A Guide to the World of Digital Marketing in the AI Era
This comprehensive, over 150-page guide is a comprehensive introduction to the dynamically evolving world of marketing. We guide the reader step-by-step through the key challenges of the AI era – from optimizing content for language models (GEO/SGO), through campaign management in an automation-dominated environment, to wisely scaling e-commerce sales and analytics in the privacy-first era. The entire project combines business education with a charity fundraiser for children with heart defects.
Practical knowledge for every marketer
This up-to-date compendium of knowledge is perfect for those who want to stay ahead of the competition and navigate the new ecosystem, where the "easy mode" has come to an end. The knowledge contained in this guide teaches how to effectively oversee algorithms (Performance Max, Advantage+), design engaging video formats, securely manage user consent, and make sound business decisions based on a well-thought-out strategy, not just blindly entrusting budgets to artificial intelligence.
Authors and invited experts
Authors of the guide : A team of Verseo experts and practitioners, including: Mateusz Bieganowski, Krzysztof Masłowski, Anna Wachowiec, Danuta Janicka, Marta Burchard, Iza Pirańska, Joanna Gregorczyk, Katarzyna Kubiś, Michał Majewski, Adrian Horowski, Monika Kaczmarek, Monika Dudek-Nowicka, Paweł Grabowski, Igor Radwański, Jakub Łakomy, Nikodem Szarata, Adam Kubaszewski, Hubert Wróblewski.
The guide was co-created by external experts : Bartosz Szlachetka (SEO Expert), Maciej Popiołek (Marketing Expert), Julia Zakrocka (Digital Accessibility Expert, UX Designer).
Topics and chapters
The guide covers the following topics in detail:
- SEO in the era of artificial intelligence – Visibility without clicks (AI Overview, AI Mode) and proven recipes for content optimization for large language models (Claude, ChatGPT, Gemini).
- performance marketing – faster, smarter, more effective – New Google Ads rules and automation control, reaching customers cheaply with Microsoft Ads, Meta Ads supervision, Pinterest Ads anticipating purchase intentions and TikTok Ads and designing sales videos (short formats).
- Social media with profit. Not just in terms of reach – How to create content with value for the customer, storytelling in short formats (Reels, Shorts) and social selling in brand building.
- E-commerce and smart scaling – Differences between a marketplace (Allegro, Amazon) and your own online store, tactics for building customer loyalty and product feed optimization.
- Case study, or marketing without the fluff – Hard data from conducted campaigns, including cheap B2B leads and effective expansion into foreign markets (e.g. in the Czech Republic) thanks to channel diversification.
- Analytics to crunch – Google Analytics 4, Consent Mode, behavioral modeling and establishing the division of roles between the analyst and the machine algorithm.
- Marketing tools worth investing in – A list of useful platforms for SEO analysis, content generation, social media activities, and business automation.
- Marketing automation – How to “make money while you sleep” thanks to CRM systems, effective Lead Nurturing and Lead Scoring.
- Socially responsible marketing – Why digital accessibility (WCAG) and well-thought-out UX are the foundations that expand the audience market and build brand credibility.
- Trends and predictions – Phenomena such as “Zero-click content”, Agentic AI Shopping, brand nationality and consumer overstimulation.
