Marketing Strategy
& AI Implementation

Digital marketing planning and implementation across Artificial Intelligence, search engine marketing, social media, display and content marketing channels.

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Trusted Partners & Memberships

Otterly.AI Greater Birmingham Chambers of Commerce
Marketing strategy session with client

AI

Implementation

AI-powered marketing strategy workspace
const strategy = ai.analyse();
await strategy.optimise();
// Data-driven results
<StoreScore audit="true">
<Insights />
</StoreScore>
// AI-powered analysis
generate({ seo: true });

What We Deliver

Marketing Strategy & AI Implementation

Artificial Intelligence, new channels and changing consumer behaviour require businesses to revise their marketing strategy.

  • Situational analysis and objective setting
  • Building a marketing strategy with value proposition
  • Media planning and activation

Search Marketing

User search behaviour is changing across SEO and GEO. New ways to search via social media and AI mean businesses need to revise their strategy.

  • Audit existing traffic from search
  • Assess visibility in AI search results
  • Build a content and advertising strategy

Content Marketing Strategy

Businesses can no longer rely on paying for visibility in search results. A content marketing strategy delivering Experience, Expertise, Authority and Trust is required.

  • Topic analysis using StoreScore
  • Content calendar creation and AI-assisted blog writing
  • Content distribution across social and digital PR

Marketplace Advertising

Marketplace advertising on Amazon and TikTok is becoming increasingly competitive. Brands need to conduct regular research and optimise continuously.

  • Conduct regular product category research
  • Manage catalogue and build promotional strategy
  • Continually optimise content and listings
StoreScore AI-powered product category analysis tool
AI Tool

StoreScore

AI-powered product category analysis that audits your listings versus top selling competitors and provides product category research at scale.

Analyse

Get AI-assisted insights across thousands of competitor products including features, imagery and reviews.

Action

Build your content marketing strategy based on customer reviews and imagery that converts.

AI Tool

AI Content Calendar & Blog Writing

Write SEO optimised blogs in minutes, instead of hours. Create consistent content that's optimised for LLMs and search engines.

  • Blogs written in your brand tone of voice
  • SEO and AEO keywords included
  • Free up time to focus on strategy
AI content calendar and blog writing tool interface

Latest Projects

Search marketing projects delivering results across ecommerce and D2C brands.

Thomas Street Candles product photography
Ecommerce

Thomas Street Candles

Search Marketing Category Analysis Listing Optimisation

Search marketing strategy, category analysis and product listing optimisation for this artisan candle maker.

D2C & Amazon

UK's Leading Natural Wine Retailer

Search Strategy Content Optimisation

Search marketing strategy and content optimisation across Amazon, D2C and Google for the UK's leading natural wine retailer.

Natural wine bottles selection
Coffee roasting process at East London roastery
Training

East London Coffee Roastery

Paid Search Strategy Keyword Research Team Training

Paid search strategy, keyword research and sponsored product ads training for their in-house team.

Birmingham Based Search & Content Marketing

After a decade working in leading marketing agencies with global brands, Michael Farr launched mff marketing to help SME businesses build impactful marketing strategies.

Inspired by evolving consumer behaviour and new channels, mff marketing provides strategy and in-house tools to help businesses stand out versus competition. We offer training, ongoing strategy and in-house AI-assisted tools.

Get in Touch
Marketing Monday networking event in Birmingham

Why Choose Us

Experience

Over a decade of experience delivering marketing strategy for global FMCG brands.

Omnichannel

Background across AI implementation, search, social media and ecommerce channels.

In-house Tools

Use of in-house and third party tools to optimise marketing performance.

Words from
Our Partners

"We're thrilled to partner with mff marketing to help more brands show up in AI search results."

OtterlyAI Partner Logo

CEO & Co-Founder

OtterlyAI

"mff marketing has been invaluable in getting our campaigns off the ground. Mike is clear and efficient, and he works hard to maximise results within our budget."

Owner

eCommerce Business

"Mike helped us navigate a number of online marketplaces, providing guidance on content requirements, troubleshooting and researching our category."

Sales & Marketing Manager

National FMCG Retailer

Networking Event

Marketing Monday

Calling Birmingham's marketers, start-ups and business owners. Join marketers and business owners in Birmingham to discuss digital marketing strategy, share success stories and enjoy drinks in the Second City.

Get Involved

Frequently
Asked
Questions

Get support with a range of marketing strategy and activation services, from building a marketing plan and identifying uses for AI within your business to activating campaigns through search marketing, social media, display networks and marketplaces.

Birmingham based mff marketing offers digital marketing strategy and activation services to brands across the UK.

mff marketing provides an:

  • In person approach to understand your business and objectives, including regular meetings.
  • Specialists in Sponsored Product advertising across Google Shopping, Amazon Ads & Retail Media.
  • In-house & 3P tools to deliver impact across search and sponsored product campaigns.
  • Onsite content such as SEO and GEO optimised blogs to improve ranking in AI search
  • Social media content, both owned and through influencers on TikTok and Instagram
  • Digital PR content to improve ranking in AI search engines such as ChatGPT, Perplexity & Gemini

Yes, Marketing Monday runs in the Jewellery Quarter in Birmingham. Stay tuned on Eventbrite and MeetUp for the latest dates.

As user search behaviour changes, and shoppers utilise conversational search to get the best product recommendation, brands need to update content to remain discoverable.

ChatGPT uses info from a brand's website and across the web to inform the product suggestion.

A strong SEO strategy, focussed on high volume keywords, plus content to answer common questions regarding delivery, reviews & benefits of the product (not just features) is the best way to improve your chances of ranking in results.

As a starting point:

  • Prompt customers to leave reviews where possible
  • Ensure the return process is clearly visible on the website
  • Add a note about customer service or support (e.g. response times)
  • Update product descriptions to include product benefits, not just features
  • Include a full suite of product images and videos, including text overlay to highlight product USPs
  • Add an FAQ section to the product page to answer shoppers queries

The digital shelf is the virtual equivalent of a physical storefront. It's where potential buyers interact with your products online, whether they're purchasing directly from your website or on a marketplace. Your Digital Shelf is often referred to as a product display page (PDP).

Conversational commerce is an emerging way that users can search for products, through interactions with chatbots and voice assistants. It's estimated that 1 in 10 searches on Amazon utilise the Rufus AI shopping agent.

In contrast to traditional search, where a shopper types a keyword and sees a list of products related to their search term, conversational commerce provides more personalised product recommendations based on an interaction with a chatbot to determine preferences such as, budget, size, colour, product use and more.

Conversational Commerce is a growing area of search marketing, with many search engines such as Amazon and ChatGPT now offering this style of product search to consumers. Brands need to ensure their product content is optimised to appear in these recommendations.

Amazon Rufus is an AI assistant providing personalised shopping recommendations. It utilises AI and machine learning algorithms to deliver customised product suggestions based on a conversation to determine a shopper's preferences, product use case and more.

Rufus gathers data from a variety of sources, including product catalogue, user reviews, and external websites.

As more shoppers use Rufus to search for products, brands needs to ensure content not only contains high volume search terms, but also key USPs and demonstrate their product value to remain discoverable through AI-agents.

Get in Touch

Ready to discuss your marketing strategy? Drop us a message and we'll be in touch.

Ready to
Scale Your
Marketing?

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