JEFF PAYNE COMPANY / BLOG / does leadership matter?

Marketing That Works

By Jeff Payne

THIS ARTICLE IS
HUMAN AUTHORED

Human Authored content draws from personal experience and creative intuition that AI cannot replicate, resulting in work with greater authenticity, emotional depth, and original perspective.

Google introduced three consumer characteristics that their data reveals about consumer buying behaviors.

They say buyers have become:

More impatient
More demanding
More inquisitive

Thanks to an ever-expanding ecosystem of connected touchpoints such as connected vehicles, wearable technology, streaming platforms, emerging spatial computing, smart billboards, interactive kiosks, connected TVs — “zero-click” searches, voice searches, and AI-powered searches are transforming search and how we market.

AI has empowered better buying decisions by providing personalized recommendations, detailed product comparisons, and aggregated reviews that help consumers cut through information overload. These tools give shoppers access to more comprehensive information and insights than ever before, allowing for more confident and informed purchases.

“With nearly 60% of searches ending without clicks, marketers must optimize for visibility within search features like AI overviews and Search Engine Result Pages rather than just driving website traffic.”

Searches “Near Me”

Searches for “near me” are standard, with voice search playing a significant role.

Zero-Click Searches

Recent studies show that approximately 60% of Google searches now end without clicks, as users find answers directly on search results page through AI overviews often at the very top, Search Engine Result Pages (SERPS) like Featured Snippets, People Also Ask, Things To Know, and Knowledge Panels. This “zero-click” trend has accelerated dramatically, with Bain Research finding that about 80% of consumers rely on these instant answers for at least 40% of their searches.

Voice Search

Voice search adoption continues to grow rapidly, with 41% of US adults using voice search daily and roughly 33% of global internet users (ages 16-64) using voice assistants weekly. By 2026, over 9 billion voice assistants are expected to be in use worldwide – more than the global population. Voice is particularly popular among younger demographics, with millennials leading adoption at 34% weekly usage, and is becoming increasingly conversational, with 80% of voice queries using natural language patterns.

AI-Powered Search

AI has fundamentally transformed how people search and their expectations of results. About 45% of Americans have used AI-powered search tools, with 17% saying they now rely more on AI search than traditional methods. This shift is driving consumers to expect:

Instantaneous, complete answers without clicking through multiple websites
Conversational interactions rather than keyword-based queries
Personalized results that anticipate needs
Multi-modal capabilities that combine text, voice, and visual inputs
Assistance in complex decision-making processes rather than just information retrieval

“Brands must build direct connections through the brand’s owned communication channels, such as marketing automation, email newsletters, SMS/messaging platforms, mobile apps and progressive apps, private online communities, membership systems, and virtual or physical brand-hosted events.”

Key Takeaways

My key takeaways on Making Marketing Work in 2025:

Zero-Click Revolution: With nearly 60% of searches ending without clicks, marketers must optimize for visibility within search features like AI Overviews and Search Engine Result Pages (SERPS) rather than just driving website traffic.
Voice-First Experiences Matter: As voice search adoption approaches mainstream status (41% of US adults using it daily), brands need conversational content strategies that align with natural language patterns rather than keywords.
AI Has Redefined Consumer Expectations: Users now expect instantaneous, personalized, and complete answers to their queries—raising the bar for what constitutes a satisfying brand interaction.
True Omnichannel Transcends Devices: Effective marketing requires presence across an ecosystem of connected touchpoints (smart homes, wearables, vehicles, digital out-of-home (DOOH), streaming services) with seamless transitions between them.
Unified Data Is the Foundation: Behind successful marketing lies sophisticated customer data platforms that create cohesive experiences across touchpoints rather than siloed channel strategies.
Privacy Changes Demand First-Party Relationships: As third-party data becomes less accessible, direct audience relationships and first-party data strategies have become essential marketing currency.

This means building direct connections through the brand’s owned communication channels, such as marketing automation, email newsletters, SMS/messaging platforms, mobile apps and progressive apps, private online communities, membership systems, and virtual or physical brand-hosted events.
Authentic Brand Values Drive Connection: Consumers, particularly younger demographics, expect transparent alignment between brand messaging and demonstrable values.
Content Format Diversity Is Non-Negotiable: Short-form video, voice-optimized content, and immersive experiences are now core components of effective marketing, not just experimental channels.

Some compelling examples of immersive experiences that brands are using to diversify their content approaches are:

Virtual Product Try-Ons: Furniture retailers like IKEA and beauty brands like Sephora use augmented reality to let customers visualize products in their spaces or on their faces before purchasing.
Virtual Store Experiences: Luxury brands like Gucci have created virtual stores where customers can explore collections, interact with products, and make purchases in detailed digital environments.
360° Video Tours: Travel brands, hotels, entertainment destinations, and corporate campuses offer immersive property and destination tours where viewers control their perspective and explore at their own pace.

Check out this 360° Video Tour: Panoramic views of Chicago where you can view daytime or night views above Chicago.
Augmented Reality Packaging Activations: Food and beverage brands incorporate augmented reality elements into packaging that come alive when scanned, telling brand stories or offering interactive games.

Here’s an excellent example of augmented reality packaging from 19 Crimes:

These shifts collectively represents a fundamental transformation in marketing — from interruption to invitation, from mass messaging to personalized conversation, and from siloed channels to integrated experiences that meet the customer where they are in the buying process with precisely what they need.

In conclusion, marketing works best when it’s important enough to be worth making great.

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