Search as we know it is undergoing a transformation. The search habits of younger audiences differ greatly from older generations. Gen Z is more likely than any other generation to turn to alternative sources like social media to begin their search process. According to a recent study by Forbes, 57% of people said they search for information on YouTube the same way they would on Google. Generative AI is changing the way people search through new outlets such as Perplexity and Chat GPT. Retail giants like Amazon are getting the product searches first. What does this mean for the future of paid search as we know it, and what can marketers do to stay part of the consideration set in the moment of need?
Younger Generations are Using Search Engine Alternatives
Traditional search engine usage is declining, especially among younger demographics who are mobile-first. They are turning to alternative sources like social media to find information. In fact, 46% of Generation Z and 35% of millennials prefer social media over traditional search engines. These numbers could skew even higher depending on the content topics where more engaging visual content is preferred, for example: fashion, makeup tutorials, cooking, etc.
While there are other elements that shape adoption, socioeconomics for instance, historically we have seen older generations adopt technology and digital habits initiated by younger generations. For example, after gaining popularity among younger users, we saw increased use among older adults on social media platforms, smartphone adoption, and streaming video platforms. That being said, the shift to search engine alternatives is not going away and is likely to experience similar cross-generational adoption.
Generative AI is creating a more personalized, interactive search experience
Generative AI is transforming search behavior by making it more natural, intuitive, and efficient. Generative AI is based on natural language processing models, so instead of traditional search using keyword-based queries, searchers can ask questions in a more human, conversational manner. With the integration of chatbots and virtual assistants, the technology allows users to have back-and-forth conversations with AI to refine their queries and get more precise answers to their questions. Generative AI can generate different types of content based on user prompts including images, texts, and video, ensuring users can find the information they are looking for faster and in the format they prefer. And AI can analyze past interactions and user behavior to deliver highly personalized results, including predictive search.
Search engines have already adopted AI technologies:
- Google released AI Overviews in search results, as well as an AI search bot called Gemini
- Microsoft has worked with OpenAI to revamp Bing
- Platforms like Perplexity are gaining traction
Product Searches are Shifting to Retail Giants
According to a recent study cited by eMarketer, more than half (56%) of US consumers start their shopping searches on Amazon, compared to 42% on search engines and 29% on Walmart.com. This is perhaps no surprise as sites like Amazon offer robust user experience from the initial research, comparisons, reviews, and purchase all in one platform. It is also worth noting that social media sites are emerging as sites where younger cohorts are beginning their shopping journeys. Shoppable ads allow advertisers to take consumers from awareness to purchase all within a single ad format, again streamlining that customer experience.
What Should Marketers Do?
- Align marketing strategies with consumer behavior – Understand the preferences and behaviors of your target audience and develop content that is engaging, informative, and tailored to the platforms your target audience prefers. This could mean different approaches for different audiences. For instance, developing an engaging video strategy for TikTok to reach younger demographics as well as an optimal SEO strategy for Gen X.
- Invest in content and focus on user intent – Marketers must rethink content strategies as search engines evolve into understanding user intent. Creative, engaging writing needs to be prioritized just as much as keyword incorporation to create meaningful interactions with potential customers and to be cited in AI overviews. Be sure to add images, visuals, and media to the content. These not only help improve SEO but can help explain more complex ideas, provide engagement points, and add personality to your site.
- Do not underestimate the power of social media – Social media is essential for businesses to connect with their audiences, personify and enhance their brand, and stay competitive in today’s digital landscape. A strong organic presence, coupled with a paid strategy for maximum reach is key. Creating and following an engaging content strategy, posting regularly, using SEO tactics in your bios, descriptions and posts, engaging regularly with customers, encouraging user-generated content, and developing relationships with influencers who post about your brand on your behalf all make your brand more searchable on social media.
- Consider Leveraging Amazon’s DSP – Since customers are using Amazon for product research, consider leveraging Amazon’s DSP and their wealth of customer data as a means to reach new customers when they are searching for a product you offer.
- Leverage analytics – Pay attention to the data to help inform your marketing decisions. Recognize that the digital world is constantly changing and be prepared to respond and adapt.
Google remains the top destination for search, however, we are experiencing a shift in consumer behavior as new technologies emerge and younger cohorts adapt. History has shown we’ll continue to see cross-generational adoption as technology advances. It is imperative that marketers stay vigilant and analyze data to understand the changing behaviors of their target audience. An agile marketing approach is key to being able to make strategic shifts as necessary.
