Search and the Path-to-Purchase

Post on 12-Apr-2017

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Transcript of Search and the Path-to-Purchase

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Search & Path-to-Purchase

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60,000,000,000,000�

(sixty trillion) �3

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100,000,000,000�(one hundred billion) �

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50+%

hours / week researching on phone �

mobile searches that lead to action being taken <1 hr �

searches that originate on mobile �

15+ 70%

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81%�research online before making a purchase

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MICROMOMENTS “Mobile

fractured consumerhundredsof real-time,

intent-driven, journey

micro-moments.”

has

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the into

Want to go Want to do Want to buy

Want to know 8

What to do with strawberries�

U-pick strawberries greensboro�

Strawberry preserves recipe�

How to store strawberries�

Pesticides on strawberries�How to remove strawberry stains�

Do you need to refrigerate strawberries �

How much sugar in strawberries�

Best grocery store for strawberries�

How to grow strawberries�

Why are they called strawberries�

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Solution Category Validation Purchase

search types

Asking a question that involves

product

Information at category level

Drilling down on a specific product

Last considerations before purchase

Familiarity with category / frequency of

purchase

Product is means to an end or part of a

“recipe”

Inherent risk of product / purchase

Product distribution and price sensitivity

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Solution Category Validation Purchase

search types

Low impact exercising

Best all-around bike under

$1000

Specialized dealers

Greensboro

Specialized Allez E5

Sport

Path-to-purchase should be seamless for consumer

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If it’s not motivation, it’s friction.

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�What about advertising? Isn’t awareness important?

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Advertising without supporting content is just chumming the waters. *Consumables can get away with it, for now.

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Minimum Viable Product = Efficiency = Smart Marketing Achieve maximum productivity with minimum wasted effort or expense.

Is the juice worth the squeeze?

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�Ryan Neely Director of Digital ryann@sfwresults.com