Revenue Streams & Rhyme Schemes: MF Doom’s Lesson on Marketing Diversification

For years marketers have chased traffic around the web and for many, that meant spending a lot of resources maximizing ad performance on Google. But as costs rise and competition increases, many brands are asking a critical question: Is Google enough? The game is changing, and the fact that Google’s search market share has dipped below 90% for the first time in 10 years signals other channels are catching up.

To help us reimagine what’s possible, we turn to an unlikely source of inspiration: MF Doom, the enigmatic hip-hop artist who built his legacy by embracing risk and spreading his creative vision across multiple personas and labels. Just as Doom rejected conformity, marketers today must rethink their dependence on Google—before it’s too late.

Google CPCs rose 13% in Q1 last year—expect more of the same

One key issue is the rising cost of running ads on Google’s platform. In the first quarter of 2024, the cost per click increased by 13% year-over-year, following a 9% increase in the previous quarter. And it’s even more dramatic in industries like retail, where CPCs have climbed 40-50% over the past five years. With higher competition driving up prices, it’s getting harder to justify the spend.

Then there’s the issue of saturation. Google’s ecosystem is crowded, and growth opportunities are tougher to come by. If you’re pouring budget into Google Ads but hitting diminishing returns, it’s a clear sign it’s time to rethink your strategy. Diversifying isn’t just a nice idea anymore—it’s a necessity if you want to unlock new potential and keep growing.

One last thing to consider is the impact of Google’s AI overviews. Recent updates mean these are often the first result in Google searches now, which pushes your ads further down the page. It’s possible that moving forward Google ads will have less visibility.

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Google is only one part of the customer journey

It’s easy to think of Google as the be-all and end-all of digital marketing, but the reality is more nuanced. A recent study found that 44% of searches on Google were for branded terms, while 51.7% were informational. This suggests that people aren’t necessarily discovering new brands on Google—they’re already aware of them or researching topics where your brand may be relevant.

So where are they finding you in the first place? Platforms like TikTok, Instagram, and YouTube are often the first stops on a customer’s journey. Whether it’s a clever short-form video, an engaging influencer collaboration, or a thought-provoking Reddit thread, these interactions are laying the groundwork before someone heads to Google to dig deeper. In other words, Google isn’t where discovery starts—it’s where curiosity continues.

You also have AI chatbots like ChatGPT and Perplexity answering more and more search queries. So, relying solely on Google for all your middle and bottom-of-funnel traffic could be a mistake as well.

For marketers, this is a call to action. Focusing solely on Google means missing out on key moments earlier in the customer journey. By investing in platforms that drive discovery, you’ll ensure your brand becomes the one people are searching for when they finally open their browser.

What MF Doom teaches us about diversifying

MF Doom’s career is a masterclass in diversification. Over just two years, he released five albums under different personas, including King Geedorah and Viktor Vaughn. Each persona came with its own story, its own sound, and its own audience. Yet, every project was unmistakably Doom. His approach wasn’t just about cranking out content; it was about creating a multi-faceted legacy that resonated deeply across a range of listeners.

He understood that relying on one label or persona wasn’t just limiting—it was risky. By diversifying his music across different aliases and labels, Doom ensured that he could reach new audiences while safeguarding himself against the unpredictability of any one avenue. He controlled his creative output and maximized his impact.

So, what’s the lesson for marketers? Diversification isn’t just about spreading your ad dollars thin across a bunch of platforms. It’s about designing campaigns that play to the unique strengths of each channel while keeping your brand’s identity front and center. Think of TikTok as your King Geedorah—a playful, bold outlet—while LinkedIn might be your Viktor Vaughn—polished and professional but still unmistakably you.

Just like Doom’s unconventional production styles cut through a rap scene dominated by polished mainstream hits, your marketing has to stand out in a crowded digital space.

Google vs other ad platforms: What’s the right balance?

Let’s be honest: cutting Google out of your strategy entirely isn’t realistic. It’s still a powerhouse when it comes to capturing purchase-ready traffic. But putting all your eggs in one basket? That’s where things get dicey. Over-reliance on a single platform, no matter how strong, leaves you vulnerable to rising costs, diminishing returns, and limited control.

The smarter move is to strike a better balance. Instead of funneling 90% of your ad spend into Google, think about reallocating to a 70/30 or even 60/40 split between Google and other platforms. This doesn’t mean spending less on Google—it’s about making more strategic investments elsewhere.

Diversifying doesn’t just protect you from market shifts, it also opens doors to new audiences and fresh opportunities. By freeing up resources to test and experiment in other channels you could find scalable opportunities that you didn’t know existed that enhance your paid strategy.

What alternatives should you consider?

If Google isn’t the only game in town, where else should you focus your attention? Here’s a breakdown of platforms that will help you diversify and strengthen your marketing strategy:

YouTube

Part of Google’s ecosystem, YouTube is a video giant and has grown to become the world’s second largest search engine. What makes it stand out is its ability to support full-funnel campaigns—from awareness all the way to conversion. With billions of active users and endless opportunities for creativity, YouTube is a powerful tool to engage and nurture your audience in an increasingly video-first world.

Reddit

If you’re looking for highly specific audiences, Reddit’s community-first approach is hard to beat. Each subreddit is a niche waiting to be tapped, offering a chance to target users based on their passions and interests. While it requires a more conversational and authentic tone, the payoff for the right brand can be huge. Another added benefit is that many Reddit threads appear at the top of Google searches. So, if you start answering questions related to your business on Reddit you might discover another organic traffic source.

Want to dive deeper into Google and diversification? Check out episode 2 of season 2 of On the Record for an in-depth conversation on the topic.

LinkedIn

If your target audience includes executives or B2B decision-makers, LinkedIn is an essential marketing channel. Its advanced targeting options allow you to reach professionals based on industry, job title, company size, and even specific skills. Unlike other social platforms, LinkedIn offers a 1:1 connection with a highly engaged audience that actively seeks industry insights and networking opportunities.

TikTok

For brands looking to capture attention at the top of the funnel, TikTok is a goldmine. Its algorithm excels at surfacing content to highly engaged users, and the short-form video format encourages creativity and authenticity. But what’s even more important is that Gen Z is treating platforms like TikTok like search engines. They’re more likely to enter queries into their social channel of choice, rather than Google. So, keep this in mind when forming your content strategy.

X

X is evolving quickly, making it easier for advertisers to run full-funnel campaigns. From driving awareness to fostering engagement and conversions, the platform now offers ad solutions that cater to every stage of the customer journey. With a mix of conversational ads and innovative targeting, X is definitely worth exploring.

Industry-Specific Partnerships

Sometimes, the best opportunities lie outside the big-name platforms. Consider exploring partnerships like industry newsletters, co-branded campaigns, or influencer collaborations. These options offer a high-value, targeted reach and often comes with a more personal touch.

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