Search Everywhere: The Future of Search Marketing

Conﬁdential | © All rights reserved GETTING CONTENT IN FRONT
OF AUDIENCES, IN A WAY THAT ENGAGES, ON PLATFORMS THEY SPEND TIME BROWSING.

Conﬁdential | © All rights reserved A “SEARCH JOURNEY” USED
TO MEAN THIS: NOW, THIS IS A MORE ACCURATE PICTURE:

Conﬁdential | © All rights reserved IN AN EVOLVING DIGITAL
WORLD, ATTENTION IS EVERYTHING. YOU NEED TO DEMAND IT.

Conﬁdential | © All rights reserved A LOOK AT SEARCH
EVERYWHERE SEPHORA leverage their expanding search universe by creating a holistic approach that leverages the USPs of each channel with search at the core.

Conﬁdential | © All rights reserved ASHLEY LIDDELL Co-founder &
Creative Strategy Director [email protected]

Conﬁdential | © All rights reserved Conﬁdential | © All
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Confidential | © All rights reserved 48% Gen Z users
favour social over search platforms A GWI survey of nearly one million consumers worldwide found that Gen Z users favour more personalised, algorithm-led social networks (48%) over search engines (44%) when looking for information about brands, products or services. 44% Gen Z & Millennials follow Influencers who promote products & brands online. The WARC 2023 Consumer Trends Report discovered, via GWI, that 44% of 15.5K users follow influencers online are likely to purchase a product recommended by Influencers (45%). 74% Of Influencer followers think they promote brands in the best interests of their audiences. Influencers are increasingly acting as curators, trusted for their knowledge and expertise (EEAT) to help audiences overwhelmed with online choice and decision paralysis - WARC 2023 Consumer Trends Report. ~75% Of B2C decision-makers will partner with creators and Influencers in 2023/4 The Forrester CMO Pulse Survey discovered that nearly three-quarters of B2C brands will develop a working relationship with content creators in 2023 - with the expectation that this figure will continue to grow into 2024. WHAT IS DRIVING SEARCH EVERYWHERE? The audiences of Millennial and Gen Z focused brands are already migrating their searches to other content experiences on the search universe journey. Let’s take a look at the shifts in user behaviour that make Search Everywhere, not only possible, but essential.

Conﬁdential | © All rights reserved FRICTION ON A GOOGLE
SERP FIRST HAND EXPERIENCES COMMUNITIES LIVE CONVERSATIONS VISUAL, QUICK, INTUITIVE WHY? CONT.

Confidential | © All rights reserved GOOGLE IS PROVIDING USERS
WITH FRICTION? Result within 2-3 clicks, between 10-40 seconds to find result. Takes time to get to important content upon a landing page. Content could be outdated and still “rank” on SERP. Algorithm first focus - not Human focus. SERP fluff - Bios, Descriptions, CTAs, Newsletters, Cookie Banners, Ads.

Conﬁdential | © All rights reserved Result within 1 click,
5-15 seconds. Interactive, Intuitive, “lived”. Eﬀectively shows ‘First-Hand Experience’ and ‘Expertise’ (EEAT). Live Content, recent, trend led. Engaged and shared with conveniently. Drives further content creation - User Generated Content. SOCIAL SEARCH PROVIDES USERS WITH A SOLUTION.

Conﬁdential | © All rights reserved AND PLATFORMS ARE NOW
FIGHTING FOR SEARCH…

Conﬁdential | © All rights reserved EXPLORE BUY INSPIRE DISCOVER
THE RESULT? THE SEARCH UNIVERSE IS EXPANDING

Confidential | © All rights reserved SHARE OF SEARCH -
CONT. Growing share of search at a platform level is effective, doing so across a search universe, with “traditional” search at the core, is going to allow us to most effectively develop: BRAND AWARENESS BUILD RELATIONSHIPS DRIVE VALUE 1 2 3

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Search Everywhere: The Future of Search Marketing

Search Everywhere: The Future of Search Marketing

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