Mathilde Høj adds her voice to the call to diversification, highlighting that search and search behaviour have entirely changed.
Mathilde says: “Search is no longer a channel, it's a behaviour.
You need to adapt your entire marketing strategy to it, and have a more integrated approach.”
What do you mean when you say that search is a behaviour?
“It means that we see a lot of different things coming into play in how users are interacting with platforms.
Usually, when users want to find something, they will go to Google and search, then go to a web page, and then maybe convert or go to a physical store. Now, though, they are doing much more than that. They are searching across multiple platforms and visiting multiple sites before making a decision on whether or not to buy.
There are two factors coming into play here, and affecting the way users are behaving. First of all, we have generative AI and machine learning changing the way traditional engines work. We have AI overviews and AI Mode, but also this behaviour is taking place in new environments, and the platforms in those environments are adapting to it as well.
For example, TikTok is doing a lot to make themselves more like a search engine, which means that users are turning to platforms like TikTok, Instagram, or Reddit to search for stuff.”
Ireland