Search is becoming more diverse. As regulators examine market dynamics and new platforms gain traction, brands face a critical question: How do we optimise our presence across an expanding digital landscape?

At Smithfield, we see these changes as more than just regulatory headlines – they’re opportunities for smarter, more diverse digital strategies. Let’s explore what’s really happening in search and digital advertising, and how forward-thinking brands can turn market evolution into competitive advantage.

Understanding the regulatory landscape

The UK Competition and Markets Authority (CMA) has launched a significant investigation into Google’s practices under its new Strategic Market Status (SMS) powers, while the European Commission continues implementing the Digital Markets Act (DMA). At the heart of these investigations is a fundamental question: How do we ensure fair competition in digital markets while preserving innovation?

Google’s position in search is substantial, with over 90% market share in the UK. The CMA’s investigation specifically examines how Google presents search results across various verticals including shopping, travel and local business listings. Meanwhile, the DMA could require changes to how major platforms display and rank search results, with potential fines of up to 10% of global turnover for non-compliance.

These developments matter because they could reshape how brands appear in search results and how digital advertising functions. Google remains an invaluable platform for advertisers, offering sophisticated targeting and extensive reach. However, as the digital landscape evolves, brands have an unprecedented opportunity to diversify their strategies and explore emerging channels.

The changing face of digital search

The regulatory spotlight has highlighted several important trends in digital advertising:

• Evolution in search result presentation and ranking
• Growing competition in specialised search verticals like shopping and travel
• Increased focus on transparency in platform operations
• Emergence of new search behaviours and platforms
• Innovation in advertising formats and targeting capabilities

These changes create both opportunities and considerations for advertisers. While Google’s tools and reach remain powerful assets in any digital strategy, brands now have more options than ever to connect with their audiences.

Strategic opportunities in a diverse digital landscape

At Smithfield, we believe in leveraging the strengths of all available platforms while maintaining independence in our recommendations. Here’s how brands can build robust, future-proof digital strategies:

1. Embrace platform diversity

• Explore the unique advantages of various search platforms, including Google, Microsoft Bing and emerging search alternatives
• Consider the growing role of social platforms like TikTok and Meta in search behaviour
• Evaluate specialised search opportunities in vertical-specific platforms

2. Strengthen data foundations

• Develop robust first-party data strategies as the industry moves away from third-party cookies
• Implement comprehensive tracking solutions across platforms
• Utilise advanced APIs and integration tools to ensure accurate performance measurement

3. The power of true partnership

• Deploy sophisticated multi-touch attribution models
• Integrate marketing mix modelling for a comprehensive view of performance
• Maintain platform-agnostic measurement frameworks

4. Explore emerging channels

• Consider the growing potential of retail media networks
• Evaluate opportunities in connected TV and digital audio
• Assess the role of digital out-of-home in your media mix

5. Build brand equity

• Balance performance marketing with brand building
• Create strong direct relationships with customers
• Invest in omnichannel marketing strategies

The Smithfield difference

As an independent agency, Smithfield’s strength lies in our ability to provide unbiased, platform-agnostic recommendations. We recognise the continued importance of established platforms like Google while helping brands capitalise on emerging opportunities across the digital landscape.

Our approach focuses on:

• Objective performance assessment across all platforms
• Strategic diversification based on business objectives
• Data-driven decision making
• Long-term sustainability in digital strategy

Want to explore how your brand can build a more robust, diversified digital strategy? Let’s start a conversation about your unique opportunities in today’s evolving media landscape.