Found has announced its new positioning: 'Everysearch Agency', where managing director Natalie Patel details the £1m investment into audience insights from every searchable platform.
For the past 25 years, retail and online shopping experts have studied purchasing behavior and patterns, condensing the experience into marketing funnels that most of us can recite in our sleep. But what happens when you put that funnel in a blender?
Gone are the days when a customer would type a search term into a search engine, see ads that match those terms, and click on the first option, credit card in hand.
Audiences have quickly responded and adapted to the content and inspiration delivered to them across all platforms. Search now spans social platforms, marketplaces, travel portals, video sharing, and entertainment platforms. Search is everywhere. And the audience data you need for your marketing efforts must change and adapt to reflect this shift in audience behavior.
And if search is everywhere, customers are everywhere. To reach them, brands need to radically adjust their outreach strategies.
Where is Gen Z searching?
With roughly 40% of Gen Z turning to social media platforms like TikTok and Instagram for searches, your brand's search visibility across all relevant searchable platforms is more important than ever.
For the first time since the birth of the internet, search engine dominance is fading.
Meanwhile, search is becoming more inspiration-driven. It's no longer just about search engine optimization (SEO). Instead, it has evolved into a new search experience paradigm that gains visibility, gets noticed, and maximizes performance. Across the board is key. Brands that rely solely on 2022 click-through rates to determine their 2024 digital marketing strategy will be left behind.
Google processes over 3.5 billion searches per day (some estimates put it at 8.5 billion), but with Facebook averaging over 2 billion searches per day and Instagram seeing 83% of users say in 2019 that the platform helps them discover new products and services, it's time to embrace the search revolution and realize that search is everywhere. An audience-first approach is the only way forward.
To rise to this challenge, my agency, Found, has spent the past two years developing the Everysearch framework. Created by our team of in-house engineers and AI experts, the framework delivers cutting-edge audience insights data from multiple networks, platforms, and marketplaces. It gives you detailed insights into your audience's habits to help you position yourself in the market and determine how to spend your marketing budget most effectively, no matter where your customers are, what platform they're using, or who motivates them.
Always looking
The goal was this: I tasked my team to achieve unparalleled performance across all searchable platforms. The hardest part about creating a framework is that it's not a tool you can build and update in six months or a year. Search is constantly growing, changing and adapting, so Everysearch needs to grow, change and adapt as well. It's going to be a huge undertaking to educate brands to get out of their comfort zone of market share, click-through rate and last-click ROAS and refine their target audience. You can't rely on media schedules and buying patterns from five years ago to survive in this competitive environment.
By investing over £1 million in this unique technology, we are betting on the certainty that the future will be entirely audience-driven and that we are in the best position to advise our clients as experts in audience behaviour. That means we're not just experts in search, we're experts in where your audience is spending their time, money and loyalty; where they're finding inspiration, love and joy; experts on what trends and platforms are exploding, be it in Japan one week or LA the next. We don't just walk away from the funnel, we fully embrace the blender and bring calm to what may seem like chaos.
We’ve built tools to help you maximize your budget, target the clicks that matter, and incentivize you to create the right searches to deliver a healthy ROI.
We need to leverage our audience expertise to advise brand CMOs to be agile, define their audiences, and use advances in generative AI to their advantage to drive efficiencies and respond to content their customers care about. It's challenging to be aware of the evolution of search and advise clients on how to capitalize on audience behaviors and trends. We want to go a step further and make Everysearch the industry standard.
