"Gone are the days where customers type a search term into a search engine, see ads matching those terms, and click on the first option with their credit card in their hand. Audiences have quickly pivoted and adapted to content and inspiration being delivered to them on every platform. Search now spans social platforms, marketplaces, travel portals, video sharing, and entertainment platforms. Search is everywhere. And the audience data required for marketing activity must change and adapt to reflect this change in audience behavior."
"For the first time since the inception of the internet, the dominance of the search engine is fading. Meanwhile, search is becoming more inspiration-led. It's no longer just a case of search engine optimization (SEO). Instead, we've evolved into a new paradigm of search experience where capturing visibility, commanding attention, and maximizing performance across the board is key. Brands that are solely relying on click-through rates from 2022 to determine their digital marketing strategies in 2024 will be left behind."
Search has fragmented beyond traditional engines into social platforms, marketplaces, travel portals, video sharing, and entertainment platforms. Customer journeys no longer follow a linear marketing funnel and now include inspiration-led discovery across many touchpoints. Nearly 40% of Gen Z rely on social media platforms such as TikTok and Instagram for searches. Search visibility must be optimized on every relevant searchable platform. Audience data and insight collection must expand to cover all searchable surfaces. SEO alone is insufficient; brands must capture visibility, command attention, and maximize cross-platform performance. Brands relying on outdated click-through metrics risk falling behind.
Read at The Drum
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