Everyone Should Understand AI-Driven Inbound Marketing Strategies

In the field of digital marketing, Inbound marketing is undergoing unprecedented changes. According to Google's latest Search On 2025 update, search behavior has evolved from simple text input to a complex experience that combines images, voice, and multiple senses. This shift not only reflects changes in consumer behavior, but also opens up new interaction possibilities for marketers. At the same time, Indonesian market data showed that searches for "carbon footprint" surged by 175% and searches for "virtual try-on" grew by 240%. These trends all point to consumers' strong demand for instant gratification and seamless experience. In this article, we’ll take a deep dive into the latest developments in Inbound marketing, from Google search innovations to AI-driven marketing automation, to help businesses stay competitive in a rapidly changing digital landscape.

I. The evolution of Inbound marketing and innovation of Google search

1. The rise of multi-search and visual search

In recent years, Google has continued to break through the limitations of traditional search boxes and launched the Multisearch function, which allows users to search using images and text at the same time. This method is closer to human's natural information exploration behavior. According to Vidhya Srinivasan, vice president of Inbound Search Ads, this technology has expanded from English to more than 70 languages, greatly improving the search experience for users around the world. The rise of visual search has not only changed the way people get information, but also created new exposure opportunities for brands. For example, when a user takes a photo of a piece of clothing and adds a text search such as "where can I buy similar styles", the system will provide relevant shopping suggestions, making the product discovery process more intuitive and natural. This shift requires marketers to rethink their content strategies and more closely integrate visual elements with text messages to meet new types of search needs.

2. The impact of natural and intuitive search experience on consumers

Advances in Google Maps and Lens technology have created a more immersive search experience, allowing users to get rich contextual information before actually visiting a place. This "pre-experience" feature is particularly suitable for tourism, catering and retail industries, and can effectively reduce consumers' decision-making barriers. Notably, as search becomes more natural and intuitive, consumer expectations rise. They are no longer satisfied with static product lists, but want contextual shopping recommendations. For example, when searching for "office outfit inspiration", users expect to see matching suggestions for different occasions, seasons and personal styles, rather than a simple clothing catalog. This shift requires marketers to have a deeper understanding of the target audience’s life scenarios and pain points and create content experiences that can seamlessly integrate into their daily lives.

3. Changes in shopping behavior and the integration of visual advertising

Google's update makes the shopping experience more visual and browsable, and when users search for specific products, the system will present a display similar to online window shopping. This change has extended the behavior of "shopping" from physical stores to the digital realm, creating the so-called "digital window shopping" experience. The integration of visual advertising also brings new creative opportunities. The introduction of horizontal images on the action results page gives brands more space to showcase product details and usage scenarios. For example, a restaurant can simultaneously display its signature dishes, dining environment, and customer reviews to provide more comprehensive decision-making information. This multi-faceted display method not only increases the attractiveness of advertisements, but also shortens consumers’ decision-making path, directly converting browsing behavior into purchasing intention.

II. Implications of Google’s new search function for marketing strategies

1. Global expansion and multi-language support for multi-search

With multi-search capabilities expanding to more than 70 languages, brands are faced with the challenge of globalization and localization at the same time. This technological breakthrough means that the same product image can be searched by users from different cultural backgrounds in their respective languages. For example, a photo of a fashion item might be searched for by a French user as “où acheter ce style” and by a Japanese user as “places to buy fashion items”. This cross-language search scenario requires companies to establish a more flexible content management system that can quickly adapt to the language and cultural needs of different markets. Multilingual SEO strategies have also become more complex, not only considering keyword optimization, but also ensuring the appropriateness of visual content in different cultural contexts. Successful brands will turn this challenge into an opportunity, transcending language barriers through visual storytelling and building a consistent brand image around the world.

