The lines between channels are blurring…

Not long ago, the types of media brands used to connect with customers were fairly distinct: search engines for information, image-sharing apps for pictures, and ecommerce platforms for buying products. But now, those lines are blurring.

The boundaries between “channels” are more fluid than ever: social is search, retail media is TV, and video is ubiquitous. Platforms are competing fiercely for consumer attention and brand dollars. They need to provide engaging experiences as user preferences evolve, ensure brands can generate returns despite data deprecation, and integrate new capabilities like artificial intelligence (AI) to stay ahead.

Major platforms are striving to be everything everywhere all at once, but this shift to media convergence presents new challenges. Marketing teams typically operate in silos based on channel expertise, a model that is now outdated. To leverage new convergent media opportunities and drive growth, brands need to break down these silos and adopt a holistic strategy, which is not always easy to implement.

This guide breaks down the three critical variables driving this massive shift: consumer behavior, platform convergence, and an integrated approach to media.

Follow the Users: Consumer Behavior Is Changing

Consumer behavior is constantly evolving, playing a pivotal role in shaping platform advancements. Staying abreast of these shifts enables you to strategically integrate convergent media opportunities into your planning, effectively meeting the dynamic needs of your target audiences with tailored content.

Shifting media habits drive media convergence

GWI reports that the primary reason consumers go online is to seek information, traditionally associated with search engines. However, an increasing number are now initiating product or solution searches on platforms like TikTok, Reddit, and Amazon rather than Google or Bing. This shift has prompted Google to integrate more social content directly into its search engine results pages (SERPs), moving away from the traditional “ten blue links.”

Social search is particularly popular among Gen Z. According to Adobe, over 60% of Gen Zers use TikTok as a search engine, compared to nearly half of millennials and about a third of Gen Xers. Additionally, eMarketer found that 59% of Gen Zers prefer YouTube for search, with TikTok and Instagram following closely behind.

And search behavior isn’t just shifting to social platforms. Especially for product searches, many consumers now begin their discovery process on retail media platforms. Amazon leads in this area, with over half of product searches originating on its platform, as reported by Jungle Scout, compared to 39% on traditional search engines like Google.

AI is increasingly handling queries that were once the domain of traditional search engines. Consumers are now turning to chatbots powered by large language models (LLMs) such as Google’s Gemini and OpenAI’s ChatGPT for information. As LLMs become more advanced and consumer acceptance grows, their usage is expected to rise substantially. Gartner forecasts a 25% decline in search engine volume by 2026, attributing this shift to AI advancements like chatbots.

However, despite this evolving landscape, marketers often categorize the digital ecosystem into distinct channels. Consumers, on the other hand, are less concerned with labels like TV or social media; they seek entertainment, stimulation, inspiration, or connection through any available medium.

This discrepancy highlights a critical issue: a channel-centric marketing approach creates silos that hinder strategic decisions, business outcomes, and data sharing. This outdated strategy could potentially harm your brand and business. The future is moving towards integrated platforms that offer seamless experiences, where users can seamlessly transition from seeking information to making purchases. The rise of social commerce exemplifies this trend, projected by Statista to account for 5.2% of all ecommerce transactions by 2025.

To stay ahead, your marketing strategy must align closely with evolving consumer preferences and behaviors throughout their purchase journey.

Don’t miss out—continue reading to stay ahead! Download the guide now to explore how consumer behavior and platform convergence reshape marketing. Learn how to align with changing habits and harness new synergies across media channels. Dive into strategies for integrating search with social platforms, navigating retail media, and making holistic business decisions.

Related guide: The New TikTok Law: Preparing Your Social Strategy for What Comes Next | Wpromote

• Follow the Users: Consumer Behavior Is Changing
  • Shifting media habits are driving media convergence
  • Aligning with consumer intent across platforms
• Harness Synergies: Platforms Are Converging
  • Integrating search and commerce into social platforms
  • Building a new retail media advertising ecosystem
• Connecting the Dots: What Brands Should Do Now
  • Taking a holistic view to make better business decisions
  • Knocking down the walls across measurement

Number of Pages:

• 19 pages

Pricing: 

• Free