The Rise of Search Everywhere and the Decline of Traditional Search Engines
So I've been around a while, my first forray into building web pages and promoting them came in my college days of 1996 when access was via a 56k dial up modem that sounded like a million banshee's screaming down the phone line if someone was to try and use the phone. We're a far cry from that but I remember those halcyon days of simple SEO, when ranking high on Google practically guaranteed a steady stream of leads, sales and revenue. But, alas, those days are long gone. The digital landscape has transformed into a complex and dynamic environment. Today's customer journey is more like a choose-your-own-adventure novel than a linear path, with your audience flitting between social media, apps, voice search, and countless other platforms to find what they need.
So, what's a marketer to do?
Enter the era of Search Everywhere Marketing. It's not just about showing up on Google anymore (though that's still important!). It's about understanding how your audience is searching for information and meeting them where they are. Think of it as being omnipresent in the digital world – like a digital butler, discreetly anticipating your customers' needs and providing helpful assistance on every platform they frequent, delivering your message and nurturing your image on a silver tray every step of the way. You're multi-channel or omni-channel marketing strategy is your butler.
But here's the catch: too many butlers in the wrong places can be overwhelming, even off-putting. It's crucial that your "butler" possesses the right skills and knowledge to offer relevant advice and support at precisely the moment your customer needs it in the place they need it. Because underneath those polished manners and helpful smiles, these digital butlers are locked in a fierce competition for your audience's attention.
And the battleground is getting more complex. With increasing concerns around data privacy, GDPR, cookie restrictions, and iOS blocking third-party trackers, these butlers have less information to work with. It's like they're being forced to serve a bespoke suit with one hand tied behind their backs! They must become more adept at reading subtle cues, anticipating needs with less data, and offering truly valuable services to earn their place by your customer's side.
While the data landscape is changing, there are solutions to reclaim some of your lost information. Technologies like server-side GTM, conversion APIs, and first-party tracking can provide valuable insights into your customers' online behavior. If you're interested in learning more about how to navigate this evolving data landscape and ensure that your digital butlers in the right place and have the information they need to serve your customers effectively, please contact stuart@yello.studio.
Why is Search Everywhere so important?
Traditional search is declining: Let's face it, Google's dominance is waning. People are increasingly using social media, online communities, and even good old-fashioned word-of-mouth to find products and services. What's more, the rise of zero-click searches means that even when people do use Google, they're often getting the information they need directly on the search results page, without ever clicking through to your website. This can lead to lower website traffic and fewer leads for businesses that rely solely on old school search engine optimisation.
AI is changing the game: Forget the limitations of a single website, AI agent, or helper. Your AI butler can be everywhere or anywhere. Perhaps it's a discreet presence on your website, offering personalised recommendations and answering questions. Or maybe it's a companion that follows your customer throughout their Search Everywhere journey, learning their preferences and providing tailored support across multiple platforms. This could be through AI-powered chatbots on social media, personalised email recommendations, or even voice-activated assistants offering product information in real-time. The possibilities are endless, and the key is to find the right balance of presence and discretion to enhance the customer experience.
Customers expect a seamless experience: In today's digital world, "seamless" is the name of the game. Customers expect a smooth transition between different platforms, websites, and devices. Whether they're browsing on their phone, tablet, or laptop, they want the experience to be consistent, intuitive, and frustration-free. They expect things to work as intended, as fast as possible, and "out of the box." Any friction in the process, and they're likely to move on to a competitor who can provide a more effortless experience.
The Internet of Things (IoT) is exploding: It's not just about phones and laptops anymore. Your customers are accessing the internet through a mind-boggling array of devices: smart TVs, wearables, gaming consoles, smart home devices, in-car systems, and even refrigerators with touchscreens. This means your audience is scattered across a vast and ever-expanding digital landscape, making it more challenging than ever to reach them effectively with a traditional, website-only approach.
