By Dan Shaw - May 2024
With the rapid advancement of AI in both consumer usage and business adoption, the search marketing landscape is undergoing a seismic shift. With Gen Z choosing to increasingly use social media for product and business searches, and their desire for quick, accurate answers is reshaping the digital marketing ecosystem. And will LLM and GenAI be the "Search Engine Assassin" that takes out the market leader in how people find what they are looking for?
We've crafted a view as to what the next 6 months, 1 year, and 2 years might look like for search marketing, what it means for consumers, organisations, search engines, and agencies, and how AI is the game-changer we’ve all been waiting for.
AI Integration in Search Engines
Over the next six months, expect to see major search engines like Google and Bing integrating more AI-powered features. These will include advanced natural language processing (NLP) and machine learning algorithms that provide more accurate and context-aware search results.
Consumer Behaviour
Consumers are already increasingly relying on AI-driven voice assistants like Siri, Alexa, and Google Assistant for search queries. The shift from traditional text-based searches to voice searches will become more pronounced, particularly among younger generations who prefer hands-free technology.
Organisational Readiness
Companies will need to ramp up their efforts to optimise their data for AI readiness. This includes structured data markup, optimising for voice search, and ensuring their content is easily accessible and understandable by AI algorithms.
Impact on Supporting Agencies
Agencies offering search engine services will need to pivot quickly. Those who can adapt their strategies to include AI and machine learning will thrive, while others may struggle to keep up.
Enhanced AI Capabilities
In a year, AI capabilities in search engines will be even more sophisticated. We’ll see predictive modelling being used to anticipate user queries and provide pre-emptive answers. Search engines will not just be responding to queries but predicting them based on user behaviour patterns.
Shift in Consumer Platforms
Social media platforms will become even more integral in the search process, particularly for Gen Z and Millennials. Instagram, TikTok, and emerging platforms are already part product discovery and business searches, and this will be the new norm for the younger demographics. This generational shift will require businesses to have a robust social media presence and strategy.
Organisational Strategies
Organisations will need to focus on creating AI-friendly content. This means more emphasis on high-quality, informative content that AI algorithms can easily process and rank. Additionally, companies will need to ensure their data is clean, well-structured, and easily accessible.
Agencies Adapting
Agencies will have to offer comprehensive digital strategies that integrate SEO, SEM, AI, and social media marketing. Those who can provide a seamless, AI-optimised service will be in high demand.
AI-Driven Search Platform
Two years from now, search as a term will be almost entirely replaced with AI. Our prediction is that the "traditional" search engines won't be used primarily, and users will find what that need or want by using platforms that are more conversational, less transactional. Basically the assistant platforms of today will be the search engines of tomorrow. These will offer hyper-personalised experiences, leveraging vast amounts of data to provide results that are tailored to individual user preferences and behaviours.
Consumer Behaviour Evolution
Consumers will expect instant, accurate, and personalised answers. There may be a move with some demographics to predictive and contextual results. The traditional search engine will evolve into a more interactive experience, possibly merging with virtual and augmented reality to provide immersive search experiences.
Organisational Evolution
Companies will need to adopt AI at their core. This includes having an AI-driven approach to data management, customer service, and marketing. Being AI-ready will no longer be optional but a critical component of staying competitive.
Agencies of the Future
Agencies will transform into AI-driven consultancies. Their role will expand from simply managing ad campaigns to offering strategic guidance on AI adoption and integration. The ability to analyse and leverage AI data will be the differentiator between successful agencies and those left behind.
Consumers are the biggest beneficiaries of these advancements. They will enjoy faster, more accurate search results and highly personalised interactions. The integration of AI will streamline their search journeys, making it easier to find products, services, and information quickly and efficiently.
For organisations, this evolution presents both opportunities and challenges. Companies that embrace AI and optimise their data accordingly will gain a significant competitive advantage. Those who lag behind may find it difficult to catch up. The key will be continuous adaptation and a willingness to invest in new technologies.
Search engines will become more powerful and efficient, with AI at their core. They will be able to offer more value to users by understanding and predicting their needs better than ever before. This will solidify their role as indispensable tools in the digital age.
Agencies will need to evolve rapidly to stay relevant. The demand for AI expertise will grow, and agencies will need to offer more integrated and sophisticated services. Those who can navigate this transition successfully will find themselves at the forefront of the industry.
The future of search marketing is incredibly exciting, with AI driving unprecedented changes. As consumers, organisations, search engines, and agencies adapt to these advancements, the landscape will continue to evolve in ways we can only begin to imagine. Staying ahead of the curve will require agility, innovation, and a deep understanding of the power of AI.
Navigating this rapidly changing landscape won’t be easy, but the potential rewards are immense. If you’re looking to future-proof your Customer Experience and Search Marketing strategy, now is the time to act, so contact us today to discuss getting GenAI ready.