The "crocodile effect" describes what happens when AI-powered answer engines (Google's AI Overviews, Perplexity, Bing Copilot, others…) meet a user's query and resolve it, and the user subsequently visits the publisher website less and less. Content is used, without the historic platform visit. Metrics built over years to inform strategies are no longer sufficient to provide a complete story.
Visibility is no longer the same as Value
Content is as valuable as ever; however, the pathways between a user’s question and the publisher’s platform answering that question have been disrupted. AI-mediated search acts as a powerful new intermediary sitting in the middle. The long established bedrock of subscription renewal conversations with librarians have centered around usage statistics – painting a clear picture of this is now much more complex.
Brand exposure over time is also significantly impacted. Through our partnerships with scholarly publishers, we are seeing a shift in marketing strategy, from volume to engagement quality and significant value placed on tailored marketing strategies.
Time on page, citation rates, submission trends, depth of researcher interaction are coming ever more into focus. Publishers seeing overall traffic decline due to AI mediated search, are reporting some positive user behaviour development: users who do arrive on platform spend longer on publisher websites. We are seeing the filter move upstream.
The Value of Human Relationships, in the AI era
In the context of this new user behaviour, brand marketing is becoming more important. Content sources and trust markers are competitive differentiators. We are hearing from our publisher client base, that direct channels such as email, events, and community engagement are valued more as dependable channels to reach target audiences and build loyalty to their brand.
Research integrity is crucial in this content, for marketers to highlight their peer review practices, editorial oversight, and verification workflows that go into published research.
Direct Author Relationships via Author Connect
Building a trusted relationship begins in discovery, reading, and the incremental accumulation of impressions about which journals are worth engaging with. Given that the early-stage discovery layer is being disrupted, direct outreach to quality researchers is an impactful strategy to have a direct communication channel. We understand our publishing partners’ requirements to engage holistically with their target audiences, and to build nurturing journeys, geared towards a trusted relationship and to securing high quality submissions.
Web of Science Author Connect (WoSAC) reaches quality researchers indexed in Web of Science, through their existing scholarly identity. Via a multitude of filters and segmentation Options, (such as publication history, citation behaviour, and research specialisation,) publishers are able to reach their target audience in a transparent, clearly defined outreach.
Campaign messaging via WoSAC provides an opportunity to publishers to highlight what a journal does to support authors, protect research integrity, and ensure rigorous peer review. WoSAC reaches authors in a context where they're receptive, and ensures the targeted communications are relevant, and matched to their research profile.
What comes next
The Crocodile Effect is real, and it isn't going away. The good news is that the WoSAC team is ready to discuss your challenges and strategic objectives in this new era and to support you with your key initiatives. Knowing you are investing in direct, relevant, personalised contact with indexed researchers most likely to submit and with campaign metrics to show ROI will allow you to firm up a solid strategy in this new context.
Silverchair is the exclusive reseller of Author Connect. Email [email protected] to learn more.