Agentic Marketing​

What Is Agentic Marketing?​

Agentic Marketing is the evolution of digital marketing for an environment in which artificial intelligence agents participate in the discovery, comparison, and selection of brands, products, and services.

Users no longer always browse, compare, and make decisions on their own. They can increasingly delegate part of this process to search engines, assistants, and AI agents.

That is why brands must prepare their information so that these systems can:

• Discover it.
• Understand it.
• Compare it.
• Consider it relevant.
• Recommend it.
• Use it to respond or perform actions.

At Azurally, we approach Agentic Marketing through three pillars: GEO / Grounding, GEO PR, GEO positioning for AI assistants on marketplaces, and optimizing the catalog for paid advertising.

GEO Projects and GEO Agentic-Friendly Website

GEO works to enhance a brand’s visibility and relevance on search engines, virtual assistants, and artificial intelligence platforms.

We define the concepts, entities, messages, and content for which the brand needs to be recognized. We also optimize its digital ecosystem to increase its chances of being mentioned, cited, or recommended.

A GEO Agentic-Friendly website applies this strategy to the website’s architecture, content, and technology, enabling LLMs and AI agents to:

• Access the information.
• Understanding the offer.
• Describe products and services.
• Compare alternatives.
• Identify features and actions.

The GEO project forms the strategic foundation of Agentic Marketing.

We define the product catalogs for the rest of the marketing services and the website, which will be part of AI Governance.

• Taxonomy and categorization.
• Product identifiers.
• Names and descriptions.
• Attributes, variants, and compatibility.
• Images and videos.
• Price, promotions, and availability.
• Tags and business groups.
• Consistency across the website, feeds, and platforms.
• Data quality and updates.

PR GEO: Authority and Reputation for AI

LLMs and AIs don’t rely solely on information published on a brand’s website. They also consider external sources that help determine the brand’s authority, reputation, and relevance.

PR GEO manages the brand’s presence in the media, trade publications, industry sources, and other relevant digital platforms.

Its goal is to establish consistent and verifiable external indicators that reinforce:

• Brand authority.
• Its association with certain concepts.
• The credibility of their messages.
• Its presence in sources used by LLMs / search engines / AIs.
• The chances of being mentioned, cited, or recommended.

It’s not just about generating media coverage; it’s about building a digital footprint that’s useful to people, search engines, and AI models.

Ranking in Marketplace AI Agents

Marketplaces are incorporating assistants capable of interpreting needs, comparing products, and recommending options through natural language conversations.

In this context, product listings are no longer optimized solely for keywords or categories. They must also provide information that enables agents to understand:

• What is the product?
• Who it is intended for.
• What need does it address?
• What attributes set it apart?
• In what situations can it be used?
• What are its variants, compatibility issues, and limitations?
• Why it should be chosen over other alternatives.

Azurally works on the structure, depth, consistency, and relevance of the catalog to improve its interpretability by these assistants.

Ranking on Amazon’s Alexa for Shopping

Alexa for Shopping, formerly known as Rufus, is Amazon’s shopping assistant. It helps users research, compare, and purchase products through conversational queries.

To improve a product’s chances of being considered by the assistant, we focus on:

• Titles and descriptions.
• Categories and attributes.
• Benefits and Use Cases.
• Compatibility and Limitations.
• Images and rich media.
• Questions and Answers.
• Reviews and indicators of trustworthiness.
• Consistency of brand and product information.

The goal is not to guarantee a recommendation, but to help Amazon correctly understand the product and consider it relevant to a specific need.

Walmart’s Positioning on Sparky

Sparky is Walmart’s AI-powered shopping assistant. It can help you find and compare products, summarize reviews, create lists, and offer personalized recommendations.

To improve the visibility of our products in these experiences, we are working to enhance the quality and consistency of our catalog within the Walmart ecosystem:

• Taxonomies and categories.
• Names and descriptions.
• Attributes and variants.
• Use cases.
• Price and availability.
• Product images and content.
• Reviews and indicators of trustworthiness.
• Consistency between the catalog, the brand, and the point of sale.

Comprehensive, well-organized information makes it easier for Sparky to interpret, compare, and present the products correctly.

Preparing the Catalog to Sell Through Paid

Agentic Marketing also builds the database needed for future Paid Media, Paid Social, and Marketing Automation campaigns, among others.

Before getting started with paid advertising, we developed an Agentic Commerce project where we defined all the products and services to be included in the website and marketplace catalogs. The foundation for this was Google Merchant Center. First, we optimized it within the Agentic Commerce project, and then we developed the paid advertising strategy.

In this way, the same product infrastructure can support GEO projects, marketplaces, agency-based commerce, and future paid campaigns.

Measuring Agentic Marketing​

We create a measurement model tailored to each platform and objective.

We can analyze:

• Brand and product visibility on LLMs / AIs / Buscadore.
• Mentions, citations, and recommendations.
• Association with concepts and attributes.
• Presence in relevant external sources.
• Catalog coverage and quality.
• Errors and issues with feeds.
• Traffic from AI platforms.
• Interactions with products and content.
• Conversions and attributable revenue, when data is available.
• Performance Compared to Competitor Brands.

Measurement makes it possible to identify opportunities and continuously improve content, data, and authority signals.

Why Work on a Project for Agentic Marketing with Azurally?​

Agentic Marketing needs to integrate marketing, technology, content, data, reputation, and business.

Azurally combines expertise in GEO, SEO, GEO PR, e-commerce, marketplaces, analytics, and technology to manage the entire brand ecosystem in a coordinated manner.

We don’t just optimize a single page or channel. We build a cohesive infrastructure of content, authority, and data so that the brand can be understood and recognized by search engines, virtual assistants, and AI agents.