Featured Be the adviser consumers are searching for

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Nov 10, 2016
This article is aimed at Canadian entrepreneurs but the advice is equally relevant for other locations.

Why you should be the adviser Canadian consumers are searching for
by Lisa Gevelber and Erica Fitzpatrick, Google Micro-Moments
December 2017

With unfettered access to information at our fingertips at all times, we’re now accustomed to turning to a device for quick, useful advice, across a much wider range of topics. To inform any decision, we only have to turn to our phones. That means today’s consumer defines what’s high versus low consideration for herself, so marketers across categories have the chance to influence curious and investigative shoppers with helpful advice.

No decision is too small
Nobody wants to get an unfavorable mortgage or buy a lemon while car shopping. Nobody wants to buy a crummy face cream, umbrella, or pocket tee either. Whether it’s value, style, or quality we care about, nowadays anything we’re considering buying—no matter the category or price—can be, and is likely to be, researched on mobile first. We can turn to our phones to get the answers we need to make the right decision and buy the right thing.

At Google, we see this clearly in search data. Over the past two years, searches for the term “best” grew over 66% on mobile in Canada. In other words, we’re all becoming research-obsessed with all types of products.

Mobile searches for “best toothbrush” have grown more than 150% over the past two years. And this is not a trend limited to dental hygiene. Deodorant searches have also grown by 57% on mobile in the past two years.2 What’s more, on YouTube, there are over 300K video results for “best shower curtain.” This is a really exciting shift if you’re a marketer working within a traditionally “low-consideration” category. It’s now possible to reimagine your marketing’s role in helping consumers make decisions.

There’s still no substitute for first-hand experience
We tap into the expertise of others by searching online for product reviews and ratings, photos, and blogs. Nearly half of Canadian smartphone users search on their smartphones for information about things they wouldn’t even ask their best friends. Other people’s first-hand experiences help guide our product choices. We want to hear what others think and see their experiences — the good and the bad.

Back to those toothbrushes, are people seeking reviews even for this basic item? Absolutely. In fact, just this year, people have used more than 25,000 different search terms for toothbrushes.

Make your brand an adviser
By making your brand easily discoverable and understanding when and where people are searching for guidance, you can ensure you’re there with the right advice whenever people need you. We as marketers can be allies in the process, bringing real information and tips, nurturing potential customers.

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