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Discoverability, in marketing, refers to a style of marketing that aims to help potential customers find a product or service when they need it, rather than being force-fed advertising messages at unwelcome times. Discoverable marketing has emerged as a more passive approach to Internet marketing than traditional ads.
Discoverability uses social media, search engine optimization and other passive messaging tools to ensure that potential customers can find services when they need them as well as interact with customers to help provide what they need. This differs from traditional advertising, which aims to interrupt and distract people with ads. Discoverability is more like a conversation in which the potential customer is a participant.