Leveraging AI and SEO for Enhanced Marketing Performance
SEO vs. SEM: Key Differences
SEO and SEM serve distinct purposes with differing timeframes, budgets, and metrics. SEO focuses on long-term organic growth by optimizing website content and structure, building gradual results, and measuring organic traffic. SEM delivers immediate visibility through paid advertising, requiring a defined budget for quick results, focusing on ROI and CTRs.
Top AI Models for Text Generation
- GPT-4 Premium by OpenAI
- Claude 3.5 Sonnet by Anthropic
Copyright Issues with AI-Generated Content
AI-generated content faces copyright challenges as European laws protect only human-created works, leaving AI-generated content in a gray area without legal protections, as AI is not a legal entity.
- Cases like Getty Images vs. Stability AI highlight the risks of using copyrighted material without proper licensing.
- Tracing ownership is difficult, raising accountability concerns if AI-generated content infringes on existing rights.
To mitigate risk, companies can register human-edited versions, secure trademarks, use licensing agreements, and comply with evolving copyright laws.
- Ethical considerations, including transparency, fair attribution, and responsible use of AI, are crucial to safeguarding intellectual property and maintaining trust.
CSR Actions for Medium-Sized Companies
CSR benefits medium-sized companies using social media by boosting brand image, consumer trust, and engagement. CSR-driven content attracts value-driven audiences, leading to higher customer loyalty and long-term revenue, and also increases customer lifetime value. Positive CSR messaging also generates organic reach, reducing reliance on paid ads and lowering acquisition costs. This differentiation builds a loyal customer base and can lead to higher market share, offsetting the investment in CSR.
Advanced SEO Techniques
Voice Search Optimization
Voice searches are based on NLP and are longer, more detailed, specific, and conversational. Focus on question-based queries to improve ranking on SERPs in voice assistants like Siri and Google Assistant. Focus on semantic SEO and structured data to enhance visibility.
Local SEO Strategies
Local SEO helps businesses appear on top local search results for location-based searches. Tools like Google Business Profile enhance visibility in local searches.
Featured Snippet Optimization
Optimize content to appear in Google’s position zero in SERPs by providing clear, concise answers using question-based headings, bullet points, tables, and structured content to increase visibility and CTRs.
Google E-A-T Principles
Google E-A-T (Expertise, Authoritativeness, Trustworthiness) ensures content ranks higher by emphasizing professional, knowledgeable, and credible sources (Expertise), backlinks and reputation (Authoritativeness), and accurate, secure, and updated content (Trustworthiness) to build credibility and improve SEO performance.
Structured data markup: adding schema to boost SERP visibility. Mobile-first optimization for conversational keywords.
Transformers Tech and Generative AI
Transformers technology is the foundation of generative AI, enabling models to process and understand sequences of data through self-attention mechanisms. It allows AI to generate coherent, context-aware outputs essential for AI applications like ChatGPT and BERT.
Examples:
- Text Generation: AI-powered chatbots and content creation tools use transformers to generate human-like responses (e.g., ChatGPT for customer service).
- AI-Generated Images: Tools like DALL·E and Stable Diffusion use transformers to create realistic images from text prompts, transforming digital creativity.
Paid Link Building vs. Affiliate Marketing
Paid link building involves buying backlinks to improve SEO rankings (manipulative and risky per Google guidelines). Affiliate marketing involves paying partners to promote products/services, earning commissions for actual sales or leads (performance-based). Paid links aim for SEO gains, while affiliates drive direct conversions. Google penalizes unnatural paid links, but affiliate marketing is legitimate.
Marketing Budget Allocation: Direct vs. Performance
Allocation of €100,000, split equally across the customer journey (€20,000 per stage) between Direct Marketing and Performance Marketing:
Customer Journey Stage | DM | PM | Justification |
1. Awareness | €5,000 (25%) | €15,000 (75%) | PM (display ads, banner ads, social media ads to drive reach, PPC, paid search SEM, influencer collaborations) is crucial for generating brand visibility and reaching a wider audience. Some DM (retargeting email campaigns for brand recall) |
2. Consideration | €8,000 (40%) | €12,000 (60%) | PM (retargeting ads, search ads & comparison tools) keeps prospects engaged, while DM (personalized email campaigns, guides/tutorials) nurtures leads. |
3. Conversion (Purchase) | €10,000 (50%) | €10,000 (50%) | PM (Google Ads with discounts, social proof) drives immediate sales, while DM (abandoned cart emails & limited-time offers) increases conversion rates. |
4. Retention | €15,000 (75%) | €5,000 (25%) | DM (loyalty programs/email campaigns, personalized follow-ups/product recommendations) strengthens customer relationships. PM (retargeting ads for recent customers of upgrades/complementary products) |
5. Advocacy | €17,000 (85%) | €3,000 (15%) | DM (referral programs, UGC campaigns, community engagement) is more effective, while minimal PM (social ads promoting user testimonials) supports brand credibility. |
Early stages need more PM to capture attention. Mid-to-late stages require more DM to maximize ROI. Balanced split at the Purchase stage ensures direct engagement + ad-driven urgency.
