New Test 2

Traditional Search: Multiple Queries, Multiple Brand Touchpoints

Prompt / Action	Search Result / Touchpoint	Impact
Search: “Best summer holiday destination”	→ Sees travel blog with your brand mentioned	First impression, passive brand awareness begins
Search: “What to do in Greece”	→ Visits your content hub or itinerary page	Engagement, brand seen as helpful, builds trust
Search: “Hotels in Santorini”	→ Sees your Google Business Profile or OTA listing	Presence in listings starts comparing your offer
Search: “[Your brand] reviews”	→ Finds review content, forums, and rating sites	Social proof, credibility validated via others
Search: “[Your brand].com” or direct click	→ Lands on your website, explores options	Deeper engagement, controls experience and narrative
On-site action: Compares, enquires, or books	→ Enters the conversion path	*You close the loop, visible, trackable journey*

table 2 test

Prompt / Action	Search Result / Touchpoint	Impact
Prompt: “Plan a summer holiday for a family” (generic)	→ AI suggests Greece, Portugal, Croatia with pros & cons	Initial influence — your brand may appear in context, but not by name
Follow-up Prompt: “What should we do in Greece with kids?”	→ AI lists top activities, links to sources like travel blogs or forums	Your brand could be referenced through UGC, guides, or quotes from 3rd parties
Prompt: “Which area should I stay in Santorini?”	→ Recommends regions, may include hotels with pros/cons	May cite your hotel, but framed through review or content snippet, not a direct ad
Prompt: “Is X hotel good for young children?”	→ AI references reviews, features, and possibly your site or GMB content	Trust is built offsite, your site may be quoted without being clicked
Prompt: “Where can I book this?”	→ AI suggests direct booking, Google it, or visit site	Brand finally entered directly, but decision largely influenced beforehand
Action: Visits your site directly, or via a booking engine	→ Reviews, compares, possibly converts	*Only touchpoint you see, but 3–5 happened before*

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Companies that trust us

With the UK economy expected to grow between 1.1% and 2% in 2025, businesses will continue to face pressure to make every pound count. Marketing and IT teams must focus on strategies that deliver strong results without inflating costs. Integrated strategies, like combining SEO and paid media’s ability to attract and conversion rate optimisation’s ability to convert, present a smart way for businesses to maximise impact and make budgets work harder.

However, making smart decisions requires more than just execution. Reliable, data-driven insights are key. With the right data infrastructure, teams can forecast more accurately, make informed investment decisions, and continuously optimise for better returns. McKinsey reports that 76% of executives say data-driven insights help them allocate resources more effectively .

Testing and learning in real-time is crucial. By running controlled tests like A/B and multivariate testing, businesses can optimise spend and adjust tactics based on actionable insights, not assumptions. This approach ensures smarter resource allocation and better business outcomes.

In 2025, combining data with integrated strategies and a test and optimise mindset will help businesses get more from their marketing spend, increasing efficiency and guaranteeing meaningful returns on every pound invested.