The global health crisis has drastically accelerated digital transformation for many brands and it has changed how consumers shop. Consumers are doing online searches prior to shopping in-person more often; they are relying on online channels to discover top products or perform product research.
Changes in consumer shopping behaviours ultimately shift how businesses should market their brands, convey their messages and advertise their products or services.
Here are five consumer stats, according to Google Ads and Commerce Blog, and what they mean to marketers!
1. Searches for “local” + “business(es)” have increased by more than 80% year over year, including searches like “local businesses near me” and “support local businesses”.
Localized searches are on the rise as consumers are shopping in close proximity in an effort to support local businesses. The increased local searches further emphasizes the importance to establish a Google My Business page and ensure that the business page offers relevant information.
Information such as the types of products or services the company offers, the company’s hours of operation, phone number and whether the company offers curbside pickup, is important to present to consumers who are looking for businesses near them.
2. Searches for “who has” + “in stock” have grown by more than 8,000% year over year, including searches like “who has nintendo switch in stock” and “who has gym equipment in stock.”
This piece of data suggests that eCommerce websites should display the information “in-stock” on their product pages if their products have inventory available.
This information helps Google understand that these products are available for sale, and display these product pages on Google search results when consumers are entering search queries related to these products.
3. Fifty-seven percent of dining consumers said they discovered food and beverage information during the pandemic via online ads
Localized search ads, display ads, YouTube ads, or Instagram ads are all stellar examples of online ads that are effective at driving awareness for food and beverage information. Local restaurants can use digital ads such as Google display ads or Instagram ads to advertise their promotions, happy hours or new menu items to nearby customers.
4. Two out of three dining consumers said they used Google search to find food and beverage information during the pandemic
Because consumers are turning to Google search to find food and beverage information, restaurants need to ensure that their Google My Business, Yelp, or other local directory pages have updated content. Information such as menu items, phone number, location and hours of operation should be up-to-date so consumers can find accurate information they can use to order food or beverage seamlessly.
Nothing turns a customer off more than calling a restaurant to order a food item only to find out that the restaurant does not carry the item anymore!
5. Forty-five percent of viewers say they watch YouTube to see a product demo before buying
If you are a consumer product brand, you should publish product demo YouTube videos since consumers are actively searching and watching product demo videos prior to purchasing.
For example, if you are an automotive dealership, you can film and present walkaround videos on YouTube to accentuate a vehicle’s key features and benefits and thus entice consumers to book a test drive or purchase the vehicle.
The current health conditions have encouraged consumers to turn to the Internet even more for shopping, product research and more. Consumers are actively using YouTube, Google and online ads to find product information or make purchases.
For brands, this change means that they have to create relevant, useful online content consistently, and use digital ads to connect with their customers. Moreover, companies have to ensure that their Google My Business, Yelp, or other local directory pages have up-to-date information so their consumers can have the right information they need to make a purchase.
While the current health crisis has certainly had an adverse impact across the globe, it has produced positive changes within the digital space and I look forward to the other positive outcomes in the digital space that will emerge in the near future!
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Written by Ray Wang