The term algorithm is generally defined as solving or finding solutions to any problem. We use algorithms to calculate, process, search, or sort data. Their use is extensive; therefore, in this definition, we will focus specifically on the marketing world.


The entire digital world depends on algorithms. They help us understand our customers and provide them with the right content at the right time. This allows us to optimize expenses and get the most out of ongoing campaigns.

Algorithms most often use:

  • Search engines – when we enter keywords in the search engine, search engines choose the ones displayed in the SERP from millions of pages. Of course, not randomly, but thanks to algorithms, they choose the best and most relevant ones. Google is constantly working to improve the quality of search results and regularly adjusts its algorithms.
  • Social networks – displaying posts on social networks such as Facebook, Instagram, or LinkedIn also only works randomly. Instead, thanks to algorithms, users are shown content that might interest them.


Streaming services show content similar to what we have watched or listened to. Based on this, the algorithm can evaluate what content we enjoy.