Proof Before Purchase: Customer Journeys Start With Search, End With Social

Search isn’t what it used to be. Gone are the days when a consumer’s path to purchase was straightforward, anchored firmly by Google. Today, consumer discovery is a complex, fragmented process spanning multiple platforms, with shoppers moving fluidly between search engines, social media, AI-driven recommendations, and review sites. For multi-location marketers, relying solely on traditional SEO and classic funnel tactics isn’t just outdated—it’s risky.

Understanding Search Fragmentation

Our newly released 2025 Consumer Behavior Index (CBI) underscores this shift, highlighting that search engine traffic has declined 10% year-over-year. Consumers, particularly Gen Z, now use an average of 3.6 different platforms before making a purchase decision. These shifts reflect a significant move from centralized search behaviors toward decentralized, multi-channel exploration.

While traditional search is slowing, social discovery is surging, especially on platforms like Instagram and TikTok. According to our CBI data, social media now captures the attention of 73% of consumers during their search for local businesses, and Gen Z consumers notably prefer visual and video-based recommendations over text-based search results.

Consumers Demand Authentic Proof

Today’s consumer values authenticity and validation over polished marketing. While AI tools like ChatGPT provide quick recommendations, consumers overwhelmingly cross-verify these AI-driven insights through user-generated content and real-world reviews. Nearly two-thirds of shoppers actively seek businesses that engage authentically, responding to customer feedback and demonstrating genuine interactions.

In fact, a substantial 91% of consumers rely heavily on reviews to evaluate local businesses, and more than half are increasingly wary of fake reviews. This highlights the crucial role authentic, human-generated content plays in validating choices and earning consumer trust.

Local Relevance Beats Brand Recognition

The traditional advantages of brand recognition alone no longer guarantee consumer attention or loyalty. Today’s shoppers prioritize immediate relevance, accuracy, and real-time responsiveness. Over 40% of consumers now initiate searches using unbranded, generic terms, signaling a shift towards hyper-local and convenience-driven decision-making.

Even widely recognized brands need to ensure local accuracy, maintain fresh and relevant content, and rapidly respond to consumer interactions across all platforms. Local content, from accurate listings to real-time responses and engaging visuals, significantly influences consumer decision-making.

The New Playbook for Multi-Location Marketers

To thrive in this fragmented discovery landscape, marketers need a holistic approach:

1. Cross-Platform Visibility: Establish consistent and accurate presence across all platforms—from search engines like Google and Bing to social channels like Instagram and TikTok, as well as emerging AI tools.
2. Real-Time Responsiveness: Engage actively and authentically, addressing customer feedback promptly across reviews and social platforms.
3. Authentic Content: Prioritize genuine visual and user-generated content over polished advertisements. Real experiences shared by real people significantly impact consumer decisions.

Embracing Fragmentation as Opportunity

Rather than seeing fragmentation as a hurdle, multi-location marketers should leverage it as a strategic advantage. Every touchpoint is an opportunity to reinforce relevance, trust, and visibility. By adopting tools designed specifically for managing visibility across numerous platforms—such as SOCi—marketers can streamline and scale their efforts effectively.

Ultimately, success in today’s discovery-driven market isn’t just about ranking first on search engines. It’s about consistently appearing with credibility and authenticity wherever consumers look. Multi-location brands that embrace these new rules won’t just navigate the fragmented landscape—they’ll lead it.