This is a trend that a manager can no longer ignore today
Dec 19, 2023 2:58:25 GMT -5
Post by account_disabled on Dec 19, 2023 2:58:25 GMT -5
Certain sectors (restaurants, grocery stores, retail) are even more impacted and must therefore reinvent their approach to their online presence. We exceed 70% or even 90% of “non-branded” searches. “Unbranded” searches: all sectors are affected, especially from mobile Few brands have taken these behavioral changes into account. We regularly observe through website traffic audits that traffic linked to the brand or product names represents more than 90% or even more than 95% of traffic excluding advertising. And in all sectors: luxury, fashion, telephony, insurance, banks, automobiles, consumer goods, industry.
The trend is even stronger on mobile: 9/10 consumers are not sure of a brand when Email Data they seek information online. line. (Source: Google / Ipsos, Palybook Omnibus.) The emergence of the “brand-agnostic” consumer This trend in online searches corresponds to an evolution of the consumer who is becoming “brand-agnostic”. This trend is noted by Nielsen “consumers are deceiving brands”. According to Havas “77% of brands can disappear without anyone worrying” (Havas Meaningful brands report). Among the millennials, therefore the consumers of tomorrow, it is even worse: only 7% say they are loyal to a brand. SEO strategy: “Non-branded” searches, “brand-agnostic” consumers: what can we do.
For brands that want to face this new challenge, several solutions exist. retail in the broad sense (shops, restaurants, liberal professions, etc.) can rely on geolocation and local referencing. It is a fairly simple technical solution to implement. For all businesses (including retail), it is increasingly necessary to develop a real study of online consumer behavior, particularly at based on their research. Data, for those who know how to collect it, clean it, analyze it and transform it into an action plan, then becomes a real gold mine. Marketing will then be able to develop a digital approach Pull Marketing, stand out from competitors and navigate the blue ocean (market niches, high demand and low competition).
The trend is even stronger on mobile: 9/10 consumers are not sure of a brand when Email Data they seek information online. line. (Source: Google / Ipsos, Palybook Omnibus.) The emergence of the “brand-agnostic” consumer This trend in online searches corresponds to an evolution of the consumer who is becoming “brand-agnostic”. This trend is noted by Nielsen “consumers are deceiving brands”. According to Havas “77% of brands can disappear without anyone worrying” (Havas Meaningful brands report). Among the millennials, therefore the consumers of tomorrow, it is even worse: only 7% say they are loyal to a brand. SEO strategy: “Non-branded” searches, “brand-agnostic” consumers: what can we do.
For brands that want to face this new challenge, several solutions exist. retail in the broad sense (shops, restaurants, liberal professions, etc.) can rely on geolocation and local referencing. It is a fairly simple technical solution to implement. For all businesses (including retail), it is increasingly necessary to develop a real study of online consumer behavior, particularly at based on their research. Data, for those who know how to collect it, clean it, analyze it and transform it into an action plan, then becomes a real gold mine. Marketing will then be able to develop a digital approach Pull Marketing, stand out from competitors and navigate the blue ocean (market niches, high demand and low competition).