A Shift in Social Media Engagement
Recent studies by leading American research firm, Gartner, indicate a potential decline in consumer engagement on social networks. By 2025, it is predicted that 50% of consumers will either withdraw or significantly limit their interactions with various social media platforms. This anticipated change is backed by a survey conducted between July and August 2023, with 53% of the 263 respondents expressing their belief that the quality of social networks has deteriorated compared to 2022.
As a result, marketing professionals who rely heavily on social network investments for customer acquisition and retention may need to reconsider their strategies in response to these evolving trends.
Embracing AI-Powered Search Engines
Generative AI technologies have started making a significant impact on organic search traffic for brands. By 2028, Gartner predicts that this trend will continue, with brands experiencing a 50% or greater decrease in organic search traffic as consumers shift towards using AI-generated search engines. In fact, 79% of survey respondents claim they plan to use AI-powered search engines in the coming year, and 70% express trust in the answers provided by these engines.
For marketing leaders whose brands are dependent on organic search, it might be essential to allocate resources for testing other channels to diversify existing approaches.
Distrust in Generative AI Content
Despite generative AI tools like [names] gaining widespread adoption since late 2022, a growing distrust among consumers has emerged. As content created by generative artificial intelligence becomes more prevalent across marketing channels, transparency regarding its use will become crucial for maintaining customer trust. Emily Weiss, a researcher at Gartner, emphasizes the importance of being open and honest about AI-generated content to keep customers engaged.
Adapting Marketing Strategies for Changing Times
With these key insights in mind, marketing professionals need to be proactive in staying ahead of the curve and ensuring their strategies align with evolving consumer preferences. Here are some suggested actions for marketers looking to embrace the future:
- Reduce reliance on social media platforms – As the perception of social networks deteriorates and users withdraw or limit their engagement, it is vital to explore alternative channels for customer acquisition and retention.
- Experiment with AI-powered search engines – Start diversifying organic search strategies by testing out how AI-generated searches can improve overall brand visibility.
- Prioritize transparency in generative AI use – Make sure that customers fully understand when AI-generated content is used and maintain an open dialogue about its efficacy in a given context.
The Future of Marketing: A Challenge for Brands and Professionals Alike
In light of these predictions, brands and marketing professionals must remain adaptable while navigating industry changes. Considering the shift in social media usage, the rise of AI-powered search engines, and the increasing distrust towards generative AI content, the need for flexibility and transparency has never been more apparent.
By revising marketing strategies and embracing new approaches, the industry can ensure continued growth and foster stronger connections with consumers well into the future.