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.
It’s about assisting customers. It’s about being there when and where they want to connect with us.
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. However, if what they find doesn't match their budget, these research-obsessed consumers realize they have the tools to find something similar to that aspirational product, but one that's more practical for them.
People are also using search to avoid making the wrong choice.
And they want to be sure they’re informed before they make a decision, whether it’s what to buy or where to go. People are embracing a “try before you buy” mentality and a “know before you go” attitude. They are looking to learn as much as possible about products, destinations, and experiences — before they commit.