It wasn’t so long ago that search marketing was simple: Strong messaging, optimized keyword strategy, review, adjust, repeat. The explosion of new devices and platforms that consumers travel along their path-to-purchase has turned a simple linear path into a complex and relatively unguided marketing labyrinth.
Each generation follows a unique path-to-purchase. How will you define which search paths your best customers value most? More importantly, how will you determine which paths you should focus your marketing effort and budget on?
Here are four path-to-purchase keys gleaned from a recent survey of 2,029 adults that we hope will aid you in determining the value of each touch-point:
1. Search Is Vital
Not surprisingly, search engines remain the #1 form of pre-purchase research among all generations - 74% report using a search engine before making a purchase.
2. Social Media is Becoming More Valuable
Younger consumers use more pre-purchase information resources than more mature shoppers. Millennials research through search and social media. 55% claim online reviews are an important factor. Additionally, 61% use brand Web sites for detailed research.
3. Be Relevant and Ask for Their Business
The most effective way to increase lead conversions is highly relevant search combined with a strong call to action. Immediacy is most important to Millennials – 46% report that they are more likely to purchase if a search result told them the product they wanted was immediately available. More mature consumers favor discounts or promotions.
4. Smarter Search Marketing Builds Brand Loyalty
20% of younger Millennials indicated a willingness to share personal data with companies if it meant more accurate search results. Consumers 55+ are much less likely to give up personal data but both agree that marketers must use their data wisely by providing relevant, actionable content at each touch point – or risk losing their business.
The bottom line is that search marketing is no different than any other channel. Success depends upon placing compelling messaging when and how your best customers need it. By providing relevant and immediate value via a combination of search, social and responsive web design you will convert more consumers into customers. If you’d like help developing a strategy and managing the tactics that will make that happen, contact Grey Partners today. www.GreyPartners.com
Post inspired by, ‘Four Consumer Insights to Aid Search’