2. Application of visual search in shopping ads

Visual search is reshaping product discovery in e-commerce. Google’s update allows retailers to feature more product images and lifestyle photos in visual search results, which significantly improves product discoverability. For example, furniture brands can now showcase their products in real living spaces through contextual photos, rather than being limited to white-background product images. This display method is particularly suitable for inspiration-driven shopping scenarios. When users search for "small space storage solutions", the system can present the application of various storage furniture in real home environments to inspire purchasing inspiration. Visual search has also promoted the development of "similar product recommendations". When a user uploads a picture of a favorite product, the system can not only find exact matching products, but also recommend alternative options with similar styles but more affordable prices. This feature is particularly popular among price-sensitive consumers.

3. Immersive experience of maps and Lens technology

The combination of Google Maps and Lens technology creates an unprecedented immersive local search experience. This innovation is particularly beneficial for brands with physical storefronts, allowing them to build a strong sense of anticipation before users actually visit. For example, a newly opened coffee shop can use a 360-degree virtual tour to showcase the store’s interior decoration, menu, and specialty drinks, attracting nearby users to come and experience it. The instant translation function of Lens technology also breaks down language barriers. When international travelers scan foreign language menus, they can get translations immediately, greatly improving the cross-cultural consumption experience. For marketers, this means that the visual presentation of local business information has become more important than ever before. High-quality store photos, complete business information and attractive visual content have become key factors influencing consumer decisions.

III. Practical strategies for visual advertising

1. Optimize product display and lifestyle photos

In the age of visual search, product photos have evolved from a simple identification function to a medium for emotional connection. High-quality lifestyle photos can show the application of products in real scenarios and help consumers imagine the life experience after owning them. For example, an outdoor gear brand should not only show a close-up of a backpack, but also present the actual usage scenario of the backpack during mountaineering, including the comfortable carrying system, convenient access design and protection performance in bad weather. This kind of situational display is particularly suitable for high-involvement purchasing decisions and can effectively reduce consumers' perceived risk. When optimizing these photos, brands should be mindful to maintain visual authenticity, avoid over-editing and create a gap in expectations, and ensure that key product features are clearly identifiable at all sizes.

2. New Models of Business Messaging and Customer Engagement

The commercial messaging feature launched has evolved traditional one-way advertising into a two-way dialogue, allowing consumers to interact with brands directly through search ads. This shift creates a more personal shopping experience, particularly well suited to highly consultative product categories. For example, a consumer considering buying a professional camera can ask the brand for comparative recommendations on different models directly in the search results and receive an immediate, professional response. This interaction not only increases conversion rates, but also builds long-term customer relationships. The 30-day re-engagement window provides brands with a valuable opportunity to nurture potential customers by sending personalized follow-up content based on the user’s interaction history, such as product tutorials, accessory recommendations or limited-time offers, to convert one-time viewers into loyal customers.

IV. The Key Role of AI and Automation in Marketing

1. The benefits of broad match keywords and automatic bidding

Advances in Inbound AI technology have made broad match keywords more precise and effective in capturing user intent, even if the search query does not exactly match the preset keywords. This technology is particularly suitable for responding to consumers' ever-changing search behavior. For example, when a user searches for "energy-saving home appliance recommendations", the system can automatically display related "energy-saving refrigerator comparison" ads. The case of Indian insurance company HDFC Ergo shows that combining broad matching and automatic bidding strategies can bring about a 139% increase in online sales and an 84% increase in revenue. This automated approach not only expands the reach of your ads, but also ensures that every penny of your advertising budget is spent on searches with the greatest conversion potential through real-time data analysis. For marketing teams, this means being freed from tedious keyword management and bid adjustments, allowing them to focus more on creative strategies and audience insights.

2. Case study of machine learning improving advertising accuracy

Google’s advanced language models improve human language understanding by 50%, an improvement that translates directly into more accurate ad matching. Machine learning algorithms are able to parse the true intent behind search queries, even when the queries are phrased in non-traditional or colloquial ways. For example, when a user searches for "work clothes that make me look professional", the system can understand that this is actually a demand for business formal wear and display relevant product ads. This deep understanding of intent is particularly well suited for long-tail keywords and voice searches, two types of queries that tend to be more colloquial and contextual. In practice, brands should provide rich product information and structured data to help machine learning algorithms more accurately match products with various search intents, while regularly analyzing search term reports to discover new opportunities and insights.

