Brands create custom content about their products and services, but skeptics may wonder if prospects actually read it and find it helpful. According to Google, the answer is: „Yes.“ A survey of over 2,000 holiday shoppers revealed that 75 percent will turn to the ’net when deciding what to buy in 2013. To keep brands relevant and top of mind, marketers must get aggressive with their end of year campaigns and create content around top products and services.
Customers find the information brands publish online helpful. A full 89 percent anticipate going online for gift-giving insights and 79 percent say it’s the most important resource at their disposal.
Customers also act on the web content they find. Google published a separate study in conjunction with Millward Brown Digital, tapping into insights from 2 million U.S. consumers about shoppers‘ digital browsing and buying behaviors. The results show that people who conduct web searches are 1.5 times more likely to convert than people who don’t perform queries for products and services.
People who conduct web searches are 1.5 times more likely to convert than those who don’t perform queries.
It seems logical the prospects are apt to become purchasers after doing a little online digging to find the best vendors and price points for the items they want. But the takeaway is that brands must be there, ready and waiting, with messages that will tell readers which products are the most popular seasonal picks, or why certain model are the better buys.
As the holidays – and the fiscal year – close in, buyers will be eager to make the right purchase decisions quickly. Marketers can put their companies in a position to cash in by crafting creative content that speaks directly to their target audiences‘ needs and presents easy solutions.
