What marketers need to pay attention to is how to reduce friction for consumers that are trying to find out more information about their businesses and, ultimately, set up an appointment, make a purchase or sign up for a free trial. Google has gotten more sophisticated and is able to answer questions users have directly on the SERP. Beyond that, consumers are less patient than they once were, and they expect the expediency Google is now offering. Therefore, a well-rounded marketing mix is important to consider, but it’s also imperative to pay attention to consumer preferences and ensure marketers have the proper tools in place to track how well their campaigns are doing across all conversion points.
With zero-click searches on the rise, marketers need to get creative with their campaigns and ensure solutions for full lead attribution are in place for each — allowing them to effectively allocate their budget towards campaigns generating the most leads. While search traffic will remain crucial for generating new business, don’t underestimate other forms of digital marketing, such as content and social, for driving customers to your website.