Early stages need more PM to capture attention. Mid-to-late stages require more DM to maximize ROI. Balanced split at the Purchase stage ensures direct engagement + ad-driven urgency.
Direct Marketing Channels
Traditional: Direct mail, telemarketing, TV, radio, newspapers, magazines.
Digital: Email marketing, SMS, push notifications, messaging apps (WhatsApp, Telegram), social media DMs.
Relies on a strong database to track and target specific individuals/groups.
Content Marketing & Customer Journey
Awareness
Educate & attract potential customers.
Content: Blog posts, infographics, SEO articles, social media posts.
Message: Address pain points, provide how-to advice, create brand trust.
Consideration
Differentiate from competitors.
Content: Comparison blogs, product guides, explainer videos, case studies.
Message: Highlight competitive advantages, unique selling points, and features.
Decision
Drive conversion.
Content: Customer testimonials, product demos, pricing pages, offers.
Message: Focus on product benefits, showcase success stories, include strong CTAs.
Retention
Maintain engagement & prevent churn.
Content: Onboarding guides, exclusive content, newsletters, FAQs.
Message: Personalize experience, provide updates & educational materials.
Advocacy
Turn customers into brand promoters.
Content: Loyalty programs, referral incentives, community engagement.
Message: Encourage user-generated content, showcase customer success stories.
Design Thinking vs. Lean Innovation Management
Design thinking innovation is a solution-focused, human-centered approach that uses user insights, prototyping, and iteration to develop desirable, feasible, and viable solutions. It thrives on ambitious problems and focuses on principles like Human, ambiguity, redesign, and tangibility to drive creativity.
Lean innovation management is efficiency-driven, using small-scale experiments, MVPs, rapid iteration, and feedback loops to validate and scale ideas cost-effectively. Ideal for startups and resource-limited environments.
Foundational AI Model vs. Fine-Tuned Model
Foundational AI model: general-purpose model trained on broad & diverse data set, designed to handle a wide range of tasks. Provides static and generalized outputs without customization, functioning as a “cold box” (nothing can be changed inside the model after training has ended).
Fine-tuned model: adapts foundational models by manually incorporating your additional documents or data for task-specific performance. It enhances relevance and accuracy through context-aware relevant outputs (adapted and specialized).
Foundational AI Model vs. RAG-Enhanced Model
In contrast, a RAG-enhanced model (Retrieval-Augmented Generation) integrates a foundational model with external knowledge sources like APIs or databases, enabling dynamic, context-specific, and up-to-date responses. Unlike the foundational model, which remains static after training, the RAG-enhanced model continuously accesses external data, making it more flexible and adaptable to evolving information without requiring retraining.
Clayton Christensen’s Innovator’s Dilemma
Clayton Christensen’s Innovator’s Dilemma explains how successful companies focus on sustaining innovations while ignoring disruptive innovations, allowing new entrants to overtake them.
Google faces the Innovator’s Dilemma as AI-driven tools like ChatGPT disrupt traditional search. While Google dominates the search market (a sustaining innovation), generative AI (a disruptive innovation) threatens traditional search. Google has introduced its own AI tools (e.g., Bard & generative AI in Google Workspace), but the challenge lies in balancing its profitable search business with embracing this disruptive shift. Meanwhile, AI-first companies like OpenAI focus on user-friendly, advanced models, capturing emerging market needs.
In the mid-term, AI firms (OpenAI, Anthropic) may gain market share but struggle with monetization, while Google must transition into an AI-first company by integrating AI-driven ads, enterprise AI services, and subscription-based models. If it fails to disrupt itself, it risks being overtaken by AI-native competitors.
BUS MODEL NAV
PENTAGROWTH ESIC
Business Model Strategies
Which of the patterns you have used, indicate whether you follow a principle of similarity or confrontation.
Explain which is your strategy: transfer, combination or leverage
Strategies for New Business Ideas
STR | DEFINITION | ADVANTAGES | BIGGEST CHALLENGE |
Transfer | One single existing business model moves to another industry. Example: Netflix from Blockbuster. | You can learn from the successes and failures of other companies. | Allow enough space for experimentation and adaptation. |
Combine | Transfer and combine two business models. Example: Amazon Prime (Subscription + Streaming), WeWork (CoWork Spaces + Social Club). | Synergies between the two models decrease the likelihood that other companies will imitate this model. | Planning and execution are very complex to execute. |
Leverage | A business model is used for another range of products (only very innovative businesses succeed in doing so). Example: Apple, Tesla. | Ability to capitalize on experience and synergies; risk control. | Balancing change and stability. |
Step 1: Applying the 3 Business Models
Aikido Model – Differentiating Through Smart Tech & Gamification
Instead of competing on price, MotoXperience uses AI-driven analytics to offer personalized bike recommendations based on riding style, city routes, and customer preferences.
