from the blog.

Intention and emotions behind the search

There are five steps in the decision-making process that customers go through. The first step is problem recognition, followed by information search, evaluation of alternatives, product choice, and post-purchase satisfaction. 

Information search is especially important when the decision-making involves an extended problem solving, a purchase that requires high involvement from the customer and is associated to their self-concept (for example, car, house, or clothing).

Search marketing is a way to influence in this critical step and to lead the customer towards your product and service. To do that, you need to understand the need of the consumer driving their behavior and search intent.  

Google partnered up with Kantar on a survey with more than 4,000 people in the U.S. to understand how the consumer needs (that arise from the problem recognition) relate to search behavior. Kantar identified six needs in its NeedScope index: “surprise me,” “help me,” “reassure me,” “educate me,” “impress me,” and “thrill me.”

The research shows that the same keywords can underline different needs and emotions. For example, travel searches with the keywords “near me” are associated with the thrill-me state, while searches in the context of cars with “near me” are related to the reassure-me mind frame.

For marketers, this is a warning that content and search marketing strategies must consider the need behind the search. There is no one-size-fits-all when it comes to consumer behavior. Search marketing done right means influencing the next steps of the decision process and converting the purchase.

Source

You may also like

Brand personality as a differential

The way consumers perceive a brand can be translated into traits or characteristics that define a brand personality. One example of a brand that used personality as a differentiator from competitors is Apple, with the […]

baby-yoda

The Social Media Force Awakens

What do Baby Yoda, digital influencers, and the 2020 Democratic candidates have in common? Baby Yoda was introduced in “The Mandalorian,” a new series that is part of the Star Wars universe and is currently […]

The Year in Search and Data Visualization

Google has just released The Year in Search for 2019, a report that shows the keywords most searched for in different topics throughout the year. In the US, Disney Plus, the new streaming service by […]

5 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *