THE TOP MARKETING TRENDS OF 2024 AND HOW THEY HAVE CHANGED COMPARED TO 2023
As the Internet continues to grow and gain popularity, customers not only have a tool to compare prices but also the ability to compare every aspect. The change in shopping behavior over the years on Google Search clearly makes this possible. For example, using the terms “cheap” and “best”, globally, search demand for the term “best” has dominated interest for “cheap” products. This situation also occurs in other countries around the world.
The precision of the phrase “cheap” may vary among consumers but remains unique in its meaning. In contrast, the phrase “best” has many meanings, including value, quality, performance, or popularity.
A good example of behavior that occurs in the “muddling mess” between the activation stage and the purchase decision is the COVID-19 epidemic, which has brought about faster speeds using online shopping. speed worldwide.
To gain a better understanding researchers have grown to look at how behavioral science principles can be applied to real-world follow-up problems – at scale.
More specifically, it identifies three key areas in which – and how – marketers can test and iterate to make an impact in the ‘middle of the game’ of the online purchase journey:
– Search: Some users turn to Google Search during their shopping journey, but face competition from big brands with large advertising budgets. Results from testing Ads combined with search results show that applying smart principles of behavioral science can help brands beat higher ranked competitors, attracting billions of dollars. Higher click rates on ads
– Content: Brand website owners play an important role in the user decision process. Using behavioral science principles to give them the ability to increase consumer trust and consideration.
– Point of sale: Customers are more willing to switch from their favorite retailer to another option than stay with their favorite brand. Applying simple apps can greatly influence their purchasing decisions, but a 10% discount.
Source: https://www.thedrum.com/news/2024/01/17/how-marketers-can-make-sense-consumer-behaviors-the-messy-middle