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A big name and brand recognition no longer guarantee success. From a business perspective, selling is indeed becoming increasingly difficult.
Until recently, the customer journey seemed fairly straightforward. They would open Google, visit a website, read the information and place an order. But today, the sales funnels painstakingly crafted by marketers are becoming less effective, according to experts at Stelvel EOOD. Customers ask ChatGPT questions. They watch reviews on YouTube. They seek user opinions on Reddit. They scroll through Instagram and get stuck on TikTok. They compare prices and receive recommendations from AI.
Consequently, it is not only the methods of promotion that are changing, but the very principles of advertising themselves. One-size-fits-all techniques, which until recently could be used on virtually any channel, are no longer effective. Today, every source of information shapes its own user expectations, which is why the same advert is perceived differently.
Google Search
Google’s role is shifting. This is primarily because the way results are displayed has changed. AI Overviews place a generated answer above the search results. The top spot in the search results no longer guarantees clicks, and appearing in the top 10 does not necessarily mean that the link will lead the user to the website.
The buyer searches for information, compares offers, returns to options they have already viewed, reads new reviews and often revises their selection criteria. More often than not, they arrive with a specific search query and know exactly what they are looking for.
What works:
- a clear headline that answers the query
- a quick answer in the opening paragraphs
- comparison tables;
- FAQs
- genuine product specifications
- transparent pricing
What loses effectiveness:
- a lack of specifics at the start of promotional posts and articles
- SEO-optimised text written solely for the sake of keywords
- bold claims without evidence
- long introductions
ChatGPT, Gemini, Claude, AI Overviews
Artificial intelligence is becoming a new gateway to the internet, according to experts at Dropshipping Stelvel EOOD. Unlike traditional search, AI allows users to describe a situation, clarify details, steer the conversation and develop the dialogue in a coherent manner. Consequently, users are increasingly starting their searches not with a specific question; instead of receiving dozens of links, they immediately get a ready-made answer compiled from a multitude of sources.
For businesses, this represents a fundamental change to the rules of the game. Whereas previously it was essential to appear in search results, it is now crucial to feature in the answer generated by AI.
When generating a response, AI analyses information from websites, product listings, user reviews, posts, discussions and structured page data.
The following are most commonly included in AI responses:
- real-life case studies, research, expert articles, and original analysis
- facts: figures, specifications, verifiable details
- links to sources, authors, and publication dates
- website, product page, reviews – consistent product information
The following are less likely to appear in AI responses:
- promotional text
- articles written solely for SEO purposes
- adjectives instead of facts
- discrepancies in descriptions across different platforms
Instagram, TikTok, Facebook, YouTube
Social media platforms rarely serve as the final decision-making point. Today, users visit these platforms not just to find information about a product. It is important for them to understand who is behind the brand, what the product looks like in real life, and what other people are saying about it, according to STELVEL’s experts. Therefore, on Instagram, it is no longer so much the product itself that is being sold, but rather the company’s image and the context in which it is used. Facebook remains a platform for specific audiences: professional communities, B2B and local businesses. YouTube occupies a special place because it often serves as the final stage before a purchase.
What works:
- demonstrations of the process, real-life stories, customer reviews;
- a behind-the-scenes look at the company, presenting the product through real-life scenarios
- videos: reviews, comparisons, how-to guides
- YouTube: full text transcripts
- answers to difficult questions
What no longer works:
- perfect advertising images
- hard selling
- staged scenes
Reddit, forums
According to experts at Stelvel EOOD, these are among the most significant channels, but also the most challenging to promote and maintain. There is little paid advertising here. Users come to seek advice and share their experiences. And attempts to disguise advertising as a regular user’s opinion often backfire.
What works:
- honest replies in relevant threads
- genuine discussion, rather than just pretending to be present
- involvement of company representatives;
- answers to difficult questions.
What loses effectiveness:
- hidden advertising in posts – both people and algorithms can spot it
- deleting criticism
- fake reviews
- canned replies
Podcasts and communities
Podcasts operate on a different principle. They are not a quick way to grab attention, but rather a tool for building trust. That is why brands are increasingly turning away from direct advertising in favour of participating in professional discussions, giving interviews and creating expert content.
What works:
- stories, experiences, personal opinions
- genuine discussion, rather than just pretending to be present
What loses its effectiveness:
- hidden advertising
- blatant sales pitches
Email / Newsletters
Email remains one of the few channels through which a company can continue to engage directly with customers. However, according to experts at Dropshipping Stelvel EOOD, mass mailings are largely ineffective these days.
What works
- in-house email database: retention and segmentation
- personalised recommendations
- useful content
- reminders
- exclusive offers.
What is losing effectiveness:
- daily promotions
- clickbait
- useless emails
- emails as a cold acquisition tool
What links all the channels
Advertising, information, the website, and the channel that brings in the customer all shape their expectations. The customer journey is becoming increasingly fragmented, and one-size-fits-all advertising techniques no longer work as effectively as they used to. There is no longer a single script that a marketer could plan in advance.
What remains is what is presented consistently across all channels: content written as a direct, structured response. The more accurate the product information, and the more clearly the specifications, benefits and terms of purchase are described, the easier it is to analyse – not only for people, but also for search engines and AI tools. And to be cited, you don’t necessarily need to rank first or be in the top 10; it is enough to become a source trusted by both people and algorithms. This is precisely what is becoming the new competitive advantage in the era of AI-powered search.
Stelvel EOOD conducts marketing research and analyses markets of interest to partners and clients. Stelvel’s specialists develop strategies for promoting businesses online and on social media.