All, Content Marketing

Mastering Multi-Channel Marketing in 2025: Decentralized Discoverability

by Michele Johnston, MAG Digital Lead

Introduction

In today’s digital-first world, being discoverable isn’t as simple as ranking on Google. Buyers are navigating an increasingly fragmented media landscape, relying on a mix of search engines, social media platforms, AI, and both online and offline communities to find the information and solutions they need. The customer journey is becoming more complex. For B2B companies, this shift requires rethinking traditional marketing strategies.

Google is losing its ground as the go-to place to find information. Google’s dominance in the search market has experienced slight declines. Data from late 2024 shows that Google’s search market share dipped below 90% for the first time since 2015, recording 89.34% in October, 89.99% in November, and 89.73% in December. Source: ReadWrite

Recent studies also indicate a significant rise in zero-click searches on Google, where users find the information they need directly on the search results page without clicking through to any external websites. In 2024, approximately 58.5% of Google searches in the United States and 59.7% in the European Union ended without a click. Source: SparkToro

These trends highlight a shift in user behavior, with more individuals obtaining answers directly from search results or turning to alternative platforms, including AI-driven tools and social media, for their information needs.

Call out: 58.5% of Google searches in the United States ended without a click.

How can your business ensure it’s visible where it matters most? The answer lies in adopting a multi-channel approach to visibility. Here at Magnetude, we’re calling this Decentralized Discovery. Let’s explore what this means, why it’s critical, and how you can create a multi-channel strategy to future-proof your business.

What is Decentralized Discoverability?

Decentralized discoverability refers to the need for businesses to be present across multiple digital and offline platforms, ensuring they can reach their audience wherever they are. Unlike traditional discoverability, which often focuses on dominating Google search results, decentralized discoverability recognizes that buyers now interact with a diverse range of channels before making decisions.

Key Marketing Channels Driving Decentralized Discoverability:

  • Social Media: LinkedIn for professional connections, TikTok for creative brand exposure, and BlueSky for thought leadership.
  • Community Forums: Platforms like Reddit, Quora, and Slack foster niche conversations that build trust and authority.
  • AI-driven Tools: Search behaviors are evolving with tools like ChatGPT, which allow highly personalized queries and answers.
  • Review Sites and Directories: Platforms such as G2, Capterra, and Clutch offer credibility and influence purchasing decisions.
  • Offline Sources: Events, networking, trade shows, and peer groups remain powerful channels for discoverability.
  • Public Relations and Partnerships: Media mentions and alliances amplify visibility and credibility.
  • Podcasts & interviews

Real-World Example:

Consider a cybersecurity firm that’s optimized its Google search presence but also maintains active discussions in Slack communities, engages with reviews on G2, and participates in key industry events. By diversifying their touchpoints, they’ve ensured they’re top-of-mind across the buyer’s journey.

“The way business buyers discover and engage with companies has been evolving for years, but recent changes in search behavior make it critical for companies to rethink how they show up online.” –  Natalie Nathanson

Why the Multi Channel Approach is Essential

Changing Buyer Behavior in the Customer Journey

B2B buyers do not follow a linear, search-focused journey. Instead, they interact with multiple touchpoints—from exploring recommendations on Slack to reading reviews on G2—before reaching out for in-person discussions. This scattered journey means businesses must adapt to meet buyers wherever they are.

Platform Risks

Relying too heavily on a single platform is risky. For example, Facebook’s algorithm changes have deprioritized organic content. Diversifying your presence mitigates these risks.

Benefits of Diversification

  • Broader Audience Reach: Engage buyers across their preferred platforms.
  • Resilience Against Platform-Specific Changes: Safeguard your visibility even if one channel falters.
  • Improved Brand Credibility: A multi-channel presence signals authority and trustworthiness.

Steps to Build a Multi Channel Strategy

  1. a) Audit Your Current Digital Presence

Start by mapping out where your brand is currently visible. Use tools like Google Analytics, SEMrush, and Hootsuite to evaluate performance and identify gaps. Are there marketing channels where your audience is active that you’ve neglected?

  1. b) Identify Where Your Audience Spends Their Time

Research your target audience’s behavior to determine optimal distribution channels. Developers might frequent Stack Overflow, while executives may engage with LinkedIn. Use audience insights tools and platform data to prioritize channels strategically.

  1. c) Create Platform-Specific Strategies

Tailor your content to fit the nuances of each platform:

  • Social Media: Share engaging posts, videos, and thought leadership content.
  • AI Platforms: Optimize content for conversational queries, making it easy to surface in tools like ChatGPT.
  • Forums and Communities: Deploy subject matter experts (SMEs) to foster authentic engagement.
  1. d) Measure Success Across Channels

Metrics for success will vary by platform. Social media engagement, brand mentions, direct traffic, branded organic search, and community participation are all indicators of visibility. Focus on leading indicators like increased brand searches or positive sentiment rather than vanity metrics like raw traffic numbers.

Tackling Common Challenges in Multi Channel Strategies

  • Over-Reliance on One Platform: Diversify your presence to avoid being vulnerable to algorithm changes or platform disruptions.
  • Content Misalignment: Don’t repurpose the same content without adapting it to platform-specific norms and audience expectations.
  • Neglecting Engagement: Dynamic platforms like BlueSky, Slack and LinkedIn require ongoing dialogue, not just static content distribution.

“When you put all your eggs in one basket, you’re putting a lot of faith in a single platform.”  – Michele Johnston

The Future of Discoverability

As AI-driven tools and decentralized platforms evolve, the importance of a multi-channel approach will only grow. Emerging platforms like Substack and Mastodon offer new opportunities for engagement. Buyer expectations are also shifting toward more personalized and authentic interactions, further emphasizing the need for a diversified strategy.

Conclusion

In today’s fragmented digital landscape, understanding the customer journey to enhance multichannel marketing isn’t optional—it’s essential. By auditing your digital presence, identifying key platforms, and crafting tailored strategies, you can ensure your business stays visible and relevant.

Take the first step today: Evaluate your current discoverability and prioritize your next actions. Not sure where to start? Explore our downloadable checklist or reach out for personalized guidance to future-proof your marketing strategy.