Google has been the King of Search since 1998 – but for how much longer can it retain the crown?

Social platforms like TikTok and Instagram have become popular discovery tools and large language models like ChatGPT can serve as search engines in their own right, leaving Google to fight a war on several fronts to maintain its supposed search "monopoly".

But with a looming TikTok ban in the US and Meta removing fact checkers across its platforms, advertisers have every right to feel a little behind all the ongoing changes across the search and social landscapes. To help make sense of it all, this episode of the Performance Marketing Unlocked podcast features Chris Pearce, Managing Director of Greenpark Digital (21:56), and veteran of search marketing.

Preceding that discussion however, is a chat PMW's Premium Content Editor Jyoti Rambhai (2:10), who opens the episode (and the new season of the show!) alongside host Joe to talk about the industry predictions they think will come to fruition in 2025, as well as some they aren't so sure of.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:10) Which 2025 adland predictions will come true?

(21:56) Greenpark's Chris Pearce talks the changing search ecosystem

(33:58) How should marketers be using search and social in 2025?

(47:17) PMW's famous 'Resell Me a Pen' challenge

~ Further reading ~

TikTok ban: US Supreme Court shows scepticism as creators move to other platforms

Why Google has never looked more fragile as an advertising channel

TikTok rivals Google with launch of its own search ads solution

‘AI is emerging from the hype cycle’: 21 marketers on automation and emerging channels

‘CMOs will pivot towards 1-to-few’: 7 experts on how AI will change marketing in 2025

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