By Natale Panella, head of digital, Fusion5
Would you have imagined a few years back that brand discovery and web search would move to social media? Recently, Prabhakar Raghavan, a senior vice-president at Google, stated that 40 per cent of youngsters who look for a restaurant online do not go to Google Maps or Search. Rather, they look up information on TikTok or Instagram. This is a strong statement, considering Google coined the narrative of ‘Zero Moment of Truth’ (ZMOT). The concept acknowledges that consumers perform research on a product and consult information sources before making a decision to purchase.
While online search engines maintain their leadership in the domains of discov
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