3. Real-time ROI analysis of automated marketing

Modern marketing automation tools provide instant ROI analysis, allowing brands to quickly evaluate advertising effectiveness and make adjustments. This instant feedback mechanism is particularly suitable for responding to rapidly changing market conditions, such as seasonal promotions or unexpected events. Take the tourism industry as an example. When a place suddenly becomes a popular destination, the automated system can quickly adjust advertising to capture this wave of search enthusiasm, while providing real-time conversion data to help marketers determine whether it is worth increasing the budget. This agile approach to marketing requires organizations to establish rapid decision-making processes that can act quickly based on data insights. Successful brands view automation not just as a technology tool, but as part of their overall business strategy, optimizing their marketing return on investment through continuous testing and learning.

4. Market insights that meet demand instantly

Indonesian market data shows that consumers are increasingly seeking instant gratification, with searches for "same-day delivery" growing by 35% and searches for "stores near me" growing by 85%. This “want it now” mentality is reshaping consumer expectations and brand marketing strategies. For example, the FoodBox Go takeout app successfully meets users’ needs for quick food solutions by displaying instant delivery options from nearby restaurants. This trend requires brands to re-evaluate their value propositions and service models to ensure they can provide immediate solutions at the critical moments of consumer decision-making. In practice, this may mean investing in faster logistics systems, developing instant inventory query functions, or offering in-store pickup services after online reservations. Successful brands will turn "speed" into a core competitive advantage, not just an additional service.

V.Case Analysis

Case 1: Indonesian retail brand - Omni-channel integration and visual search drive instant consumption

Indonesian local fast fashion brands (such as Berrybenka) are facing a surge in demand from Generation Z consumers for a hybrid shopping model of "browse online + pick up offline". Enable Multi-Search in Google Ads. Users upload their outfit photos + text (such as "Similar styles in stock at Jakarta stores"), and AI will automatically match brand inventory and display nearby store locations. In response to the 240% increase in searches for “virtual try-on,” Google Lens AR try-on functionality was embedded in product detail pages. Use Maximize Results Ads to dynamically generate horizontal image ads with the "Same-Day Delivery" label. These ads will be shown first to users searching for "Near Me". A new prompt “Scan the code to search for the same Lens item” has been added to the windows of online and offline stores to divert traffic to the online membership system. Visual search contributes to 35% of online traffic, of which 50% convert to in-store pickup orders. During Ramadan, ROAS for “nearby stores” search ads increased by 62%, and sales increased by 90% compared to the same period last year.

Case 2: Taiwanese Fintech Company - AI Automation and Long-tail Keyword Mining

Taiwan's emerging digital banks (similar to LINE Bank) need to attract Generation Z users to use "buy now, pay later" services. I-driven keyword expansion: Using Google Ads’ “broad match + smart bidding”, we automatically capture variant queries such as “installment payment” and “card-not-present payment” and associate them with the education landing page. In response to a 900% increase in searches for the “Fear and Greed Index,” an AI-generated financial market dynamics briefing was released and embedded in the service portal. Conversational advertising optimization: Enable the "Merchant Message" function, and users can directly initiate a chat by searching for "credit card recommendations", and AI customer service will provide personalized solutions. Automatically generate short video clips to explain the "Carbon Footprint Consumption Feedback" mechanism and place them in Demand Gen ads. The cost of acquiring customers using long-tail keywords dropped by 40%, with Generation Z users accounting for 58%. The conversion rate of AI dialogue is 3 times higher than that of traditional forms, and the customer lifetime value is increased by 25%.

