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How Google Has Changed The Way We ‘Browse’

July 10, 2018

Written by Dionne Alaveras

Google is the longest withstanding search engine. A platform where consumers can jump on to discover products, find out more about a specific item or compare products before purchasing.

Now, Google data has found that consumers, before even having a product in mind, jump to Google purely for ‘shopping inspiration.’

Common search phrases include, ‘tattoo inspiration,’ ‘baby shower ideas,’ ‘bathroom remodel ideas,’ and ‘hair colour ideas.’

Consumers are using Google when they know they want something, but aren’t exactly sure what that something is.

This provides brands with a unique opportunity to capture these ‘uncertain’ consumers, allowing them to seduce potential customers into wanting their products, before they’re aware they want them.

Understanding how your audience starts their consumer journey, and the steps they take before purchasing is vital in executing a relevant and efficient digital strategy.

Bed Bath and Beyond, for example, have effectively utilised this idea of ‘shopping inspiration.’ They have created ‘shopping list’ templates with their products, which can be extremely effective in persuading prospective customers to make a purchase.

Thus, a brands’ knowledge of the steps their audiences or potential customers take before purchase is crucial.

For example, if you are an apparel brand, you may create lists and content which show different outfits for different occasions. This allows users to be persuaded to buy your products, before they have even decided they want to purchase specific styles for a specific purpose.

This is why you should tailor your content and ads to seduce customers, who are just ‘inspiration browsing,’ that these are items are ones they need.

If you are a small hair salon business, create content focusing on different hairstyles for different face shapes. Those searching for ‘hair inspiration’ will come across and potentially delve in deeper.

By understanding your customers’ consumer journey, your content and ads will reflect the steps your potential customers will take.

This allows brands, with content, to nurture and guide their customers from awareness, to consideration and then finally, over the touchline to purchase.

 

This digital marketing insight is provided to you by News Xtend.

To find out more on how to drive sales for your business contact News Xtend today on 1300 935 848 or newsxtend.com.au/nra-partnership


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