Customers are more empowered than ever before.
Technology and connectivity have completely changed our lives, especially in terms of how and where we spend our money.
This has also led to a power-shift, where people have almost total control of what they see and experience online. This is in turn “causing havoc” for businesses and forcing them to evolve quickly.
It also doesn’t help that the online experience is full of noise; many sites are just a wall of ads, messages and assorted brand clutter. Users now have multimedia and multi-device habits and therefore have multiple means of escape.
All of this has led to search evolving into ‘discovery marketing’. In fact marketers are now shifting money away from paid search into content marketing and other means of being discovered organically.