Now, more than ever, consumers have access to a plethora of information at the touch of a button. These days, no question is too small, and no decision is made without knowing the details.
A good digital marketing strategy caters for the audience at every step of their journey, contacting them in the research phase and accompanying them until they’re ready to make a decision.
Understanding the research culture of today’s consumer is crucial. I’ve laid out some eye-opening stats to help you make sure you’re aligning your messaging with your consumers’ needs at every step of their online journey, including the “research phase”.
Research Is Crucial
People want to make sure they have made an informed decision before purchasing a product. Consumers believe typing “best” before a search query will narrow down their search to a smaller, more relevant list of options.
According to Google, there has been an 80% increase in mobile searches for “best ____”, and a 35% increase in “product review” searches.
Educating your audience at the research phase of their journey is a great way to build trust and getting your brand or product featured on third-party lists.
Inspire Your Audience
Your audience is looking for inspiration and ideas. According to Google, searches for
“_____ ideas” have increased by over 55% within the past two years. Inspire your audience with creative content – think about how many ways your product can be used. Position your brand on sites like Pinterest and Instagram.
Make Their Lives Easier
People are not only looking for inspiration, but also for advice. Searches for “similar to” and “brands like” have drastically increased over the last two years. Users want to be convinced that they are making the most informed decision possible.
Help Your Audience Shop
Searches containing “____ shopping list” have increased by over 150%. It looks like people need help shopping, and this is the kind of helpful content your potential customers will appreciate.
Do you own a pet store? Create shopping lists for new puppies and kittens featuring your food, toys and pet beds.
And Finally, Let Them Know What They’re In For
With a wealth of information at their fingertips, people want to know what they’re in for. This has resulted in an increase in search terms containing “menus” and “wait times” etc.
Make sure you provide your audience with everything they want to know, to aid them in their purchase decision. In a time where research is one of the most crucial parts of a consumer journey, transparency is king, if you aren’t going to answer your audience’s questions, someone else will. 2018 CONSUMER RESEARCH INSIGHTS YOU NEED TO KNOW – INFOGRAPHIC
Sources:
https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/
