Wednesday, July 15, 2009

*Updated* Finding the Right Shopper at the Right Time Online

Video Clip Below

Jim Lecinski

Managing Director, U.S. Sales & Service, GOOGLE, INC.

Just attended a great session with Jim Lecinski and learned what retailers must do in order to get the optimum results of search engines to point customers to their products. From creating innovative ways to corner the market on “New Information Buyers” to learning that every product no matter the price is being reviewed online, Lencinki’s presentation laid the groundwork for what’s really next for marketers/retailers looking to enhance their search engine presence. Jim worked to build the evidence that it’s not just about cars and big purchases, but about smaller purchases as well. The decision to buy even the smallest item is a decision based at home, through the consumer, using search engines and other customer reviews.

Here are a few takeaways that we’d like to share:

People who are watching every dollar spend more time researching purchases. 78% supplement their purchasing decisions with research, 34% plan to purchase more online

People are researching deodorant and shampoo, 20 millions searches were done for deodorant last year.

GOOGLE asked U.S. Consumers how their shopping habits have changed since the downturn in the economy.

54% spend more time researching products online before they buy them in a store

53% use search engines more to research purchases

39% buy more products online (rather than in-store)

Eight words or more search queries are up nearly 20% in the last year.

How should you be challenging your teams to work with these new “info shoppers”?


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