汽车交易平台 Motorway 与经期追踪应用 Flo 分享被 AI 助手引用的营销打法
Flo and Motorway’s Playbook for Getting Cited by AI
- 1品牌正设法让 ChatGPT 等 AI 助手推荐自己，追踪模型输出、设专职岗位与保持品牌一致性是常用手段
- 2Motorway 营销与品牌总监称，公司实时追踪大语言模型输出，新内容发布后 24 小时内即可被引用
- 3Flo Health 品牌营销负责人称，公司设专职经理负责 LLM 可发现性，并参与各渠道的媒体规划
- 4Motorway 还在测试 ChatGPT 广告，该广告产品已于 5 月在英国上线
AI 助手的推荐正被品牌当作可主动运营的营销渠道来经营，做法已细化到专职岗位、实时监测与付费投放。
- 影响：品牌在 AI 回答中的呈现已进入日常运营，Motorway 称新内容 24 小时内可见引用，见效周期以天计；LLM 可见性需要专人负责并嵌入媒体规划流程，牵动组织编制；ChatGPT 广告在英国上线后，免费引用与付费投放的组合会改变 AI 渠道的预算结构。
- 参考：可考虑先建立对主流 AI 助手回答的监测，记录自家品牌在关键问题上的被引情况；值得评估是否设专职或兼职的 LLM 可发现性角色并让其参与媒体计划；在英国有投放的品牌可用小预算测试 ChatGPT 广告。
- 依据：内容来自 Motorway 营销与品牌总监和 Flo 品牌营销负责人在伦敦 Semrush Spotlight 活动上的分享，24 小时引用等均为品牌自述口径，暂无独立验证。
Brands are increasingly trying to get recommended by AI assistants like ChatGPT. Effective tools in this new marketing arsenal include tracking the answer engines’ outputs, hiring dedicated discoverability staffers, and being rigorous in maintaining brand consistency.
At car-selling platform Motorway, leadership now tracks large language model outputs in real time, Cassie Hall, Motorway’s marketing and brand director, said at the Semrush Spotlight event in London on Tuesday.
“We can publish new content and see it being cited within 24 hours,” Hall said. Motorway is also testing ChatGPT ads, which launched in the U.K. in May.
Meanwhile, period-tracking app Flo Health has a manager dedicated to LLM discoverability, who works with every channel owner when media plans and messaging are being built, Georgia Jones, Flo’s head of brand marketing, said on a separate panel.
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来源：Adweek · adweek.com