Fifteen years ago, Jim Lecinski gave marketers a name for the decisive moment in every purchase: the Zero Moment of Truth — the instant a customer t…
GEO clearly overlaps with SEO, but it also changes the goal from ranking for clicks to being retrieved, synthesized, cited, and accurately…
The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. Thi…
Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent ch…
Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles fo…
AI-driven search changes visibility from “Did we rank?” to “Are we included, cited, summarized, or recommended in the answer?” That matters because cu…
AI systems need to retrieve, interpret, and synthesize brand information before they can recommend it. Is AI visibility a content problem, a data…
AI systems can summarize, compare, recommend, omit, or mischaracterize a brand, often outside the brand’s direct control. That makes reputation m…
The MMA Academy Mobile Expert Certificate Program 2. Consideration – Cooperative Moments and the Attention They Harness Explore the power of c…
The practical question is not whether brands can control AI answers, but whether they can influence the sources, structures, and signals AI systems…
GEO is adding another dimension to an already complex investment landscape. Where should marketers prioritize resources, and how do you balance…
In a world where women drive 70-80% of consumer purchases, why do so many brands still reduce them to stereotypical, ‘…
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