For years, digital marketing revolved around one central assumption: When people wanted information, they went to Google. Today, people go looking for information…well, everywhere!
That still includes Google, of course. But marketers who start and stop with Google search marketing tactics are missing out on a whole world of opportunities. And as we all know, a core tenet of marketing is to meet people where they are. And these days, that’s also Instagram. TikTok. Reddit. LinkedIn. Anywhere people are connecting, it’s a potential resource.
One reason is because of (you guessed it) AI. And yes, generative intelligence models are yet another place people are increasingly turning for their information. But AI remains fallible; it hallucinates. Depending on the model, it might show bias or exclude certain perspectives entirely. In effect, this makes real information from real people even more appealing—and it means people are turning to social media and forums for more authentic feedback, anecdotes, and bonding opportunities.
We know that people are browsing for outfits on Instagram. We know they’re finding new music on TikTok. We know they’re finding businesses to patronize on LinkedIn.
Part of understanding this new wave of “search everywhere” marketing is understanding where people go for specific inquiries—and then targeting your efforts accordingly. Brands now need to consider how they show up across an entire ecosystem of platforms where people discover information, products, and recommendations in completely different ways.
So how do you go about tailoring your marketing efforts for this new world?
Beyond considering keywords and highly visible websites, marketers should consider having a multiplatform presence and thinking about what type of content belongs where.
That might sound like a lot of extra time and work. But it doesn’t have to be. Instead of trying to master every platform at once, focus on creating useful content consistently in a few places that make sense for your business. It doesn’t need to be perfect and overworked; you just need to show up. Be seen. Be available. You can build from there.
In this era of distrust of AI, people are looking for signals they can trust on platforms that make sense to them. And they’re looking…everywhere.
To rise to the moment of “search everywhere” marketing, businesses just need to stay nimble and show a willingness to experiment in new areas. Most importantly, they need to be visible.
To create a strategy where your brand shows up on the channels where your audience lives—but avoid too much extra hassle and upkeep—ask Mad 4 Marketing for a tailored plan that leads to your most effective discovery.