Here's to the future beyond Google🔍 [Marketing Insights #46]2 min read
The ways we search for information online are changing, they are evolving.
This is a natural process, but some recent events have raised serious questions for Google.
The Wall Street Journal tells about them in their article "Google is for Seniors. It's a problem for Google."
Here are the conclusions in summary, along with my comments. (TLDR)
↳ When people want to shop, they turn to Google competitors like Amazon. This also diverts advertising budget.
↳ TikTok is playing a growing role as a search engine. 23% of users have searched for something just 30 seconds after opening the web.
↳ AI search engines are a factor. I'm referring to Perplexity (which I call "Google on steroids"), and more recently web search via ChatGPT.
The WSJ also questions the stability of the online ecosystem as the quality of many websites is declining, and on the other hand, Google itself is already providing answers through short AI summaries in the US.
All of this probably sets us up for a different internet, where:
1️⃣ Google will not be the beginning and the end, but each platform will have a separate life.
2️⃣ It will be more important than ever to have our original content to stand out.
3️⃣ We'll be dictated by the behavior of Gen-Z, who tend to be in different communities (e.g. Discord) and prefer authentic content.
Id. Are you enthusiastic about digital marketing in 2025?
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This is from me for today 🙏
See you soon!
Etienne
