Zero-click marketing has seemingly just snuck up on us but as we break it down it’s actually nothing new. Zero-click marketing is marketing in which there is not necessarily a click to your website involved when performing this type of marketing. We have marketed for a long time before the click existed but it seems foreign to us.
It’s hard to process for those digital marketers that have lived and died for the last several decades on “how do I drive more clicks to the website?” It essentially has been the main focus and quite frankly digital marketers have been obsessed with driving traffic. After all the website is the hub of digital marketing. Any type of digital marketing almost seemingly had KPIs of how much traffic did I drive and did it convert from that exact marketing.
The truth is though there are many forms of digital marketing that do not cause direct traffic and clicks to a website and they work quite well! They may eventually get to the website after absorbing this content online but they don’t take immediate action. That is because zero-click marketing often sits at the top of the funnel. It’s where influence is created and when someone is ready to buy they will know who you are and why to choose you. From search engines to social media platform algorithms we have in fact been moving back toward zero-click marketing.
The internet used to be a less crowded place and so types of marketing like direct marketing and lead generation were more popular. They worked well because we had fewer options for information to click on. Don’t get us wrong they still exist but if you have that upstream marketing called zero click marketing you are more likely to convert downstream in the funnel.
Consumers often visit many many forms of online marketing before they make those decisions. Business owners and some marketers though for years have pushed that you can break down digital marketing success to clicks of traffic from one source of marketing such as ads, organic social media, email marketing, and more. This is very far from the actual journey of a consumer online to purchase.
Zero click marketing might be the new term we have coined in marketing to describe marketing that does not directly drive clicks to a website but in fact, it is nothing new.
Before the internet, all marketing was zero-click marketing. We had TV ads, Radio ads, billboards, magazines, yellow pages, and the list goes on and on. There would not be the click to a website and yet we trusted and saw with an increase in actual business pricing that it worked.
As time evolved, systems to track this time of marketing started to evolve such as call tracking. You would place a unique phone number in a yellow page ad and/or magazine ad and you could tie that back that this type of marketing proving that it did in fact drive business.
Then the internet happened and we developed this cocaine-type feel to drive traffic and that only marketing that you could directly tie driving traffic to a website was deemed as superior.
We suddenly tainted any marketing that existed up the funnel of the buyer’s journal and simply disregarded it as no longer working. This was so far from the actual truth.
What we developed as marketers was an obsession with “lead generation”, we tried to simply break marketing down to we can just generate leads and shorten the actual psychology buying process of consumers.
This is where we saw the invention of Google ads marketing because of the actual nature that a consumer was directly searching for what they wanted, it was essentially “lead generation” marketing. Google ads marketing dominated as it took over what previously was yellow page marketing.
To fully understand how much zero-click marketing exists in digital marketing today let’s break down all the different types.