Independent culture consultancy Realms and digital agency Seen have introduced a pioneering offering named Find:Seek, which integrates search intelligence with cultural strategy to enable brands to gain deeper insights into customer search behaviors. This innovative service aims to elucidate not only what consumers are searching for but also the underlying motivations behind these searches and how brands can effectively respond.
Find:Seek leverages the data, media, and performance expertise of Seen alongside the cultural and creative strategy insights of Realms. The goal of this collaboration is to transform customer search behavior into actionable content and marketing roadmaps. The establishment of this service comes at a time when traditional advertising and marketing strategies are being challenged by a rapidly evolving digital landscape.
As marketing experts Rhian Mason and Elly Brand of Realms highlight, while the methods of brand discovery are undergoing significant transformation, the fundamental principles of effective marketing remain unchanged. They emphasize the importance of understanding consumer sentiment—what captivates their attention, who they trust, and what influences their purchasing decisions.
The emergence of social search as a critical source of consumer insight is a key component of Find:Seek. It provides a glimpse into contemporary culture, showcasing the questions posed by consumers, the language they employ, and the individuals they seek guidance from. This rich data set offers brands valuable clues about their target audiences’ lives and priorities, extending beyond mere search intent.
Lachlan Gill, the founder of Seen, points out that customers are actively searching for brands across social platforms, yet many companies struggle to discern their visibility and engagement in these spaces. He stresses that discoverability has transcended traditional search engines like Google, underscoring the necessity for marketing and creative teams to adapt their strategies accordingly.
Find:Seek aspires to change this landscape by identifying the questions swirling around a brand, revealing who is addressing those inquiries across various social media platforms, and formulating a trackable plan to harness these insights. The convergence of search intelligence with cultural strategy aims to enhance brand discoverability over time, ultimately empowering companies to connect more effectively with their audiences in an increasingly complex digital marketplace.
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