For the past 20 years, “If it's not on Google, does it even exist?” has defined consumer discovery. Ever since its early partnership with Yahoo! in 2000, Google has reigned as the main gateway for finding products and services, fueling billions in ad revenue and even becoming a verb. But that era is changing. Technology and culture are reshaping how people discover things, requiring marketers to rethink their strategies.
First up, AI is flipping traditional search on its head. Instead of searching for choices and options, people now want nuanced answers. For example, I can now ask AI, “Create a 5-day itinerary for Paris with must-see sites and hidden gems, and book a dinner cruise on the Seine,” receiving a full, personalised plan—no extra clicks required.
For marketers, this means that showing up on page one is no longer enough. Being the most relevant answer is now the goal. This imperative is what’s also fueling the growth of retail media networks as emerging search channels because they provide a direct line to consumers at the point of purchase, offering a space where brands can deliver targeted product recommendations in trusted environments.
However, it’s not as straightforward as simply ensuring a brand is positioned within new evolving platforms that deliver direct answers tailored to consumer needs.
This is because consumers have also extended and altered the surface areas of how and where they search for product inspiration and information.
What’s driving this shift? It all boils down to authenticity and trust. Consumers, wary of fake brands, fake reviews, and with little time to sift through the vast swathes of content out there, are turning to those spheres of influence they trust.
Growing circles of influence
Social media: The phrase “TikTok made me buy it” has embedded itself into the lexicon, illustrating how social media has morphed into a key platform for discovery. Increasingly, many consumers are skipping Google altogether and searching socials for instant - mainly video - content. According to IAB Australia’s Ecommerce Report 2024, 58% of Australian shoppers aged 18-29 turn to social media for product discovery, relying on influencer endorsements, reviews, and recommendations. I know my two teenage daughters do so.
Consumer advocacy: However, it’s not just sports, lifestyle and entertainment celebrities that are directing people. Modern consumers are looking to friends and family for recommendations and advice too. In fact, our recent research shows that 84% of Australians make purchase decisions based on recommendations from people they trust, with friends and family ranking as the most trusted source for product information.
Commerce content: This is all about lending product discovery into trusted and engaging content, making it easier for people to shop in the moment. This could be via social, but also via content partnerships and review sites. For example, we work with Australian gumboot brand Merry People whose boots appeared in a New York Times Wirecutter article a year or so ago which still today continues to drive weekly sales. It’s also a win-win for publishers, with Are Media going all in on content commerce, with recently announced plans to “supercharge’ efforts in 2025. This approach not only feels more authentic but also builds trust, especially as so many people now rely on personal recommendations and influencer tips to decide what to buy.
All of which means that in Consumer Discovery 2.0, brands must ensure they are present in the spaces where discovery happens. This is especially crucial as the traditional marketing funnel has evolved into a dynamic loop of constant discovery, engagement, and advocacy—where every interaction holds the potential to spark interest.
Further, with trust increasingly influencing purchase decisions, brands should focus on creating authentic communities around their products. Building customer referral programs, advocacy groups, or campaigns that encourage customers to share their stories makes a brand feel personal and credible.
For marketers, the mission is clear: to be the “right answer” at the “right moment,” wherever and whenever the consumer is searching.
Adam Furness, Managing Director APAC at impact.com
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