Seamless vs. Not-So-Seamless: A Tale of Two Journeys
Imagine Sarah, who's looking for a new pair of running shoes. She find reviews and short videos about recommendations on a popular short format media platform, she figures out what she wants, looks for a good deal and finds a promising pair on a link in one of these videos, but when she tries to complete the purchase on her phone, the checkout process is clunky and confusing. Frustrated, she abandons her cart and looks for another site to buy the shoes from, where she easily completes the purchase with a few taps.
Now consider John, who's researching a new laptop. He starts by reading reviews on a tech blog, then watches a video comparison on YouTube. Later, he sees an ad for a laptop on Facebook that piques his interest. He clicks on the ad, which takes him to the product page on the company's website. He's impressed by the detailed information and customer reviews, and he decides to buy the laptop.
The entire process, from initial research to final purchase, is smooth and effortless. Imagine he see's your branding, learning that you're experts on laptops in the tech review, in the video again he see's your branding and finally in the Facebook ad he see's your branding and a matcing product placement that fits the needs he's now aware of from his previous research, that you helped with. That's what good content does.
If you can sell natively on these platforms then brilliant, that's even less friction, but that's a different topic for a different day.
The Takeaway
John's experience highlights the power of a seamless customer journey. By providing a consistent and user-friendly experience across all channels, businesses can increase customer satisfaction, build loyalty, and drive sales. On the other hand, a disjointed and frustrating experience, like Sarah's, can lead to lost customers and revenue.
How can you embrace Search Everywhere?
Think beyond keywords: Instead of focusing solely on traditional keywords, consider the questions your audience is asking and the topics they're interested in.
Diversify your content: Create a variety of content that caters to different platforms and formats. Think blog posts, videos, social media updates, infographics, and even interactive quizzes.
Embrace AI: Explore how AI can help you personalize the customer experience and deliver relevant information at the right time.
Don't forget the basics: While Search Everywhere is important, don't neglect the fundamentals of SEO and website optimisation. You still need a strong online presence to attract and convert customers.
Go to where your audience is: Instead of trying to pull your audience to your website, meet them where they already are. Whether they're scrolling through social media, watching videos on YouTube, or asking questions on forums, be present and ready to provide helpful information and solutions. For example, did you know that a significant portion of Reddit users also frequent other platforms like YouTube, Instagram, and Twitter? By engaging with your audience on Reddit and providing valuable content, you can establish a connection that extends beyond a single platform.
Identify the intersections: To maximise your impact and avoid spreading your resources too thin, it's crucial to identify where these platforms intersect for the majority of your target audience. By focusing your efforts on the channels where your audience overlaps the most, you can ensure that your message is reaching the right people at the right time, without wasting valuable time and money on platforms where they're less active.
Search Everywhere Marketing: Multi or Omni-channel Journeys
While the terms "multi-channel" and "omni-channel" are often used interchangeably, there's a subtle but important distinction. Multi-channel simply means using multiple channels to reach your audience, while omni-channel takes it a step further by creating a seamless and integrated experience across all channels.
Think of it this way: multi-channel is like having several butlers, each serving a different purpose in a different room of your mansion. One might handle your social media presence, another your email marketing, and yet another your paid advertising. They're all working towards the same goal, but they're not necessarily communicating with each other.
Omni-channel, on the other hand, is like having a head butler who oversees all the other butlers, ensuring that they're working together seamlessly to provide a consistent and personalized experience for you, the customer. This head butler has a holistic view of your needs and preferences, and can orchestrate a symphony of service that anticipates your every whim.
In the context of Search Everywhere Marketing, omni-channel is the ultimate goal. It's about creating a cohesive and integrated experience for your customers, regardless of where they encounter your brand. This requires a deep understanding of your audience, their journey, and the various touchpoints they have with your brand.
Ready to unleash your army of digital butlers and pamper your customers with an unparalleled Search Everywhere experience?
At Yello Studio, we've been the purveyors of bespoke digital strategies for over two decades. We'll help you recruit, train, and deploy an elite squad of digital butlers, each one meticulously trained to anticipate your customers' needs and deliver impeccable service across every touchpoint, also known as an omni-channel Search Everywhere marketing strategy!
