Searching for answers in a multi-channel market
How is user search changing?
They’re multiplying!
Search is changing. More accurately, search is diversifying. The ways that users are researching, qualifying and purchasing products has broadened. From solely search engines like Google and Bing to voice search, visual search, social media discovery and generative AI. The importance of multi-channel strategy is increasing for companies, requiring more attention to the various entry points that users are finding a brand and entering the sales funnel.
Supported by the introduction of AI tools and aids, 65% of businesses have adopted AI into their strategies in some regard. This shift is certainly something to keep an eye on in coming years. According to SalesForce, 73% of consumers say they would instead connect with brands and businesses through many channels before purchasing, and 75% expect a consistent experience wherever they engage. With this comes a need for consistency, relevance and flexibility to meet customer’s needs in new and unique ways.
Visual search: Seeing it to believe it
Search engine marketing still remains a priority for many businesses, however there are a number of other modes of search that are equally valuable and worth endorsing based on your brand’s target audience. Accessible and easy, image searching has become more popular, especially with the launch of platforms such as Google Lens or Pinterest Lens, allowing the user to find similar products based on any image submitted to the tool.
A visual aid, but also an enhanced shopping tool, image search (or visual search) can tailor your options based on real life examples, and optional keywords. This can put your product in front of the right customer at the right time, and cut down on the research stage significantly. Similarly tools such as Augmented Reality (AR) allow you to visualise a product in your home before even purchasing.
Voice search: Saying it like it is
Voice activated search provides the user with tailored results, and allows the user to quickly achieve their goals, whether this is voice recognition search or using an AI-enhanced assistant such as Alexa, Siri and Google Home to extrapolate data for you and deliver their findings. With findings returning at an average of 4.6 seconds, we can understand why younger generations are picking up on voice search more and more. The tool is quick, accessible and more concise than manual research. 77% of 18-34 year olds use voice search on their mobile devices, and the number is increasing.
Search advertising: Standing out from the crowd
Advertising platforms such as Google Ads and Bing Ads give you the opportunity to position yourself as a market leader, using paid adverts to appear at the top of relevant search results. Search ads act as a short, sharp snippet of what you are offering, showcasing a product or service, with the option to add images, videos, rich snippets, call to actions and relevant site links. A great opportunity to appear amongst or above competitors as a valuable or superior alternative to other products.
Especially for e-commerce, shopping ads are a great way to showcase your products visually at the top of search results to provide valuable results to the user based on their target keywords. According to Statista, 62% of search ad spending is projected to stem from mobile devices in 2030, showing the importance of simple, intuitive search.
Generative AI: Skipping to the good part
Generally, the use of AI assistants or AI-powered technologies to support research and consideration is rising. Many users are using ChatGPT to qualify which products are best and to weigh up comparisons. Similarly, the introduction of Google SGE has changed the amount of time users spend scrolling, with generative AI providing AI-powered summaries to search queries. Not that this should be taken as gospel, however it shows the importance of well-written and optimised content, endorsing experienced and trustworthy sites in generative AI responses.
It is important to ensure that your content includes original, relevant content and answers potential questions and topics of interest so search trawlers value and utilise your insights. Opportunities to provide rich snippets of content are recommended to heighten your content quality and show your knowledge of your topic.
The E-E-A-T model is an important SEO framework that ensures that your content is valuable and visible to search engines. Ensuring that your content shows Experience, Expertise, Authorativeness and Trust. Meeting this core principles will positively impact your content scores and indicate that you are a valuable data source. Other aspects that are important to ensure content visibility are unique insights, evidence, strong purpose and an overall positive page experience (UI and UX).
Social Search: Scrolling your options
According to Statista, around 46% of Generation Z that use the internet use social media to search and locate relevant information. Especially on highly visual and engaging platforms such as TikTok, Instagram and Pinterest, their powerful search features pull relevant, targeted content based on the user's existing behaviour, that aligns perfectly with searched keywords.
Users can find a product, a recommendation, a recipe simply by searching social media, especially powerful if the creator is someone they trust and can influence their buying decisions. Social media is valuable in many ways, and it's ability to persuade and remind the user is clear. Creating targeted, useful content, your videos or posts will be put in front of users that are looking for what you offer. Share information, promote your brand and work with influential creators if relevant.
Frankenstein’s marketer: Bringing a multi-channel strategy to life
Not every mode of search is suitable for your brand, however it is worth considering how and why newer search methods might work for your customers. SEO is still a priority for all websites to ensure content is relevant, knowledgeable and engaging, however where else might users be looking?
A multi-channel approach could work for you, especially for e-commerce markets. By unifying modes of search, you can test the waters and see what your audience uses most. A sole market focus may mean reduced visibility, or missing out on potential conversions from uncovered audiences. Visual search can help to support other visual strategies such as social media marketing. Similarly voice search can add another string to the bow of search engine marketing, increasing the field of visibility.
Time for some strategic thinking
In an era of change, leveraging new tools and technologies can ensure that your brand is visible and embracing the way customers are exploring the market. It is important to ensure that your content, of any kind, is optimised for a diverse array of audience activity, providing the relevant and engaging content they need to add your brand into the mix. The adoption of a multi-channel approach can ensure visibility and innovation in a changing market.
If you’re wondering how newer tools and technologies could be integrated into your marketing strategy, we’d love to have a chat with you.
