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.


You may also like

How coronavirus has changed consumer attitude on search

Consumer attitude is a field of interest to marketers. Attitude is directly related to consumer behavior — if you have a positive attitude towards a brand, you are more likely to buy it. The functional […]

The Peloton ad and marketing trends

A recent Peloton ad has been sparking outrage in social media. The commercial shows a husband gifting a wife with one of the high-end stationary bikes and has been compared to episodes of the dystopian […]

How GE used storytelling to change its brand image

Storytelling is a powerful tool for marketers. It can help customers to make sense of information and to create mental maps of brands that they can use to engage with products and services.  In his […]


Leave a Reply

Your email address will not be published.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