The ongoing transformation of consumer behavior has left many brands reassessing their marketing strategies. Recent research by Yext shines a light on this dynamic environment, revealing that search habits are evolving beyond traditional methods. With 45% of customers now likely to use and trust AI tools when seeking information about a brand, and impressive figures indicating that 51% turn to social media platforms and 28% utilize voice assistants, it’s clear that marketers face new challenges in capturing customer attention.

Yext’s research underscores a crucial trend: while 64% of consumers still initiate their search journeys through traditional search engines, many are diversifying their approach, employing an average of three tools or channels to research products and services. This means that the days of relying solely on Google for visibility are waning.

A staggering 94% of customers actively seek brand information on alternative websites, indicating a clear shift away from the once-dominant search engine giants. Particularly among younger consumers, platforms like Instagram and TikTok have emerged as powerful search engines, with 71% of Gen Z preferring Instagram and 66% gravitating towards TikTok for brand information. This change illustrates the necessity for brands to establish a multi-faceted online presence that extends beyond traditional search engine optimization (SEO).

Adapting to a Fragmented Search Environment

As the search landscape becomes more fragmented, brands must reevaluate their approaches to consumer engagement. Anthony Rinaldi, Senior Director of Insights at Yext, emphasizes that marketers must adapt to this new reality. He noted an 8-20% decline in Google impressions over the last two years, a clear signal for brands to rethink their strategies and meet customers in their preferred digital spaces.

Rather than relying strictly on conventional SEO methods, brands should pivot to scrutinizing consumer intent. Rinaldi suggests that the complexity of intent, rather than mere keywords or rankings, will define the future of search. Brands must integrate AI-driven insights into their strategies, which means understanding how customers interact with various platforms and fine-tuning messages to align with those insights.

The Role of AI in Shaping Consumer Trust

As AI technology gains traction, so too does consumer trust in AI-generated information. An encouraging 49% of survey respondents indicated that they would trust an AI response from Google over traditional search results. This growing reliance on AI-generated content presents both opportunities and responsibilities for brands.

More than half (56%) of consumers express frustration with outdated information when seeking accurate brand details. Rinaldi highlights that ensuring the accuracy of information can significantly influence consumer trust; 57% of customers report that precise, detailed information impacts their decision-making processes. If customers encounter incorrect or missing information, nearly two-thirds (64%) would likely consider alternative brands, showcasing the direct correlation between information accuracy and customer conversions.

For brands, the evolving landscape of AI demands a systematic approach to data management. Ensuring that diverse sources used by AI tools provide accurate responses is essential. Brands cannot afford to focus solely on top-ranking pages and keywords anymore. Instead, they should prioritize organizing critical information to enhance visibility and credibility across various platforms.

Strategies for Brands to Thrive in the New Age of Search

1. Embrace Multi-Channel Strategies: Develop and strengthen your brand presence on various platforms, including social media and emerging technologies like voice search and AI. Understanding your target audience’s preferred tools for discovery is vital in today’s landscape.

2. Optimize for Intent: Shift your focus from traditional SEO methods to understanding consumer intent. Tailor your content to meet specific needs across channels, optimizing for the different journeys consumers may take.

3. Ensure Information Accuracy: Conduct regular audits of your online presence and ensure that information publicly available about your brand is accurate and up-to-date. Inconsistencies can damage customer trust and lead to lost opportunities.

4. Leverage AI Tools: Explore the capabilities of AI technologies to improve customer engagement. This can involve understanding how AI can customize and contextualize recommendations, aligning with individual customer needs.

5. Monitor Emerging Trends: Stay alert to shifts in consumer behavior and technological advancements. Engaging with evolving search habits will allow your brand to remain relevant and competitive.

In conclusion, as AI and alternative platforms reshape the way consumers search and discover brands, companies must prioritize adaptability and accuracy. The cost of inaction in this rapidly evolving landscape is significant. Adopting a proactive and informed strategy can position brands for success in the new age of search.