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Campaign Middle East
العربية
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Shantelle Nagarajan
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The engagement shift: How search is reshaping the media landscape

Shantelle Nagarajan
posted on

MMA MENA's Melis Ertem writes on how search is reshaping audience engagement across the fragmented media landscape.

MMA MEA & DACH's Melis Ertem shares how AI is at the core of marketing functions, and it underpins content, media optimisation, CX and more.Melis Ertem, CEO, MMA MENA.

The role of search is undergoing a profound evolution, reshaping how audiences discover, access, and engage with content.

From trending TikTok videos to AI-curated news summaries, search behaviour is now central to how people navigate and consume media. It is not only influencing what people see, but also how they interact with brands, publishers and platforms. This shift presents both an opportunity and a challenge, in equal measures, for marketers. As user journeys become more dynamic and discovery happens across multiple surfaces, from Google and Instagram to voice assistants and geo-based prompts, search is emerging as the critical link between content and context.

Search is now driving


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Tags:AIEngagementfragmented media landscapemedia landscapeMelis ErtemMMA MENAopinionsearchsearch experienceshiftsocial as a search engine
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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