Charlotte Cordova shares her take on the GEO or SEO debate, whether she prefers brand or performance, and reaching audiences efficiently.
Do you
prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.
Charlotte Cordova, Senior Communication
Strategist, Goodby Silverstein & Partners:
Generative Engine Optimization or TikTok
SEO: Depends on your audience, but I would say GEO and will become even more important as AI adoption grows.
Unlimited budget or Perfect Targeting: Unlimited budget, of course!
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Performance or Brand: Brand first… because good Brand work is foundational to getting the most out of
Performance.
Always Test or Stick to What Works: Always test. Too much
is changing to only stick with what is working.
Reach Your Audience Via Social or
Gaming: Again, depends on your audience and your goal, but in most cases I would say Social.
Audience Driven or Full Funnel Marketing: Audience-driven work is my bread and butter and in my experience has the greatest
impact.
Always-On Campaigns or Tentpole Moments: Tentpole moments can
pack such a punch (like Super Bowl!) so they get my vote :)
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