Gamification: Customers earn discounts and rewards based on their riding performance (safe driving habits, eco-friendly routes).
No other shop in Barcelona combines AI + rider analytics + gamification.
Example: Riders receive AI-generated route suggestions and earn discounts for using eco-friendly paths or completing safety challenges.
Performance-Based Model – Pay for Performance, Not Just a Product
Instead of a flat rental or ownership model, customers only pay based on mileage, eco-score, or safety metrics.
A subscription-based maintenance plan adjusts pricing based on the rider’s driving habits and wear-and-tear analytics.
Special performance-based financing: Customers who maintain high safety scores get better loan conditions or extended warranties.Example: A delivery rider pays lower rental fees for safe and fuel-efficient riding.
Cross-Selling Model – Beyond the Bike
Smart Gear Bundles: Customers get a discounted package of high-end helmets, gloves, and tracking devices when purchasing a bike.
Exclusive Rider Experiences: Customers can book guided motorcycle tours across Catalonia or access premium racetrack sessions.
Integrated Insurance & Service Plans: Special pay-as-you-ride insurance bundled with purchases. Example: A new buyer gets a premium rider experience weekend (Montseny scenic ride + luxury hotel) bundled into their purchase.
4.1. Principle of Similarity or Confrontation?
Principle Used: Confrontation
The business does not compete traditionally (price-based motorcycle sales).
Instead, it creates a new market category—an AI-powered, performance-based, and experience-driven motorbike shop.
How? Aikido Model → Tech-based differentiation (AI-driven recommendations, gamification).
Performance-Based Model → Dynamic pricing based on actual rider habits (not flat fees).
Cross-Selling Model → More than just selling bikes—creating an ecosystem of products, experiences, and services.
4.2. Strategy: Transfer, Combination, or Leverage?
Strategy Used: Combination
Combines three business models to create a unique customer experience.
Merges AI, performance-based pricing, and lifestyle experiences to maximize revenue.
Uses gamification and smart analytics to attract younger riders and tech-savvy urban bikers.
Example: MotoXperience transforms from a standard dealership into an ecosystem of smart mobility, performance-based ownership, and rider experiences.
4.3. Business Model Components Modified
Component | How It’s Modified |
Val Prop | Shifts from selling motorbikes to offering AI-driven, performance-based mobility experiences. |
Rev Streams | Expands from one-time sales to pay-per-performance rentals, subscriptions, and bundled experiences. |
Cust Rel | Moves from transactional (buy & leave) to long-term engagement through gamification and subscription-based loyalty programs. |
Key Resou | Uses AI data, connected riding analytics, and rider engagement platforms instead of just inventory and sales staff. |
BUSINESS MODEL NAVIGATOR
Especially useful for established companies looking to innovate within existing structures.
Depth and Breadth:
• Detailed focus, addressing aspects such as WHO the target customer is, WHAT is offered to the market, HOW that
value is delivered and HOW it is monetized.
Pentagrowth Model for ESIC University (Realistic Application)
Connect Network (Social, Mobile, Things)
LEVEL: Social and Mobile
ESIC actively engages its community through social media (LinkedIn, Instagram, YouTube) and digital learning platforms (Moodle, Blackboard, LinkedIn Learning) to enhance student engagement and professional networking. Additionally, it offers mobile-friendly learning tools, career services, and event notifications through its apps.
Improvement: Introduce more personalized digital touchpoints, such as AI-driven course recommendations and networking opportunities via an improved ESIC mobile app.
Collect Inventory (Centralized, Distributed, Commons)
LEVEL: Centralized and Distributed
ESIC maintains a centralized structure for academic content, faculty expertise, and student resources. However, it also incorporates a distributed model through partnerships with companies, guest lecturers, and student-run initiatives.
Improvement: Strengthen industry collaborations to create real-world projects integrated into courses, ensuring more practical learning experiences.
Empower Users (Users, Users / Producers, Any Role)
LEVEL: Users and Users / Producers
Students actively participate in ESIC’s academic and extracurricular ecosystem through internships, research projects, and competitions. Many also contribute as content creators (e.g., case studies, blogs, student clubs).
Improvement: Offer more entrepreneurial support, such as a startup incubator or accelerator, allowing students to become co-creators in business innovation.
Enable Partners (Provide, Co-Markets, Co-Create)
LEVEL: Provide
ESIC provides opportunities for companies to engage with students via job fairs, consulting projects, and executive education programs.
Improvement: Collaborate in co-marketing efforts by partnering with firms for joint research, corporate sponsorships, and industry certifications.
Share Knowledge (Proprietary, Non-Commercial, Open)
LEVEL: Proprietary and Non-Commercial
ESIC’s primary knowledge-sharing model is proprietary (paid programs, research, and exclusive executive education). However, it also provides non-commercial resources like webinars, industry reports, and networking events.
Improvement: Expand free educational content (e.g., mini-courses, research reports, and thought leadership articles) to boost global visibility and credibility.