AdAge：2024驾驭不断变化的SEO、SEM与消费格局：社交电商与AI引领消费变革研究报告（英文版）（9页）.pdf

1、In partnership withNavigating the evolvingSEO,SEM and shopping landscapeThe rise in social commerce and e-commercenot to mention gen AIhas transformed how consumers search and shop2The Business of BrandsAd AgeSeptember 2024Custom white paperNavigating the evolvingSEO,SEM and shopping landscapeThe ri

2、se in social commerce and e-commerceand gen AIhas transformed how consumers search and shopTo state the obvious,consumers have changed how they shop in recent years.Whats less evident,yet unsurprising,is that theyve also evolved in how they search for what they need or want online.Shifts in shopping

3、,in part,impact shifts in search.But thats just one piece of an increasingly complex picture that goes beyond search to encompass paid media,local tactics and other digital advertising channels.According to recent Adobe research,over two in five Americans now use TikTok for search,and nearly one in

4、10 Gen Zers say they are more likely to use TikTok than Google for search.Younger generations,in particular,increasingly turn to social media sites for prod-uct-related information.In an algorithm-driven world where users can carefully cultivate their Instagram stream or TikTok For You Page,why woul

5、dnt they want personalized results from the brands they browse or buy from?When it comes to e-commerce,a June 2023 Jungle Scout analysis showed that 61%of e-com-merce shoppers begin their product searches on Amazon,compared with 49%on search engines,even though additional research found that consume

6、rs purchase more quickly on Google.There also are some seemingly non-retail-based anomalies,such as Reddit threads appear-ing more often in search results,with a 207%increase in total ranking keywords since spring 2023.Reddit content is showing up for mil-lions more keywords on page one,branded and