Building long-term stability while keeping up with AI, with Ramona Joita
written by
Călin Alungulesă
date
09 December 2025
Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
This conversation features Ramona Joita, SEO Consultant and Founder of Marketez, an agency delivering customized organic growth strategies, digital PR campaigns, and reputation-focused solutions for clients worldwide.
With more than 15 years in the industry and a regular presence at major marketing events like BrightonSEO, Ramona shares her perspective on what's delivering results now and how the search landscape is fundamentally changing.
Digital PR exceeded every expectation
When Ramona reflects on the tactics that delivered results last year, one stands out above the rest:
"Digital PR, without question. The positive impact exceeded every expectation. By sharing useful insights and original data, we secured coverage on highly trusted platforms. That exposure boosted recognition, expanded authoritative mentions, and improved visibility across both Google and AI-driven results."
Ramona’s approach to digital PR combined short-term and long-term tactics in a strategic way. For immediate traction, she focused on social visibility through educational posts, insights backed by fresh data, speaking appearances, and features in industry publications. The thought-led outreach, built around unique findings and expert insights, generated recurring mentions across credible platforms.
For sustained long-term growth, the strategy centered on consistent blog content aligned with real search behavior and common pain points, along with data-driven analyses of e-commerce and digital trends.
Building brand stability in a volatile market
The rising costs across digital marketing channels have shaped Ramona's strategic guidance for clients:
"This year has moved fast in every area of digital marketing, not only in SEO. Costs keep rising, which is no surprise anymore. My advice for clients is simple: build a recognizable brand. Strong positioning offers more stability and reduces the impact of market fluctuations."
Brand building, although extremely important, is just one piece of the puzzle:
"I also encourage an omnichannel approach, combining paid campaigns with organic work and adding complementary tactics, rather than relying on a single source of growth."
This philosophy aligns with observable shifts in client behavior. Clients are watching budgets more closely and taking extra time to evaluate options. But Ramona views this positively:
"That shift actually works in our favor. Detailed questions about strategy, expected outcomes, and forecasting have become standard, something we've always encouraged. Seeing clients actively look for that level of clarity is a positive change."
Creativity separates leaders from AI users
When asked about the most important skill for a B2B marketing leader right now, Ramona described creativity’s role in the age of everything-AI:
"Creativity stands at the top. Large language models don't invent concepts; they combine existing information or whatever material you feed them. When a marketer understands that limitation and applies original thinking on top of these tools, the results become far stronger."
She uses AI extensively in her daily workflow to support content production, interpret complex data, extract strategic insights, run deeper analyses, and develop digital PR campaigns. These tools streamline research and speed up execution, but the human element remains essential:
"Using AI to process vast datasets while relying on your own spark to shape the direction is what sets a true leader apart."
The advantage of AI-driven speed in organic strategies
Balancing long-term strategy with quick results has always been a challenge for organic marketers. Ramona acknowledges this tension but points to a new advantage:
"Balancing both can be challenging, especially because organic visibility develops gradually. SEO needs time, yet it remains the channel with the strongest long-term return. The advantage we have now is the speed AI platforms offer. When you understand how to feed them the right inputs, you can secure early mentions and faster exposure."
This creates new possibilities for emerging companies:
"With today's adoption of AI assistants, even a new company can gain traction quickly while the broader strategy continues to build in the background."
From search queries to AI-assisted purchases
Ramona anticipates a fundamental shift in how consumers interact with brands:
"This year felt like the first real wave of consumer-level AI adoption. People are still experimenting, testing capabilities, and learning how these tools fit into daily routines. Over the next year, usage will shift from curiosity to habit, with AI acting more as a personal assistant than a novelty."
The implications extend beyond search behavior. Recent integrations with platforms like Shopify and Stripe signal where this is heading:
"Consumers will soon complete purchases directly inside AI platforms, without switching channels. It won't be long before the shift goes from searching 'personal credit loan' to asking, 'ChatGPT, find the best personal credit loan under 50,000.'"
This evolution demands faster adaptation from marketers. Ramona used to build strategies a full year in advance. Now she plans in six-month cycles because the pace of change demands more flexibility. Her advice for staying relevant:
"Keep a close eye on the updates coming from ChatGPT, Google, and Microsoft. Move fast and adjust whenever the landscape shifts. Staying relevant today means staying informed, adapting quickly, and being comfortable refining your approach as often as needed."
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