You don't need to be a tech expert to master inbound marketing in the age of immersive search
In 2025, the digital inbound advertising landscape is undergoing a dramatic shift. Gone are the days when keyword strategies alone could guarantee impressions. Today, driven by artificial intelligence and users' demand for hyper-personalization, search is evolving into an immersive, multi-sensory experience. A recent case study from Beko Europe highlights this shift, where traditional keyword targeting has been replaced by AI Max, a solution that leverages intent matching, visual optimization, and dynamic landing pages to deliver contextually aware ads.
Consumers today expect more than just text-based responses. In Italy, 71% of users prefer personalized ads tailored to their exact needs, whether they're searching for "lightweight clay tennis shoes" or exploring travel destinations through visual and voice queries. This shift reflects a broader trend: search is no longer a static activity, but a dynamic, sensory-rich interaction. As inbound advertisers, we must adapt to multimodal content—integrating visual, audio, and even tactile elements—to engage our audience in a way that resonates with their natural behavior.
1. The Evolution of Search Behavior and Its Impact on Marketing
The era of traditional keyword-centric strategies is rapidly ending. Modern users' queries are longer and more contextual, indicating a demand for highly relevant inbound results rather than generic recommendations. Searches like "best noise-canceling headphones for airline travel under $300" demonstrate clear purchase intent—users aren't just browsing, they're actively seeking inbound solutions. Advanced AI tools like Google's AI Max can decipher these nuanced queries by analyzing real-time behavioral signals, including search history, device type, and even local trends, to deliver precise inbound responses.
For example, Beko Europe switched to a keyword-free strategy using AI Max, achieving an 87% growth in online sales while maintaining a strong ROAS. Their Whirlpool dishwasher advertising campaigns dynamically adjusted ad copy and landing pages based on user intent, demonstrating the importance of contextual relevance over repetitive keyword targeting – a core principle. Meanwhile, platforms like YouTube are redefining search through multimodal interactions, with Generation Z increasingly relying on voice commands (such as "Show me some vegan breakfast ideas") and visual searches (for example, taking a photo of a product to find similar items). For marketers, this shift requires a dual focus:
Intent-Driven Optimization: Tools like Topkee's TTO help companies measure ad effectiveness and align it with user intent across channels, ensuring inbound marketing campaigns are tailored based on real-time behavioral data.
Multimodal Readiness: Platforms like Topkee's YIS simplify the creation and cross-channel distribution of social content, enabling brands to efficiently produce voice- and visual-friendly inbound content (such as shoppable videos or AR previews) that aligns with emerging search behaviors.
Key Takeaway: Search is no longer a transactional box; it's a conversational, multisensory journey. Brands that leverage AI-driven intent analysis and flexible inbound content tools will dominate this new paradigm.
2. A Key Advantage in Marketing Competition and Empowered by AI
Neuroscience confirms that multisensory interactions—combining sight, sound, and even touch—can enhance memory and emotional connection. YouTube's dominance in video search is a testament to this: 1 billion hours of YouTube content are watched daily on TV, and short videos average 200 billion views per day. Creators like Inoxtag, who produced a documentary about climbing Mount Everest, demonstrate how immersive storytelling can build a fan base. Brands can leverage this in inbound marketing in a variety of ways, including dynamic creative using AI-generated visuals and videos that adapt to user intent (e.g., Google Veo 3 for AI-driven video backgrounds), creating immersive landing pages that move away from static product pages and embrace interactive AR/VR previews (e.g., Victoria's Secret's visual search for clothing), and optimizing for voice and audio. Podcasts like Rotten Mango saw 2 million subscribers increase after integrating video. This demonstrates that audio-visual synergy can enhance user engagement, and may even introduce tactile and taste search in the future - imagine a food brand allowing users to "taste" recipes through AI-generated scent simulations; AI is the backbone of this transformation. AI Max combines three key elements: intent matching (going beyond keywords to interpret natural language), visual optimization (using generative AI to instantly customize ad creatives), and URL expansion (dynamically directing users to the most relevant landing page). At the same time, WeRoad uses Google's Travel Analytics Center to identify popular destinations for Spanish tourists, such as those for Malaysian and German tourists - this proves that first-party data + AI = highly personalized inbound marketing, and further confirms that in the context of evolving search behavior, multi-sensory experience has become a key competitive advantage in marketing, and AI technology provides a powerful driving force for it.
3. Challenges, Considerations, and Future Trends
While AI-driven personalization holds enormous potential for inbound marketing, challenges remain, including balancing global consistency with localization. For example, WeRoad needed to maintain a consistent brand image across international markets while customizing its humor to the specific needs of a UK audience. Ethical data use is crucial, and the transparency provided by AI-driven personalization is key to maintaining user trust. Furthermore, ROI metrics must go beyond click-through rates to encompass holistic engagement metrics, such as user dwell time and sensory engagement depth.
Topkee provides comprehensive digital marketing services, encompassing online promotion, creative development, system integration, and social media outreach, empowering businesses with robust online solutions. Advertising operations, with the goal of increasing revenue, is staffed by a team of certified consultants serving as an extension of the company's marketing department. Leveraging leading methodologies and KPI-driven approaches, they help boost consulting volume and sales revenue. Marketing integration helps companies build conversion-centric, future-oriented marketing tools. A team of expert consultants provides one-stop service, adhering to the core principles of successful customer service, work quality, and service efficiency, and handling projects from a business perspective. Social operations, on the other hand, are handled by the content marketing team, who develop long-term strategies for brands and conduct regular reviews. They leverage the unique characteristics of each social platform to achieve fan engagement and growth, in line with brand characteristics.
Conclusion
The age of immersive search demands a multisensory, AI-powered inbound marketing approach. Brands that leverage dynamic creatives, intent-driven personalization, and emerging sensory tech will lead the next wave of engagement. Ready to transform your inbound strategy? Consult our experts to craft a future-proof plan.
