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Google Publishes New Guide to Evolving Shopping Behaviors in 2020

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google publishes new guide to evolving shopping behaviors in 2020

Christmas is just 70 days away, and the holiday shopping season is already ramping up.

And given the impacts of 2020, every business will be seeking to maximize its opportunities, as best it can, within the period. To help with this, Google has published a new, 27-page guide on evolving shopping behaviors, based on search trends, along with advice on how businesses can align their promotions with the same.

You can download the full guide here, but below is an overview of the key points.

The guide puts a spotlight on five key trends that marketers need to be aware of, and provides in-depth breakdowns for each.

The first is a longer shopping cycle – Google says that 62% of US shoppers are planning to start holiday shopping earlier this year to avoid crowds and missing out on items. 

“This means retailers will need to rethink the usual timelines for Cyber Monday and Cyber Week to help shoppers already looking for special offers and deals this October.”

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I mean, crowds seem like less of an issue than normal, if anything, but the broader point is that people are already searching for holiday items, and increasingly, they’re doing so online. Which has also lead to a change in what people are looking for from retailers.

Google Shopping Guide

Google advises brands to think beyond the regular big shopping days, and to offer deals and discounts in order to maximize exposure.

The growth of eCommerce is also key to Google’s next point – 69% of US shoppers are planning to shop online for the holidays more than they have in previous years.

That makes logical sense, given social distancing orders and closures, but it also means that many first-time digital shoppers will be in the market.

“Due to this overall trend toward online shopping this year, retailers will need to be ready to offer helpful, frictionless shopping experiences for more first-time online shoppers.”

Google advises brands to ensure their digital processes are streamlined and simplified, and to test the mobile-friendliness of their site via its ‘Test My Site‘ tool. 

Google also notes that consumers are increasingly searching for information online, not in-store.

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Google shopping trends

Google also notes that searches for “available near me” have grown over 100%, year-over-year, while searches for “curbside pickup” have grown over 3,000% across the globe.

The trends are clear – you need to ensure that your online listings are complete and address all relevant search terms, while also catering to evolving behaviors. Google’s Shopping Insights provides product and ctaegory-specific notes on these elements.

Shoppers are also looking to contribute to causes, and give back where they can in 2020.

“66% of US holiday shoppers say they will shop more at local small businesses – retailers are being called to action to help local shoppers identify them and make it as easy as possible to discover their products and make a purchase.”

Google says that brands can align with this by sharing their story, and specific insights about their business, as well as any local causes you’re looking to support.

And lastly, Google notes that many shoppers are trying new brands for the first time. Which Google has various ad options for:

Google shopping trends

The full guide includes more in-depth rundowns on each point, and more data points to reinforce the logic, and it’s definitely worth a look for those looking to maximize their promotions, especially via Google’s tools.

And you should update your Google My Business profile, and consider the available tools and options. As the report shows, people are shopping more than ever online, and they’re using Google to find new businesses.

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These tips will help your business get found, and expand your opportunities.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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