emerging
Fragmented Product Discovery
The product discovery process is becoming increasingly fragmented, with consumers using multiple channels for research.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Consumers are utilizing a wider range of channels to research products before making a purchase. This includes search engines, retailer websites, social media platforms, review sites, and even AI platforms. "The journey from product discovery to purchase has become increasingly fragmented, presenting a significant challenge for advertisers."
Context Signals
Rise of omnichannel marketing strategies.
Increased use of mobile devices for product research.
Growing importance of customer reviews.
Edge
Brands will need to optimize their presence across all relevant channels.
AI-powered personalized product recommendations will become more prevalent.
The role of micro-influencers in product discovery will expand.
