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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