With unfettered access to a wealth of information, people are researching before every decision they make—major or minor. Because of this, each decision is an informed one.
For marketers, this means finding ways to answer these curious consumers’ questions.
Mobile is unlocking consumer control, empowerment, and choice to an extent we have never seen before, driving a hyper-segmentation revolution. As we move from mass marketing to massive customization—from focusing on averages to individuals—I believe that in the future we will build brands in segments of one.
What consumers want has changed dramatically thanks to the devices in our pockets. Consumers now research even the smallest daily decisions. It's not a surprise to us that some of our customers research a bottle of water as deeply as they research an expensive bottle of wine.
Direct-to-consumer and wholesale buyers and merchandisers used to dictate the trends in our world. We controlled our launches and rolled them out in each country at our own pace. But now, consumers shape the trends.
In the past, the average car buyer used to visit five dealerships. Now, that number has dropped to two. Seeing this shift, we knew we needed to connect with our customers in the moments they turned to digital to do their research, or there was little chance we’d get them into our dealerships.
When we looked at the data, we found that no decision is too small for curious consumers. They use search throughout the decision-making journey to get advice on purchases, even a toothbrush or an umbrella. This means there’s an opportunity for marketers to influence across categories.
And when consumers aren’t quite sure what they want, they rely on search for inspiration and ideas.
People are also using search to avoid making the wrong choice.