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Just as consumers are always finding new ways to research and discover products, brands should be finding new ways to be discovered. This will likely mean abandoning some elements of past marketing strategies, and picking up more contemporary ones in line with consumers’ demands for ease and convenience.
At the heart of each research method below, essential to being found, is content. Sound product details with meta-data rich photos and other media is foundational to your brand’s products being researchable and discoverable within today’s newest technologies.
Think beyond search engine optimization (SEO) or search engine marketing (SEM). In the report “Paid Search and SEO Shouldn’t Be Your Only Discovery Tools,” Forrester Research recently declared: “Search marketing is not aligned with searchers,” and “Consumers don’t restrict themselves to two sources [Google and Bing] when they need to find an answer.” Though still the go-to for 34% of U.S. online adults, many brands have fallen into the sticky trap of only purchasing branded terms, citing higher conversation rates, but as Forrester warns, “no new customers have found out about you, so you’ve missed the discovery phase entirely.”
We know over 55% of all product research originates on Amazon. The filters, reviews, and price comparison make the behemoth a sound jumping off point for product research. From there, consumers either purchase or go on to research other sites now armed with competitive data.
Brands should also be meeting shoppers during micro-moments – when consumers are searching for a needed or desired product – and ensure they’ve considered content, varied touchpoints, and new technologies when rebuilding the brand strategy.
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