Google’s AI-based search system is set to revolutionize marketing strategies, according to a focus piece by Forbes. The report also touches on audience exhaustion from excessive advertising on social media and the recent changes in Super Bowl viewership trends.
According to recent research from Hootsuite, almost 60% of people who follow brands on social media believe they are overexposed to advertising. Over half find constant self-promotion by brands tiresome and one-third would prefer to avoid brand content on social media entirely. Viewers want brands to produce more thoughtful, intelligent, and entertaining content. As a result, strategies on social media need to be adjusted.
With regards to search integration, Google has been trialing the integration of its Gemini AI into search operations, offering optional generative AI search to some users for beta testing. This is predicted to completely transform the marketing landscape, altering the entire search experience.
Jim Yu, founder and executive chairman of BrightEdge, states that the introduction of AI in Google’s search engine will move away from simple keyword searches to more sophisticated results based on AI-enriched research. It empowers the user to look not just at the specific search query, but to explore related topics, leveraging AI to compile more insightful, comprehensive responses.
News on viewership trends reveals that Super Bowl LVIII was the most watched in history but viewership plummeted 6.4% in February. Furthermore, non-Super Bowl broadcasting reduced by 10%. However, CBS, the broadcaster of the Big Game, experienced a 24% rise in subscribers on its streaming platform, Paramount, as a result of the game.
The report further highlighted Walmart’s new initiative, Express On-Demand Early Morning Delivery, offering delivery of essential items as early as 6 a.m. and within 30 minutes. The initiative outperforms competitors like Amazon, who can’t match the speed, and Instacart and DoorDash who lack early availability.
The collaboration of influencers with product creation was also discussed, with successful examples like Prime Hydration, co-created by YouTube personalities KSI and Logan Paul, being cited. The drink was predicted to exceed $1.2 billion in sales.
The article concluded with a comprehensive discussion on Google’s Search Generative Experience and the implications for marketing.
Source: How Google’s AI Search Will Change Marketing Strategy.
