tools will be better prepared to conquer a constantly evolving market, aspiring to be the most authoritative and relevant source of information for their brand and products/services.