Case 3: Transnational Education Platform - Agile Organization and AI Content Iteration

AmazingTalker, an online language learning platform, needed to deal with the impact of artificial intelligence on the industry. Organizational structure innovation: Adopting the "tribe-group" agile model, each 6-person team includes SEO experts, AI trainers, and course designers to quickly respond to search trends. An AI sandbox is set up internally to encourage employees to use Vertex AI development tools (for example, automatically generating multilingual course outlines). Deeply engage in the search ecosystem: Optimize AI overview content and provide links to free trial courses for complex queries such as "how to learn Spanish by yourself". Use AutoML to analyze teacher profile data and automatically generate lists such as "The 10 Best Tutors for Business English". AI-generated content accounts for 70% of organic search traffic and increases course conversion rates by 45%. While labor costs were reduced by 60%, GMV increased by 120% year-on-year. Technology integration: Visual search (Lens) and AI overview are reshaping the user decision-making path. Brands need to transform product information into multi-modal searchable content.

Trends like “instant gratification” in Indonesia and “Gen Z values” in Taiwan demonstrate how automated tools, such as broad match, can quickly capture fragmented demand.Organizational evolution: Successful cases have broken down departmental barriers and transformed search data into action through mechanisms such as AI sandboxes and agile teams.

VI. Topkee's Inbound Solution

Topkee provides a full range of Inbound marketing solutions, focusing on helping companies establish efficient customer acquisition and conversion mechanisms through digital tools and strategic integration. Our service scope covers the entire chain of digital marketing, from early strategic planning to back-end data analysis, all with the core goal of improving corporate operational efficiency. In terms of advertising operations, we have a professional team of certified consultants who can serve as an extension of the corporate marketing department and help clients optimize the effectiveness of advertising through a key performance indicator-driven operating model. The team adopts industry-leading advertising management methods, focusing on improving consultation conversion rates and sales revenue, ensuring that every marketing budget can generate actual business value.

Marketing integration service is one of Topkee's core advantages. We help companies build a modern marketing tool chain that is conversion-oriented. Services include one-stop solutions such as website design and development, data architecture planning, and product back-end system training. Different from pure technology suppliers, we always start from a business perspective and list customer service success rate, delivery quality and execution efficiency as three core principles. 

To meet the digitalization needs of different industries, Topkee has developed a number of exclusive tool platforms. TTO CDP can track the achievement of online goals in all aspects, covering dimensions such as advertising channel analysis, creative optimization, and product direction evaluation. Its advanced data attribution technology can convert all online activities into quantifiable business indicators, ensuring that marketing investment is highly consistent with business goals. The WEBER website construction platform provides a full range of website construction services from corporate websites to e-commerce malls, using an intuitive operating interface to help customers quickly realize their design concepts.

At the customer conversion level, our cross-channel dialogue system can seamlessly connect the official website and social communication tools to establish an omni-channel customer behavior tracking mechanism. By accurately identifying potential customers and implementing targeted communications, we can effectively improve website conversion rates and revenue growth. In response to the needs of social content management, the YIS platform provides a complete workflow from content planning, visual design to multi-platform publishing. Its intelligent scheduling and data analysis functions can significantly reduce operating costs, help brands continuously produce high-quality social content, and enhance the long-term cumulative benefits of digital assets.

Conclusion

Inbound marketing is undergoing a comprehensive transformation from one-way communication to multi-sensory interaction, from keyword optimization to intent understanding, and from manual operation to AI-driven. Google's multiple search and visualization technologies have redefined the product discovery path, Indonesian market data has revealed consumer demand for instant gratification and seamless experience, and AI transformation cases have demonstrated a transformation approach that balances technology and culture. In the face of these changes, marketers must maintain an agile learning mindset and constantly test new tools and methods while adhering to their core consumer-centric philosophy. Whether it’s visual content creation, search intent analysis, or AI-driven personalized experiences, the ultimate goal is to create truly valuable customer interactions. If you need professional advice in planning or executing your Inbound marketing strategy, please contact our consulting team to explore the future possibilities of digital marketing together.

Appendix

1. Google Search On 2022 Updates
2. Indonesia Consumer Behavior Trends Report
3. Guide to Enterprise AI Transformation