Let’s take a walk down the online super highway?
You might already know it and since the coronavirus pandemic, you might have spent more time there than usual. It’s open 24 hours a day, seven days a week. It’s probably the biggest shopping district you’ve ever seen, but somehow you can get to any part of it you want in the blink of an eye.
- More choices that just bombard you to death.
- Asking a friend can often mean confusion in the offer or message.
- Marketing has evolved and developed new ways of cutting through noise.
Needless to say things have changed a lot and consumers are now more savvy than ever with what, how, where, who they believe, trust and buy from.
Two points and one big mess.
This incredible drawing below represents the buying decisions of everyone on the planet, if you were to take all the media, data, and touchpoints they used, then combined it with all the websites, videos, and content pieces they watch, read or scroll over on the vast amounts of platforms that are now available, you end up with. . . one starting point – a massive mess in the middle – and a sale.
There is a way through the mess though.
So what does the mess actually represent, well we’re glad you asked. It represents change, a new ongoing process of reviewing, exploring, and evaluating that has never been this reliant on the superhighway. In fact, this cycle often repeats itself many, many times before an actual purchase is made. This means content, that triggers, often leads the consumer down a pathway to purchase, and they experience, even go in-store, yet they do not buy on the first initial trigger. Instead, they do this process over and over again, usually bugging retail staff over and over again, picking up the product over and over again, taking more images of it, and often never buying until making the final commitment weeks often months down the track.
- Exposure is your awareness of the brands and products in a category
- Exploration are consumers options to explore and expand knowledge.
- Evaluation are the steps they take to narrow down their choices.
- Experience is what the customer has after buying the product.
- Triggers move consumers from a passive state into an active state.
- Purchases feelings, memories, ads, reminders that trigger an active state.
So Is This New Or Is It Just New Fluff?
It’s vital to understand why Google’s reasoning behind this new formula they have created be taken into account, firstly, it’s Google, the mothership of all data in the world – why wouldn’t you pay attention. However, we need to stress that while this is a new approach to describing what is happening with consumers now post COVID it’s important to take it with a grain of salt and ensure you know where your marketing value lies and are confident in its approach.
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Best VS Cheapest.
Some of the key areas that we took notice of for example is how within the messy middle, search terms have driven a considerable change. Less words, more direct and less about stories and people.
- Best – ranked highest performer over Greatest, Strongest, Cheapest, Fastest etc.
- Those old terms are now bundled together to make one “THE BEST” or “BEST”
- The new term is not just local, it’s global – see chart below.
Top Seven Terms Searched When Buying.
If you’re looking to optimise your copy on content, blog posts, videos or adverts we strongly suggest you look to use the following in as many assets as you have. These should gain better engagement, reach and value for money.
- Difference Between
CONSUMERS SEARCH FOR “THE BEST” RATHER THAN “THE CHEAPEST”