Search is changing because the entire customer journey is changing
Customers rarely follow a simple path from awareness to purchase.
They may first encounter a brand through a YouTube video, a creator or an advertisement. Later, they search for a product, compare alternatives, visit several websites and return to video for reviews, demonstrations or reassurance before making a decision.
Discovery, consideration and conversion are becoming more connected. At the same time, customer journeys are becoming more fragmented, less predictable and increasingly influenced by AI-assisted experiences.
This creates important questions for marketing teams:
How do you create demand before someone starts searching? How do YouTube and Search work together across the funnel? How can brand and performance activity support the same commercial goals? And how should marketers measure a journey that takes place across several platforms and touchpoints?
At this event, Keywordio and Google will explore how customer behaviour is evolving—and how businesses can build a more connected, full-funnel approach to marketing.