In recent years, a growing phenomenon in the digital marketing landscape has been the rise of zero-click marketing.

This trend stems from earlier observations of what was known as zero-click search, where search engines provide direct answers to user queries within the search results, eliminating the need for users to click through to external websites.

This shift is largely driven by the evolution of search engine features, such as featured snippets and rich search engine result pages (SERP) elements, like knowledge panels or ‘people also ask’ boxes, which aim to deliver information directly within the search results.

A 2020 study by SparkToro found that 50.33 per cent of all Google searches ended without a click to any website.

Similarly, SimilarWeb in 2023 reported that zero-click searches account for over 60 per cent of all searches.

These statistics show a clear trend: more and more searches are being resolved on the SERP itself, leading to less traffic being directed to websites. More recently, the introduction of AI-powered features like detailed overviews has enhanced this trend.

These tools provide comprehensive answers directly on the results page, further reducing the necessity for users to visit external sites.

Platforms pushing in-platform experiences

Search engines and platforms like Meta are heavily investing in enhancing in-platform experiences, particularly in areas like shopping. Google Shopping, for example, now offers highly immersive experiences, allowing users to compare prices, read reviews, and even complete purchases without leaving the search environment.

These advancements are part of a broader strategy to keep users engaged within the platform ecosystem. Similarly, platforms like Instagram and TikTok, integrating features such as in-app checkout and shoppable posts, have enabled users to discover, explore, and purchase products directly within the platform.

As a result, the amount of traffic directed to websites is diminishing, leading to a decline in traditional click-based performance metrics.

The impact on digital marketing

This shift poses several challenges for digital marketers.

1. Changing performance metrics:

• Declining click-through rates (CTRs): As more answers are provided directly within SERPs, fewer users are clicking through to websites.
• The rise of brand awareness and engagement: Marketers need to focus on building brand awareness and engagement within platforms rather than solely relying on website traffic.

2. Evolving role of websites:

• Less reliance on landing pages: With AI-powered experiences, personalised interactions can occur directly within platforms, reducing the need for traditional landing pages.
• Shift towards holistic brand experiences: Marketers must prioritise creating seamless brand experiences across various digital touchpoints.

3. Challenges in tracking and measurement:

• Difficulty in tracking user behaviour: As user interactions occur within platforms, traditional tracking methods become less effective.
• The need for holistic performance metrics: Marketers must adopt a broader perspective, considering brand awareness, engagement, and overall business impact.

Changing behaviours of younger generations

The shift toward in-platform engagement is also being driven by changing behaviours of younger generations, such as Gen Z and Gen Alpha.

These demographics are increasingly moving away from traditional search methods like Google and instead rely on social media platforms for discovery and exploration.

For example, when looking for restaurants or places to visit, these generations often turn to Instagram or TikTok for recommendations, favouring visual and video-based content over traditional search results.

Travel planning, shopping, and lifestyle inspiration now frequently start within these social platforms, where users can see real-time reviews, influencer recommendations, and user-generated content.

This reliance on social media for discovery and decision-making reinforces the trend of websites being used primarily for the transactional stage of the user journey.

The discovery, awareness, and consideration phases are increasingly happening within these platforms.

Websites becoming transactional hubs

The growing trend of user engagement on social media platforms is leading to a shift in website functionality. As users discover, consider, and engage with brands on these platforms, websites are becoming more transactional.

This means that websites need to increasingly focus on facilitating purchases and other direct actions, rather than providing comprehensive brand experiences.

This shift emphasises the need for brands to align their digital strategies with these new user behaviours, ensuring their websites provide a frictionless checkout experience while leveraging social and search platforms for engagement.

More challenges for marketers

The decline in traditional website traffic poses significant additional challenges for marketers, including:

• Metrics evolution: Traditional performance metrics like clicks and traffic volume are losing relevance as engagement moves to platforms.
• Measurement difficulties: Tracking performance within platforms is more complex, especially with privacy regulations (think iOS 14) and browser-level tracking limitations.

Brand awareness shift

Marketers must prioritise brand visibility within platforms rather than relying solely on website visits. Experts like Rand Fishkin advocate for shifting focus from clicks to building brand awareness and engagement within platforms.

As users spend more time on platforms, marketers must create compelling content tailored to these environments.

The role of AI and personalised experiences

The rise of AI-driven tools further accelerates these changes. AI agents and systems are creating personalised, dynamic experiences, which will likely reduce reliance on ‘static’ website landing pages.

Future user journeys may be managed by AI, offering tailored interactions that adapt to individual preferences, making websites even less central to the overall experience.

Adapting to the new landscape

To stay relevant in this evolving landscape, marketers must adapt by:

• Prioritising brand awareness and engagement: Focus on building strong brand recognition and fostering meaningful interactions with audiences within platforms.
• Embracing AI and personalised experiences: Leverage AI to deliver tailored experiences that resonate with individual users.
• Re-thinking website strategy: Consider the role of websites in the broader digital ecosystem and focus on creating high-value content and experiences.
• Adapting tracking and measurement: Explore innovative tracking methods and metrics that capture the full impact of marketing efforts, beyond traditional click-based metrics.

The upshot

In 2025 zero-click marketing will continue to represent a fundamental shift in the digital marketing landscape. Platforms like Google, TikTok, and Meta are investing in in-platform experiences, catering to the discovery and decision-making habits of younger generations.

As websites become increasingly transactional, marketers must adapt their strategies to engage users where they spend their time while optimising websites for seamless conversions.

By understanding these trends and adapting their strategies accordingly, businesses can effectively navigate the changing digital landscape and ensure they remain relevant to their target audience.