As we kick off 2018 and aim to improve our marketing efforts, it’s important to reset and refresh our understanding of what makes our target markets tick.
What information are they turning to Google for? Where are they hanging out online for work and for fun? What devices do they use and how do they use them? And how do we make sure our messages and content rise above the noise?
In the Education community, we talk to every generation: parents (Gen X, Gen Y, Millennials), students (iGen/Gen Z), educators and administrators (Millennials, Gen X, Gen Y, and Baby Boomers).
One of the most helpful ways of understanding how to effectively market to them comes from the King of Data itself, Google. After all, Google only processes about 63,000 searches. Per second that is.
Insights Through Search Habits
While we were all running around like crazy people living in the chaos that is December, Google was publishing stats and insights about our search habits:
“What people look for provides a window into their interests, needs, and wants. Amid all of these searches, new consumer behaviors emerged and a new super-empowered consumer took shape. We found that people are more curious, more demanding, and more impatient than ever before.”
Here are 3 trends you should know and think about when it comes to how these insights should shape and transform your marketing initiatives:
1. We turn to mobile for advice by researching everything under the sun. Did you know that mobile searches for “best toothbrush” has grown over 100% in the past 2 years? We’re increasingly searching for the words “best,” “top,” and “top rated” as we’re all time poor and don’t have time to sift through results that aren’t the best of something. Here are examples of growing “best” searches on mobile:
Drone deliveries today? Yes please!
- “What is”
- “How to”
- “Best …”
Analyzing K-12 Education Searches from Google
Here are some insights I’ve gleaned when comparing desktop vs mobile searches in several of my client’s GSC accounts:
Digital Marketing in 2018 – Are You Ready?
To close us out, Google sums up with this: “As we head into 2018, we expect this super-empowered consumer to continue to evolve. Expectations will only continue to rise. People will ask more detailed questions and want more personally relevant answers, and they’ll want it all faster than ever before.”
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