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How marketers act on consumer search behavior intent to drive growth


Acting on consumer search behaviour intent is one of the keys to drive growth. Today consumer go online to expect immediate answer for their queries. The things they search, sites they visit and videos they watch are not expressing intent actually they are shaping their thinking to expect answer what they are looking for. And marketers with the help of marketing technology collect all the signals that consumers left behind their search to gain insight that can help to predict consumer search behaviour intent.

But what about the underlying consumer needs that drive intent in first place? As a marketer, you don’t wake up feeling intent. You wake up feeling a need of the consumer. It’s clear in the way people talk, or search “I need something.” “I want something.” and even in the way they search. That sort of natural language is increasingly used in search queries.

Search, of course, is a powerful tool for both consumers and marketers. When it comes to search, people are literally typing their needs or queries into a form, which, in turn, generates data that lets marketers tap into meaningful insights across media channels. But what’s ultimately driving the search behavior?

In our latest round of research, we better understand consumer search behavior. Its qualitative and quantitative research segmentation approach cover all the functional, social and emotional drivers of the consumer search behavior in the market. This research provides a framework for understanding why and how consumer make a decision with some set of question that help brands and companies to satisfy the consumer needs what they look for.

How consumers need safe, secure and informative search

Before started research, we think consumer search is depends on one or two needs. But after research we found surprising elements in the results. we found search behavior depends on different needs How long the query is. How many times a person hits the back button. How many tabs a person has open. Which device they’re using. The number of search iterations. Whether a person prefers text, image, or video results. How many different things they type into the search bar.

For Example, we saw a search query “Which car should I buy to give premium experience in $20000?”
In this query they are searching for a car who give premium experience also looks for budget more, in this query sense and status is more important. Their searches tend to be uncomplicated and they rely on questions. And because there is an element of anxiety to these searches — fear of making the wrong decision or missing out — they also appreciate a guiding hand, like Google suggests related searches or videos showing the product being used, User feedback and reviews of the product. Picture someone doing a home-improvement project. Even after doing the appropriate research, they are still searching till they make sure got the best tool for the job at the right price.

Satisfying consumer needs to drive growth

We all know that searches don’t simply happen at random moments, they happen when consumer look for some purchase or look for some sort of information that’s why search is the major tool in all marketing campaigns. To satisfy these needs is an inherent part of people’s decision-making processes.

Marketers tend to think of search as purely transactional, something near the bottom of the traditional marketing funnel. But with the marketing funnel changing, so should marketers’ approach to search. They provide creative, look alike and informative search to consumer. It should also inform their thinking when it comes to search.
How your brand responds to these needs in search can shape the journey. By focusing your search strategy on satisfying people’s needs, you have a better chance of influencing their decision and ultimately, drive the growth and generate the revenue.
At its core, marketing is figuring out how to solve people’s needs what they are looking for. So for marketer provide content and to the information to satisfy the consumer needs.


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