Marketing Digital Transformation Search

The Drum Network Podcast: The evolution of search journeys, from Google to social


By Sam Anderson | Network Editor

September 14, 2023 | 3 min read

The Drum Network Podcast is back! This week, we're joined by senior marketers to chart the recent revolutions in search journeys.

A person looking into a magnifying glass, enlarging the appearance of their face

How are search journeys evolving? Listen to the latest episode of The Drum Network Podcast to find out. / Marten Newhall via Unsplash

Google has long had a near-monopoly on answering virtually all of our questions. But that might be changing. Increasingly, social platforms including TikTok are gearing up to satisfy 'search-style' queries, as seen in the question-style prompts at the top of TikTok videos' comment sections.

Meanwhile, generative AI, like ChatGPT, could be set to take its own share of the pie; as those large language models become more sophisticated, they'll be better and better at answering our questions.

But where's all this headed next, and what are the opportunities for brands? That's what we gathered marketers from the search, planning, and media disciplines to discuss on this week's episode of The Drum Network podcast.

We're joined in this episode by:

  • Dave Colgate, head of search engine optimization, Vertical Leap

  • John Campbell, head of innovation, ROAST

  • Sam Cant, head of search engine optimization, Jaywing

  • Lottie Namakando, head of paid media and planning, iCrossing

For more earworms, check out The Drum's podcast hub.

Marketing Digital Transformation Search

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We are ROAST.

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Vertical Leap

We are an evidence-led search marketing agency that helps brands get found online, drive qualified traffic to their websites and increase conversions/sales.

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At Jaywing, we’ve made it our mission to help clients establish concrete foundations in a world of shifting sands. As a data-powered integrated agency, we bring together the best minds in data intelligence, creative engagement and channel performance to uncover unique insights that enable smarter outcomes. The result? Better performing, effective solutions that create certainty, maximise opportunity and eliminate chance.

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iCrossing UK

iCrossing is a digital marketing agency that works with businesses to create a real step-change. Setting it apart, iCrossing is owned by Hearst, the world’s largest independent media, entertainment and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients.

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