Marketing leaders need to develop a brand identity that is understandable by machines and consistent across various customer interactions. The rise of multimodal search, which incorporates images, text, voice, and video, significantly influences how brands are discovered online. Marketers must decode customer behavior in these modalities to enhance visibility and engagement. Research shows that visual search is growing, especially among younger demographics, emphasizing the need for brands to adapt to these changes in customer search behavior.
"Lens queries are now one of the fastest growing query types on Search, and younger users (ages 18-24) are engaging most with Lens."
Machine intelligence influences brand visibility across a wide range of customer touchpoints. Customers now search using images they snap, show their world via video while talking to interfaces like ChatGPT to find what they need.
#brand-management #multimodal-search #artificial-intelligence #customer-behavior #marketing-strategy
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