Your consumers are searching for “the best.” Does your mobile strategy provide it?
According to Google Data (2017), mobile searches for “the best” have grown over 80%. But what does “the best” mean? As marketers, we tend to think “best” revolves around the solutions our products and services provide and how we develop these solutions. However, it is important to realize that the consumer is looking for “the best” solution for his or her specific need. Remember, it’s about what your customer needs, not what you want to provide.
We are all searching for the best…of anything: big or small, for personal or public consumption, near or far away. Recent mobile search statistics show the consumer’s drastically increased desire for “the best.” For example:
- 115% growth in mobile searches for “best” lotion and moisturizer
- 165% growth in mobile searches for “best” water bottles
- 375% growth in mobile searches for “best” salt
…all in the past two years!
Source: Google Data 2017
People are looking for “the best” in order to gain confidence in their shopping decisions. They believe that if they buy “the best” then they will get the most for their money and avoid buyer’s remorse (Wheaton, 2018).
So what issues should we be looking at when addressing “the best”? To answer this, I combined Google’s Head of Ads Research and Insights, Sara Kleinberg’s proposed issues (Wheaton, 2018) with my take on how to approach them, and thus, incorporate them within our digital practices to create three solutions for your mobile strategy:
Issue 1: “Best” can be personal, subtle and vary greatly based on product or service category.
Solution: Look up and keep up with “the best” and any other search terms that consumers are using within your brand and product category. We should be up-to-date with trends as well as any internal data we generate.
Issue 2: “Best” goes beyond price or product service attributes. Consumers are looking for best “X” for me, best “X” for Hispanics, best “X” for oily skin, best “X” for moms on the go.
Solution: Address different uses, meanings and situations your consumer may search for. This means writing web content, blogs, whitepapers, profiles, etc. so people can see themselves in your content. Make sure your keyword phrases and title tags also convey all of these different situations.
Issue 3: People are consuming video more than ever. We don’t read, we watch…and we want it personalized.
Solution: Find the different needs and solutions your customer is searching for and make as many videos as possible to address their concerns in a personalized manner. If a consumer sees someone experiencing something that they can identify with, they are more likely to trust your solution.
Remember, it is not necessarily what is the “best X,” it’s what is the “best X” for your consumer.
Wheaton, Ken (2018), “Ask a Researcher: what does best really means,” Think with Google. Accessed from https://www.thinkwithgoogle.com/consumer-insights/best-searches/?utm_source=content-alert&utm_campaign=Consumer%20Insights-2683849&utm_team=twg-us&utm_medium=email-d on 8/16/2018
Google Data US (2017), Jan-Sept 2017 vs. Jan-Sept 2015 accessed from https://www.thinkwithgoogle.com/feature/mobile-search-behavior/#/ on 8/16/2018
Indigo is a color that is formed by mixing other colors. I see business and its issues in the same way; businesses are formed by issues that can be seen from several perspectives and thus, it is important to recognize those components as more than just black and white.
Indigo Ink is a collection of articles on Marketing, Sales, Entrepreneurship and Exchanging Ideas from Dr. Laura Muñoz.
Muñoz is an Associate Professor of Marketing with the Satish & Yasmin Gupta College of Business at the University of Dallas. She received her Ph.D. in Marketing and International Business from the University of Texas – Pan American (now the University of Texas of the Rio Grande). Her main research interests are in professional selling and on those topics that emerge from the intersection between marketing and entrepreneurship. Her research has been published in leading journals such as the Journal of Personal Selling and Sales Management, Marketing Management Journal, Marketing Education Review, and the Journal of Business & Entrepreneurship.