Inkspell Marketers’ Alert by Dr. Smitha Ranganathan
Random Search to Personalised Research
Picture this, Google insights report that there has been a 115% growth in search volumes for mobile searches for ‘best face lotion and moisturizers ‘ , 165% growth for ‘best water bottles’ and a 305% surge in search volume for toothpaste related searches. Just when we were comfortable going with established product categories as being high involvement and low involvement, Google search data seems to turn in a googly at us.
With the handy mobile phone firmly held, consumers now declare their research obsession more than ever before. Given that ‘best’ and ‘reviews’ form the favorite query prefix or suffix, it’s a catcall to brands wanting to up their authenticity quotient online. What is being said is perhaps as important as how it is being said! Hence, while objectivity should rule the roost with regard to content optimization, personalization in terms of empathetic tone in the narrative may be next big catalyst for content marketing.
For instance, when prospects search with the query ‘best toothpaste for gum problems’, should the toothpaste power brand use a clinical problem solving approach prompting them to input current dental regimen, or should it showcase a dentists’ FAQ section? Well, there is merit in both, as far as the dentists’ advice is contextualized to the context of the ‘person’ behind the stated problem.
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